How to Create a Tailored Web Marketing Plan for Your Small Business

Posted on October 2nd 2013

How to Create a Tailored Web Marketing Plan for Your Small Business

 

dynamic search hive

It is in the best interest of every business owner to have a good web marketing strategy. However, the truth is that even with the greatest efforts, many business owners do not achieve the result they want when it comes to their websites. In order for a website to appear high in search engine results, there are series of steps website owners must make. Unfortunately, many are not dancing to the song of success, making a series of wrong steps as far as good web marketing is concerned. Therefore, we will here give you a few tips on how to create a tailored web marketing plan for your small business.

What should you do in order for your website to rank high in search?

Find Your Keywords!

Firstly and most importantly, you need to select a keyword you want your website to rank for. This is the most basic research you’ll have to do, aside from competitive and market research. This can be done through 3 simply steps:

  1. Brainstorm a list of keywords and related phrases your prospect might use when searching online for the products and/or services you provide.  Make the list as comprehensive as possible. Later, you will narrow it down using different screening factors.

  1. Use Adwords. This keyword tool is a great resource for finding new phrases with high commerciality. Copy your list and upload it to Adwords Planner (join and log in). Add more keywords to your list to make it even more comprehensive. Look at the monthly search volume for each one of your keywords. Now, you have one long list of potential keywords and for each one of them you have the monthly search volume.

Select your keywords. Start narrowing the list down by first eliminating all the keywords that have small search volume and no search volume at all. Later, take out all the keywords that imply information or noncommercial search, such as:

Information

Free

Where

Why

How

Who

Comparison

Wiki

Blog

Books

Video

Picture

Images

Case study

Research

That’s it, now you have the final list of keywords you should go after.

Strategy + Marketing

The next thing on your to-do list is SEM (search engine marketing). When it comes to web marketing it is best to hire an expert to tailor your website to reach the top of search results. You can tackle some SEM duties yourself, but here is full list that an expert SEM firm would cover:

Welcome page

Validate CSS

Validate HTML

Files sized and load time

Site registration

Social links

Trust/Authority

Rel Author

Site Age

Redirect issues

Robots.txt

Sitemap

Duplicate content

404 error page

Blog

Usability

URL length

Broken links

Frames

Tables

Code to text ratio

Text decoration

Meta Description

Title tag

Alt Tags

H1

H2-H6

Internal link structure

Accessibility

Compatibility

Search (violations)

Call to action

Link out to an authority

Number of links

NAP signature

Vid

After you have optimized your web content for search engines, you should then create your own blog. Create other content in different formats, too. This is your chance to attract visitors to your website, and you should do everything that is in your power to turn your visitors into your regular readers that will come back to your website on a regular basis.

Being motivated and dedicated to your business is one of the major success factors of every small business owner. Without motivation, your hard work would seem like lifelong slavery rather than satisfying journey with clear a target in mind.

The Final Step: Promotion

After you have finished these steps, you need to promote your site. The best way to do this is to use one of the most powerful Internet tools: social media. Social media platforms such as Facebook and Twitter are excellent for promoting your business through interesting content and relevant status updates. Today, everyone is on one or more of these social networks, and this includes business owners, too.

Keep These Tips Top of Mind!

There are a few things you need to have in mind during to process of creating your web marketing plan.

  1. Keep your final goal in mind. This way you will ensure that your web marketing plan stays unchanged.
  2. Watch your budget. You don’t need to spend thousands of dollars so as to ensure your marketing plan is flawless, but you should rather invest wisely.
  3. Choose the professionals you plan on working with carefully, and focus on the outcome of your web marketing plan.

Don’t Let Competition Discourage You!

If you are at the very bottom of search results pages, you will have a lot of competitors. However, this should not discourage you. There are a lot of things you can learn from those who are ranked higher than your website, and you should not miss your opportunity to do so.

 

Jon Ferrara

Jon Ferrara

CEO, Nimble

Pioneer & creator of CRM solutions, CEO of Nimble.com, Founder of GoldMine. Primary interests; Customer Strategies, Social Business/CRM, Customer Experience.

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