We fully expect that in 2014 small businesses will be doubling down on their online marketing strategy to increase their positions in Google rankings. After all, the internet has overtaken print advertising, so the best game in town to get your business noticed is online exposure.
This means that you may no longer have a choice but to add regular activity such as blogging on your website to your online marketing strategy if you want to rank on the first several pages. For more than a year, it has been a given that your website needs to be optimized. This means providing clues to the search engines as to what your site is about, and reason for Google, Bing, or Yahoo to show it above other sites.
Historically, it has been a good idea to have some basic maintenance done on the site every year, including a review of your site design, your keyword goals and usability. However, you now need to add a review to make sure that your site is not over optimized, because Google in particular has been re-vamping their algorithm in an attempt to show better results.
What will be the most important website Online Marketing Strategy in 2014?
Most people would guess that social media is the answer. Well, we are hoping that companies will begin to realize that even email marketing is more effective than social media for most businesses. An honest evaluation of whether you actually received customers from your social media efforts in 2013 will give you the answer for your business.
No, the answer, assuming you have a site that has had the basic SEO done, is that the most important thing might be a check of your internal linking structure. This is not referring to your main navigation system, which is of primary importance, but your inter-page relationships.
None of this should be taken on if you aren’t absolutely sure of what you are doing. You can hurt your site rankings in any number of ways if you don’t do things methodically and correctly. Always hire a professional to handle your Denver online marketing strategy, even if you know something about traditional marketing.
Handling PPC Advertising is Also Going to be More Important in 2014
“More important” is actually kind of hard to say with regard to PPC advertising, as I already felt it was vital for every business to have a PPC campaign running in 2013. However, 2014 is going to bring the inevitable increase in pay-per-click key phrases as companies re-evaluate the terms they have been pursuing, and their effectiveness. Several of my clients are expanding theirs to try and corner the market.
Unfortunately, less talented PPC managers, or businesses that do it themselves, will only see the one option of simply raising their bid amount when they lose some ground on their competitors. They will ignore several other options for increasing results positions while on maintaining current bid amounts.
This unfortunately hurts everyone! If you have competitors that are trying to out-dual you by out-bidding you, it is time to focus on better ad copy, and improving your landing pages.
By hiring Colorado internet advertising consultants Camrud Advertising, you’ll have the best chance to keep the amount you pay for bids low and avoid “auction bloat”. But more importantly, through testing user behavior, we can make the most of your expenditure. You may need to let go of some terms you were not effective for in 2013.
A term you will hear more and more of is “Conversion Rate Optimization”. This addresses what happens after you get the visitor to your site. This is only possible to address well if you honestly evaluate your investment amount, and allow enough budget to do it right. It involves setting up your page messaging for success and testing one layout against another. Changes to the layouts may include many things, such as headlines, offers, content wording and length, navigation, etc. It will be what we are “pushing” this year, so expect to hear about it soon.
So how much do you need to spend on your online marketing strategy for 2014?
The traditional rule of thumb is ten percent of what you want to bring in, if you are an established business. A new business may need to spend more along the lines of fifteen percent of the total business you hope to do. So if you’re looking to make $500,000 you would want to spend about $50,000 in online marketing and advertising. As always, some industries will need to spend more, some less.
Wishing everyone a successful new year!