It is pertinent to be apprised of what the World Wide Web (www) also called the Internet, could do for each one of us, whether we are in it for business, information, or for that matter anything and everything to learn, by seeking contact with others around the world.
What we seek would be on a website which would have been created for personal, commercial, government or for a non-profit organization (NGO) to propagate their ideas, products and services, ideology, information or whatever they want to get across to those seeking them.
To mark your presence 24×7 all 365 days of the year you should have a website with a domain name, on the internet and to have it active and to be found easily by those looking for what they would need and for which your website should be optimized constantly, which is called search engine optimization or SEO.
The more information you have on your website the better a customer would be informed and he would not see the need to move over to another.
Customers need information and they would seek all that they want before they would decide to engage with you hence keeping good effective readable content with regular updates would help
Search engine optimization
Effective SEO practices and strategies would draw traffic to your website constantly and this is the paramount reason that websites have been created for. A dormant website is good for nothing and would not help you or anyone else and would just be a strip of letters on a letterhead only.
SEO practices and strategies are manifold and good content writing with the most appropriate keywords updated constantly as possible pertaining to the website is one way of keeping your website in the public domain and be a force to reckon with on the subject matter you are trying to propagate whether it is commercial, ideological, political or otherwise.
Picking the right keywords would help your website to be found easily from the millions out there on the Internet and optimize your website to ensure quick visibility and if you could achieve that you have been able to meet you first objective.
Aggressive SEO strategies and practices are not for the weak hearted as it is a constantly revolving scenario that has to be mastered if you are to be a contender on it because any slack would just leave you behind and once you take off the pedal from the accelerator, bouncing back could be a very challenging endeavor.
SEO is a specialized area of responsibility for Internet and Digital marketing professionals and they are fully aware of the importance of this because only if your website is optimized on the Internet that it will be easily found online, if not your website will be lost in the wilderness
Traditional marketing methods and strategies have drastically changed and the marketing professionals of the world are a new breed and far ahead of the times.
They need to be very attentive to the happenings around them and aggressiveness should be coupled with innovation and strategic placing of marketing ideas that is the ability to select the right medium where the potential customer is more likely to find you than somewhere he would not even know that you existed.
There is no doubt that we have come a very long way from traditional marketing which was more advertising and waiting for things to happen, but today the issues are very much different and more sophisticated where we can implement, monitor, change, withdraw or change campaigns whilst it is in process, which not only saves money it saves time too.
Unlike traditional marketing Internet and Digital marketing has taken the function of marketing to great heights and still rising, contemplating what would be in store when the next century dawns is anyone’s guess.
Internet marketing is a multi-billion dollar industry worldwide which uses aggressive marketing strategies on the Internet, getting various marketing related messages across to potential customers anywhere in the world in split seconds.
Internet marketing professionals effectively employ the email, websites and the omnipresent widely used social media to their optimum benefit targeting potential customers with messages, information, products and services and anything that they would want to take across first and fast.
The strategies employed when executing Internet marketing campaigns allows customers to make quick decisions as they can have access to all the information they need of your product and that of your competitors at their fingertips.
The very same Internet that helps you would help your competitors too hence as far as the customer is concerned he has a better command over what he wants to do unlike a decade or so ago where what he knew was he was bombarded with through radio, television and point of sale campaigns.
We should always understand that today’s customer is more technologically advanced than their predeceased and Internet marketing is here to stay and stay it will for a very long time.
The world has been digitalized and most of everything in electronics that we use especially in the communication world is digitalized and they are getting better and better by the day.
Televisions, smart phones, tablets etc are all on digital mode and using different applications or abbreviated as apps, marketing messages could be taken either directly to potential customer’s homes or better still to their palms via the proliferated use of digital mobile devices.
Digital marketing messages via the digital devices could be today brought forth with high resolution digital images or video to drive home effective messages as never done before.
Potential customers too, have the option of seeing and selecting exactly what they would need either before they walk into a store or order the item online to be delivered right to their doorstep.
Marketing in the modern world
Both Internet and digital marketing have revolutionized the way we do business today in the modern world and the use of paper as a marketing medium and point of sale material which was used extensively in the past is slowing becoming obsolete.
We would also do away with paper money in the very near future which is being aggressively pushed across as the digital environment has also allowed unscrupulous criminals to forge paper currency all over the world.
There is always a good and bad side to everything and stepping into the digital world would have them too hence the powers that be would have to tread carefully or we could have a catastrophe in the near future.
Optimizing website traffic
Creating a website, strategizing search engine optimization, employing Internet and digital marketing strategies are all directed to optimize traffic to a website which is the primary aim of the need to have a website.
Today the email is used prolifically to target potential customers as it is a medium that reaches far and wide and without doubt a very effective one.
As easily as emails could be directed they are also easily accessible by the receivers and if the email marketing strategies used are effective the seed would be planted in the customers mind and the efforts could bear fruit.
Every medium available should be strategized to draw traffic to a website and there are many that could be used keeping in mind that the ultimate objective is drawing traffic.
Conversion through engagement
Once a website is in business and the Internet and Digital marketing strategies are implemented with enthusiasm, vigor and cost of time and money, it should produce results which are the ultimate objective when the exercise was initially executed.
We can monitor our Internet and Digital marketing strategies closely and ensure that they are on track and are creating the interest we seek.
It is generally strategically advisable that the strategies that you implement provides a window of opportunity to the potential customer that you are targeting to respond and do so whilst he is still captivated in what he is seeing on his mobile device or any other in use.
Getting to engage by offering that window of opportunity at that moment would excite hi to do what you want him to do.
Hence your engagement should culminate in converting the customer from inaction to action which could either be to sign for an email newsletter you publish, any of the many applications that you would have developed about what you are offering, make a direct purchase of a product or service, login into your site with a password and be a more regular visitor, or something very different but taking the cue and engaging with your website and that is what we call as a conversion.
The conversion that you would expect by engagement with your customer is quantifiable, for instance knowing how many customers who are directed to your site from the Internet and Digital marketing strategies that you have implemented do convert with a specific action.
This conversion has to be optimized if you need better results from the marketing strategies that you have implemented on your website which means it is a two pronged effort.
One to bring traffic and the other to ensure that the traffic that comes your way acts with a positive intent and engages with you with a reciprocal action that you have asked them to perform.
Conversion rate optimization
This is a concentrated and specific initiative to improve the performance of your website to draw the optimum traffic towards it.
Using Google analytics and user feedback you could study where you are succeeding and where you are failing and take corrective action to fine tune your efforts to achieve a better success rate.
Using Google website optimizer an effective tool provided by the power house Google at no cost could help improve your website conversion rate which has helped many Internet and Digital marketing professionals to achieve their set objectives.
Any element with a HTML code that has a conversion rate optimization could be quantified and tested to improve future performance with the Google website optimizer tool.
Conversion rate optimization helps to closely monitor your website, the strategies implemented and the real feedback that is coming through.
Similar to but implementing a different strategy it is inevitable that if your website needs to score it’s brownie points with the intended visitors to your website and a majority of them engaging with you, both your SEO and the conversion rate optimization should improve to higher levels.
What is split testing?
This very popular and innovative software is used extensively to improve and increase the conversion rate optimization of your website which is what would put you where you would want to be.
Giving your website two options to increase conversion rate optimization split testing allows you to gauge the actions of your customers on two separate platforms, one set of your customer traffic would see one whilst the others would see another.
This would give you the option of knowing which of the two are performing better on the conversion rate optimization and which is not.
Using split testing which is also referred to as Google ab testing, is an initiative you could have enjoying the best of two worlds and once the exercise is complete select which of the two is providing you a better conversion rate optimization.
Converting visitors to customers is what marketing professionals desire but sometimes they would not be able to decide on one option when they two in hand and this is where you could either use split testing or Google ab testing to ensure that both are put to the test and let your customers decide.
Making use of split testing or Google ab testing effectively you can take your website to great and successful heights and with the future for online marketing very bright on the horizon and growing fast like none other industry around due to the sheer quantum of innovation that are coming our way.