Traditionally, in order to promote goods and services businesses would advertise on newspapers and television and distribute brochures and pamphlets. With the passing of time and the development of technology, businesses use different marketing platforms to achieve the same goals.
As of late, online marketing is becoming an increasingly popular method of promotion as businesses focus on using the internet to promote their brand and to grow their customer base. The internet has a global audience and it gives all businesses the opportunity to market their wares and although businesses can use online marketing to make greater profits, the functionality of the internet as a marketing platform is a bit different from the traditional newspaper or television media.
A successful online marketing campaign would require you to build a credible online reputation so that when a customer comes across your business on the internet, they can easily grow to trust it. Because of the way the internet works, customers can easily find products and services that meet their criteria; the problem for businesses arise when it comes to making sure that potential customers find their website. Developing a brand online takes time and effort and the amount of knowledge you have regarding internet marketing is much more important than the amount of money that you are willing to spend. This is why an online marketing venture should be undertaken after consulting a Search Engine Optimization company, so that you can use the proper resources and utilize the experience of SEO professionals to deliver the best results for your business.
What is SEO?
When a customer is looking for a product, he or she enters a search query using a search engine like Google or Yahoo. According to the search term that is entered, the search engine uses a complex algorithm that determines which are the most relevant results and displays them. So what can a business do to ensure that search engines consider them relevant?
This where Search engine optimization or SEO comes in. A select group of proven and tested strategies that will both inform your customers about what you have to offer and build an online reputation so that search engines will rank your website high up in their search results. The SEO techniques that a business can use depends on their goals and the demographic that they are trying to target. Some of the most commonly used methods for SEO are:
The internet, regardless of what the internet gurus are saying, resembles other forms of advertising media in a lot of ways. Customers will not purchase a product unless they can be assured of its quality. If you want to convey a message to your customers then you need quality content.
This content can be a blog post, a sales pitch, an article or a press release but customers as well as search engines love quality information. Moreover, when customers find a commendable service, they can easily share it on their social networks. Search engines also account for your business’s popularity on social networking sites such as Facebook or Twitter and so utilizing social media is an idyllic means for you to promote your brand. When your website offers quality content, it is also shared on other websites by webmasters who appreciate the information that you have to offer.
As mentioned before, if your website consists of quality and unique content, it is going to be shared by other websites throughout the web. Hence as an indicator of the information that you provide on the internet, search engines also account for the number of back links that you have. A back link is a link to your website from another site.
The ranking of the sites that are sharing your content is also taken under consideration. So for your website to be given a high ranking by search engines, your website should have an extensive network of credible back links. You can have back links to your site in numerous ways. A most common SEO tactic is to comment on other blogs which are related to your website. Whenever, you comment, you are given the option to enter your web address so it is an effective although time consuming means of building back links. An experienced search engine optimization company can device more efficient link building strategies that will build the credibility of your business.
Can You Say CRITICAL?
Online marketing using social media is a more recent SEO technique but it has proven to be very effective. Social networking allows internet marketers to utilize a lot of other SEO strategies as well. It is very easy and convenient to share a website’s content via social media.
Promoting your business on a social media allows you to target potential customers easily. Moreover, sites like Facebook and Twitter have a very high Pagerank, so when you have links from those sites to your own, it is very beneficial for link building purposes as well. You can also advertise on social networking sites which enable you to increase the exposure of your business without having to put too much effort.
Apart from social networks, you can also advertise on various other networks such as that of Google and Yahoo. You can sponsor your search results or advertise on the search results page. Proper keyword research is required for an advertising campaign to bear any substantial results but there is always the chance that potential customers will not come across the advertisements.
Online advertising is much more effective if it is conducted at a more specialized location. You can advertise on forums, blogs and other websites but once again you need the expertise of a search engine optimization company to know what kind of message is likely to grab a consumer’s attention.
A business has a lot to gain from a successful online marketing campaign but their efforts will be in vain unless all the proper strategies are applied and consumer behavior is observed. A Melbourne based enterprise can easily find a cost effective marketing solution that not only builds a trustworthy brand but also takes their business to the next level
PRS Done Right
Press releases are important marketing tools. They help you to get free publicity from media houses if submitted physically, or increase your visibility if submitted to PR submission websites. They also play a role in your ranking on search engines. Therefore, it is important for you to learn how to write and submit press releases.
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How to write killer releases
Optimize your press release. Optimizing your press release is entirely dependent on the keyword selection process. Select the most appropriate keywords for your brand. Ensure that the keywords you select will increase your visibility in search engines. Wordtracker is a tool that can help you generate keywords for your press releases, though there are many other tools on the internet. These keywords should appear in all the sections of your press release.
Write a summary. Every press release should have a summary that serves as the story lead. Address the five WH-s of s news story in this section. Your summary should comprise a maximum of 240 characters. Make it short and keyword rich. One keyword should appear at the beginning of the first sentence, as you try to answer the WHO of the story. 2 sentences are enough, with 2 keywords.
Write the body from the third person point of view, and make it newsworthy. Press releases can be marked for immediate release or for publication at a later date, depending on their urgency. However, they should always have some news vale in order to capture the attention of the editor. Add direct quotes in the body of the release; 2 quotes are enough. 4 keywords within the body help increase the visibility of your release among readers. Also, you need to check the length of your release. Make it short, but not less than 300 words.
Branding. Remember to promote your brand in your press release. Every press release you submit should have a section about the company. This section helps market your brand, and it is the selling point of your releases. Here, you should write 2-3 sentences describing your brand. Remember to give the URL to your website in this section, and encourage the reader to visit the site for more information.
Always include some contact details. Whether you are sending your release to a media house or are publishing it online, you should give your readers some contact address and number that they can use to get in touch with you. It is advisable to add your name in the contact section. This section is very essential, and most submission sites will not accept your press release if it lacks the contact details.
Submitting your press releases
1. Select your targets. Define your target audience in terms of gender, age, interests and location. This will help you choose the most appropriate sites to submit your press releases.
2. Select time and date. The day and time that you distribute your releases matters a lot. You need to understand the consumer behavior of your target readers in order to set the most appropriate day and time for distribution. This may partially be determined by the services or products being promoted in the press release. Generally, the first days of the week are the best for the distribution of press releases. Choose the early morning hours, before your readers become busy with office work. This does not mean that you have to send all your press releases on a Tuesday morning; you can target product launches, corporate events, seasonal sales or special offers. If your press release is targeting global audience, you need to consider the time zones of each target destination. In such cases, you may also need to give the editors enough time to translate your document into a local language.
3. Embed a video to boost circulation. Video content increases the number of views of your press release by 5. Most people find texts that have an accompanying multimedia content easier to understand ad readable than plain text.
4. Understand the terms of your preferred PR submission sites. There are many sites that give you the chance to distribute your press releases, but each has its own terms. As far as you would like to select a convenient site, it is important to read the submission terms. Understand how each site works. Most sites will ask you to register first, while others do not require you to go through registration. Most submission sites are free, but others require some subscription fee.
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