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.

I just finished watching the State of the Index 2008 address by Matt Cutts from Google.  Google now has a YouTube channel set up to post webmaster videos to keep the world informed about what’s new with Google.  Sure there is an element of “sales” to this but it truly is a fantastic information resource for webmasters and marketers. 

It is imperative for any good Internet marketing company or webmaster to stay on top of the new things happening at Google.  In his adress, Matt gave an overview of some great new tools that Google has launched including of course the Google Chrome browser.  Some of the general new things to look for include better machine translation, new and better voice recognition applications, Google suggest, SearchWiki (which is part of Google’s persnal search features allowing you to move or delete results), Personal search, Universal search, etc.

Some great new tools for Internet marketing companies or SEO consultants include Google Trends (analytics tool used to show trends for specific search queries), Google Trends for Websites (tool for comparing traffic between various sites), Goolge Ad Manager (helps marketers manage various ads they are running on multiple sites and channels), Google Ad Planner (a very helpful tool allowing marketers to really target their ads and make educated choices for where their ads will appear), and more advanced Google Analytics. 

Google Analytics now offers advanced segmentation which allows people to really compare the ROI betweenb their organic results and their paid ad results.  Interesting stuff! Another great tool especially for Internet marketing companies and SEO firms is the “on demand” indexing system for web pages.  This allows webmasters the ability to submit webpages for indexing automatically – this ensures indexing within 24 hours.

Some interesting points for webmasters to note are improved crawling for Flash.  This means that Google now has improved systems for extracting text from Flash files but the basic rules still apply.  Websites that achieve the best rankings still need a good balance of static HTML especially with more people reviewing sites from their mobile devices.  Google also has systems for better processing of JavaScript.

Unfortunately, we still have to deal with hackers and black hat tactics.  We are seeing a trend in more agressive black hat SEO strategies which border on felony behavior. 

Check out the video for the full details!

Every company out there today is trying to maximize the impact of their marketing budgets and strategy.  Most are embracing the cost effective and measurable aspects to online marketing.  A comprehensive Internet marketing strategy executed correctly can generate more business and reach a larger audience than traditional media…its that simple. 

Follow these six steps to maximize your Internet marketing impact in 2009:

• (Step One) Analyze your current online presence and understand your competitors:  The most effective way to set initial benchmarks is to analyze your current website and any current or past Internet marketing campaigns.  From this research you can determine if your current website will support your new goals or if you need to redevelop it.  Equally as important is to research your online competitors so you can see what kind of strategies they use and how effective they are.  Knowing your online competitors is imperative to understanding how to beat them!
• (Step Two) Set specific goals:  Goal setting is the most crucial aspect to developing any marketing strategy.  These are not just marketing goals but true business goals (i.e. what are you going to do to grow your business and stay competitive). Your online marketing campaign should be a direct reflection of your goals and be designed specifically for achieving those goals.
• (Step Three) Set budgets for the year:  Determine what you can realistically afford to invest in your marketing strategy.  Internet marketing is NOT like buying advertising…it is s true investment in the future of your business and can have lasting effects that will increase revenue and brand awareness.  Your budgets need to be placed intelligently and be realistic according to the competitiveness of the industry. 
• (Step Four)  Determine what Internet marketing channels are most appropriate:  Internet marketing can include some or all of the following:  consulting, website design, organic search engine optimization (SEO), pay per click advertising (PPC), social media marketing, email marketing, online video marketing,  conversion optimization, online reputation management, and online media buying.  All aspects of your strategy need to compliment one another…including offline and online components.
• (Step Five)  Prepare the foundation for your campaign:  Many times the best foundation starts with a new website that is designed for conversions depending on your goals.
• (Step Six)  Execute, analyze, and adjust:  Constant monitoring and adjusting will drastically improve the ongoing effectiveness of your campaign. 

So how do you accomplish all this and still stay focused on running your business?  Hire an Internet marketing company that can put all these things in motion!