Tips from an Online Marketing Guru
| Category: Search engines - Optimisation | Date: 2003-06-12 |
When I first put Jade online, like everyone else, I was on a learning curve. However, I was fortunate enough to have a one2one with an online marketing guru, Mark Amu.
Marks web site http://www.TRAKtag.com is top in Yahoo for his product-property marking. Anyone who has achieved that sort of ranking is worth listening to.
Here are some of his suggestions which I am sure will apply to any web master who wants his/her site to make an impact.
1. Search rankings
Use very well defined Metatags. Running out of ideas on what words to use? Do a keyword check from this site: http://www.wordtracker.com/ It will give you words that your potential clients are searching for. Make a list of words relevant to your business and then go to http://www.goto.com auction to find out the bid prices for these keywords. The higher the prices, the more important they are and should be included in your Metatags. Concentrate on registering with the more popular search engines and re-submit your site every 3 months.
2. Track your traffic.
Look up your server log file to have an indication of how many and who have been visiting your site.
3.Aim for a niche market.
Who is your visitor? Who was your perceived visitor? Are they the same? Identify a niche market as they tend to be more successful on the Net. Concentrate on targeting a selected group. Offering a rare or more specific product will also help with your search engine rankings.
4. Sales copy
Do not just transfer the contents of your off-line sales information/brochure onto your web site. On line catalogues do not do well on the net as people mainly surf for information. A good approach is to offer a service that is initially information based and free by auto responder. A free report on Hosting tips or free online consultation for instance. This encourages people to click onto your call
to action.
To quote Mark,:its a sprat to catch a mackerel analogy. Why would the visitor want to visit your site? Whats in it for them?
5. Provide incentives via free offers.
Example: free hosting for the first 3 months, or free ebooks with valuable information. Think about how to get the customer and look long term re backend sales. The copy has to emphasis benefits to the client- as your visitors will only stay and return if you make your site sticky and benefit-laden. Offering a free ezine is a good way of building up loyalty and keeping in touch with your customers.
6. Web site layout and content.
Have a simple layout with relevant graphics (absolute max 40k on front page)- and a personal interest story. Mark had an interesting one about why he set up the business. Include information about yourself. If you have skills, draw attention to them.
7. Clearly define what you do on your homepage.
You have 7 seconds to convince a visitor to go further into your site. You need a powerful call to action- do not be embarrassed by telling the visitor to click here.... to take them where you want to.
8. Responses/Feedback.
Web masters will get very few emails without a privacy policy on their site. You also get better response if you have a form as opposed to an email link - there are many free cgi forms available. Do one for your site, with benefit-laden copy. Have a complete address on the contact us page, plus telephone number- as well as one at the end of every page.
9. Strong call for action.
Your copy needs to gently nudge the site visitor towards where you want them to be. This could be either the form page, the contact page or the sales page. There has to be something specific you want your visitor to do, not just read your information and move on to another site.
10. Links
Analyse how to have successful links strategies-
where to place them so they are not costing you visitors (example by nesting them a few layers within the site) and who to include - ideally someone who has exchanged links with you or is an affiliate partner so you are at least paid for visitors leaving your site to go to theirs.
Implement these tips and, believe me, your site will become more visible and more effective.
wkm@jademultimedia.co.uk
www.jademultimedia.co.uk
Marks web site http://www.TRAKtag.com is top in Yahoo for his product-property marking. Anyone who has achieved that sort of ranking is worth listening to.
Here are some of his suggestions which I am sure will apply to any web master who wants his/her site to make an impact.
1. Search rankings
Use very well defined Metatags. Running out of ideas on what words to use? Do a keyword check from this site: http://www.wordtracker.com/ It will give you words that your potential clients are searching for. Make a list of words relevant to your business and then go to http://www.goto.com auction to find out the bid prices for these keywords. The higher the prices, the more important they are and should be included in your Metatags. Concentrate on registering with the more popular search engines and re-submit your site every 3 months.
2. Track your traffic.
Look up your server log file to have an indication of how many and who have been visiting your site.
3.Aim for a niche market.
Who is your visitor? Who was your perceived visitor? Are they the same? Identify a niche market as they tend to be more successful on the Net. Concentrate on targeting a selected group. Offering a rare or more specific product will also help with your search engine rankings.
4. Sales copy
Do not just transfer the contents of your off-line sales information/brochure onto your web site. On line catalogues do not do well on the net as people mainly surf for information. A good approach is to offer a service that is initially information based and free by auto responder. A free report on Hosting tips or free online consultation for instance. This encourages people to click onto your call
to action.
To quote Mark,:its a sprat to catch a mackerel analogy. Why would the visitor want to visit your site? Whats in it for them?
5. Provide incentives via free offers.
Example: free hosting for the first 3 months, or free ebooks with valuable information. Think about how to get the customer and look long term re backend sales. The copy has to emphasis benefits to the client- as your visitors will only stay and return if you make your site sticky and benefit-laden. Offering a free ezine is a good way of building up loyalty and keeping in touch with your customers.
6. Web site layout and content.
Have a simple layout with relevant graphics (absolute max 40k on front page)- and a personal interest story. Mark had an interesting one about why he set up the business. Include information about yourself. If you have skills, draw attention to them.
7. Clearly define what you do on your homepage.
You have 7 seconds to convince a visitor to go further into your site. You need a powerful call to action- do not be embarrassed by telling the visitor to click here.... to take them where you want to.
8. Responses/Feedback.
Web masters will get very few emails without a privacy policy on their site. You also get better response if you have a form as opposed to an email link - there are many free cgi forms available. Do one for your site, with benefit-laden copy. Have a complete address on the contact us page, plus telephone number- as well as one at the end of every page.
9. Strong call for action.
Your copy needs to gently nudge the site visitor towards where you want them to be. This could be either the form page, the contact page or the sales page. There has to be something specific you want your visitor to do, not just read your information and move on to another site.
10. Links
Analyse how to have successful links strategies-
where to place them so they are not costing you visitors (example by nesting them a few layers within the site) and who to include - ideally someone who has exchanged links with you or is an affiliate partner so you are at least paid for visitors leaving your site to go to theirs.
Implement these tips and, believe me, your site will become more visible and more effective.
wkm@jademultimedia.co.uk
www.jademultimedia.co.uk
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