The Internet Marketing Playbook
We want our clients to understand the fundamentals of what works and what doesn't.
ResearchEverything begins with research. It is critical for us to understand your business, your market, your competition and your goals before we take action.
It is absolutely critical to building a plan of action upon the foundation of good information, and the success of our Smart Approach campaigns depends on our research efforts.
Marketing WebsiteYour website is the foundation to your web “infrastructure.” We create marketing websites within a comprehensive strategy, so that they serve an effective purpose.
Our websites utilize responsive design methods, which mean they optimize the content for the increasingly important traffic that utilize mobile smartphone and tablet devices.
Search Engine MarketingSEM is something we will list here briefly, but we oftentimes wish this term didn’t exist. It confuses many people.
SEM is the overarching term for marketing a website on search engines. It is the parent term to both Search Engine Optimization (SEM) and Pay Per Click (PPC) advertising. People usually think of SEO and then PPC, but they confuse SEM as a third option (or use it synonymously with PPC).
Search Engine OptimizationSEO is essentially the art of being found on Google – a critical component to building the qualified website traffic that we drive towards our conversion goals.
Good SEO work involves both up-front work when building your website, as well as long-term SEO efforts designed to keep your site attracting new traffic.
Local SearchLocal Search, or local SEO, is a way of capitalizing on the resources available to local businesses versions those who operate on a national or international scale.
The tools available to local SEO depend on your business, but there are effective ways of locally targeting the customers that can drive to your business (literally) and connecting them with your business.
BrandingMost people don’t need to spend fortunes on branding, so we make it simple for our clients to achieve that extra level of polish without breaking the bank.
Basic brand development, including logo design, is encouraged for clients who have not done this step on their own, as it will help connect with your website visitors and assist conversions.
Content DevelopmentContent is so incredibly important, that it cannot be understated. Yes, content goes on the website, but it deserves its own section here.
Content that fits into a larger marketing strategy is one of the biggest differences between websites that fail or succeed, as Google rewards quality, authoritative content over weaker alternatives.
Media - Photo/VideoGreat media makes a website far more engaging, and you get what you pay for. Cheap stock photography won’t engage users nearly as well as great custom photography.
Video can get expensive, but quality video opens up a new medium for users to get to know your business and your brand message.
Social MediaEveryone thinks they need social media, but our response is that it really depends on each client’s situation. It is not the ultimate driver of sales or new clients, because a “ready to buy” customer doesn’t turn to a social network. They turn to Google.
That being said, there are cases where it pays off, and we will recommend it where appropriate.
Pay-Per-Click AdvertisingPPC is an auction-style bidding system for advertising on search engines. You set a bid for what you are willing to pay if and only if someone clicks on your ad.
It can be an effective investment. It can be a waste, especially when done wrong. It typically does not produce the same ROI as SEO, and therefore it is not a universal recommendation of ours.
Email MarketingHave you ever gotten an email from a business, regardless of whether or not you ever remember giving them your email address? That’s email marketing.
It’s great for staying engaged with your customers. Just use it with moderation, otherwise your customers will unsubscribe from annoying emails.