Last time I sat down to write a blog post, I analyzed 32 theoretical basketball games played between marketing strategies. Whichever strategies proved better for the average business moved past their opponents and into the next round.
Well, 32 of these theoretical games was a lot, and the post ended up being a solid 4,500 words of marketing analysis. That’s pretty long! In this post I’ll try keep things simpler for and shorter for anyone looking for quick information that can immediately help their business.
That being said, I’m just going to give you the rest of the March Madness Marketing tournament bracket and bring the series to a close. I’ll be covering the Final Four marketing competitors, but analyzing the rest of the games that I didn’t cover in the last post will be up to you! Do feel free, however, to comment with questions about the bracket if you have them.
The Marketing Tournament’s Final Four
People love to know the best of this and that.
“What is the best restaurant in the area.” Or, “What is the best way to build muscle,” to name a couple examples you might hear occasionally.
If you’re a business owner or marketing manager, it is more than likely that you’ve asked, “What are the best online marketing strategies that I can take advantage of?”
That is the question I’m shooting to answer now.
I was once in a business meeting where my colleagues and I were explaining online marketing to another businessman and we brought up blogging as a recommended option.
The businessman’s response to the idea was new to me, but one that I realized was really quite reasonable. He asked why writing content about random things would help his website. “I woke up this morning and went to work. It’s going to be a good day,” he said in imitation of a blog post.
At this point I realized that blogging really needed to be defined when brought up in the context of marketing. So, let’s define “blogging” in this context:
Blogging is the consistent development of content posted to your site that is highly relevant to the demographic of people interested in your product or service.
That’s a very non-comprehensive definition, and I would highly recommend viewing my infographic on blogging like Coca-Cola to get a better perspective of blogging and how to use it in marketing.
So what are the benefits of blogging? Here are a few.
Providing relevant content via your blog…
- Shows people that you know what you’re talking about
- Tells potential customers that you are interested in serving them
- Tells Google and other search engines that you are a website worth ranking
- Keeps your website interesting and relevant to browsers
The question then arises, what should a business’s blog content look like and be about? The following list has been helpful to me. A good blog typically revolves around presenting:
- Captivating information
- Helpful tips
- Answers to people’s questions
- Relevant news
PPC stands for Pay Per Click, a marketing option in which you pay Google or a similar company to host an ad for your site, and you pay for each time it’s clicked.
The primary perk with PPC marketing is that you immediately get your name at the top of relevant search results. This means that people who search for the kind of product or service you offer will immediately see you as a great option to purchase from.
Also to note, PPC is a tremendous way to market your business because of the quality of data you receive back. You can analyze the performance of each penny you spend and experiment with different things like the wording of your ads to find what attracts the most customers.
Site Structure Optimization
Also extremely important to good online marketing is the technical work of optimizing the structure of your website. Site structure optimization is simply the process of molding ranking juice throughout the pages of your website. Refer to the following graphic for a visual representation:
Site structure is important because of the “juice” on each page of your site. Each page carries some link juice that helps it rank. When you link from one page to another page on your site, it passes some of its powerful link juice to the page it links to. By linking your site up correctly, you can pour your link juice (hahaha, that was one stellar pun!) into the pages that you want Google to rank the most.
I, however, am the graphic designer and don’t know the ins and outs of this strategy to the degree that my buddy, and colleague, Justin White does. So, if you have questions about site structure, tweet at him @justindlwhite below or comment on his latest post on internal site linking:
Appearance (Design Optimization)
This is my favorite part because I love art and design, and I know it best.
Here’s the long and short of it: Lousy looking sites have a pathetic chance of turning traffic into business.
Am I going as far as to say that your business might fail if your website looks bad?
Um, yes, I am actually – and I’ve seen it happen.
Here are a few statistics to back this up:
- The majority of casual browsers will immediately leave a website that looks poor. This means they literally lack the patience to stay longer than 3 or 4 seconds.
- 46% of people judge a company’s credibility on a whim by their website design.
- A large percent of browsing now happens on mobile devices, yet mobile users complain that nearly half of the sites they go to give them a poor mobile experience.
So what is it time to do?
- If you haven’t updated your website in the last few years, I can almost guarantee that it’s time to. In just the last few years, what people think looks good has drastically changed, the ability to create good looking sites has drastically improved, and technology allows for far better sites to be created.
- If your website doesn’t look right on mobile devices, make it responsive or implement a mobile version.
- If your website doesn’t look good, assume it’s hurting your business because it almost certainly is, and do something about it. Make sure your site looks a good. A swell-looking site adds a lot to your business!
There you have it – Four crucial marketing strategies that businesses should strategically implement to see reliable growth and success!
Read more: Spearfishers and Netcasters