Divide Delegate SEO

Dividing and Delegating SEO is Being Smart

Being Practical about SEO vs Doing SEO out of Convenience

It is not “set-in-stone”, that one person or one team performs the entire scope of any SEO. Well, the best case scenario would be to keep them at one place but sometimes, it is done more for the sake of convenience than being actually pragmatic. Remember, that the decisions you make, the way you communicate are bigger challenges and hurdles in SEO

Why I would divide and delegate my SEO is because of these reasons.

  • Skill

Some companies and seo individuals are amazing at performing one part of the SEO such as the on-page part of SEO perfectly, while they may not be good at social media and link building.  It makes sense to get the on-page done somewhere else so that people can use their resources to making sure that the on-page is 100%. I think it is practical to divide your on-page and off-page teams properly. This way, they will also be challenged to do their best for you

  • Focus

If the focus of each team is on their own area of the SEO, the less they have to work with, makes them more efficient due to their undivided focus on each part.

What would I divide and delegate to my SEO teams?

Website Optimization – Optimizes the website to make sure that it is up to par with Googles standards.

CRO – Conversion Rate Optimization – Reads website conversion pathways and applies changes to the website to continually look for better conversion.

  • Company Social Media and Reputation Management – Ensures a good and healthy number of citations and mentions of your company in social media websites. These guys would also look around for any negative comments about your company online.

    Link Building– Link building still works for a lot of non-competitive keywords and especially in NAP (Name, Address and Phone) optimization for Local SEO

    Personal Branding – I would recommend every company owner and top executives to get behind their brand in social media. Take the authority you have online to see maximum SEO benefits. You can get someone to assist you in doing just this.

Advertisements

Internet Marketing Formula for Small B2C Businesses

Small businesses have a huge advantage these days if they are innovative and have a powerful value proposition to offer to their customers. However, if your small business model has nothing unique to offer, you will simply fall in line behind a large crowd.

A tip for start-ups and small businesses:

“As much as possible, weave your business around an Internet Marketing model and not the other way around”

This goes for all B2B and B2C businesses.

The Difference between B2B and B2C

If you frequent marketing or business blogs, chances are you’ve encountered the terms B2B and B2C. What do they mean exactly? Well, if you’re thinking of something complicated and technical, don’t worry.

It’s actually pretty simple: B2B is shorthand for business to business while B2C stands for business to consumer.

B2B businesses have products and services that are marketed to other businesses. Advertising agencies, office furniture manufacturers, and graphic design services are just some examples of B2B businesses.

On the other hand, B2C businesses’ final customer is the consumer. Restaurants, bars, spas, salons, cleaners and the like – (basically, I am trying to list down businesses that people like to come back to if they like the service). These businesses are usually patronized by loyal customers, hence their geo-locations are important.

Now that we’ve clearly defined these terms, let’s focus on B2C businesses.

Internet Marketing for B2C Businesses

Internet marketing offers a world of opportunities, plus it’s amazingly simplified these days, so it isn’t particularly hard for B2C businesses to create their own unique strategies.

The technical know-how advantage in internet marketing is more or less “out-of-the-window.” I say this because you cannot manipulate search engine results, and even if you were successful, it will be short-lived. Websites that can bring good referral traffic and social sites are getting intuitive and minimalistic in nature – so really, all you need is some internet savviness.

To launch a successful internet marketing strategy these days, all you need is that good ole brain of yours — and, of course, persistence and perseverance in achieving your goals. You’ll go a long way with these two, trust me.

SO, IS THERE A FORMULA IN INTERNET MARKETING?

Yes – there is! Hooray!

Now, all I can do is present this information generally as it all really comes down to who you’re targeting. You will have to try and get a mix of these ideas and see what will work best for you.

For B2C companies, originality, creativity and branding are the most important underlying factors necessary for internet market success. Although price is important, it often can determine what niche of people you want to cater to, making this another uniqueness you can add to your business.

The internet marketing tools most effective for B2C companies are:

  • Branding (art themes, message, value proposition, including website design)

Use art, brand message and value propositions that appeal to your target. Is your niche targeted towards the slightly “upper-class”? If so, refrain from prices – focus on what the affluent associate themselves with which is luxury. And, currently luxury is best conveyed through minimalism.

If your target is the “middle-class” and the like, you will need to brand yourself, but you have to make your value proposition very clear. Focus on not just the price, but the inclusions in every detail.

  • Social Media (Facebook, Yelp!, G+)

Navigating through the heaps of networking sites available today might make social media marketing sound extremely tedious. Some marketers even want to have accounts on every single channel available. But that will take up a lot of your precious time. Best stick with one or two channels.

For B2C companies, it is recommended to focus on Facebook and Google Plus and the review site, Yelp.

There’s no question that Facebook is the largest social media channel with its 1.13 billion daily active users. Now that’s a lot of potential customers.

On the other hand, Google Plus is a great tool for Local SEO with its Google My Business feature.

I suggest that you keep your Facebook page active on a daily basis. Remember to balance your informational and engaging content and your promotional efforts. Yelp and G+ can give your customers the freedom to post reviews of your company so make sure to get positive ones!

Of course, your strategy all depends on who you are marketing to. I find this guide from Aabaco Small Business really helpful in determining which social media site is best for you and your business.

  • Email Marketing

Think email marketing isn’t cool anymore? Think again. The email marketing industry is actually stronger than ever before. In fact, compared to a tweet, you are 6x more likely to get a click-through from an email campaign. Also, marketing through email is 40 times more effective at gaining new customers than doing so on social media sites.

Why is this the case?

Because, comparing them to other marketing mediums, email is more personal and professional. Not to mention they’re more transactional. If you want to build strong and lasting relationships with your customers, go for email.

Here’s what you can do: first and foremost, you have to get your customers email information and as much as possible, personalize your newsletters. If a holiday is coming up, greet them or give discounts and promotions on a monthly basis.

Careful not to overdo this though. Always have a realistic schedule for all your publications.

  • Local SEO

Google loves giving people what they want when they want it — and as near to the person as possible. With the constant rise of mobile and wearable technology, proximity-based searches will continue to become enormously popular in the years to come. Soon, local searches will be centred completely on hyper-specific location instead of just on regional-specific basis.

Focus on localizing your website by going for SEO on the domain or homepage landing level. Use NAP Optimization more instead than just the actual link or content building strategies.

 

There are a lot of other tools out there that can further support your internet marketing campaign, but these four are the most essential. This is especially true if you’re managing a B2C company. Remember to test these out as strategies often differ depending on your audience and your business.

Read Internet Marketing Options to understand how you can make your own hybrid strategy for marketing on the internet.

DIY or Outsource Internet Marketing

Do-it-yourself, Hire or Outsource Internet Marketing

In the last blog, we looked at the options available in internet marketing. We can see how the different segments of internet marketing can stand alone and can work even more efficiently if you mix your stronger marketing points together. To refresh, the different Internet Marketing segments are:

Email Marketing Social Media Marketing Classifieds SEO (Search Engine Optimization) SEM (Search Engine Marketing) Content Marketing

They can either stand alone or you can have a hybrid strategy involving two, three or all. Now, the question – Do you do internet marketing by yourself, do you hire someone else to do it or do you outsource it to a company that specializes in Internet Marketing.

Internet Marketing: Do you DIY (do-it-yourself), Hire or Outsource?

The firm answer for me here is :

  1. You are a business person.
  2. You got there because you have something to offer.
  3. You know your own business better than anyone else.

DIY internet marketing is the best way to go if and only if, you have the necessary passion and drive for internet marketing.  The other important area to consider is time. You will need time to organize your thoughts, to write content and to syndicate the content strategically. The most important skill you need to do Internet marketing is nothing technical in nature, infact, in Internet marketing, all you need is a purpose, a value-proposition to offer and the drive to get your message through.  You can read more about it in Internet Marketing : General Overview If you have the passion and the drive but lack the time, you can choose to hire someone or to outsource your internet marketing. The biggest difference in hiring someone versus outsourcing to a company is that

  • Outsourcing to a company means that you get the benefits of the entire company as a whole. Meaning all of the internet marketing segments are covered well. There is more expertise and there is more aggression in outsourcing to a company.

  • It is best to outsource, if your time to focus on internet marketing is very minimal

  • Even if you hire someone, you will still need to have some focused time to give to internet marketing as the time needed to review applicants will take time. There will also be considerable training needed if you want to hire someone direct.

In short, it is best if you can do Internet Marketing yourself on a personal level. If you can put your personal brand behind your company, there are wonders that can be achieved. However, getting down to reality, only a few can take out time to perform internet marketing duties as it needs considerable amount of persistence and perseverance. If you do not have the time, my recommendation would be to outsource to an Internet Marketing company than to hire someone directly because Internet marketing companies have the resources needed and their marketing personnel are pre-trained to handle different industries at service and retail levels. They can also be very aggressive because the Internet marketing industry is very competitive and companies will want to keep their clients happy and satisfied for longer business relationships .

OPtions for internet marekting

Internet Marketing Options for Business

What sets Internet Marketing apart from other types of marketing is that you can customize and create your own plan for your business. The success of your campaign doesn’t depend on whether you utilize every single segment there is in Internet Marketing — all you need to do is determine the best strategy that you can use to get your business started.

There are six segments of Internet Marketing that can stand alone. Allow me to discuss it briefly one by one.

Email Marketing

Email Marketing is an effective strategy to pursue because in a way, it can greatly enrich business communications between you and your target market. It is also very cost-effective compared to other strategies. However, even if it appears to be quite a simple strategy, it is important to be mindful with the kind of approach you do in sending updates to your subscribers.

Too little and they might end up losing interest; too much and you might be categorized as spam. To avoid this, inform your visitors beforehand about the important details they would want to know.

It is essential to let possible subscribers know what’s in it for them when they do decide to give you their email address. Will you be able to give discounts or freebies? How will subscribing to your newsletters be of benefit to them? Also, make it a point to let them know how often they’ll be receiving your updates.

Social Media Marketing

In today’s society where social media websites thrive, opting to utilize platforms such as Facebook, Twitter, Instagram or LinkedIn for marketing campaigns can be a good strategy to help your business gain more leads.

Make sure you have a clear vision on who your target audience will be and what message you want them to send. Being able to plan a good social media campaign can help your business in a lot of ways. Not only will it be able to increase your website’s traffic, it can also be a great opportunity to build conversions, create and raise brand identity and awareness as well as improve the communication and interaction between your business and key audiences.

Classifieds

Using classified ads in internet marketing is a great strategy if your aim is traffic optimization. Free classified ads are a very important and helpful tool in the online marketing business. They don’t cost anything and can start giving results as soon as they get posted online. However, you must keep in mind that using free classifieds for SEO has to be done cautiously.

A classified ad contains three important parts:

  1. A well-thought of headline that contains relevant keywords which can generate interest and bring in a high number of leads.
  2. The details of the product or service written in a way that would make the viewers see how availing it would benefit them. Weave in attractive offers that would catch the attention of potential customers such as ‘Special discount’ or ‘Limited offer’.
  3. The contact details which are the ads’ call-to-action. – E.g. “Contact Now” or “Buy Now” buttons.

Search Engine Optimization

Optimizing your website for search engines is very important especially in today’s competitive market. If you have your own website, blog, or online store, then it is a must for you to invest in SEO to help your business grow.

The purpose of SEO is not only for the benefit of search engines, but also for the improvement of the user experience and usability of a website. Majority of the people using the internet trust the results that major search engines provide, so being able to gain a top position in the results page can greatly increase the possibility of your page getting higher traffic, and potentially higher conversions.

Search Engine Marketing

Similar to SEO, Search Engine Marketing is another effective way to grow your business. This strategy is done by using paid advertisements that appears on the Search Engine Results Page (SERPs).

By bidding on specific keywords, marketers may be able to showcase their ads on the results of certain search queries that web users enter on these search engines. These ads are more commonly known by the term pay-per-click ads. The biggest advantage of this type of strategy is that it gives marketers the opportunity to display their ads in front of people who are ready to buy or avail for a product or service at that exact moment.

Content Marketing

The main vehicle that is used to jumpstart a campaign that focuses on content marketing is through blogs, podcasts, as well as video and social media sites. Producing content may be easy especially if you have copywriters to do all the writing, but it doesn’t mean that it can ensure the success of your strategy.

Remember that at the end of the day, the quality of the content you provide will always be more important compared to how many blogs you publish. Aim to provide high quality and valuable content that will be able to attract, inform and engage your audience while at the same time promoting your brand.

The above strategies can be exclusively done or may also be tactically combined in a way that you, as the business owner, feel is the best way to go for your Internet Marketing campaign. Personally, I know a lot of companies that rely 100% on having a mix of email marketing and social media marketing. On the other hand, I’ve seen some businesses thrive with strategic Search Engine Marketing (SEM), while others grew entirely from organic Search Engine Optimization (SEO).

THE QUESTION IS, WHAT INTERNET MARKETING STRATEGY IS FOR YOU?

Ideally, it’s best to do a little of everything while at the same time focusing on one or two more than the others. I know it goes against my first statement when I said that the success of an internet marketing campaign doesn’t rely on the use of all the mentioned segments, then again, the end decision will still depend on you since you’re the one that knows your business inside out.

The reason why I suggested doing a little of all these strategies is due to the multiple opportunities that lie in each of these segments of Internet Marketing, which you will only be able to see as you progress further in your campaign.

A HYBRID STRATEGY FOR EMAIL MARKETING

If you decide on pursuing Email Marketing as your campaign strategy, one important aspect that you have to give high regards to is your contact list. If you focus on this segment alone, pretty soon you will be marketing to the same people over and over again. And this can be very risky for any type of business.

When it comes to Email Marketing, you have to make sure that you constantly add new contacts and leads to your list that you can email to. The best approach you can do to achieve this is to utilize the opportunities that Search Engine Optimization and Search Engine Marketing can provide. A combination of these three segments can be a great way to target potential clients and new email addresses to market to.

SEO/SEM, SOCIAL MEDIA OR EMAIL MARKETING

If you are ranking and getting a lot of visitors to your website, not having contact information of these visitors is a waste of opportunity. You want to keep a thread of communication alive with them so that you can “re-target” them via email or social media.

Your motto in SEO/SEM should be – “Don’t just get visits, convert them.

Conversion is hard to define generally since different industries have their own unique customer purchasing behavior. Business to customer (B2C) purchase decisions are made faster or is even instantaneous as compared to business to business (B2B) purchases where decisions are made after weeks or months of careful evaluation.

The best conversion model to have in your internet marketing is to have leads opt for different things. If the visitor is 100% interested in the product or service you offer, then they may fill up and submit a “Contact Us” form in your website. However, this isn’t always the case.

Sometimes other web users may just be slightly interested or is just looking around — this is why you need to have an effective approach on your call-to-action. A good idea could be a copy that has this kind of slant:

Can’t find what you are looking for? – Fill this form and we’ll do our best to help.

Although this is what all entrepreneurs aim to achieve, the goal of Internet Marketing is not solely for the purpose of converting leads into sales. Internet marketing needs to be done step by step. Being able to convert a web user into a customer during their first site visit is every marketers dream, but in reality that doesn’t always happen.

The next best thing to get out of the people that visit your page is their contact information. They browsed through your site for a reason and if you can find out why they were there, it can be a way for you to figure out how to move forward by communicating with them even after they leave your page.

 

Internet Marketing – General Overview

Internet marketing needless to say, is a humongous topic to deal with in just one blog, but over the course of time, I intend to touch upon each topic and work through them in detail. In this blog, I want to write down my thoughts on Internet Marketing in General i.e. what it is and what it is not.  I dedicate this blog to all those who truly want to

  • adapt to the new environment
  • find new and efficient ways to do business
  • redefine themselves each and everytime
  • push their creativity to the limits

In the words of AC/DC,

“For those about to Rock, We Salute You!”

If you allow me, I want to define Internet Marketing in a way that we can understand in practical day-to-day terms, not just a bunch of words that sound good put together in Wikipedia. Let me define Internet Marketing the way I understand it from the trenches of having done this for almost a decade.

Internet marketing is not marketing using the internet.

Just because you spend hours in front of the computer and marketing in websites, doesn`t mean you are doing internet marketing. Internet marketing to me, is a revolution, a philosophy, the radical parameter which determines if you are going to win or lose – it is that channel that allows every individual to be 100% creative and can say “NO!” to the norms and do things their way. It is a way of “Staying Hungry” and “Being Foolish”. It is beyond just science and data, it is an art by itself. It is about making the right choices, mixing ideas (borrowing ideas) if needed and making them come to life.

Internet Marketing has nothing to do with Google, Facebook and Websites.

Internet marketing is your own re-invention, your own definition of how you want things to work for you. You may not need to be in Google, Facebook and YouTube at all, you may simply do email marketing with just a domain, a landing page, database and an email address. Yes, it`s true. That is how simple it can be. It all depends upon the needs of the individual.  If your niche prefers email marketing or responds better to email marketing, it is preferable to hone that actual process to perfection.  Google, Facebook, YouTube and your website design are tools that can help you, but to do real Internet Marketing, you need to have the “heart” and to simply have “smart”ideas.

Internet Marketing is about “1>0” (1 is greater than Zero)

Recently in YouTube, I watched Gary Vaynerchuk and he had something very powerful to say.

The though-pattern of “1>0” actually mirrors what are the real benefits of Internet Marketing. This thought implies being “Niche-oriented” i.e. “…going Deep and not wide..”. It implies having an actual relationship with your audience on the subject involved. In Internet marketing, you do not just communicate with your customers, you make a stand for yourself in front of peers, colleagues and other interested parties as well.  You need to be heard, you may not even reach a thousand, a hundred or even a dozen people, as long as your content viewer is more than “0 (zero)”, you are doing something good.

Internet Marketing is not Content Marketing

Internet marketing is “Idea” marketing. Content helps you get ideas through and that`s all it is good for. No matter how good your content may be, if you are not able to actually get your rich ideas across to your audience, it will fail. Content is very theoretical, getting the content to work for you, is being brilliant. Internet marketing is about being practical.  Your “idea” needs to shine forth, they need to rise above the rest even if you are on a one-on-one conversation on the telephone with just one person.

Internet Marketing is not the Current or New Trending Marketing

Whether you like it or not, the next big marketing is “you”, the current marketing is “you”. The internet is just a playground to test yourself and your ideas. Marketing even in the next millennium will be about “You” and how you use your instincts.

“…it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” – Steve Jobs

Lastly, Internet Marketing is about individuality and freedom

It is about doing things your way, if you are listening to a “IM Guru “or following blogs on SEO tips etc.. you are a “follower of ideas”, which is fine, but is that where it ends?. To make a stand in Internet Marketing, you will need to come up with your own ideas and hypothesis. Why I cannot endorse being too technical in Internet Marketing is that platforms and rules change in Internet Marketing, if you are highly technical and analytical and that is your only forte, originality goes out the window. But if you use Internet Marketing as an art, an expression where the “soul” conquers the “mind” then, no matter how much shifts there may be in the future, your art and ideas will never be lost or “outdated”. That is what is perfect about approaching Internet Marketing in this respect, art can never be “outdated”. Science always changes, data can sometimes make you chase your own tail but originality will never let you down because no one can copy the “soul” of another.

Summarizing Internet Marketing

I know my thoughts on the subject will come off as “odd” or even a “shock” to some, especially to those who spend hours calculating data and reading them each and every single day. Am I against data, analysis and science? — Absolutely not! Science and Data to me are tools, just like Google and Facebook. I use them when needed but I also listen to my instincts. I do internet marketing by not being blinded or one-sided to data. I believe there is much more out there to benefit from, when we know when to listen and when to shut off unnecessary information and to apply bare gut instincts. If not, we may as well have computers and robots rule this world for us and we can all take that “much needed” break and sip on Piña coladas in the Bahamas for the rest of our lives!

IMG_1968

No more posts.