Online marketing involves a lot of behind-the-scenes strategy using keywords for search engine optimization (SEO) in the race to gain high ranking on the SERPs (search engine results pages).  But the true foundational bedrock of a successful website with staying power is:  Providing valuable content. Continue reading →

Pay-per-click (PPC) advertising – also referred to as cost per click (CPC) advertising — is the leading method for generating online commercial revenue.  The way it works is that a website publisher earns payment whenever a visitor to their site clicks on a designated link.  Some basic information about PPC advertising follows.

PPC campaigns can be an effective way to drive traffic to your website and to increase online exposure. Continue reading →

The old saying your mother warned you about when you wanted to hook up with a hottie is also true of websites:  Beauty is only skin deep.  The kind of website you really want to marry your business to has more than visual appeal to humans.  It also attracts computer search bots and places you in top ranking on search results pages. Continue reading →

Posting a video on your website adds appeal for potential customers.  And even more importantly, a video can significantly elevate a website’s ranking in search engines.  Additionally, choosing the right name for the YouTube video posted on your website is essential, from an SEO standpoint. Continue reading →

Consumer word-of-mouth advertising now has a huge electronic megaphone, thanks to social media.  In rapidly increasing numbers, consumers are communicating their opinions about businesses

by means of social sites such as Facebook, Twitter, Foursquare, and Yelp.  In other words, loyal customers have a huge platform for expressing their delight; likewise, dissatisfied customers have that same stage to express their complaints.

How exactly does a wise business owner parlay this change in the advertising landscape into a tremendous advantage?

A good first step is to learn what customers care about.  Tap into the online conversation for relevant dialogue.  This can be a time-consuming process.  So you may want to hire a reputation management company, which can do the research for you and provide summary reports.

Equipped with a feel for how social media works, get involved by registering with social media sites.  Then begin the ongoing task of actively communicating with customers.  Some ways to get involved are:

• Thank a customer for a positive review
• Respond to a bad review
• Invite customers to write reviews about your business
• Offer to reward customers for online referrals
• Announce sales and available discounts

Another available route for busy business owners is to invest in self-serve or managed online products that simplify the process of getting involved with social media.

Social media is just one piece of the marketing puzzle, but it is hastily becoming a fundamental method of advertising.  This new multiplication of word-of-mouth referrals can be an incredible boon for small businesses.