Would you put your car in the hands of an untrained mechanic? Someone who ‘knows a bit about engines’ but isn’t actually qualified to fix your brakes or sort out your steering? Of course you wouldn’t. In the same way, you wouldn’t put your business in the hands of Internet marketing services who ‘know a little bit about SEO’ but don’t have the experience or expertise to sort out your email campaign, your social media positioning or your off page press releases. That is why it is so important to choose Internet marketing services that have a proven track record in a wide range of online techniques.
The sum of many parts
Internet marketing services are the sum of many parts. A professional and experienced company will sit down with you and plan a marketing strategy out carefully, incorporating a wide range of outlets to raise your online profile. Internet marketing’s primary role is to drive traffic towards your website and, once there, get your clicks converted into cash. So on-page and off-page SEO are intrinsically linked and rely on one another to create a successful campaign.
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Off-page SEO can be anything from regular Tweets, blogs and press releases through to articles that all link back to your website. On-page SEO involves creating a roadmap through your site that gently guides the visitor towards your call to action – whether that’s going on to the shopping cart and purchasing online or signing up for a newsletter.
What your Internet marketing services won’t do
Your Internet marketing services won’t do everything for you. To be able to create an effective online marketing campaign, a professional company will expect a certain amount of input from you regarding your targeted demographic, how you want to position your organisation and what you think makes you different from your competitors. All of this information is then incorporated into an overall plan that is agreed with you and updated and changed as necessary. Internet marketing also involves a bit of maths. A good marketing service will provide you with regular statistical analysis of how your website is performing. If it shows signs of slipping in the rankings or take up is low amongst human visitors, your Internet marketing services will be able to highlight those failings and offer effective solutions to turn the situation around.
A website is never completely ‘finished’. It is always a ‘work in progress’, constantly updated with fresh content that keeps your visitors (and the search engine ‘bots) coming back for more. Effective Internet marketing has to work both as SEO and as promotional material, and to achieve that balance takes understanding, experience and skill.
Once you have found a provider of internet marketing services you can trust, nurture the relationship. Communicate regularly with them, get to know them and let them get to know your business. The more they understand about what you’re trying to achieve and how you do business, the better the marketing campaign they can create for you. But set yourself a time limit. If you haven’t seen a marked improvement in your online visits stats, your page ranking on Google and your bottom line profits within six months, it may be time to look for a provider who can drive your business forward again.