Online Marketing Services in Montreal
What is Online Marketing?
Online Marketing or Internet Marketing is the core idea behind a website that will lead you to get new sales for your business. Online Marketing is more of a general online strategy than other technique to get client “visits” to your site like SEO (Search Engine Optimization).
Three Big Mistakes with Sales and Visits
1: It is not the same selling 10 products per 1,000 visits than selling 10 products per 100 visits. The objective for Online Marketing is not only to get more visits but to convince clients to buy.
2: Having visits that last less than 90 seconds on your site is not a good sign. You can have thousands of visits, but if these visits stay no longer than 90 seconds, this means that clients didn’t find what they were looking for or the site was not interesting enough for them.
3: You can have lots of request for quotes, but your website will not sell if the customer service and logistics behind it don’t give prompt support and quality service. If it takes you more than one day to send a quote or e-mail, if you are never reachable on the phone, or if the quote forms and e-mail you use are not professional, your potential customers could switch to a competitor.
As you can see, there is a big difference between sales and client “visits.” So don’t get confused about doing only SEO or PPCwhen there are many other things you have to take care of before you start with this.
“Online Marketing will be a constant battle and a constant effort
to make improvements and stay alive in the market.”
Basic Principles for Online Marketing
In order to have a successful Online Marketing strategy, we have to take into account and coordinate the six main pillars. Depending on the business model, some pillars will be more important than others, but all will be necessary to create a good online marketing strategy. All of these pillars are described in more detail in each pillar section.
1. Search Engine Optimization
Search Engine Optimization is one of the most common techniques to increase traffic to websites. Basically the SEO comprises four techniques:
a. The text content on the site
b. Links on your site and from outside
c. The code and programming
d. Luck (If someone says different, they’re lying!)
These days, lots of companies offer the so-called site optimization (SEO) for your site. They promise that you will be on the first page of Google in the next three months. But this can’t be true, first of all because no one knows how Google places websites on the search’s “Organic Search.” Even if your site is optimized, it is difficult to guarantee a specific keyword at a certain time.
“SEO is really important, but it is not the only thing you have to do in order to have your website listed on the main search engines.”
Pay Per Click (PPC)
The PPC is a booster and a no-brainer for your website. Yes, you should use it, and yes, it will cost you, but it will help you get sales. You should know how to use this technique efficiently to get the most clicks with less money (efficiency).
PPC should be used for three main reasons:
a. To generate traffic and potential sales from day one
b. To help complement your keywords for searches
c. To understand what clients are looking for
You must always be careful with PPC. You have to know your business and seasonality. You have to know how much to bid on a keyword—a higher bid will not necessarily mean that you will appear on top of the other bidders. You have to know what your monthly and daily budget is, and last but not least, who your market is.
“PPC should be always part of your Online Marketing strategy. You don’t have to spend hundreds of dollars to make it work.”
Search Engine Marketing (SEM)
Search engine marketing is a combination between SEO and PPC. We have to understand that this term “Search Engine Marketing” is different than “Online Marketing.” The difference is difficult to understand and explain. Both terms are inclusive, and the objectives are the same. Online Marketing is broader than SEM.
SEM focuses on the search engines like Google, Yahoo and Bing.
Online Marketing focuses on clients on the web. This includes not only search engines but also the website design, Facebook, Twitter, blogs, eBay, local directories, media, etc.
Social Media (SM)
Social Media is one of the terms more widely used in conversations today. Everyone wants to be there, but they don’t know why. Most of the companies don’t know why they should or shouldn’t use these tools.
The fact that social media is free is not the only reason to use it. It demands time, strategy and constant updates. Not every company needs to have a Twitter account.
You should ask you self the three following questions to identify whether Social Media is for you:
a. Do you think your business is interesting enough for your clients to subscribe and follow you on a daily or weekly basis?
b. Do you have someone that will communicate with clients and followers on a daily basis?
c. Do you know what your strategy will be for every social media channel that you will use? Inform, Customer Service, Promotions, Loyalty, Discuss, etc.
Do you know that there are more than 50 social media tools (Facebook, Twitter, YouTube, Yelp, LinkedIn, Friend Feed, Hi5, MySpace, etc.) available for each personal and business niche? Do you know what the right ones are for you?
“You should use some social media and a blog because this will help your Online Marketing campaign, but be sure to choose the right ones.”
A Website is an important tool. Without a website, there is no Online Marketing and sales. If there is no Online Marketing, there is no SEO, PPC, SEM, Social Media, Site Analysis and a System.
The website is really important for the Online Marketing strategy. There are five “B’s” that your website should communicate and show:
b1. Be up-to-date (Content and Technical)
b2. Be professional and congruent with your brand (You should have some branding strategy)
b3. Be easy to navigate—don’t make me think
b4. Be media-inclusive. Use pictures, videos, interaction, etc.
b5. Be communicative. Use text and share your knowledge. People read interesting stuff. Don’t write just because you need to.
Think of your website as a store. Would you like to be a Best Buy store or your local cheap store? Now think, if both stores offer the same products at the same price, where would you buy? Would you pay a little more at the Best Buy Store?
“Focus your efforts on the website. Use the right content and technology. It is imperative that you take into consideration all of the Online Marketing strategies when creating your website.”
Now that everything is in place, you will need to do some analysis on your site and Online Marketing strategy. There are different analysis tools. Some cost money, while others are free. Some are more technical, and others analytical. The common one to use is Google Analytics.
One thing is for sure—in order to analyze the site, we will need data. If the site is brand new or you didn’t install any analytical tools, you will have to wait a couple of months before analyzing. If the site has been around for a while and the tool has been previously installed, you will be able to analyze the data sooner.
You will want to analyze basic information that will tell you more about your clients and your site. Our top five basics are:
a. Keywords used (Organic and PPC)
b. Total visits per day or month (Source)
c. Time spent on the site
d. Numbers of pages viewed
>e. Unique visitors vs. returning visitors (This depends of the business type)
Nothing is perfect, and all sites will need a tune-up their Online Marketing strategy from time to time. The data collected over time will let us know where to adjust and what to adjust. Most of the results will not be shown instantly. This is a long process, and it can take up to one year or more.
“Results cannot be predicted, and not all strategies will work as one will want them to.”
Software and Logistics
This is not an Online Marketing strategy. It simply a good thing to have and will help your business strategy
Do you know what an ERP or a CRM system is? Probably not, or maybe you do. All of the big corporations and some medium ones use these kinds of tools. These are computer-based software programs that track all of the activity or part of the activity of a company, such as sales, clients, logistics, finances, etc.
Do you think that this kind of software is only useful for large corporations? We believe that ERP (Enterprise Resource Planning) software is ideal for small businesses. Why? For these three main reasons:
MONEY a small business is not able to hire extra employees for specific business areas or tasks because it is highly costly and not efficient. With ERP custom-made software, you will be able to have one employee taking care of different tasks.
KNOWLEDGE is knowing your business. If you have full control over the operations of your small business, sales, clients and expenses, you will have a clear idea of the health of your business and the corrective measures you should take to adjust profitability. With a custom ERP system, you will have this knowledge.
TIME is money. Sending quotes, invoicing and all kind of administrative work takes a lot of time, and small business are not able to follow up and take care of their customers. Sometimes this causes errors. When using custom-made ERP software, you will have more time to sell. You will be offering a better service and quality by reducing quote times and errors.
“If your small company uses this kind of technology, you will be ahead of your competitors by being more efficient and professional. “