Online Marketing Tips

Digital marketing is complicated. It is a mixture of organic chemistry and rocket science. It also has a mix of psychology and sociology. But getting started with Digital Marketing doesn’t have to be that complicated..

Eight years of trial and error in developing digital marketing strategies for companies have given me the insight, and expertise. In conclusion, I realise, that there are some very simple measures you can take to successfully market your brand online.

You may have done some, but have you covered them all? Given below are 10 tips I am sure you will find useful

1. SEO: How many of you only put the meta tags and content on the HTML codes, and leave it at that... thinking that the crawler would visit your site. Optimise the search engine performance of your website. If you have lots of content on your website, you need to structure your pages in such as way that googles crawlers give it the credit it deserves. 70% of traffic goes to he unpaid section of search results.

2. Enforce your trademark on google and other search companies. They are obliged to stop your competitors bidding on your trademarked term, as long as it is not used commonly. This will prevent your rivals stealing traffic from people who were trying to find your brand. Google don’t like it, but they’re making plenty of money.

3. Have a CRM strategy and build a database of users to communicate with them. At a minimum, communicating via newsletter is a great way to remind users about you and keep you top of mind.

4. Manage ROI, not traffic. The beauty of online marketing is the accountability to marketers compared to activities like TV spend. Track the traffic by all means, but more importantly track the orders that come into your business, their value, their costs and what profit you made. If it’s profitable, do more. If it’s not, stop.

5. Optimise your online creative constantly. This applies both to banner display ads and google adword copy. Experiment with several versions of an ad and measure them daily. If a creative isn’t converting as well as another, drop it. Be ruthless, the difference between one good ad and one bad one can be as much as 2000% in effectiveness.

6. Check out your competitors paid search marketing strategy by googling a few key words. If they’re spending on PPC, it’s unlikely to be for fun. We were surprised last month to find the Sun newspaper advertising on google.

7. If you decide to have a paid search campaign, set your account up right at the start. Think about the sets of key words that you can analyse in groups. If it is a success and you end up expanding your account, it will be pretty difficult to analyse 500,000 key words individually.

8. If you decide to go down an affiliate route, set some firm ground rules with them: a. Don’t let them bid on your best PPC terms and steal your traffic. b. Get as short a cookie length as possible, so you don’t end up paying for sales you would have got anyhow.

10. Don’t bury your head in the sand. The quicker you start playing with digital marketing, the faster you will start learning how to use it to your advantage.

Well, you can try the above tips and see the results for yourself.



(PS: I mentioned 10 tips but then there are only 9 above :), well the 10th tip is - do not believe all that is said on the Internet... especially the free 'advises' that you get... Remember, there is no free lunch)


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