The Quadrants of Online Marketing are a reminder of where our online marketing time needs to be spent and more importantly not spent when creating and maintaining a strong online marketing presence. Too many times we are so caught up in the details of online marketing that we do not stop and take a look at the big picture.
This article will concentrate on the “Must Haves - Now” quadrant . Many times when I start my clients on a new website I go through a brief questionnaire with them asking what their goals are for their online presence. Where do they want to see their business presence in 3 months, 6 months, 1 year, and 5 years? This is where I expect to hear their commitment level to their online marketing plan. I need to now what their goals are so I can create an online action plan. Then I walk through the “Must Have Now” quadrant
- Set Up Local Search
-- Create a Blog
-- Create a Strong Clean Website
-- Strong Navigation
-- Start Creating Content
-- Submit to Google & Yahoo
-- Include Web Address on all
- marketing
-- Create top 20 keywords
-- Google Analytics (some type
- of analytic software)
We start with Local Listings on both Google and Yahoo. I set up these accounts with them as we discuss their top 20 keywords. I want to make sure we discuss these at this point because I want them to start showing up in Local Search under their keywords as soon as possible. If you are not familiar with Local Google or Local Yahoo it is almost like a mini website that contains contact information and some basic services and product information. If you would like to find out more I have two blogs on the topic
-The Power of Google Local
-The Power of Yahoo Local
Next we go over Navigation and Content. These two items go hand in hand. We walk through location of navigation and types of navigation. Then we start getting to the core of their navigation their 5 or 6 navigation headers. They must encompass all other information that will be present on the site. This is where content comes in. Every time a client comes up with a new header title I create a blank worksheet. I do this for all navigation and sub navigation titles they come up with. I send it to them via e-mail. This is their homework. I do not start the design of the website until this is complete. Content is King. I remind them as they write their content to include the key words they would like to show up under naturally.
Before they leave they get one more piece of homework. I set them up with either a blogger or wordpress blog and give them Blogging 101. Social Media is so important that all businesses big and small must use its power. I have a few blogs about blogging I suggest to get them started and focused. I advise them to blog every other day to get started. Clients who have taken blogging to heart see a difference. They can actually tell you’re their ROI (Return of Investment) for their blog.
When their site is complete then we do a full submission to Google and Yahoo Search. They will ask about the special submissions to 500 search engines they have heard about. Then I ask them to name all the Search Engines they know and use and the conversation ends. Now that their site is up and ready to go with URL submissions ready to go I start talking to them about the new power of their web address. I suggest including it on any and all marketing, promotions, and stationary. I remind them that their website is their open 24 hours a day , 7 days a week, 365 days a year location.
Finally everyone needs to run some type of Anayltic software on their website. It is important to know your arrival pages and drop off pages in addition to all the other valuable information that analytic software provides. I start most people on Google Analytics . Most clients never change , but a few have moved on to larger analytic programs like omniture. Online Marketing is the MOST trackable form of advertising as long as you know where to look.
Contact MaryEllen at www.maryellengibson.com
