Tag Archives: online advertising

How to Build an Online Marketing Fire

Knowing how to build a fire is just as essential for survival in the online marketing world as it is in the wilderness. A blazing campfire provides warmth, light and a way to cook food. The fire you want to build online increases awareness and generates online leads.

Fire-Starting Tools

To start a fire in the great outdoors, you typically need a match and strike board, a piece of flint and steel or a magnifying glass and the sun. In marketing, we consider having a well-defined brand and a strategic plan as the bare necessities to ignite the flame for your business.

Your audience needs to understand who you are as a company, what you stand for and why you’re in business. Without a well-thought-out brand, you run the risk of looking like and sounding like your competitors, and you will be stuck in a continuous lowest-price-wins battle. Without a strategic plan, you’re wandering through the wilderness battling the unexpected and rather than focusing on what you need to do to reach your goals.

Tinder

No matter where you are, creating a flame can be a lot of hard work — and it’s all for naught if there is no tinder to catch the flame.

In digital marketing, your “tinder” would be your website. Your website is the hub, or the core of all your online marketing efforts. For your website to attract and retain traffic — or “catch fire” — it must be optimized for search engines, easy-to-use and appealing. Without a well-optimized and user-friendly website, you will end up rubbing two sticks together all night long with no results.

However, while tinder catches fire easily, the fire quickly dies out without added support.

Kindling

When building a fire, you need materials that provide more substance than tinder provides to keep the flame burning long enough for your fuel wood to catch. This is where kindling comes in.

In marketing, you can use search engine optimization (SEO) and online advertising. When following best practices, SEO and online advertising can quickly and easily increase awareness and direct traffic to your website. Just as kindling must be dry to work, your website and online ads must be optimized with keywords to work.

Fuel Wood

The fuel wood might take a little longer to catch fire, but it is what ultimately keeps your fire hot and burning. And if you notice your fire is starting to die down, you can throw more fuel wood on top to keep it going. In marketing, fuel wood is a mix of owned and earned channels.

Content marketing is one owned channel that can help “fuel the flame,” and it includes pieces such as white papers, case studies, e-books or webinars. Advertising such as print, TV or radio also add to the discussion, increase awareness and even drive website traffic. Additionally, email marketing can help nurture the fire and keep it going.

Public relations is one example of an earned “fuel” or channel. When your company receives media coverage from third-party sources, it helps boost your credibility and increase “buzz”. Word of mouth — whether it’s in person or online via social media — is also earned, and it can be a very powerful tool to build a blazing fire.

Building a fire is not as easy as it first appears. It involves a lot of knowledge, preparation, tools and hard work—similar to effective online marketing campaigns. Luckily, the GREENCREST team is ready to support you! Contact us today to get started.

 

Get in the Online Marketing Game

online marketing

Redefining Market Success

Over the past decade, three significant things have redefined what CEOs need to achieve marketing success. Online and smartphone technology has evolved, and the millennial generation has moved into influential roles within business. This has caused a shift from traditional marketing (print, outdoor, broadcast, cable, direct mail) to online marketing (website, search engine optimization, paid search, online advertising, email campaigns, marketing automation, sales automation, mobile marketing, social media).

Here is what you need to do to be part of the online marketing game. Don’t, however, toss traditional media aside—marketing success will come to companies that balance both.

Website

You don’t need to start over, but your site needs to be up to date with Web standards from a usability, search optimization and mobile responsive perspective. Since the objective of online marketing is to drive all traffic to the website and engage users once they are there, investing in a top-notch website is foundational for businesses to compete.

Organic Search and Paid Search

A link to your company website needs to display on page one or two when someone searches for products and services you offer. Otherwise, your website is not being found. Organic search engine optimization is complex and driven by keywords and phrases placed within the code of your website and optimized content marketing.

Paid search is Google AdWords or Bing/Yahoo Ads  campaigns that can put your company website on page one of a search, based on keywords typed into the search bar and a bidding strategy that displays your ad based on criteria you determine when setting up a campaign.

A best practice is to do both organic and paid search.

Online Advertising

If you have not considered digital display or social media advertising, you need to. The fact that 57% of the time a buyer has already conducted online research and short-listed potential vendors, means your company needs to be visible online.

Email Campaigns

Email campaigns are used to nurture relationships your company already has with prospective buyers and current customers. Email marketing rules require opt-in email relationships with your company.

Marketing Automation

Marketing automation is a lead nurturing process that keeps an interested buyer engaged with your company. It is a strategic campaign that combines email, content and website marketing to provide the best opportunity to generate a marketing lead.

Sales Automation

Sales automation is an online version of telemarketing that is similar but not the same as marketing automation. It automates the prospect qualification process and necessary follow-up to engage a prospect.

Mobile Marketing

Website analytics are proving that there are more people getting to company websites via their mobile device. The use of smart phones and tablets has reached market saturation.

Social Media

It you have a social media strategy, it can make a huge difference to the success you can have driving traffic to your website from your social media posts. So do it with purpose.

From Smart Business