For decades, the Church had a history of media campaigns ‘pushing’ content out to audiences.
The game has changed with the arrival of social networking paradigms, especially social media. It is sufficient to tell the story you would like to tell over media or social networking channels and hope that you will connect with an audience.
The World Wide Web is a prominent source of information for people around the world. Users prefer doing a quick search for whatever they want, rather than turning the pages of newspapers and directories. If you have an internet business, you must be conscious of having an online presence and the significance and benefits of it. But with competition prevailing in the market, it may become somewhat difficult for companies to survive in the industry.
Marketing has changed dramatically in the last few years. Many website owners were sent scrambling as they saw their site slip when Google released their Panda and Penguin search algorithm updates.
But not all marketers found the updates of Google harrowing. People who built a strong foundation in internet advertising practices were not affected and attempted to match the system. These websites found their ranks plummet, and deservedly so.
There were also individuals and companies without a marketing team to match their needs to the market, so they watched their ranks dive. Most of those sites were business owners who focused on operations.
Marketing is just a portion of operations, which means they may not have enough knowledge to fully understand it. Instead, techniques were picked up by these business owners here and there were unaware of how and when to use certain practices.
This overview can allow you to understand online advertising and marketing techniques and how to use them if this describes you.
Understanding the Fundamentals of Building Internet Marketing Strategies
Building a successful marketing strategy is like building anything — it begins with a foundation. That foundation comes from comprehending three fundamentals of marketing:
* Search Engine Optimization
* Content Marketing
* Social Media Marketing
However, knowing what each facet does is not enough. The process can damage your ranking if you apply these well-established marketing techniques incorrectly.
You also should understand their disadvantages to maximize the benefits.
Search Engine Optimization
SEO and online marketing strategies improve the traffic, revenue and total brand presence online of a site:
* Technical SEO: Understanding the site is superior in terms of practices, speed, accessibility and user experience.
* Link Building will refer relevant traffic, and establish the authority and authenticity of the site.
* Content Marketing: Producing content assets which will be relevant and actionable/useful.
* Branding: Aligning all attempts to solidify the brand’s identity and excellence in the marketplace through fostering client relationships and posting quality content.
SEO is all about search engines and internet marketing. Search engine optimization is used to create a website that the search engines will rank as one of the pages for any given term. Truth be told, 95 percent of searchers click on a page that appears on the first page results for Yahoo!, Google or Bing. Search ranking is definitely a huge deal!
Building a search engine optimization strategy consists of providing content and choosing relevant keywords. Previously, factors like positioning drove SEO, keywords density, and even how often each keyword was used to link to this page.
But the search engines discovered that keywords might be manipulated. Optimizing the page to post keywords three times in a page meant nothing, meaning search engines often ignore sites who rely on keywords.
SEO should include:
* Relevant keywords
* Valuable content that’s shared
* A site that loads quickly
* Both content & images
* Backlinks from respected websites
You have to use search engine optimization methods to help your website, blog to be discovered, and hopefully get the endorsement or support of social media.
Ensure each page of your site is optimized for the search engines (read: 7 Ways to Optimize a Web Page for the Search Engines).
* Research keywords which people search for in your industry.
* Use keywords and social networking.
* Include keywords specific to your niche, which is one of the keys to ranking on search engines.
Content marketing isn’t a new idea. In actuality, the trend was started by John Deere when they published The Furrow. Companies like Michelin and Jell-O followed suit with automotive tips and recipe books. It builds confidence in your product, and as mentioned building your brand is important. Six out of ten consumers say that after reading a customized book, they feel better about the company.
Content marketing has expanded the area to add training videos sites, podcasts, and video games. However, like every other strategy, the content promotion has its downsides. Content can influence your rankings and is the most common factor that can hurt your brand. For instance, content riddled with spelling and grammar mistakes makes you look unprofessional and careless. Without verifying the facts, providing statements can make you look foolish.
Article marketing. This results from a tendency against guest blogging prior to the recent updates. Marketers were creating blog posts and then submitting them to anybody who would publish them for their site in return for a backlink. These backlinks were believed to be the perfect marriage of content marketing and SEO that was decent.
Google, however, thought differently. They saw no value other than the backlinks’ quality content. So Google took action against these marketers, and marketers became concerned. Guest articles fell in popularity and the blogging market became worried that their ranks would fall.
But Google never said guest blogging could result in rankings. They said marketers should provide content and host it, and that should have been the plan of the marketers all along.
Social Media Marketing
For some, social media is only a way to remain in touch. However, for businesses networking, it is a means to link content and SEO marketing. Search engines take into account the number of shares a page receives when it ranks a piece of content.
Social networking is also becoming the main way to promote content. Blogs like Google, Twitter, Stumble Upon, and Facebook allows consumers to share content. Research shows people are more inclined to trust shared content!
A frequent mistake in media marketing is currently thinking a high number of followers is advantageous. Many businesses have sprouted up offering to sell you 100 or 1000 ‘real’ fans or friends. Bear in mind that fans and friends aren’t enough. Friends that are bought are often not your target demographic or fake accounts. Neither will they help you achieve your objectives.
To be able to get the most out of a networking marketing strategy, make a community you want to interact with your fans. Show that you’re available by allowing people to ask questions and encouraging them to express themselves. Address these problems in a professional way. Supply articles that are interesting, not promotional. Remember: media is societal!
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