Salt Lake City Internet Marketing Services | Provo Web Promotion Strategies | Website Positioning Campaigns | Webpage Ranking | SEO / SEM / PPC / e-Commerce Consulting

Internet Marketing Five P's:

How to market your website to your market niche.

Product

Businesses should provide a product or service that meets the perceived needs of consumers. It is a difficult challenge to get consumers to buy something they do not know that they need even though they truly may need it. In such a case, the advertising and education process can be very expensive. It is much easier to fill a need that your market already perceives and is actively searching to fulfill. The strength of the Internet is that consumers can find exactly what they are looking for by simply typing a search term on their computer. They can compare brands, prices, features and benefits for all the items that may meet their requirements with just a few keystrokes. Using the Internet allows consumers to avoid much of the advertising clutter in the market place.

Place

The place is your website. Rather than focusing the site about your business, focus on what your market niche wants and needs. Consumers are more interested in satisfying their wants and needs than they are about your business history and awards. There is certainly a place--web page--within your website for this type of information since it contributes to your business’s creditability, but it should not be the focus. Develop your website so that it addresses the key needs of your prospective customers. As you satisfy their needs they will visit your site and return often.

Position

Positioning your website on the Internet concerns three major topics. These topics are web page content, W3C validation and link popularity.

Web Page Content

First develop your web pages with useful and rich content heavy in keyword phrases associated with your product or service. Conduct an analysis of the actual keywords Internet users currently employ to search for websites within your market niche. Include these keyword phrases in your web pages, ensuring proper frequency, density, prominence, and proximity. The objective is for your website to be interesting, captivating and useful to those who will be visiting your site and to ensure the search engine spiders correctly evaluate topics your website covers. Attempting to trick the search engines may provide a temporary boost to your ranking, but not a long-term solution. By continually making improvements to your site with rich content targeting your market, your ranking with the search engines will improve.

W3C Validation

Next, validate your website for the World Wide Web Consortium (W3C) protocols. Often protocol errors will be undetectable by website visitors, but the search engine spiders stumble upon them. Your site must be both user-friendly and search engine-friendly.

Link Popularity

Link popularity has become one of the most important factors for website positioning on the Internet search engines. Link popularity concerns the number and quality of website links from other websites that point Internet users to your site. Each link casts a vote or recommendation for your site. However, not all recommendations carry the same weight. A recommendation from a site within the same industry or market carries more significance than one outside. A vote from a website rich in content and high in search engine rankings is more valued than a website lost among the many. Website Positioning Getting a good search engine ranking is critical to the positioning of your website on the Internet. Without that ranking, your website will likely be lost along the extensive network of over 2-billion other websites. Filling the needs of your website visitors--both consumers and search engine spiders--will separate your site from the competitors lurking along the Internet highway. Do not let these competitors or highway robbers hijack your customers because their websites serve better the needs of your market.

Promotion

Often you can promote products and services without sacrificing price. Display the features and benefits of the products and services you offer. Provide a product demonstration. Offer a demo version that can be upgraded. Show as much information as you have available, but organize in an attractive presentation. Develop some online offers that produce sales. If you feel that you need to promote on price, exercise caution. Percent-off campaigns no longer work because consumers feel businesses only raise the price to support the decreased percentage. Provide added value to your customers. Offer them something that is useful free if they buy now. Create a sense of urgency by showing a reduced price with a posted expiration date. Display the future higher price and adjust to that price on time. However, you may want to consider offering another item at a reduced price.

Performance

Getting the right web traffic to your website is a big hurdle. Keeping that traffic is another big challenge. The Internet search engines constantly change the algorithms they use to rank websites. What ranks high today may fall quickly tomorrow. To keep your website rankings high, you need to continue to develop rich and relevant content. You need to drop keywords that are no longer used as frequently by searchers. You need to add the new keywords that searchers have adopted. Stay focused on the needs of your market, changing your product mix as your market changes its preferences. Search engine algorithms score websites with new data higher than sites with old and stale material. By keeping your page content up-to-date, by ensuring W3C protocol violations do not creep into your web pages and by growing your incoming links; your website will enjoy higher search engine rankings, more Internet traffic and more sales.

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Salt Lake City Internet Marketing Services | Provo Web Promotion Strategies | Website Positioning Campaigns | Webpage Ranking Management | SEO / SEM / PPC / e-Commerce Consulting