The convergence of marketing and PR is never more apparent than on the web, where there is a wealth of opportunity for anyone looking to grow their profile and content really is king. However, as we all know, too much of a good thing can be bad - and trying to pick your way through the huge variety of online options can make it difficult to create a targeted campaign that is time and cost effective and will reap the benefits you’re looking for. All too often, a scattergun or uninformed approach is taken, with hit and miss results, which is why sourcing the right help from a relevant expert is critical. Getting the most from your online marketing strategy is vital for businesses with streamlined marketing budgets, so I spoke to Lisa Forster, technical director of multi-award winning angelfysh internet marketing, to get the lowdown on how to refine and enhance some of the activity that may be carried out.
According to Lisa, any good internet marketing strategy may be a mix of Google Adwords, organic Search Engine Optimisation (SEO) and social media marketing – the likes of blogs, Facebook advertising, Twitter, YouTube, LinkedIn etc. Choosing which to use in which quantity and when depends on your organizational aims – and as always, understanding your customer is critical before embarking on any activity otherwise it’s absolutely wasted effort. Here are some of her top tips for making your hard work pay.
When deciding which option to employ, consider what it can do for you. SEO is good for building a solid, longterm marketing foundation, while Google Adwords is useful for achieving highly targeted traffic quickly. Social media marketing is ideal for communicating with customers and building brand.
SEO is cumulatively effective and 70% of search engine users only click organic results, ie not the paid for Adwords at the top of the page and down the right hand side of the search results page. Having a high organic ranking builds brand and credibility with your target audience because it is not a directly ‘paid for’ listing. But beware – knowing which keywords to optimize for is probably the most important part of the SEO process and you need to select words and phrases you wish to be found for and ensure that people are actually searching for these words and phrases – where many people go wrong! The data is available if you know where to look and experts will get their hands on this quickly and easily, saving a whole heap of potential future pain.
Using Adwords may only attract 30% of search engine users, but on the positive side, it tests conversion quickly and you can time your campaign to run concurrently with others, for example alongside campaigns on TV or in the press. Unfortunately Adwords can be difficult to set up and expensive to manage (again where an expert comes in handy!) and another downside is that they can’t help you rank higher in the organic listings.
Where social media marketing comes into its own is in terms of ease, cost and management. Search engines love frequently updated content, they drive targeted traffic and set up and maintenance is relatively cheap. What many don’t realise however is that updates can be time intensive, return on investment is delayed in favour of brand building and most users are socializing rather than looking to buy.
Ultimately a clever mix of all these things will deliver the kind of results you’re after. If you’re using an expert to help you with your efforts, do as Lisa recommends, make sure they have a positive track record for achieving first page search engine listings (worth it when a position one listing in Google generates almost 50% of the total monthly search volume); can show you case studies and examples and provide monthly reports and evaluation in an easy to read format.
For more information, check out www.angelfysh.com.