by Claudia Bruemmer
When planning your marketing strategy for the coming year you want to include a variety of marketing tactics so you can generate new business from multiple sources. Here’s a review of three online marketing tactics that are winners for generating new business: Search, Video and Mobile Marketing.
Search Engine Marketing
Search engines beat email as the most popular Internet activity. The economic downturn affected search in two ways: (1) it encouraged successful brands to increase their search budgets and bid higher for top-performing keywords, and (2) it drove consumers to search for online bargains.
Search is a proven marketing strategy that beats all others. If you’re in the wholesale industry, start with a Directory Listing on vertical search engine TopTenWholesale as shown above. Directory listings can give you budget control, and they don’t require the monitoring and decision-making of paid search campaigns. You can also consider local search, Internet yellow pages, and even comparison-shopping search engines, depending on your business model. The key is to know your target market, research your keywords, and fine-tune your campaigns with analytics to achieve the best ROI.
Retailers might supplement a search campaign with an email customer loyalty program or use customer retargeting to find those users that got away. Wholesalers and manufacturers can obtain Verified Directory Listings on sites like Manufacturer.com. Such premium listings provide buyer trust because the supplier is certified as genuine, as indicated by the gold Supplier Pass™ icon shown below.
You can expand your organic visibility on major search engines in two ways: (1) create new content in multimedia format like video for top search visibility, and (2) conduct an exploratory paid search campaign to harvest new terms for optimizing and creating new content on your site.
Design your pay-per-click campaign for a wide reach so you can use analytics to sort your top paying keywords by conversion rate. Filter out the losers and identify the top 20 percent of key terms that significantly outperform in your exploratory campaign. These will be the foundation of a new SEO campaign.
Get your team involved in creating video content around these key terms. As your copywriters create new pages featuring these terms, your developers will put them in your title tags, alt tags and Meta descriptions, and your linking team will generate inbound links placing these terms in the anchor text.
You can’t miss using these terms because you know customers searched for them and found you before, so it will happen again. You will also gain more visibility in the SERPs and more traffic and conversions.
Another great way to get more traffic and conversions is to create online videos to post on YouTube, or create video ads like Seller Preview as shown below on TopTenWholesale.
Online video is exciting because it’s similar to television and consumers are attracted to what they know and love. The web reaches a broad spectrum of potential customers for a relatively low price compared to traditional TV and print advertising. Consumers discover video content on Google Video, Blinkx, and many other video search engines. You can post your videos free on TopTenWholesale TV.
Your company can economically produce informational videos for lead generation, sales, and new customer acquisition. The best way to get your videos propagated online is to drive traffic through video search engine optimization. Video optimization complies with many standard SEO best practice tactics. Below is a checklist of video optimization tactics.
• Announce your video on a video page.
• Create keyword-rich text describing the video content on your video page.
• Create Title and Meta Tags of your video page with a focus on video content.
• Put the name of your video in the Title tag
• Use video-specific keywords summarizing video content in Description tag
• Use Header Tags on the video page describing the video content.
• Gain inbound links by allowing visitors to embed your video in their website/blog; provide SEO-optimized anchor text to link back to your site.
• Develop linking partnerships with other sites/blogs relevant to your niche or video topic.
• Link to relevant pages within your site to help search engines determine relevancy.
• Use keywords in anchor text.
• Use static, SEO-friendly URLs with keywords, limited dynamic parameters and concise file structure.
• Name your video file with descriptive keywords.
• Allow visitors to share, bookmark, rate and comment on your videos with a button on your video page.
• Create a video sitemap using standard sitemap protocol and containing video specific tags (see Google Video Sitemaps).
Mobile marketing will be fruitful for the holidays with so many consumers shopping from their handsets this year. The International Telecommunication Union estimated 5.3 billion mobile subscribers by year-end 2010, an increase from 4.6 billion last year. This is equivalent to 77 percent of the world population! Nearly half (48%) of mobile users have made a purchase via phone. Mobile has many advantages:
• Ubiquitous presence and personal
• Engages the user at the point of purchase
• Interactive and can complete the transaction
• Can leverage other media like billboards or TV advertising
• Multimedia platform: audio, video, text, games
• All-digital environment enables detailed metrics, personalization and targeting.
Mobile advertising is effective, but how effective? Studies have reported mobile is 10 times more effective than web banners. InsightExpress (2010) reported mobile advertising is 4 to 5 times more effective than online advertising on average.
Increased penetration of touch-screen devices like the iPhone, BlackBerry and Android along with availability of 3G/4G networks make it easy for consumers to click on ads and buy products. By 2011, over 85 percent of new handsets will be able to access the mobile web.
Both the lack of on-screen clutter (versus desktops) and the ability to reach people at their point of interest contribute to making mobile ads highly effective. The higher response rates and better branding metrics make mobile more appealing to advertisers such as high-end retailers like Saks, Neiman Marcus and Macys, which all use mobile as a platform for reaching consumers.
U.S. consumers use their handsets to surf the web, check email, post on social networking sites, conduct banking, and find local businesses. Mobile is part of the consumer experience for millions, reaching critical mass as an advertising medium and offering a large, diverse user base for advertisers.
We reviewed three top marketing strategies for generating new business in 2011. Search Marketing is the most popular marketing strategy online, knocking email marketing down to second place. Video is an emerging marketing tactic that can go viral on YouTube or give you more visibility in search engines with video ads. Mobile marketing is the future of online marketing because it won’t be long before we have more people accessing the web from handsets than from desktops and laptops. The beauty of mobile is its ability to engage users at their point of interest allowing them to complete a sale on the fly.