Web marketing (the right one) is not something that can be
invented. The online visibility and a good web reputation are not achieved
overnight, and especially the belief that web marketing is free or requires low
investment is a stereotype too often abused by CEOs and heads of various kinds
company. The results, more often than not, are commensurate with the
investments that are made on the web and a good web marketer has the task of
optimizing these investments.
Here are some essential elements
for all those companies that are trying to approach the fantastic world of web
marketing.
1- Choose a contact person (project manager or web marketing manager)
You don't become an expert in SEO, web and social media marketing by accident. If you
don't have a competent person on your team, don't think of improvising or
improvising someone as a web guru, it would mean destroying the project even
before starting. Trust in professionals who can guide you on this long journey
and "trust" them. Ah, do not consider the price as the first
decision-making element ... focus more on competence. Remember, it's an
investment not a cost!
2- Set a budget
Once you have found the person
who will accompany you during (at least) the next year and a half, get help to
understand the extent of the investment capable of guaranteeing you visibility
online and building a solid image on the web. Remember, investment does not
only mean money, but also time (and time is money) ... Your web marketing
manager will need help and collaboration from a team. Make sure that the
project is in his hands and under his responsibility.
3- Develop a medium-term web marketing strategy
Once you have chosen your contact
person and set the budget, we move on to the more delicate phase. Strategic planning.
Try to be forward-looking and set goals, think on an annual or biennial basis.
And above all set measurable goals. A strategy with measurable objectives will
allow you to evaluate the progress and optimize some elements in the race. Does
it seem little to you?
4- Constantly optimize your website
Times change, technologies
evolve, Google changes the rules of its algorithm frequently and sometimes it
also does it drastically. Having a detailed SEO strategy and following an editorial calendar can be of great
help in onsite optimization and content updating. Remember that freshness, or
the frequency with which new content is inserted (or updated existing content)
is a factor directly connected to the positioning on Google.
5- SEO and Local SEO activities
Having a website is a necessary
but not sufficient condition. You can have the most beautiful shop in the world
but if you are in the suburbs, in a dead end street, I doubt that it can ever
fill up with people ... A site not optimized for SEO and Local SEO is exactly
like that, invisible. But rest assured, your web marketing manager is already
an SEO expert , isn't he? He will know how.
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6- Search Engine Marketing
Having a website, optimized with
a good SEO activity, is (once again) a necessary but not sufficient condition…
Organizing marketing campaigns and Pay per click can give a big boost to your
SEO strategy and online visibility. Especially in crucial periods, creating
campaigns to sell products or services will represent added value. It will also
help you understand which elements to bet with more conviction in the
continuation of your business on the web, and which ones to leave out instead.
7- Measure web marketing actions
it is possible to know every
single click of every single person who visits your site. How can all this not
be fundamental? Well, equip yourself with web analytics tools. Google analytics
is the best choice you can make, and not because it's free. Surely your web
marketing manager will also be an expert in reading and interpreting the countless
traffic analysis data on your site , right? In my opinion, web analytics is the
most important element of the whole web marketing strategy. It is the voice of
users and the element that will allow you to make your site a (at least)
pleasant place to visit.
8- Off-site SEO: seek synergies with your offline business
It is a said and repeated thing
but woe to leave it out: what about the human relationship? as much as the web
facilitates social relationships and amplifies messages, a chat, sharing a
moment, or face to face relationship are elements that must never be missing.
So let's try to promote them with cross-cutting activities. Create events in
your shop or visits to your company, have your customers photographed with your
products, invite them to come and visit you...
9- And Social media
The social media element was
deliberately left in the end, and not least. Often companies that enter the
world of the web start by talking about Facebook marketing and Instagram. Well,
the skill of a good web marketer is to make them desist, at least in the
beginning. If you have not completed all the previous steps, listen to my
advice, leave Social media aside. A good Social media marketing strategy is
in fact nothing more than the natural
consequence, the evolution of a correct web marketing strategy and is used to
amplify it, give the company a human image and improve its web reputation . And don't forget to take
care of the social part and manage the social media marketing activity it requires an investment of time (€) and
resources ($) ... So it must be the result of a reasoned choice. But this your
web marketing manager will certainly know.
10- Be yourself
This is the last, but most
important advice of today: do not try to give a different image from the real
one. If you are a 2-person company, don't talk about "Our
multidisciplinary team"; if they criticize you, do not obscure the
messages, do mea culpa and apologize; if you are not "industry
leader" do not be afraid to say it. Try to make your brand more human,
give a name to the people who work there, put your face on it. In short, be
yourself and your web reputation will thank you!
As you have certainly understood,
the basis for an online visibility and successful web Digital marketing
services is certainly the competence and ability of your contact person
(company or freelance) to manage your company on the net. But all this your web
marketing manager knows!
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