Maximise your internet marketing campaigns with these tips and ideas
We’ve all heard of the saying there is always room for improvement and this rings very true for internet marketing which is an evolving and dynamic industry. Far from being a ‘set and forget’ tactic, online marketing tactics need to be monitored, analysed and adjusted relative to current performance and trends. Here are five ways you can expand and develop on your current promotional activities and get the most out of your campaigns.
Search Engine Optimisation (SEO)
SEO is an important internet marketing technique but it cannot be fully automated. Depending on how competitive your industry is, it is ideal to review your SEO strategy every six to twelve months. You need to be looking at aspects such as your targeted keywords to modify or expand your keyword portfolio, the title tags and meta description tags, that ALT (alternative tags) are added to images, the internal link structure and so on.
As part of an internet marketing review, it is always advisable to do an overview of SEO copywriting every six to 12 months. You may want to audit your website copy more frequently if your company has gone through recent changes, if you are working in a competitive environment or your website is not performing the way you would like it to. You should also look at typos and outdated copy as well as look for more content opportunities.
Citation and link profile
It is always a good idea to revisit your off-page strategy and analyse your competitors’ sites to see if there are any new prospects for link building and citation building . There may be new directories or blogs that have been launched that you can target. Analysing each of the links in your link portfolio can also give you a good idea of where the gaps are in your link building and citation campaign and where there is room for improvement.
Your social media campaign should also be monitored every six to twelve months and even more frequently if you are operating in a very competitive marketplace. For most companies, social networking is an important part of an internet marketing strategy. You want to look at which platform gives you the highest referrals of traffic, what your competitors and consumers are saying about you and identifying the social marketing opportunities for your brand.
Google has included site speed in search ranking algorithms as intensive research on site speed shows that users have a tendency to spend less time on a slow running site. This is another element of your website you should be monitoring as it can severely impact on your bounce rate*. Here are some free tools that you can use to evaluate the speed of your site that have been recommended by Search Engine giant Google.
Online marketing is an approach that can produce tangible, measurable and long term results but it requires ongoing maintenance and monitoring. As one of the leading SEO providers, SEO Works has a proven record of working with clients from SME’s to large international companies to create a successful internet marketing strategy that results in improved sales leads and increased online revenue.
*The Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.