Why Smart Businesses Build Web Presence Management Strategies

Unlike specific strategies that center on social media, search marketing, and content strategy, web presence management applies a comprehensive and more strategic approach to Internet marketing and online brand building.

When infused with the incredible growth of social media, the power of SEO (search engine optimization) and PPC (pay per click) advertising, and content marketing, web presence management strategies can change the perspective of Internet marketers and help them truly grow powerful businesses.

This, in its own essence, is a strategy culmination of nearly all online touch points or web marketing channels, as well as how they come together to influence engagement, visibility, and brand awareness. A strong web presence requires a combination of creative planning, diligent research, and a thorough execution. Below are some of the primary cornerstones to cultivating web presence management in your company and its culture.

SEO/Search Engine Marketing (SEM)

The whole idea behind SEM is rather simple; when visitors search the internet via either a text box or a directory hierarchy click-through, they are ideally hunting – for information, products and services, or both. The visitor may be at the onset, middle, or final stage of the purchasing cycle.

Searching online enables a buyer to have more information about a product before he or she makes the final buy decision. This could mean that they are comparing what you have to offer with what they can get elsewhere. Sometimes they are looking for options and so they click through a number of links before they are redirected to your site to complete the buy process.

Therefore, it is important to have your site on the first page of “organic” or unpaid search engine results; otherwise you will be losing business to your competition. This is the foundation of SEO and improving your company's web presence in search engines like Google and Bing. Integrate SEO/SEM in your web presence management strategy as a long-term focus and perhaps get a SEO site audit done to ensure your strategy is headed in the right direction.

Social Media

With the advent of social networking, businesses are now exposed to a wider audience globally through their network of friends and loyal followers. When used properly, social media marketing can grow your business tremendously. Social media widgets enable you to create content that your followers can share with their friends and “spread the word” about your business.

However, this is not easy; it requires that you listen to your audience, share the right message, and enable others to do the same. You can reach a larger audience through your social media accounts such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+, and more. This should be a priority for your web presence management strategy, as it will help building your brand while also helping to support your SEO objectives.

Content Marketing

There can never be effective social media marketing without relevant, quality content. A powerful content marketing strategy is what builds a solid social media strategy. Great content will get people sharing, which will in turn widen your audience to a larger world of potential fans, followers, friends, and customers. Realize how content marketing works closely with social media marketing to expand your business growth potential.

Additionally, content marketing can also help fuel progress with SEO. By tailoring content that's related the focus of your SEO efforts (i.e. specific keyword targets), and when that content gets social favor, Google and other search engines will attribute greater credibility and value in your website. Good example of this is the Web Presence Optimization Strategy Guide offered by the Web Presence Group. This guide offers a lot of value to businesses, and is also relevant on keywords related to web presence optimization.

Reputation Management

Reputation management is another important aspect of web presence management. Online marketing professionals spent much time offering advice on the importance of managing online reviews and ratings for local businesses.

However, reputation is much broader than just reviews on Yelp. While issues often arise between a company and its customers, you can try and resolve the matter before customers are pushed to the point where they believe that they can only get satisfaction through one of the public forums where they can warn other people about your products, services, and business. With the Internet, word-of-mouth can travel almost at the speed of light! For this reason, it's vital to develop a reputation management strategy.

The goal of web presence management is to build a sustainable, credible, and trustworthy web presence that is not only visible in search engines and social media, but will also protect your image or brand and last long enough to keep you in business.

The Marketing Value of Local SEO for Medical Professionals

The past few years have seen an increase in the number of internet users researching on medical practices or seeking to identify different medical practitioners in the world. Local SEO has become an incredible tool for medical professionals marketing their services locally and many have been able to connect with many new clients by simply posting their information online and optimizing the same.

Local health and medical professionals, including chiropractors, dentists, physicians, surgeons, and doctors, are just but a few examples that have greatly benefited by simply embracing local SEO and digital marketing to expand their client reach.

The Value in Targeted SEO for Marketing

Medical professionals are starting to realize the value of using SEO to improve their chances of being found by people searching for the services they offer. The use of keywords for marketing is particularly important as it helps to optimize websites thus improving the probability of being found by clients seeking for medical services.

However, it is important to medical practitioners to narrow down their search engine optimization if they are to achieve an increased ROI. For example, if you specialize in breast augmentation in Boston, it will pay more dividends if only you optimize your keyword in relation to your location.

Rather than using “breast augmentation” alone as your keyword, it is good to know that people in your locality are searching for such services and can only find you with ease if you use, “breast augmentation Boston.” This serves you well considering that search engines have embraced this to help improve internet marketers’ SEO rankings locally.

Understanding the Local SEO Search Market

It is always easier for people searching for medical information to narrow down their search to places that are easily accessible to them. This makes it easy for searchers to contact a doctor whose details have a higher SEO ranking, have authoritative information on the kind of health issue they are dealing with and also one whose previous customer reviews are impressive.

As a medical business, it will be sensible to fine-tune your keywords to the local audience to help ensure that your marketing efforts are effective. This is like a fish dealer who wants people to capture his fish easily. Instead of putting the fish in an ocean, he will put them in a pond thus making it easier for fishermen to capture them with ease.

By using local SEO, surgeons and medical practitioners are able to target only those interested in their services thus eliminating generalities which can hamper effectiveness. Local SEO for surgeons in particular is growing in popularity as digital marketers seek to take advantage of search engines’ ranking techniques.

Start Leveraging Local SEO for Your Medical Practice

As a medical practitioner, you can take advantage of local SEO to target new customers and with professional and satisfying services; you will be guaranteed of client retention and growing influence. Working with a professional digital marketing company will enable medical practitioners to grow their customer base and thus keep them busy service those who come their way.

Local SEO for surgeons and medical specialists is cost effective and rewarding when done professionally. It will allow you as a service provider to lower your marketing expenses, increase your customer base thus increasing your Return on Investment by a huge margin. You only need to work with a professional to help in the selection of the right keywords to be used in the local SEO campaign and the rest will fall into place. Once everything is done professionally, you can rest assured that your site will rank top in the first page and this simply means that people will visit your site in search of solutions to their health problems.

Essential Elements of a Successful Ecommerce Marketing Strategy

The Internet has provided a free and fair ground for all levels of retail businesses to carry out ecommerce marketing plans. The following components of online marketing are among the most critical that make up a successful ecommerce marketing strategy.

A Sound Ecommerce Business Model 

Having a business model prior to launching an ecommerce store creates a clearer picture of the resources required as well as the risks involved in the business. A business model incorporates the business vision and mission together with all important tactics involved in the success of ecommerce marketing.

A Precise Customer Profile

With a clear business model in place, an ecommerce business owner is able to identify the target audience. Customers are the most valuable users of an ecommerce website and understanding their needs with relation to the products on sale earns their loyalty and keeps the business relevant.

Deliverable Products

An ecommerce store displays all available products on customer friendly interfaces briefly describing them individually with price tags attached. These products will sell better when the customer’s needs are considered while producing and packaging and even when advertising on different internet marketing platforms.

Social Media Marketing

Marketing ecommerce products require an aggressive marketing strategy which is made easier with the proper use of Social Media Marketing. Leading social media sites like Facebook, Twitter and Google+ have enabled businesses of all sizes to market their products to their specific target market and eventually saving them money. Other social media platforms like Instagram, YouTube and Pinterest are well utilized by ecommerce marketers for their ability to share images and video clips to advertise their products.

Content Marketing

The impact of blogs and podcasts in ecommerce marketing has continued to prove the importance of content in any form of internet marketing. Product descriptions and reviews are key elements of any ecommerce web content. More than 60% of customers are now known to be searching online for reviews and descriptions of all the products they need before making the decision to buy. This means that an ecommerce marketer who creates appealing content for their products attracts more visitors to the online store.

Ecommerce Search Marketing

For customers to be drawn to ecommerce websites outside the realm of social media marketing, search engines play a major role in sending pre-qualified visitors to the site. A customer who requires a certain product normally uses the search engine to find all the information about the product.

However, with millions of results in most searches being displayed on the search engines, users are known to only focus on the information available on the first page of the search engine results. This means that a successful ecommerce website that ranks high on leading search engines will stand a greater chance of attracting the users.

Ecommerce Search Engine Optimization (SEO) is the key tool to creating relevant content and getting an ecommerce site to the top search engine positions. Another successful method of ecommerce marketing using search engines is Pay Per Click (PPC) advertising. This form of ecommerce search marketing makes use of Google AdWords and Bing AdCenter to create ads in the search engine results.

Mobile Marketing

The most influential form of ecommerce marketing for the future will be mobile phone apps which are already gaining popularity with users. Mobile apps and websites provide the same environment found in a computer only with added advantages of mobility.

Essential PPC Campaign Management Practices for Local Search Marketers

Local search marketers can capture a lot of quality leads by effectively leveraging Pay Per Click (PPC) advertising. Managing a PPC campaign with Google AdWords can be tricky, but with the right direction, it can be immensely powerful for local business marketing.

 To help your local business drive quality traffic and leads to its website using PPC advertising, below are a few key practices to help you make the most of your Google AdWords campaign.

Precise Keyword Research & Selection

Keyword research and selection is significantly influential to the success of any search marketing campaign. Take the time to conduct a thorough round of keyword research using the Google AdWords Keyword Tool. But what's more than simply choosing the most attractive keywords, is analyzing those keyword by actually searching for them in Google (along with your geo-modifier.)

The best tool for keyword research is Google search. By searching your keywords, you'll be able to see exactly what competitors are bidding on what terms, as well as what their PPC ads look like. This will enable you to structure your bids, and write your ad copy, accordingly.

Ensure Your PPC Campaigns Are Geo-Graphically Targeted

One of the most important practices in setting up a local PPC advertising campaign is to ensure that the geographic parameters have been set. This is done during the initial phases of setting up a campaign, and can also be modified by viewing the campaign's settings.

 With PPC campaign management via Google AdWords, you can set the geographic parameters by city, zip code, or a specified mile radius from a specific zip or city. You can also include multiple surrounding areas in one PPC campaign. This makes management much easier, without having to build out multiple PPC campaigns for numerous surrounding areas.

Develop Effective PPC Landing Pages

When a PPC landing page is a generic inside page of your website, you could be missing out on conversions by not integrating the essential elements for PPC landing pages. This why you should always creative PPC-specific landing pages for your campaign.

 When developing effective PPC landing pages, always have a very obvious call-to-action. This can be a button, form, or other eye-grabbing message that compels users to take action. This will help to ensure that you make the most of your PPC search traffic and convert more visitors on your website.

Leverage Google AdWords' Ad Extension

Google AdWords offers a number of "Ad Extensions" which are free features to make you ads pop even more in the search results. The most effective Ad Extensions for local PPC campaign management are "Location Extensions" and "Call Extensions."

 With Location Extensions, the address of your business appears in the PPC ad. This helps to establish great credibility in your ad and business. Call Extensions enable search engine users to place a direct call to your business from the ad itself. This can be very effective when targeting mobile-based search users.

 For more tips and insights about PPC best practices, visit the Web Presence Group. In addition to a free audit, you can take advantage of many great articles about Google AdWords PPC campaign management and PPC optimization.