Online Marketing and SEO
Did you dream about Space Camp when you were young?
If your childhood was like mine then you probably remember being preoccupied for days on end with the thought of blasting off into outer space. Well, I didn’t grow up to become an astronaut and I’m guessing that you didn’t either, but I did grow up to become a Loomonaut; which is to say, an expert at all things digital marketing. And while there are certainly major differences between the two fields, learning Online Marketing can be like blasting off into the great unknown that is outer space. The world of online marketing can be a hostile place that changes rapidly, often leaving you with little room for error. That’s why we created this tutorial, to teach you the basics of Online Marketing and SEO, so you can take your business to new heights and beyond – albeit safely here on Planet Earth.
Online marketing is all about getting the attention of your target market users, and getting them to buy-in to your marketing message. To do this, you will need to do a few things. First and foremost you will need an online presence. Whether it’s through a website or just a social media page on a platform like Facebook or LinkedIn, you will need a place where your potential customers can find you. There are a few tips you will need to know in order to optimize your site for marketing effectiveness.
Defining your mission is critical to the success of your online marketing campaign. You can’t just launch into a full scale campaign without defining what it is that you wish to achieve and how you are going to do it. In order for your campaign to be successful, it must be realistic and measurable. Setting your individual business goals will be specific to your particular company but should align with the following:
- Attract attention with your home page and headline.
- Maintain interest with text that’s about “you,” not about “me.”
- Build desire with frequently updated content.
- Include many calls to action.
- Make your site easy to use and navigate.
- Post your phone number, street address, and social media links on every page.
- Collect email addresses to communicate with prospects and customers.
- Test your site before launching it.
- Use results of your traffic and sales statistics to improve your site.
It helps to know the local language when you venture into new territory, like web marketing. Don’t worry, Ground Control here at Loomo (loomo.ca) has you covered. To talk the talk and make the most of your online marketing mission, here are some familiar terms that you will need to know:
- above the fold: Content and/or ads that appear on a page before a viewer needs to scroll.
- B2B (business to business): Companies and sites that market to other businesses.
- B2C (business to consumer): Companies and sites that market to individual customers.
- banner ad: A graphic ad that links to the advertiser’s site.
- call to action: A marketing technique that asks prospects to take a specific action to move toward a sale.
- cookie: Identifying code downloaded to a user’s machine to recognize repeat visitors or track online activity.
- conversion rate: The percent of site visitors who take a particular action or make a purchase, often called converting browsers to buyers.
- CPA (cost per acquisition): a click-through to your website where a purchase, sign-up, form completion, etc. was made.
- CPC (cost per click): Amount actually paid for a click-through to a site from an ad.
- CPM (cost per thousand): The advertising cost to reach 1,000 viewers or listeners; allows comparison among various advertising methods.
- CTR (click-through rate): The percent of people viewing an ad who click on it.
- Impressions: A metric that counts how many times your ad has been viewed, whether it was clicked on or not.
- Local SEO (search engine optimization): The method of online advertising that provides results that are relevant to a searcher based on their current location
- PPC (pay per click): Payment method for online ads in which advertisers pay for each click-through, rather than by number of impressions or flat rate (see CPM).
- ROI (return on investment): The amount of money earned (or lost) as a percent of the amount invested, usually stated for a period of a year; can compute for a website, an ad campaign, or an entire business.
- SEO (search engine optimization): The process of making a website search-engine-friendly to improve ranking in search results.
- SEM (search engine marketing): The combination of SEO with paid search marketing through PPC, paid inclusion, or paid appearance.
- social media: Two-way communication channels online for networking, sharing news and views, contributing content, and soliciting comments from customers and prospects.
- URL (uniform resource locator): Address designating the location of information on the web; includes a registered domain name.
- widget: A small application tool placed on a website to add value.
Now that you have survived boot camp and armed with your Mission Plan, it’s time for Launch! Turn your plan into action and stick to your training, even when things may look like they’re not going your way. Online Marketing isn’t all about quick wins, it’s more about the long-term vision, completing what you set out to do and learning for the next time around. So set your sights high and aim for the stars.