“Google’s last 3 years of advancements erased a decade of old school SEO practices.” Rand Fishkin
Are your internet marketing results in the dumps?
Have you tried internet marketing, search engine optimization (SEO), and social media marketing for your business and just not achieved the results you were hoping for and expecting?
If so, you’re not alone.
Here’s why, and here’s how to fix it.
Changing At The Speed Of Light
The basic truth is that online marketing is changing at a staggering rate, and most companies just can’t keep up.
In the last 4 months alone Google has unleashed 3 new changes to their search engines which have dramatically impacted the way things are done, taking everything everyone’s ever known and done, and throwing it out the window.
The first came on April 22, 2015 with The Mobile Update, (aka Mobilegeddon) where websites that weren’t mobile friendly were punished and demoted.
This was followed by The Quality Update on May 3, 2015 and then another update on July 17, 2015 with the Panda 4.2 update, which again focused on more creating more quality content and signals for your website.
As it normally goes, for those who were prepared and on the cutting edge, this has been both a blessing and an opportunity to quickly snatch up valuable rankings and online positions. Sort of like recovering from a stock market crash, there have been, and continue to be, an incredible amount of opportunities for the business owner willing to embrace the change and thrive in this new and exciting online environment.
But this is only the world of SEO, what about social media marketing and other forms of online advertising like Pay Per Click and social advertising?
Well, these elements also keep a staggering pace and thrive on change. As H.G. Wells so eloquently put,
“Adapt or perish”
So assuming you’re not planning on throwing in the towel and giving up on business altogether you’re going to need a plan.
The first step is to recognize that you don’t need to do everything.
Rather than spread yourself too thin, start with the basics and build your foundation first. From there you can start to get creative and launch into the other aspects of online marketing.
So where do you start? (For the best B2C and B2B business marketing strategies click here)
The best place to start is almost always with your website.
Ensure it’s mobile friendly and optimized for a variety of different screen sizes. Check the load speed as people and search engines have a low tolerance for a slow website. Read through your content and make sure it’s providing your potential readers and customers value, and answers their questions.
Finally, take a look at your conversion rate optimization (CRO). Is your website doing what it’s supposed to do? Are people calling, or emailing, or filling out the forms you want them to?
Once this is done, the next place to look is at search engine optimization (SEO). With 97% of consumers beginning their search for local business online (Forbes), you simply can’t afford to not be found.
Once your websites SEO rankings are in check, move on to either social media or online advertising.
For social media, you can start with a basic Facebook campaign and simply “boost” a few posts to reach your pages fans. For online advertising, Google now has something called Adwords Express which allows you to easily set up targeted Adwords campaigns.
With both social media and online advertising, if you find it taking up too much of your time or you want to increase your monthly budget but aren’t sure how best to allocate it, then you’d be wise to either invest in some more education on the subjects, or hire a professional to set up and manage it for you.
The great news is that businesses who are taking advantage of, and properly executing an effective online marketing strategy are reaping the rewards and benefiting from growth, increased profits, and a larger market share.
If you want to try to manage it on your own there are a number of great websites and videos to help get you started, or you can give us a call or click here to send us an email and we’ll be happy to take a look at your current online marketing and chat about how we may be able to improve it.