outofseo promotes professional web marketing services for small to medium sized businesses. Visitors of this website who are not internet experts will have an easy access to the meaning of concepts like: SEO, SEM, Social Media Marketing, Search Engine Optimisation, Ranking and Advertising. Opened to the exchange and sharing, outofseo gets into online marketing strategies and recommends best practises to market products and services on the web.
In order to increase conversions and visits to the website it is important to plan digital marketing: improving google ranking by SEO, advertising products by pay per click campaigns (especially Adwords), generating leads through social media, retargeting customers by email marketing and remarketing services.
There are many possible online strategies to put in place, but often small companies with small budgets cannot afford to invest properly on web marketing campaigns. Sometimes it depends on mistrust due to past negative experiences with inadequate web agencies. In any case underestimating online marketing is a huge mistake that needs to be fixed.
Online marketing is no longer deferable to increase profits or just retaining customers. As prospects and clients spend more and more of their time on internet and social networks, these spaces must be targeted with outbound and inbound marketing strategies.
A common obstacle for the success of an online marketing consultancy resides in a fact: on one hand many small-medium companies and entrepreneurs know very well their business and little how the web works, on the other hand web agencies and sem/seo/etc. experts have got technical skills but overlook their clients’ market dynamics. Many times this misalignment does not get corrected because the budget invested is not sufficient to repay web marketers for the time necessary to investigate the market and acquire important business informations.
Why paying a lot for online advertising when user experience onsite will be negative for poor usability and ineffective web communication? Why investing an important sum of money in seo optimisation to improve google ranking when, once on website, visitors cannot find informations they look for? Conversely, why owning a great designed website with an effective communication without worrying about bad ranking on search engines for the most profitable keywords? Many companies set up business pages on social networks lacking of a clear social media plan. What is the meaning to run a Facebook page for b2b businesses? In most cases it does not make sense, instead a LinkedIn profile supported by online ads can be a powerful solution.
These are only a few examples to show how it is not enough to invest on online marketing in lack of an overall digital strategy that combine business informations with online communication skills.
A web marketer should be able to coordinate different specialists towards a goal, liaising with firm representatives in order to integrate market knowledges into the online marketing process.
This requirement is even more compelling for eCommerce websites whose marketing activity is entirely developed online. Shall we take a few steps?
Commonly companies turn to online marketing consultants to increase website traffic, brand awareness and, ultimately, profits. This goal is especially achievable when the firm is available to facilitate the consultant’s effort to understand the company’s position in the market, its communication and marketing approach, its CRM style. It is very valuable also a concise picture of strengths and weaknesses points, together with an insight into the internal company capacity to manage web technologies. Collecting these informations allow to design an effective digital marketing plan.
Knowing adequately the market sector we are going to work in is relevant for the online marketing activities to meet the expectations. Identifying an appropriate target based on precise informations about consumers and users allow to select the right channels, tools and messages. Do not focus only on what the web marketer can do for your business, ask yourself what you can do to sustain its work too. Online marketing specialists take great advantage from knowing risks and opportunities related to the business they operate in.
What do your competitors do? What SEO / SEM strategies are they implementing? Their web communication? Through what social media (facebook, twitter, linkedin, google+, pinterest…) and with what results are they promoting their activities? A detailed answer to these questions can provide useful tips to define an effective web strategy which, compatibly with the available resources, takes advantage of the online best practises and identifies new opportunities.
If you already have a website and an online presence, but results and ROI are not satisfactory, it is essential to analyse the data collected to verify what is working and what is not. Data access to the website and users behaviour analysis (using web analytics systems) are a starting point to fine tuning or redefine the digital marketing strategy. An offhand SEO consultancy, as well as online advertising or PPC campaign, can be effective even without planning much, but the real step up is taken when online marketing becomes a natural extension of goods and services production processes.