When running a business, many questions can come to mind. One of them is where to advertise your enterprise. The modern digital age enables businesses of every size to thrive on campaigns that are only run on online advertising platforms. Whether you own a small enterprise or are the chief executive officer of a multinational firm, you need to reach customers online because that is where they spend their time. The following is a guide on how to choose the right ad platform for your business.

To find the right adverting platform, you need to analyze the enterprise you run objectively first. Consider which type of enterprise you have. Contemplate on whether it is local or worldwide and if you sell products that customers can order online and can ship to other destinations.

You may also sell online services such as consultancy or have a web-based app offering services like taxi hire, cleaning, or language courses. In addition, consider the target market, which could be men, women, teenagers, or children. An audience exists for each service or product, and there is an ad platform that can assist you to reach a particular audience.

You also need to analyze the audience. Contemplate on who the current customers are, their genders, location, ages and interests. Find out about the people who visit your website and are interested in the products or services you offer. Find out also if these people get to the site using smartphones, tablets or desktop computers and the sources they come from such as PPC ads, referral websites or social media.

As you analyze the customers, also find out which keywords they used to find you. The other way to gather information about the customers is running periodic customer feedback questionnaires over the internet and offering rewards. You may also ask the customer support team to inform you about the individuals who order your products. A customer service team speaks with the customers through calls or text messages every day and can therefore provide you with common customer behaviors, characteristics, and expectations.

The other thing you should do to choose the right ad platform is defining your marketing aim and stage in the sales funnel. Consider if you wish to introduce a brand to the world or whether you have a well-established brand and want to direct customers to the product pages. All major platforms ask business owners to select an aim before they upload and launch their campaign. The platforms can provide you with different tools to build a message and advertising based on the goal you select.

If the advertising goals is increasing brand awareness and customer engagement, building your brand or widening audience reach, online ad platforms like search engine marketing, social media marketing, paid impressions and search engine marketing can be useful. If you wish to convert the target audience and increase sales, you can opt for retargeting, display advertising and programmatic advertising.

You should also select an ad platform that enables you to calibrate your campaign. The best advertising platforms usually have a user-friendly interface. However, select a platform that can enable you to recalibrate the campaign depending on feedback or results. Programmatic and digital advertising platforms provide this capability.

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Establishing a brand can be tough in a competitive industry or niche market. As more small businesses enter into tough market conditions, the internet provides one of the fastest and most powerful platforms all businesses can use to reach its customers and provide a unique brand story. With the following strategies, learn how you can grow your business and leads with SEO.

SEO or search engine optimization remains one of the most sought after and important marketing methods for enterprises of all sizes. Such optimization strategies are created to target a specific group of customers, improve overall ranking in the major search engines and to drive traffic to the website. To ensure online users find targeted websites and pages in the major search engines, it must be optimized and can be achieved through lead generation.

To get your brand recognized, it is important to invest in optimal lead generation strategies. Through leads you can attract customers to your business and achieve the brand recognition that is part of an optimized website. From social media to creating blog posts, a structured marketing campaign must be created to produce the desired results.

Develop your business by creating optimized blog pages that will provide your online business the support it needs, linking to specific keywords. Blogs provide organic optimization including fresh content from researched copy including keywords to relevant images. Manage blog content by producing regular, relevant posts, incorporating keywords, adding a fair number of links and using the appropriate subheadings.

Improve the efficiency and loading times of all web pages. People who visit a website want pages that are easy to read, simple to navigate and load efficiently. The correct balance of text and images create an appealing layout for your visitors but also contribute to the leads you can generate online. Ensure every link and element on the website is working as it should to avoid poor loading issues.

Use social media to link to the business website and help target the necessary leads while improving online visibility. The top sites that appear in the major search engines include social media platforms and therefore incorporating this strategy as part of an online advertising campaign is imperative when building a business. Social media should include updated posts, keywords, a brief bio and share buttons encouraging online visitors to share relevant posts.

Ensure that a website has been designed for mobile functionality. As more people use their smartphones and tablets to discover information, ensuring the website is designed for mobile viewing can appeal to more people. When applying the appropriate methods, you can achieve the best possible results when you invest in the techniques needed to create additional leads and optimize a website.

Developing an online marketing campaign is essential for growth and the advancement of all businesses. The more time and effort vested in top lead generation and SEO strategies, the more visible a website becomes in the major search engines. With tailored marketing campaigns and unique strategies, it becomes easier and faster to climb up the search engine ladder and establish a brand.

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Search engine optimization (SEO) is the process by which growing and established companies improve their page placement with search engines. When consumers are looking for companies like yours online, they usually migrate to listings that are posted at the top of results pages. If your business isn’t found there, you’ll be missing out on countless opportunities for conversion. As your learn more about SEO, however, you may find yourself asking the all-too-common question, “What is pay per click advertising?“.

This is the process of targeting select keywords for placement among sponsored content at the top of the page. As such, you can instantly get online attention for your business, but your link will not appear among the organic listings. It is a quick and easy way to generate traffic when you really need.

The challenge with this type of marketing is that it can quickly become very costly. One reason why this is true is that you will be paying for all click-throughs that you get throughout the duration of your campaign. This remains true even if people merely land on your pages for a second or so and then bounce back to search engine results. Even though these visits do not result in profitable sales and conversions, they will still cost you cash.

Due to this fact, campaigns that are not professional prepared or at least planned properly can really harm a company’s bottom line. This is why some companies drastically limit the duration of their campaigns. They do this to ensure that people are only seeing their listings at a time when they are likely to result in actual conversions or visits of interest.

It is additionally important to note that consumers have become increasingly discerning throughout the years. Nearly all web users can distinguish between paid listings and those websites that have ranked organically. Moreover, they tend to be more trusting and more willing to visit web pages that have linked through proper SEO.

SEO has a number of secondary benefits. The process of optimizing organically for search engines allows companies to build brand recognition, foster trust, establish themselves as industry authorities and much more. As such, these efforts can actually start paying off even before first page placement is actually achieved.

The major drawback of SEO, particularly when it is compared to PPC strategies is that it can take significantly longer to work. Some companies wait months before they even show up on the first page of results, and then, it may not be for their most targeted keyword. PPC helps businesses start attracting attention right away and this makes it good for reaching a number of short-term and profit-related goals.

Understanding these things, using PPC is definitely a good idea, but you always want to bolster these efforts by practicing search engine optimization as well. Marketing is an ongoing process and one that is guaranteed to throw you a few new challenges throughout the years. With a balanced blend of both SEO and PPC marketing tactics, however, you will be able to poise your company for online success.

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If you are just starting out as a business owner and need to do whatever it takes to draw in customers and clients, you’ll need to have contact information that is seen as reliable. You’ll quickly find out the importance of having a professional email address for your business. This will make you look more reputable and will also allow you to more easily organize your incoming and outgoing messages to keep track of everything.

Once you’ve develop a professional email address, you might use Microsoft Outlook to help you better organize incoming messages. Most business owners use Outlook because it offers a streamlined approach that has held up over the years. Outlook is not that expensive to procure and the full version is generally very efficient to use, even for people who are not technologically savvy.

If you are running a small company and are selling things locally, you will of course want to make sure that no orders are missed. Early on in your career, you’ll likely find that the orders are for a few items there and a few items there. By ensuring that each order is filled and delivered, you can build up your reputation and eventually expand out into the marketplace.

A company email account can be used for any sort of company. Whether you are selling flower pots, musical instruments or baked goods, an official account will make you look more reputable. If you do a significant amount of your business online, you can attract customers this way. Quick responses to queries from potential customers will keep you riding high and making money.

Be sure that you have access to various perks of business email accounts. For example, if you are going to be out of the office for a few days, you can set up the account so it sends an automated reply to incoming messages. This way, important clients know that, instead of ignoring them, you are simply away for a few days and will return shortly.

Group e-mails can get various employees involved so that everyone is on the same page when it comes to important projects. If there is going to be a Spring conference in a large city, you’ll want to have everyone in the loop so that a possible trip can be organized. Using the Reply All function, the targeted employees can write to each other as a group to iron out the details.

The great thing about properly set up accounts is that they will not be affected by viruses. You can continue to write messages whenever you want without worrying about what might happen. This should keep your business up and running without any worries about electronic inconsistencies.

Email is ultimately a great way to move forward with the company. As long as you take some time to review the various functions, you should quickly be able to find out how things work. You’ll become a whiz in no time and will be able to reach customers far and wide to make the money you deserve.

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Every time you receive an unsolicited email sent by a self-described SEO expert from a faraway land promising to unlock the secrets of search engine optimisation – beware. Odds are the helpful sounding new service is email spam and an SEO scam.

OK, it’s not exactly like the Nigerian prince who emails you in broken English to explain that you can get rich quick by helping him transfer millions of dollars out of his war-torn home country.

Instead, the all-too-familiar SEO scam goes something like this:

An “SEO expert” or “online strategist” emails you with news that he or she has analysed your website and noticed that it is underperforming. They often mention unspecified “problems” or “errors” that are causing your website to underperform – but don’t worry, there’s good news.
They say they can easily rocket you to the top of Google search results for your most important keywords.

You’re told you’ll gain more traffic and more online customers if you just reply to the person. The problem is, the vast majority of these unsolicited emails are about as legitimate as the Nigerian Prince and his royal fortune.

So how did the SEO spammer find me?

If you’ve received one, or more likely many, of these emails recently, chances are excellent that it was not a personal note to you but rather a piece of spam generated in bulk by a software program.

The messages may range from grammatically ridiculous to personalised and legitimate sounding pitches. In reality, it is almost certain that no one has spent any time analysing your website.

The usual strategy is that if you contact the sender to discuss web services or search engine optimisation, they will run a quick analysis of your site and then try to sell you a contract for SEO that builds zero long-term value.

Though you may have received a personalised email with your name and website address, the message(s) most likely arrived at your inbox through the magic of automation.

The software systems behind the scam are capable of using publicly available data to generate lists of websites, website owners and contact emails; then add the boilerplate text and send out the mass mailings. Alternatively, your contact info may have been on a list purchased by the spammer. With this minimal labour scenario, even a negligible conversion rate can yield viable leads.

But the SEO spam email seems tailored to me?

The email sender may greet you by your first name and might even identify your website by name. However, you’ll notice that most of the rest of the message is generic. And though it is common for prospects to be told that their site is failing to rank for important keywords, the keywords are never usually identified.

It also may seem tailored to you because, as a smart online businessperson, you are acutely aware of the importance of search engine optimisation and very interested in using SEO strategies to boost your web traffic and then turn those visitors into leads and customers.

It may also seem tailored to you because, who wouldn’t want to have their website pop up on page one when people search for their products or services on Google.

The easiest emails to identify as fake are the poorly written ones or those that sprinkle in lots of extra hyphens where hyphens don’t normally appear. However, others are actually well written and may even make reference to actual ranking factors.

It is very common for the spammers to conclude their spam pitches with the line, “PS: I am not spamming.” Three of the most obvious red flags are:

The correspondence is unsolicited.
The company is not named.
You receive an identical pitch from multiple senders.

Humorous evidence of the generic nature of these spam emails comes from Matt Cutts, former head of Google’s web spam team, who posted a message received by a colleague at Google, offering to make “a few changes (aesthetically and/or SEO-wise) to make your site convert more visitors into leads and to get it placed higher in the organic search results.” If this email came from an actual human being, he or she must be a very stupid one (“Duh, Dear Google – If you pay us, we’ll help Google rank higher on Google”).

Here at Acceler8 Media, we get these pitches all the time even though we publicly identify ourselves as offering a range of SEO services. As such, any SEO consultant who made a quick visit to our website would realise that emailing us was a waste of time.

Our clients regularly get these emails too, and sometimes ask us if they are worth looking into.

Should I consider SEO services from an unsolicited email?

No. No. No. Just ignore, delete and report it as spam.

Not only are such offers not worth investigating, they actually serve to undermine the credibility of legitimate SEO service providers. The black hat SEO spammers want to scare you into paying for a service they invariably never deliver.

Far better to stay focused on sensible, measurable SEO goals by working with a legitimate provider.

One reason these scams are still operating is that SEO strategy is complex and, done right, quite time-consuming as well. Due to the power of wishful thinking, it’s not surprising that some of us may be tempted to respond to such an email. But there are no easy fixes or short cuts when it comes to ranking well on Google.

If you’re still not convinced, ask yourself the following question: Do I really think that hiring someone I don’t know, who reached me through an unsolicited spam email, is a wise investment in SEO strategy?

Real SEO – part art, part science – is a painstaking process that takes time and cannot be automated. Contact us today if you’d like to talk more about the crucial role of search engine optimisation in a successful digital marketing program.

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