Bank on the basics of Internet marketing

In past weeks, we've explored, in depth, many facets of Internet marketing. I wanted to take a breath and put on the brakes for a moment to highlight some fundamental elements of the digital marketing world.

There is still an abundance of businesses in our community that have none or very little digital presence. As troubling as it may seem, it's not a surprise. There are firmly established businesses that may never embrace digital, yet stay successful enough to make a profit each year.

But we have seen that embracing digital can only help a business, regardless of the industry. So ultimately it may come down to the objective of the business owner, and most entrepreneurs I've met are brave souls with big dreams who take chances not just to survive, but to rise to the top of their chosen field. Using Internet marketing, we've helped struggling businesses out of holes as much as we've taken dreamers a little closer to realizing their initial grand vision.

Your website. Edit, reword and improve the look of your website to make sure it's relevant and up-to-date. Set unique titles and descriptions for each page/post of your website, which is critical for SEO (Search Engine Optimization), and also for feeding your site into social media channels.

SEO. The three main search engines are Google, Yahoo, and Bing. Getting your business on the first page of search results has become tougher. That's why you really need to consider hiring a proven SEO specialist who will update your site as quickly as the rules change.

Go mobile. Is your website easy and enjoyable to view on a mobile device? With more and more iPhones, iPads, and Android-powered smart-phones in use, mobile marketing will continue to explode and simply dominate.

Social Media. Take advantage of the reach and influence of social media. Facebook has over 167 million users in the U.S. Make sure your business has a Facebook, Google+, and Twitter account. Post appealing and meaningful information regularly and drive links back to your website. Practically everyone you know has a Facebook account. Testimonials and referrals via social media channels will continue to become extremely valuable.

Content still rules. Continue to offer great, relevant information to your customers. Your website should go beyond advertising and pushing products. Be useful to your audience - provide material that's useful to them to develop your online reputation. This will make you credible and reputable. Your customers should view you as the expert - the authority in your field.

E-mail marketing. E-mail marketing still remains a proven way to achieve business objectives. Segmentation and targeting will allow you to deliver a tailored and relevant message to potential customers to give you the best possible conversion rate.

Set up analytics. Use Google Analytics or something similar to lay out your marketing goals. It's never been easier to get solid data and to measure anything you want. Evaluate results from your specific activities (i.e. shopping cart, PPC ads, social media channels, etc.) so that you can see how well each is doing for you.

Use video. Video is an incredible way to connect with people online. A page with video has a strong likelihood of being ranked higher than one that's purely text-based. With high speed Internet easily available and more affordable, the impact of video in marketing is ever-increasing.

It's difficult to imagine someone becoming an entrepreneur just to get by and make a living. One simple trait that all very successful people seem to have is the ability to adapt quickly. Only by strengthening your online presence will you be able to take advantage of all the emerging trends speeding by at such a rapid pace. Living in a world where your customers process unimaginable amounts of information from all different platforms, you risk becoming invisible by not fortifying your business identity on the Internet.

Due to the technology-dominant environment we live in, there is much riding on your ability to provide the best customer experience in the digital realm. You can continue to have no presence at all, but again, you risk becoming altogether invisible and lost. If you can build and nurture a real and meaningful relationship with your customers online, success will be yours and it will be lasting. Complacency is unavoidable at one time or another for all of us, but as a business owner, is your current level of success close to what you dreamed of when you first made the decision to grab hold of the reins?

Jacob Myong is a WSI Internet Consultant with The Coeur d'Alene Press. He has worked in digital media for over 15 years. Email Jacob@cdapress.com or call 208-416-5173. www.cdainternetmarketing.com