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890 Etips Book3 060710.Indd INTRODUCTION You have a business. You have a web presence. But with a weak economy and increased competition, you may be wondering if you’re doing enough to market yourself. 50 Winning eTIPS Every Marketer Must Know is fi lled with stellar e-marketing methods, provided compliments of Starmark International, to make your web presence work harder and smarter for your business. Starmark’s interactive marketing gurus have outlined these initiatives, ranging from big ideas to fi ne-tuning your website to touches of “what’s next.” These eTIPS will make what you’re currently doing more effective, as well as open up a new landscape of opportunities. We would love to hear how these eTIPS are working for you, so please keep in touch. Until then, we’ll see you on the Internet. HOW TO USE THIS GUIDE. (IT’S A SNAP.) When you see this symbol, you can access additional related content on your smartphone: 1. Download the Tag Reader app at http://GetTag.mobi 2. Install the Tag Reader 3. Snap the tag social/mobile marketing CREATE A BLOG; IT’S NOT FOR EVERYONE, + BUT IT MAY BE PERFECT FOR YOU Search engines love blogs. From a Search Engine Optimization (SEO) perspective, the structure of a blog – constantly changing content, lots of linking between pages, content that’s categorized and grouped – is very well-suited for SEO. And from a corporate social media standpoint, corporate blogs give your company a platform to talk about company news, but also display another face to your audience. While not all corporate blogs are created equal, Whole Foods Market, for example, is among the companies that get it right. Their “Whole Story” blog regularly posts recipes, food facts and lifestyle tips. Recent content includes a map of local growers, a trip giveaway and an article about men’s health. The content cleverly balances informative with entertaining. Common corporate blog errors, on the other hand, include speaking only to the interests of shareholders or being entirely self-serving. Your blog will work better when you don’t make it work too hard. Here are a few other caveats: A blog is not suitable for every organization; like every other marketing program, make sure you understand both your audience and your goals for the blog, and then ensure it satisfi es both. Don’t do a blog if you can’t update it at least weekly. And the content must be authentic. Just look around online and see how Dell, Cisco and other companies work a blog right. public relations KEYWORD-RICH PRESS RELEASES, , AND WHY THEY ARE IMPORTANT When it comes to Search Engine Optimization, keywords are like gold. However, it’s not enough to optimize your website content and stop there, because even the press releases your company distributes on Internet newswires could benefi t from a good SEO makeover. PR Web, for example, can host your searchable press release on prweb.com and provide visibility on Yahoo! News and Google. But whether or not your press release comes up on a search depends on whether or not it’s keyword-rich. In doing this, it’s important to understand which keywords are relevant to your business (a.k.a. driving conversions and traffi c) right now and will come up high on a search. Choose fi ve to ten keywords. Then, write your press release with those keywords in mind, so that they occur naturally and seamlessly. Your release should also give a call to action by including hyperlinks that take readers to a landing page, because the goal is to get the reader back to your website. All roads should lead back to you. seo/sem LONG TAIL KEYWORDS: - A SMART SEM STRATEGY Why should you pay for every search a consumer types as he decides between a “red sports car,” a “blue sports car” and “a tan minivan?” When paying for clicks, businesses tend to focus on the perceived top 10-20 search terms in order to bring consumer traffi c to their site. However, how often are these consumers ready to buy? The terms that are most popular and most managed by site owners are rarely those that provide the most business. Translation: They’re just browsing. And it is here that we split keywords into two main groups: short tail keywords and long tail keywords, or general keywords and specifi c keywords. To continue our car buying scenario, examples of long tail keywords that work well on paid searches include “Red 2009 Ford Mustang Tampa” or “Used Tan 2001 Dodge Caravan Low Miles.” These searchers are much farther down the sales funnel, and are ready to buy. Because there is less competition for long tail keywords, it’s easier to rank on the fi rst page of Google. Sure, long tail keywords bring less traffi c, but these visitors convert amazingly well to sales. And that’s the best kind of traffi c. website optimization ANCHOR TEXT: . EASY TO DO RIGHT Anchor text is the visible text of a link. Although it may consist of just one or two words, what your anchor text says when linking back to your site is a very big deal. A huge deal. Colossal. But also very easy to do right. The power of anchor text lies in how high your website will rank in search engine results. And this is based on the hyperlinks that connect to you from other people’s sites, not your own. This is called link building. Link building starts with choosing the best keywords that relate to your business. Then, whether you are requesting links from other sites, submitting to directories or buying links (and be careful whom you buy from), you have to choose the right anchor text. Think of anchor text as your call to action. “Click here,” for example, is just about the worst anchor text to be associated with – unless your company’s name is “Click” and you sell “here.” For an example of what we mean, try this: Search for “Click here” on a search engine. The number one result is Adobe Acrobat. That’s because thousands of websites prompt users to download Adobe Acrobat Reader in order to view a PDF, with the anchor text “Click here.” Because of this anchor text, the search engines have now come to associate that phrase with Adobe’s site. This is a key example of how important it is to have the right anchor text for your inbound links in order to increase your visibility in the search engines. On the other hand, having the exact same anchor text on all of your links may not be the best approach, either. Try mixing it up by adding a word, changing from singular to plural, or stemming a word differently. Easy, right? analytics/tracking TRACK ROI ACROSS ALL CHANNELS / (ONLINE AND OFFLINE) Nowadays, marketing budgets are hitting a plateau, if not careening downhill. Everyone has to closely watch where their money goes – and hope it comes back bringing customers. When it comes to any type of marketing, it’s important to track Return on Investment. And with what is happening to budgets, it’s even more important to track all campaigns across both online and offline channels in order to know which tactics are working and which are not. Then, ramp up the good efforts and shut off the bad ones. Juggling online figures like conversion rates and CPC or CPM costs becomes even more complicated when simultaneously running multiple campaigns across multiple channels. Add in the offline channels, it becomes even more difficult. But tracking is very important in today’s economy. Cross-channel tracking should definitely be in your toolbox. You’ll be using it regularly to analyze all your advertising channels, including (but definitely not limited to) print ads, television, radio, paid search (SEM), natural search (SEO), email, banner ads, billboards, promotional items and trade shows. Starmark uses our proprietary QuickwebPro® software for our clients. However, you may opt to use a basic Excel spreadsheet. Whatever tracking program you use, knowing where and how well your money is working will always work in your favor. QuickwebPro® BNContact Replicator ChannelPro website optimization MARKET TO SEARCH ENGINES 0 WITH AN XML SITEMAP Invite Google and Yahoo! to get better acquainted with your website or blog through an XML sitemap. Also called a “search engine sitemap,” an XML sitemap is a document that lists all the different pages on your website that you want the search engines to crawl, and which most major search engines can read and look for to correctly index your website, including URLs that may not be discoverable by their normal crawling process. These XML sitemaps are created specifically for search engines, and should not be confused with HTML sitemaps, which the first generation of websites used and are no longer considered good site design. With this SEO-friendly tool, you have the ability to create a hierarchy of content and exclude low priority pages. It lets the search engines know when you’ve got fresh content (which they love) by allowing you to specify date changes of content modification. Basically, submitting an XML sitemap of URLs to Yahoo! or Google is like candy to them – up to 50,000 pieces of “URL candy.” It’s the ultimate sugar rush. Do it: if your website is fewer than 500 pages, you can generate a free XML sitemap now at www.xml-sitemaps.com/ in four easy steps. For larger websites, you can also purchase a sitemap generator, for a nominal fee.
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