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Competitive Online Marketing Strategies

To compete in the changing landscape of digital marketing, we look to strengthen your online presence by taking advantage of proven strategies to attract visitors, increase prospects and sales.

The working base of any online marketing plan includes a keyword strategy, a referral strategy and a consumer action strategy.

Keyword strategy for your business might include niche keyword placement, geotargeting, Search Engine Optimization (SEO) and Pay-Per-Click (PPC) campaigns.

Referral strategy strengthens incoming links from related, relevant sites*, 'natural' referral links between partner sites and leverages deep link connections.

Consumer action strategy uses clickpaths and strong calls-to-action to drive consumer behavior, moving them from visitor to prospect to a customer of your business.

* A referring 'site' is used here as a generic term for a website, a partner website, social media sites like Facebook, Instagram, Twitter, LinkedIn, paid ads or even an email with an embedded link.

Keyword Strategy

Keywords are your base marketing copy - words and phrases that people might use when searching for your products and services. A keyword strategy narrows the focus on those words, phrases and combination of words and phrases that are most effective for good search rankings and attracting the right visitors to your business - those that want, need and can afford your products or services.

We use techniques such as geotargeting, niche keyword development and competitive analysis. We set goals and track the performance of the keywords in analytics and insights, looking for refinements and incremental improvements until the objectives are met.

For partner and influencer sites, applying a coordinated competitive PPC/SEO keyword strategy to all sites is a more powerful method for improving search rankings and increasing visitors.

We provide far more than a list of keywords. We analyze the behavior of your key target markets, your competition and track the results.

Referral Strategy

Referrals are incoming links from other sites* - search engines, social media, influencer sites, paid ads, etc. - that generate traffic to your site. For partner and influencer sites, developing 'natural' referral links between the sites will improve search rankings and enhance targeted traffic from prospective customers.

Searching for the most valuable incoming links, such as .edu and .gov, listings in trusted directories, sponsorship placement and other opportunities helps expose your business to a wider audience online. Local/regional PPC/SEO is valuable even if your sales range is nationwide or international. Deep linking techniques are employed to take the consumer directly to the information they seek on your site.

Selecting the right incoming links, leveraging the power of strategic keywords and analyzing visitor behavior provides valuable insights to place calls-to-action.

Consumer Action Strategy

Consumer action is the final piece of the competitive online puzzle - the challenge is to get the visitor to move along the visitor>prospect>customer funnel.

To accomplish this, your site's visitor interactions are analyzed - the keyword searched, the referral source and the landing page. The 'clickpath' performance is reviewed - does it compel visitors to stay longer, look around a bit more and become a prospect or customer.

The optimum small business online marketing plan has three components - business website, social media and email newsletter. The latter two always feed the first, the business website. Each provides a unique interaction with segments of your target market.

Sometimes small, simple changes to graphics or copy can yield positive results. Othertimes, a more comprehensive modification, such as 'navigation re-modeling', is employed to improve the performance.

The Keyword and Referral Strategies drive the visitors to the site, where you want them to react to strong calls-to-action such as 'signup for our newsletter', 'buy our product', or 'contact us'.

Navigation Design & Information Architecture

Make your company web sites easy-to-navigate, enhancing SEO, improving search results and your customers online experience. Navigation modeling helps you deliver a user-friendly site - from single page sites to a complex business sites with links to ecommerce, Facebook, LinkedIn, paid industry listings and ads. Step-by-step processing workflows result in easy-to-use multi-step web pages for registration, contests, or order processing.

Site models produce easy-to-navigate, robust sites, search engine optimization(SEO), better search rankings & happy customers.

Learn more and view Information Architecture work samples.