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Search Marketing

The Whiteclick SEO blog aims to keep you up to date with the latest in the search engine optimisation and marketing industry and the company.

12 Digital Marketing New Years resolutions for 2012

Jessica Graham - Monday, January 09, 2012

1. Do: Share links pointing to content on your website!

It's concerning how many businesses share links over social networks that direct potential visitors to other sites instead of their own! Your primary social media objective should always be to engage with your target audience, lure them back to your website using great content, and then convert to leads or sales.

2. Do: Finally get around to setting up your business blog

Speaking of great content - a blog is one of the most effective pages to drive traffic to your site! Companies which blog have 434% more indexed pages and 97% more inbound links. For non-SEO nerds, in English this means that investing time and money into a business blog will:

  • Establish your brand as a market leader and influencer
  • Impact positively on your optimisation efforts and increase your search rankings
3. Do: Optimise your blog posts with keywords/phrases

Closely aligning your blogging efforts with your SEO strategy to incorporate keywords and phrases will maximise your content 'life' and visibility in search results.

4. Do: Post blogs regularly

Commit to generating 1 to 2 articles a month at minimum. There is nothing worse than visiting a business blog page only to find that their latest article dates back to the time when Nokia's 3310 was still the most widely used mobile phone device!

5. Do: Analyse what content engages best with your audience

Take notice of what is working. Assess your most popular blogs by views per month; your social media updates that garner the most 'likes', 'comments' or 'shares' etc. Use this data as a guide for future posts. It seems like common sense but you'd be surprised at how many businesses fail to identify what makes their audience tick.

6: Do: Set measurable Social Media goals

A big trend for 2012 embraces higher levels of social media monitoring and metrics - but how can you measure your digital marketing success unless you first set goals that are realistic and achievable? Here are a few simple ones to start with:

  • I want to increase my Facebook Fan base to x amount of followers by x date
  • I want to increase my Twitter followers to x amount of followers by x date etc.
  • I want to post x amount of blog articles a month

7: Don't: Ignore Google+

A huge development in 2011 was the emergence of Google's answer to Facebook: Google+. Early membership numbers broke every record in the book, and in late November the search heavyweight announced the provision of Business Pages for brands. While Google was quick to deny any relational effects to SEO and PPC, early data suggests otherwise. Don't be left behind, build your business presence on this network now.

8. Don't: Be tempted to cut costs by attempting DIY pay-per-click

While DIY PPC management may provide initial budget relief in an economic downturn, it often ends up costing much more than you save. The keyword selection process is far more involved than just knowing what your customers are searching for. Targeting the wrong keywords drains advertising spend without providing any ROI. It's a no brainer: Employ an expert to make sure that you're getting the best keywords at the lowest possible price point.

9. Don't: Forget the power of customer testimonials

It is estimated that by 2014, 53% of total retail sales (online and offline) will be affected by consumers who use the Internet to research products before purchasing. Social Media is the new 'word of mouth'. Populate your product/services LinkedIn page so happy customers can endorse you, and encourage influencers to write online reviews or recommend your brand on Facebook.

10. Don't: Be oblivious to what is being said about your business online

Use free web services such as socialmention.com and wotnews.com or even by conducting a simple name search on Twitter to find out how your brand is perceived by the public. Appease customers with complaints and nurture brand ambassadors. Social media is not just for promotions, it is also an invaluable market research tool.

11. Don't: Lose potential business by having an outdated, user un-friendly website

Your website is often the first experience a potential customer has with your company brand. Just like in a job interview, you need to make those first impressions count! Does your homepage load up quickly? Is your content optimized for search? Do you provide eCommerce facilities for users to buy your products online? Or is 'Lets do the time warp again' ringing in your visitors ears when they view your page design?!

12. Don't: Optimise your website for mobile and tablet devices at your own peril!

Sales of iPhones, Androids, iPads and other tablet devices are on the rise and expected to outstrip laptops and traditional computers as the home hardware of choice by 2015. Don't give potential customers an excuse to buy from your competitors - make sure your website can be viewed and utilized in any format.

What are your digital marketing resolutions for 2012?

The 5 Unbreakable Laws for Making Websites That Create Sales

Justin Daniel - Thursday, October 20, 2011

After many years guiding businesses on how to retool their web sites into effective marketing machines, we've uncovered 5 unbreakable laws for building web sites that sell. Read on to gain precious insights for multiplying the return on your marketing dollar. 

1. Do looks really matter? 76% of web site visitors judge the credibility of a business from the appearance of the web site alone—not the content. Many people know professional looking designs increase credibility in the eyes of your web site visitors, but few consider the damage shoddy advertising does to a business. Your web site must look professional otherwise you literally risk damaging your brand.

2. Drive targeted traffic to your business. It's no secret the vast majority of customers now use online search to find local businesses. Many businesses have realised there is little or no benefit in building a web site that no one visits and are getting better and better at finding customers online. Target these customers with online marketing, or somebody else will.

3. Engage your web site visitors. Advertising legend David Ogilvy once said, 'You cannot bore people into buying' and his advice still rings true today. Consumers have never been so informed, discerning and impatient.

Looking for a powerful way to motivate customers to pick up the phone and call your business? The easiest way is to do a bit of online market research and post a compelling offer unlike anything offered by your competitors and post it on your web site. This is a deceptively simple—yet staggeringly effective—way to differentiate your brand from the competition.

4. Make it easy for your customers. The customer of the 21st century is overwhelmed with information and easily frustrated. Usability and clear information design are vital for a successful business web site. Does your home page look like a christmas-tree by cramming everything but the kitchen sink into one page? Or does it present a simple selection of options-just enough for your web site visitors to know how to easily get to the information they're looking for?

Make it easy for your customers…. Or they will go elsewhere.

5. Use your best resource for more sales. Your existing client base have already developed trust and familiarity with your business and will readily buy from you again. And a well constructed web site is the most economical and effective tool to communicate with your customers. Mailing lists, blogs and social media sites all rely upon your web site as the nerve centre for communicating with your customers and new prospects. Have you been using your web site to re-engage your customers?

Are there more approaches than these to make web sites that sell? Sure. But this is the best place to start.

Remember —a well built web site is an investment, not an expense. Poorly constructed web sites almost always come with high maintenance fees and are inevitably scrapped and replaced by better ones as a business grows.

You wouldn't trust just anyone to be the face of your business-and the first time a person visits a business web site is the very first sales meeting that takes place between the customer and your brand. Invest wisely.

Google's Social Search Update

Giles White - Monday, February 21, 2011

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