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Hello Ladies and Gentlemen, Below are ten website marketing secrets that can ensure success for a small business in tough times. Everyone can be prosperous if they follow these proven marketing tactics and consider integrating their business online with a standards compliant website, using methods practiced by successful Internet marketing specialists.
Secret 1.0 Increase Success with Online Strategic Marketing Often a business can be moving in the right direction, but have their marketing strategy or positioning slightly off target or over broadened tactics and they struggle to achieve success and prosperity. Investing in strategic marketing advice will prevent this, ensure targeted decisions and apply evidence based research to your marketing. With the massive growth in online usage in recent years and advertising cost efficiency for small business, the Internet is playing a major role in successful marketing plans (# see Nielsen info below). Champion Internet marketers understand the traffic numbers associated with websites, Internet directories and search engines to ensure efficient online marketing and advertising spend. Just like national newspapers v's local newspapers, you wouldn't pay the same rates for smaller circulations, but many do online. With around 87% of the search engine traffic in Australia (source Hitwise), Google is the main search engine for the Internet in Australia. Bing and Yahoo are the next two players each sharing less than 5% of search traffic. To achieve success on the Internet results with Google are essential, this includes both organic and sponsored search engine marketing (SEM) methods, which need to be analysed in marketing strategy development. For organic (free) listing results Google's page ranking system is a key indicator of performance and strategic research will identify the ranking score required for organic success, along with on-page and off-page operational tactics like niche keyword development and strategic back-linking to improve page rank. For sponsored listing results Google Adwords advertising (pay-per-click) is one method that gets results when refined and split-tested, along with industry directory sponsorships and Internet advertising. Investing in online strategic research will identify the best sponsored tactics to employ for a business/industry removing the guessing. A strategic marketing investment can unlock the secrets to small business website success and save thousands in trial and error testing. Any business or organisation can benefit from strategic marketing planning and fast track prosperity with an online strategic marketing plan. For more information see our package below. #According to Nielsen's '2010 Internet and Technology Report', the average Australian Internet user spends 17.6 hours per week online. This indicates a 9% rise in the year past and a 28.5% lift on 2007. The figures swelled to 19.7 hours online for users with broadband access. Not surprisingly, the heaviest users of the Internet were those aged 16 to 29 years (22 hours per week), compared to 30 to 49-year-olds who averaged 18.2 hours per week and the over 50s who spent an average of 15.5 hours online per week. The Internet is now the preferred method to communicate with friends overtaking the mobile phone, 44% of Internet users favour online for communication (up 11%). Internet users who prefer mobile to communicate with friends has dropped by 7% to 31%. This year's report is consistent with previous findings stating the Internet is the preferred source of information, has best access to opinion and is the most trusted source of information. (Source http://www.marketingmag.com.au)
Contact Details: Troy Miller - Director - wb: www.2020impact.com.au - em: troy@2020impact.com.au - mb: 0414 623 108
Secret 2.0 Increase Website Traffic with Search Engine Optimisation (SEO) What is SEO, search engine optimisation? In basic terms this means building a website that complies to industry standards, in order for a site to index well (for content indexing and propagation) with search engines. It involves over 110 recommended web industry standards and includes elements such as; html based sites, strategic headings, text content, meta details and keywords, xml sitemaps, html sitemaps, hyperlinks and more. WC3 or the World Wide Web Consortium is the industry body who develops industry standards and best practices for building websites. For example: HTML (the Hypertext Markup Language) and CSS (Cascading Style Sheets) are two of the core technologies for building Web pages. HTML provides the structure of the page, CSS the (visual and aural) layout, for a variety of devices. Along with graphics and scripting, HTML and CSS are the basis of building Web pages and Web Applications. For more information visit: http://www.w3.org/ (courtesy WC3) If you have a website but need more visitor traffic, ask us about our free website SEO (search engine optimisation) audit, to determine if your site was built to industry standards? We review sites and advise what essential elements are missing and the steps required to maximise search engine performance. If you have a website but you're not sure it's been optimised, find an expert who can audit your site and give you the information required for best practice website optimisation. Our SEO Audit System will determine the measures required to meet W3C standards and improve organic performance. For more information see our SEO Starter Pack 1 below.
Secret 3.0 Improve Page-Rank with Strategic Content (on-page) For a new website developing strategic written content is the first priority, as without good content website optimisation and marketing is impossible. Give some thought on the logical segmentation of your business products or services and do some research online to see what your competitors are communicating. As a guide for small business 5-6 page websites, we suggest around 250 words per page and a site overview of around 500 words for the home page. The site overview on the home page is really important as it's often the first page indexed by search engines for Internet propagation, and in some cases the only page that gets indexed until an XML sitemap has been created and submitted to search engines. Having a single minded business topic in a geographic region with low competition is goal on the Internet, but finding your niche without any competition can be difficult. Especially if you have a broad range of services or products. It's best to aim for a focused topic and try to concentrate on core products or services that bring in 80% of the turnover. Keyword research is important in the early development stage or once you have a first draft written, do some Internet research on popular keywords and niche keywords that relate to your theme, then incorporate these keywords into the page title, H1 headings and content. Google's and Yahoo's keyword tools are excellent for this and will indicate search terms and search volumes for a URL, product or service. Establish what your main keyword phrases will be based on popular Google search terms with low competition levels, as this will assist page ranking and page 1 possibility. Low competition popular search terms can be determined by using the keyword tools above. This will assist new site pages appear in searches once they have been indexed due to less competition.
Secret 4.0 Sitemaps Boost Search Engine Content Indexing Sitemaps.org is the industry body who develops best practices for website search engine content indexing. Google, Yahoo and Bing all support the use of XML sitemaps for enhanced content indexing. Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling. In its simplest form, a Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL (when it was last updated, how often it usually changes, and how important it is relative to other URLs in the site) so that search engines can more intelligently crawl the site. Web crawlers usually discover pages from links within the site and from other sites. Sitemaps supplement this data to allow crawlers that support Sitemaps to pick up all URLs in the Sitemap and learn about those URLs using the associated metadata. (Courtesy Sitemaps.org) To expedite and enhance content indexing of a website, find an expert to produce an XML sitemap and submit this to the major search engines. Most of the search engines (Google, Bing and Yahoo) all have sitemap submission procedures and site verification procedures that will assist content indexing. For assistance with this and more information, see our SEO Starter Pack 1 below or visit: http://www.sitemaps.org/
Secret 5.0 Perform Website Tracking with Google Analytics What is website tracking and Google Analytics? Website tracking is monitoring the traffic that visits a website to obtain a picture of the visitors, referring sites and searches that delivered traffic to the site. Tracking can be done a number of ways, one way is at the hosting server level with web statistics and another way is at the search engine level with Google Analytics. Google Analytics is a tracking code and unique account identifier that's provided by Google and placed on web pages by a web developer, to record a range of information about visiting traffic and searches used to find a website. This includes tracking paid searches like Google Adwords advertising and Internet directory sponsorships v's tracking free organic search listings and free Internet directory listings. Some examples of information available with Google Analytics are: - Track unique site visitors (daily/weekly/monthly/yearly) - View traffic sources (organic v's paid) - Track popular pages with content page-views - Track visits, unique visits and visitor behaviour reports - Detailed search term and keyword analysis - Detailed referral site reports - Geographic country and city reports It's widely accepted that most successful web marketers use Google Analytics and Google reports to analyse site traffic and online marketing activity. While there are other independent 3rd party tracking systems, good for multiple search engine analysis, like http://www.onestat.com/ the metrics information provided comes at a cost (Google is free), and some other systems have inferior data reporting. For more information see our SEO starter pack 2 below or visit http://www.google.com/analytics/
Secret 6.0 Increase Traffic with Online Advertising (Google Adwords) For a new website online advertising is important, as it will get a site listed on Google fast and assist with visitor traffic, e.g. before organic listings appear. Especially if you operate in a competitive industry organic results will take time and may require a long term investment in page rank before popular search listings are possible. In this environment sponsored advertising is a helpful way to ensure a new business appears on the Internet. Google Adwords advertising is one prominent way to promote a business online, but it takes time and a reasonable budget to master, so don't expect to conquer the business world overnight. It's easy to spend money on Google, but requires expertise to attract targeted prospects and customers. Try to find an Adwords expert with experience in the techniques listed below, as they can help limit wastage and advise on ways to write appealing headlines and advertisements. Some techniques available with Google Adwords are: - View keyword ideas by website, word or category - View local and global monthly and yearly searches - Trial multiple ads (split-testing) on search & content (display) networks - View best performing keywords - Turn on scheduling to limit out-of-hours wastage - Set-up negative keywords to limit mistaken click wastage - Monitor expenditure daily, weekly, monthly - Set budgets; daily, weekly or monthly - Concentrate expenditure when business is slow - Activate and deactivate campaigns at will (immediately)
Secret 7.0 Improve Internet Propagation with Strategic Landing pages (SLP's) What is a strategic landing page? If this sounds like upmarket Internet jargon, don't worry it's an easy concept to grasp. All this is, is a page dedicated to one key topic on your website, that's built to industry standards. When search engines index the page, it starts to propagate over the Internet and deliver site traffic. Some of the secrets to developing successful strategic landing pages are: - A single minded topic of key importance (core business products/services) - Use keyword search data to determine the most popular and niche topics - Related headings, content and meta details (title, description and keywords) - Related page file tagging e.g. http://www.2020impact.com.au/website-seo-optimisation.html - Related inbound page links from industry, lifestyle and niche directories - Related outbound page links to industry, lifestyle and niche directories For more information, ask us to send you our SLP package.
Secret 8.0 Improve Internet Propagation with Social Media You have invested in a professional website and you want to develop social media traffic. But which social media sites do you invest in to reach the largest generation X and Y members and Internet savvy baby boomers? If you research the most popular social media sites in Australia, through Hitwise or StatCounter, leading Internet research companies, you will see Facebook is number 1 and StumbleUpon and Twitter are other popular sites. Facebook is for networking and reinforcing your business online by attracting followers, groups and like-minded people with similar interests. A Facebook page is like having another website that supports your business and can be used in unique ways to post information with blogs, invite members to events and offer member only specials and discounts. To become friends with 2020 Impact on Facebook visit http://www.facebook.com/pages/Brisbane_Website_Designers/115885838450164?v=wall StumbleUpon integrates peer-to-peer and social networking principles with one-click blogging to create an emergent content referral system, like a search engine. With StumbleUpon the goal is to get members to vote your site as being high quality so it appears in other searches and is recommended to members. In March they generated more traffic in the US than Facebook, so you can expect to see this growing in Australia. http://www.stumbleupon.com/ Twitter is all about posting short messages (sales/events/industry) and links (140 characters) and following short messages from others. Twitter is basically another online promotional tool you can utilise to communication information about your business/industry/lifestyle and related events. To follow 2020 Impact on Twitter visit http://twitter.com/web_seo_design
Secret 9.0 Improve Website Page Rank with Back-linking (off-page) Google was the first search engine to introduce off-page factors like backlinks, (inbound links from other websites), into the algorithm that determines the score for which a page ranks. Prior to this it was mainly the content volume, headings and meta details (title, description and keywords) that determined how a site was positioned in searches. With Google a high page rank score is required to appear organically on most page 1 searches (top 10 listings). It's widely accepted strategic backlinks are required to achieve a page rank score of 3 or more out of 10. We have found that on-page techniques will enable a site to achieve 2/10, and then what is invested off-page with strategic backlinks increases the ranking score above 3/10. It's important to avoid meaningless backlinks or volume links from poor providers, as this will not positively influence Google. Quality backlinks should have a combination of government, industry, association and lifestyle related inbound links from high ranking sites. The closer they relate to what you do the better, the older and more established the better, and the higher ranking as a trusted quality site, the better. Search engines can identify and blacklist bulk-link providers like link farms, and they discourage large increases in low quality links over short periods, so it's not worth doing. Google also has a time delay of around 3 months to see improvements in page ranking for sites that have been improved legitimately. Google backlinks can be checked with SEO software, with 'Link:' command searches and with Google Webmaster Tools. The results should be considered as an estimate only as variations and limitations between methods occur. In general, the links information provided by Google shows significantly lower numbers than other search engines and SEO experts believe Google only reports links from high ranking pages with page rank 2 or more. For more information ask about our Free SEO Website Audit and back-link development package.
Secret 10.0 Improve Website Traffic with Email Marketing Email marketing is a new way to reach customers and subscribers with information on a regular basis. There are many different ways to distribute emails and compliance with the Spam Act is needed to prevent breaking any laws. HTML email marketing is a popular way to email newsletters and specials, which is sending a web page like this one to a database of subscribers. To do this you need a HTML newsletter template, a content management system (CMS) for changing content, an email marketing system (3rd party subscription or PPS system) for distributing the web page and an email list of subscribers. An investment in HTML email marketing should be considered a medium-term strategy if you are planning to master this practice, as it takes time to be proficient and image resizing and reformatting skills are required. If you are committed to doing HTML email marketing, good advice is to find an expert who can create the first campaign, then hand over the keys with a little training. Some lead-up preparation will also assist like starting an email group using standard email programs (Outlook and Entourage), developing groups of contacts and emailing a regular PDF newsletter. A professional way to obtain subscribers is to put a form on a website that is completed in exchange for information or invite people through sale tactics and direct emailing to join the mailing list. Each campaign you will notice traffic spikes on the associated website around the same time. The more frequent you email campaigns, the more traffic you develop on the website, but Don't Overkill the database with too much frequency. For more information see our HTML email marketing package below or visit http://www.acma.gov.au/
NEWSLETTER SPECIALS Online Strategic Marketing Plan $600.00 + GST* (Save 20%) Includes:
2.0 Background + Market Review + SWOT Analysis
3.0 Customer & Industry Analysis (Target Markets)
4.0 Marketing Strategies & Objectives (Traditional + Online)
5.0 Website SEO Audit (Organic Performance Secrets)
6.0 Search Engine & Internet Directory Secrets
7.0 Email Marketing Secrets
8.0 Social Media Secrets
9.0 Marketing Materials & Offers
10.0 Appendices
Ensuring a site is built to world wide web (WC3) & search engine standards is essential for Internet traffic. Small Business Website Design
Ensuring a site is submitted to search engines with an XML sitemap will enhance content indexing. Website Search Engine Optimisation - Starter Pack 1
Marketing a website online with Google Adwords advertising and Internet directories is essential for a new website. Also tracking site visitors with Google Analytics will provide valuable information on referring websites and keyword searches, that can guide advertising success. Search Engine Optimisation and Marketing - Starter Pack 2
Professional email marketing communications for distributing newsletters and special offers to customers and subscribers will get you noticed and remembered. Small Business Email Marketing System - Starter
Social media networks like Facebook, Myspace and Twitter will get your business in front of more people and provide an opportunity to increase your website traffic from this arena. Small Business Social Media Account - Starter
Bonus Secret - Improve Online Marketing Results with Traffic Metrics: Understanding the traffic numbers associated with websites, Internet directories and search engines is important to ensure efficient online marketing or advertising spend. Just like circulation numbers in national newspapers v's local newspapers, you wouldn't pay the same rates for a smaller circulation, but many do online.
Data source courtesy www.hitwise.com/au
Online Specials: We offer a wide range of traditional marketing specials online including logos, business cards, corporate stationery, brochures, signage, banners and vehicle graphics, just visit our website for more information. www.2020impact.com.au
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