There are three key activities associated with online marketing.

These activities include:

' Acquisition
' Conversion
' Retention

Acquisition

Online advertising is a method for online acquisition. The goal of online acquisition is to grow awareness and interest in your company's product or service.

Other methods of traffic generation include search engine optimization (SEO), affiliates, third-party email lists, social networking, collaborative blogging, in-house email lists and online video ads.

Acquisition can also include offline methods to drive traffic to your site. These methods include television and radio advertising, print ad magazine advertising, public relations and media coverage.

Conversion

Conversion is the second key activity of online marketing.

Once you drive traffic to your website, your next goal is to make these visitors take a desired conversion action. A conversion action can be considered anything that has measurable value, whether is it a purchase, download, newsletter registration or a simple click-through to another page on your website.

In order to achieve conversions, you need to have an appropriate landing page design.

Retention

Retention starts immediately, once the initial conversion has occurred.
This initial action may have been an email newsletter or a white paper download. Retention seeks to build on the initial action with anticipated, personal, and relevant ongoing communications.

The basis for all retention programs is the ability for the user to receive information from your company on an ongoing basis, through the use of email, newsletters, blog feeds and news feeds.

This helps to increase the long-term value of your client relationships and can have an effect on revenues. Of course, you need to make sure that, before you apply an online marketing strategy, you have first created the right landing pages for your site and your website is properly structured for easy navigation.

Copyright 2011 dzine it, Inc. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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The role of an SEO content writer is to create articles or other online content to help their clients attain a higher website ranking on the search engine results pages of major search engines. They do this through the strategic use of targeted, relevant keywords.

A keyword represents a word, or in some cases a phrase, that people type into search engines when they’re looking for something specific. The keyword or phrase depends upon your specific product or service and the audience that you are looking to reach. If you already have an online presence or have used the major search engines to garner information about businesses that are similar to yours, you likely know what keywords work best for you.

The ultimate goal is to try and place your business link as close to the top of the search engine results pages as possible. Gaining a first-place position, however, is a lofty goal, especially if your industry is very competitive online. So, a more realistic goal is to appear on the first page of the results. For that to happen, the search engine has to consider your website to be a relevant authority for the keywords.

That is where the writing comes in. When Google sees that your website features numerous articles using keywords relevant to your industry, it makes the assumption that it must have something important to say about the topic.

However, it is not as simple as it sounds. There is a lot more to content than just having the right keywords.

For example, content has to have the right keyword density, which basically means having the correct ratio of keywords to text. The keyword density should not be too high, nor should it be too low. If the density is too low, the search engines will not consider your website to be relevant. If the keyword density is too high, your website may be penalized for attempting to exploit the system through keyword stuffing.

While several other factors contribute to well-optimized content writing, the most important thing to recognize is that the search engines look at the keywords you use to determine where, in the order of results, your website will appear.

This means that your writing is a critical factor in your website’s success as you attempt to reach the top of the major search engines.

Website Marketing

 

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Small businesses are quickly coming to appreciate the fact that Facebook and Twitter are the best places to market a business online. So many businesses are rushing to use social media as part of their ongoing marketing campaigns.

A recent small-business marketing survey found that 81 percent of small businesses are now using social media as part of their marketing campaigns, up from 73 percent last the spring.

Facebook seems to be the preferred network according to the survey. With 96 percent of small businesses focusing their marketing efforts there, but Twitter is gaining popularity as well.

Twitter is now used by 76 percent of small firms, up from 60 percent last spring.

Businesses are using social networking platforms to directly interact with their customers and nearly two-thirds of all businesses surveyed said they answer all of the comments they receive through their social networks, both positive and negative.

Copyright 2011 dzine it, Inc. Social Media Marketing All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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