Having a tracking and reporting tool installed to your website is a very important factor for conversion based websites and your SEO strategy. Make sure you have a tracking code on your site to track visitors and their behavior on your site. For example the bounce rate tells you how many people are coming to your website and leaving within 5 seconds this way you are able to identify which web pages are turning away the most visitors and which are making most conversions.

With today’s internet marketing technology you can run tests on different pages of your website and let your visitors decide the best version of that page. A – B testing serves the user 2 different versions of a particular page on a random basis. This way instead of just going with a gut feeling you will actually have the statistics from your users to prove usability.

The first step is to think of 2 variations of your page. The current one as the first and the second you can make a few small changes to the page. Maybe try changing photos or making links into buttons using large calls to action. Using tools like the Google website optimizer you can test your changes by randomly showing different visitors different versions of your site. These tools will then report back to you about the conversions and goals reached by each design. From these reports you can decide which design had the most valuable conversions dependant on the goals you set for your pages. These can be sales, links clicked, forms filled, etc.

Many think that there might be too many aspects of the website to change so why test at all? This is true there are many different components to each and every website but you can just start with your current most prevalent call to action on your page. Try changing simple links to buttons with calls to action. Try cleaning up the page to not be text heavy and insert some great images relevant to your business.
• Have a friend take a look! If you have a friend that doesn’t know your business very well have them take a look at your website. Give them 10 seconds to look and then ask them what you think the site is about?

• Give, Give, Give! Tell the user why they should stay on your website. Tell them the benefits of being your website: to look younger, to be healthier, to save money.

• Make your website relevant! Make sure that all of your client see your website as relevant starting with the content and pictures on the site! Make them personal and relevant to your website and your brand.

• Users love to shop and that is why they are on your website don’t make them search. Make it easy for the user to find what they want and make it even easier for the to convert. If you are basing your conversions on sales make the “buy Now” prominent if your conversations are tracked by sign ups make sure to have a quick and easy form on every page!

The days of simple on page optimization are over and have been for a while.  A year ago most search engine optimization strategies included the simple practices of basic site structure, seo copy written content, and building inbound links.  As Google continues to progress and make new updates to the algorithms, we must also adapt and develop new strategies that will keep us competitive.  A well-rounded approach is imperative which is why a good Internet marketing company can take on all aspects of search engine marketing and combine them to create a truly united front.

I tend to use the analogy of military combat when analyzing business and marketing situations.  For example, the reason a small special operations force that has superior training and works as a team will always defeat a larger force with mediocre training is becasue each person on the spec ops team works in complete synergy with one another.  In Internet marketing, it will no longer suffice to use one approach with a non-targeted strategy if you want to be competitive.  A comprehensive online marketing plan will ensure true optimization of all online assets and maximum exposure and conversions.

So what does all this mean?  What is Universal search?  What are digital assets?

Bascially, it means that optimizing all of a company’s digital assets is the best way to ensure good rankings as they apply to Google’s new “universal” search.  Universal search means that Google gives rankings to not only web pages anymore but also news results such as press releases, video content, images, local buiness results, etc.  Simply optimizing the pages of a website will not ensure that a site will rank as well as its competitiors.  Websites that use well rounded internet marketing strategies are getting traffic from other assets that appear in the search results pages.  For example, a company’s web page might not appear for a specific result but a SEO optimized press release might.  That press release if optimized properly would then have links back to the website which would drive trafic.  The same situation would apply for video content appearing in the results.  The vidoes if well optimized could then have links or calls to action noting the URL that people should follow. 

So are we taking about social media?

Basically, yes.  Social media is popular for many reasons other than viral marketing and online reputation management.  Social media can be a fantastic provider of inbound links which of course supports the ongoing organic search engine optimization campaign.  A good SEO company will optimize all a company’s digital assets to ensure the best possible ROI.

Where does conversion optimization come into play?

True conversion optimization is at the root of all online marketing strategies…or at least it should be.  Nobody wants to spend time and money implementing any marketing plan unless there is a strategy to ensure conversions and ROI.  Conversion optimization is more than just manipulating a web page to make the user do what you want.  All marketing strategies should be completely complimentary and support the same goals…that goes for offline and online components. 

Not so long ago, an SEO team would work independantly from a PPC team, and nobody would be communicating with the print team.  These days that is just poor marketing.  Everyone must be in constant communication with each other…that is, if you were to use different teams for each component.  The best practice for having a truly effective online marketing plan is to use the same team for all aspects and make sure that team knows how to coordinate with traditional media aspects as well.

Everyone wants to know more about social media marketing and how to use it cost effectively to improve online brand exposure and develop creative marketing strategies.  Social media optimization can also be a powerful tool for improving natural/organic search engine results through continually creating more inbound links.

Here are some great examples of current social media campaigns we are doing and how simple efforts can have a huge impact.

Twitter Campaign

Services Performed:

• Ongoing campaign on Twitter.com
• Building brand identity
• Building “followers”
• Post comments and offerings on a regular basis

Social Media Marketing Example Result:

• IMI posted a comment on Twitter.com about the website and provided a link
• The comment prompted a Twitter.com user to follow the link and purchase flowers
• The customer was so satisfied with the experience they then posted a comment about the website
• The complimentary review spurred others to follow the link and purchase items!

“A Small World” Campaign

Services Performed:

• Website development
• Organic SEO
• Running campaign on “A Small World”

Social Media Marketing Example Result:

• IMI developed a profile and gained user following
• IMI posted a comment on ASmallWorld.net about the new homes for sale
• The comment spurred multiple inquiries from investment groups and buyers
• The leads were sent to the client
• Interested investors flew from Europe to Mexico to visit the property

Social media marketing can of course be much more in depth than this as well as include very creative/specific marketing strategies.  These examples are meant to show how social marketing efforts can foster viral results that lead to actual sales!

Internet Marketing Inc. is now proud to announce the formal opening of our New York office at 25th and Broadway!  Internet Marketing Inc. is growing fast and setting up new office across the globe to continue our personal touch approach to online marketing.

Our new office will offer all of the same great cost effective services as provide a direct line of communication to our current and new clients in the Northeast.  IMI can now officially call ourselves an Internet marketing company in Manhattan!

Stay tuned…more to come!

It certainly should be!  I will start by saying this…if you have a website design company or website development firm building you a site but they do not know anything about organic search engine optimization (SEO), your site will not be set up properly for achieving natural rankings.  It is often a tough pill to swallow when someone just spent $50,000 on a website but then find out that it is invisible to Google.  There are many important steps that should be taken during the website design phase of an Internet marketing campaign that will ensure long term visibility in the SERPs (search engine results pages).

So what does this have to do with keyword research?  Let’s first define keyword research and then apply that definition to help answer this question.  Keyword research is a process used by search engine optimization professionals to determine what key terms and phrases best apply to a given website or online marketing campaign.  For example, if a company that sells shoes on their website, they would first want to begin by defining their exact goals and brand niche.  Keywords associated with “shoes” are going to be very competitive so the company would want to narrow the focus and generate a list of terms directly associated with their products. 

Here are some steps to take when starting keyword research:

• Determine the business goals you want to achieve through your online platform
• Define your brand, products, and services
• Start an initial list of terms you would want your site to appear for
• Use both broad terms and very specific terms (and combinations of them)

A good Internet marketing company will use your initial list to begin research but will also do extensive research on your industry as it applies to online searches.  Many times the terms and keywords a company thinks they should appear for may not be the most appropriate terms for traffic and conversions.  For example, a company owner may want to appear for terms more associated with their brand.  During the research process though it might be discovered that those terms are never searched.  This of course means that the terms are not competitive but there may not be a need to use resources to focus on them if they won’t drive targeted traffic.

The difference between broad/generic terms and “long tail” terms:  Broad terms are generally defined as the more competitive and less specific keywords associated with a search.  For example, if you sell used cars in downtown Philidelphia, you may not want to try to focus on just the term “used cars”.  Broad terms like this are very competitive and some sites will not have the ability to reach page one of Google.  Many experts believe the broad terms are useless for conversions anyway.  If your site appears for broad terms like this it will drive large amounts of traffic and be great for brand exposure, but in the long run it will be the more specific terms that will convert. 

Using this example, someone who types in “used car dealer downtown Philidelphia” will be much more likely to convert than someone just searching the terms “used cars”.  This is why using a mix of long tail keywords is so important too.  Long tail terms are the more specific and often geographically targeted keyword phrases.  Another example would be to compare a broad term like “Manhattan apartments” and a long tail term like “Manhattan highrise apartments near Central Park”.  The long tail terms like this generally have a higher conversion rate for obvious reasons…they are more specific and will drive more targeted quality traffic.

We won’t go into the intricate details of developing a good keyword list right now because I want to get into the discussion of how important it is for website development.  Why spend time and money building a site if it will never have the ability to appear in the natural search engine placements.  Makes sense right?  Unfortunately, this is where many website design firms fall short.  It is imperative to understand at least the basics of SEO in order to build the proper framework for a website. 

A good Internet marketing company will build a website keeping the following things in mind:

• Proper keywords associated with each page
• On page content – ensuring those keywords are used
• Title tags – using most relevant keywords associtaed with each page
• Meta descriptions – the source code must contain a description that uses the keywords associated with the page
• Keywords – the source code will also show a list of the most relevant keywords for each page
• H1, H2 tags – these must be embedded in each page as well to support the title tags and content on the page – again, keywords must be used
• Site map – I don’t know how many times I have seen fancy websites that do not even include a site map; without this the search engines can not properly index your pages and you will not rank

All of the elements above can of course be handled during an orgainc search engine optimization campaign but they really should be handled during the development process…otherwise, you will just have to spend more time and money having an SEO company or online marketing company redo the work!  Save yourself time and energy and hire a website development company that knows SEO!

We have talked a lot about conversion optimization and improving ROI for your marketing investments.  This of course has never been more important.  Most companies (though everyone is negotiating the waters of the rough economy) still undertsand they need to find cost effective and creative ways to market their products and services to their target audiences.  Understanding that marketing is essential is just the first step…spending your budget wisely is a whole new ball game.

There is no point is spending a a bunch of time and money building a fancy website if it is not optimized for the search engines.  Additionally, there is no point is spending time and resources driving traffic to a website or web page that is not set up to convert traffic into business.  A good Internet marketing company will help a client define their business goals (from an online prespective) and work backwards from there.  Defining these goals first is essential so that your website can be designed to reflect the conversion fatcors that will support these goals.

Remember that your website, and pages within your website should be designed to support all outside marketing efforts including online marketing like organic search engine optimization and pay per click advertising, as well as offline marketing like print ad or direct mail.  Let’s assume a website itself is set up well for basic conversions and has the proper calls to action necessary to take people through the sales cycle.  Even if this is the case, it does not mean that your PPC ads or print ads should be directing visitors to the home page of your site.  This is where landing pages come into play. 

A good landing page strategy has multiple advantages:

• Helps you focus on the ad campaign rather than redeveloping the actual website
• Gives you the opportunity to test multiple landing pages for optimial conversions
• Gives you the ability to constantly change just one page based on goals and conversions
• Can increase conversion by up to 40%
• Helps you focus on a specific message and call to action
• Can be used to capture business leads without any extra steps

What are the main components for landing pages:

• Clean, simple, but compelling design
• Very specific call to action (i.e. 7 day FREE Trial – REGISTER NOW) – in more than one place
• Simple content (short paragraphs or bullet points are best)
• The use of a Multi Step Process Guide (i.e. 3 Step Process)
• A registration form is necessary
• Trust Factors (i.e. certifications, testimonials, etc.)
• The use of the same keywords used in your advertisements

Here is an example of a landing page we designed for a client running a PPC campaign for their new Loft condos in San Francisco, CA.  Notice the simpe design, bullet pointed info, clear call to action, and short registration form on the right side of the page: 

The goal for this client is of course to capture registrations from interested potential buyers for their property.  This helps them build a database and get their sales teams involved in building relationships directly with the customer.

So remember, when launching new marketing efforts, even if you have just redesigned your website, consider using landing pages to support the campaign.  It will help you target the customer better and improve ROI.

The world is a crazy place right now and the economy is causing people to make major strategic shifts or even changes in their overall life plan.  The recent layoffs have actually spawned a new era of entreprenuers seeking to start their own ventures and follow dreams they have been pondering for a long time.  What do yo have to lose right?!  If you never try, you will never know what could have been.

Here are some basic but important tips for getting your start-up online business off the ground:

Have definable business goals:  Make sure you have completely defined your business goals and revenue streams with a clear plan on how to monetize them.  Usually this starts with some kind of business plan.  Even if you are not raising money and plan to boot strap for the first few years, writing a full business plan is a great exercise to help define the marketplace, competition, revenue model, break even analysis, etc.

Know your competition:  This would be defined of course during the business plan process but it is now more important than ever to understand what the competitors are doing.  The good ones are not operating the same way they were six months ago.  They will have created new revenue opportunities, found ways to cut expenses, and created a strategic plan for the next 12 months.  Many things might change between the time you start writing your plan for your online business and when you actually launch.  Follow the competition and makes adjustments accordingly.

Stop talking about it and do it:  You won’t grow a new business by only sitting around and planning.  You will have to eventually execute your plans.  Don’t be afriad to make mistakes…you will make them, and you will learn from them.  A proper amount of planning is very important but successful business owners execute their plans and keep things moving forward.

Build a great website:  You do not have to break the bank, but these days the first thing potential customers will do is research you online and look at your website.  People care about how things look and associate your website quality with your business…especially if you are running an online business!  Your site also needs to be set up to effectively support your business goals (i.e. foster conversions and new business).

Have an Internet marketing strategy:  Hiring an Internet marketing company that can help you build the most realistic strategy is important.  Trying to do it yourself if you do not have experience can lead to wasteful spending.  A good Internet marketing firm will help you define your goals, set benchmarks, and use analytics to continually refine the campaign to generate the best ROI.

Here are some good management tips that will keep your company going during tought times.  It does not matter if you run an Internet marketing company, a manufacturing plant, or a beauty parlor…these types of leadership guidelines translate across all industries.

Anyone can steer the ship in calm waters:  The sign of a true leader is one that will keep the team motivated and performing during the tough times.  Building a business in a good economy with the right resources is much different that understanding the strategic shifts necessary to keep you going during the hard times.

True leaders create change in their organizations:  If you can’t execute your business plans then you probably should not be leading the team.  The difference between a successful leader or manager and one that is not, is that they don’t just make plans…they implement those plans.

Lead by example:  This is especially true during a tough economy.  If you ask people to work late, you should be there too.  Don’t fly first class with the rest of your team in coach.  Don’t ask your people to make sacrifices that you are not willing to make yourself.  Lead fron the front and not the rear.  Bascially, do not ask your people to do something you would not be willing to do yourself.

Manage by walking around:  Get out of your office and walk around.  If you are at the top of the food chain do not confuse this concept with going around your middle managers.  However, it is important to get out there, talk to your team, ask them how things are going, etc.  You can gain a large amount of knowledge by doing this.

Work hard and market your business online:  Working hard and having a good product isn’t enough these days.  Lead your company by working hard, getting to the office first, staying late, and by all means…market your business online.  Internet marketing is the most cost effective way to enhance your brand exposure and increase revenue.  Give you team something to be proud of like a good website and powerful online presence.  It makes it easier to sell!

Twitter is the latest craze in the social media sphere.  Everyone from President Obama to homebuilders to the average internet geek is on Twitter posting updates and following and being followed.  I recently perused Twitter and I found The Washington Post.  I grew up reading The Washington Post and to see a news site with a Twitter account kind of baffled me and made me think about the power of this 3 year old website.  An Internet marketing company will tell you social media is extremely important to any internet marketing campaign – and for good reason.  This is a prime example of why using sites like Twitter will be beneficial for any social media campaign – and here’s why…

You know a site is worth being a part of when one of the top newspaper websites in the world uses that site to post updates about the news.  Online newspapers are great because of the fact that users can get current information (not always accurate, though) from not actually ordering a paper every morning but by simply logging on to a site and reading what’s new.  Also – having an online site allows the company – such as The Washington Post – to post new articles and breaking news when it happens so that readers don’t need to wait until the next morning to read the paper and find out what happened.  Now, these up-to-the minute sites like the Post are using social media sites like Twitter to broadcast the news – does anyone else find this ironic?  It’s quite incredible that a leading paper would be on a site like Twitter and use it to update their followers about what’s happening in the world.