Launching an online marketing campaign can be quite a challenge for most companies. Many companies hire experts to help them achieve their rankings, boost their profits and optimize conversion funnels. Hiring someone to take care of all these things is a common struggle among small and medium businesses, who often have to work with a limited budget in place.
The following are tips from Internet marketing expert Ben Oren, Director of Web Marketing at WhiteWeb. With over a decade of experience under his belt, he specializes in helping brands strengthen their online presence using both traditional and innovative marketing techniques. His clients include Caesar’s Entertainment (WSOP), Babylon, Bouclair Home and more (including many start-ups).
His insight can help make the most of a startup’s marketing budget, including do’s and don’ts for any website as well as the areas to focus on when launching an online marketing campaign.
Four Things Any Small Business Should Do
- Open a Google Business account. “Follow Google’s instructions, which are pretty straightforward,” he said. This is a relatively simple way to gain some exposure for your business, not only in Google search results, but also in Google Maps, Google Local and Google +.
- Make sure your website is search engine-friendly. He suggested to check out this list from the Search Engine Journal, on how to improve a site’s optimization. Ben said these advanced on-page SEO techniques will do wonders for your organic visibility online. These strategies “will improve your rankings even without a large number of incoming links,” he said.
- Read at least one post about internet marketing per day. Ben, whose specialty is marketing of the creative variety, believes that reading will open your mind to new ideas and best practices. It will “give you a better handling on the subject matter when you decide to launch a campaign,” he added. Start with these high authority sites: MOZ blog, SEJ and Search Engine Land.
- Reach out to major publications in your niche. He said the purpose of this is to offer to write a post on a relevant topic for an e-magazine or a top blog. “You’d be surprised how many authoritative sites out there are searching for quality content to publish, which could help businesses like yours immeasurably,” he said. With that, he came up with two simple steps to follow. First, find blogs in your niche. He advised to check out this list for the leading search modifiers. This makes Google work like a scalpel, instead of a club. The second step is to use a web scraper to gather a list into CSV. “I use WebHarvy.com. Find reviews of each site, find contact info and email a pitch. This is called outreach, and it’s important you bring something new to the table. Something you heard and read about that is ‘up-and-coming’. Big publishers love that kind of approach.” he added.
Three Typical Small Business Mistakes
There’s a lot of information on the web about SEO, and it’s not all accurate. The following are the most common, widespread, misleading information. These often results in some very costly and time consuming mistakes.
- Content stuffing: this is the act of generating short pieces of content for the sake of cultivating a ‘content strategy’ targeting various search keywords. This method stopped working very early on, around 2006, and it certainly doesn’t work nowadays. Actually, publishing short, superficial and uninteresting texts will be detrimental to any web marketing effort, by putting the site at risk of receiving a Google penalty. If you’re going to invest in content, it’s best to invest in quality over quantity – nix short, generic pieces, instead publish few but highly relevant, thorough, interesting and engaging pieces your site’s target audience will enjoy.
- Treating SEO as a separate marketing channel: times have changed, and nowadays SEO is an integral part of a business’ online marketing strategy. Online and offline marketing channels should be as streamlined and in synch as possible, meaning that the business’ marketing messages should be uniform throughout a potential client’s funnel, from exposure-to-conversion. Essentially, this means that all your marketing channels – PPC, social media, PR, TV – should have common goals, a common language, and a common look & feel.
- Doing the bare minimum: treating online marketing as a necessary evil is the most common form of wasting time and money among small businesses. Online marketing is no longer about a series of technical actions; it requires a lot of creativity, forethought, attention to detail and impeccable execution. By opting to hire a low cost marketing firm, employee or intern to cover the bases, some small businesses are setting themselves up for failure. Online marketing is not cheap, but when done right, it can be a major stepping stone for any business.