Internet Marketing - Matt Bailey [233]
Secure your usernames, find people who you already know locally and in your industry, invite them, friend them or follow them, and start to build your network.
Start dating. Listen first, and don’t come on too strong. Remember, you are not there to make a sale on the first try. You are looking to find and establish relationships with other people. It will take time to build your credibility.
Get comfortable. Stay in your comfort zone at first. You may find that talking about personal things is uncomfortable; it is OK to stick to business. Make a commitment to maintain an active presence on the mediums you have chosen. Budget the time during the workday to work on connecting with people or developing your videos.
Start tracking your results. Find where your audience is most active. This will help confirm your choice of primary media, and it will help you to adjust as necessary. Stay active on the tracking, because this will also be a good feedback mechanism for your efforts. It will be quiet for the first few months, but as you gain more followers and more attention, it will demand more of your time to review more feedback.
Find and empower your fans. Reward those who love your business and tell others, because they are your most important followers and your best resource. You’ll know that you are winning in social media when your fans do most of the work in spreading your message to their friends.
Chapter 19
Week 16: Develop a Complementary Pay-per-Click Campaign
Business owners need to know how to run an effective campaign and not bust their budget making a simple mistake or overlooking an opportunity. This chapter is all about strategies (some well-known, some not-so-well-known) to create effective campaigns, save on your budget, and make sure your dollars are well-spent. Even if your principal focus in online marketing is on the “organic” side of the equation—programming, search engine rankings, usability, and analytics—pay-per-click (PPC) can be an important component in a comprehensive campaign.
Chapter Contents
Monday: Understand the Advantages of PPC
Tuesday and Wednesday: Take Advantage of Keywords
Thursday: Take People to the Right Page
Friday: Measure the Right Thing
Monday: Understand the Advantages of PPC
Pay-per click advertising is the method of placing paid advertisements in the search results. They are usually found under the heading of “Sponsored Results.” They are called pay-per-click because you are charged only when a visitor clicks your ad and goes to your site or landing page. Running a pay-per-click campaign alongside your organic campaign presents multiple benefits. First, the ability to have additional branded results on the search engine results page enhances your visibility on the page and the likelihood that a potential customer will click your result. However, there is also a chance of cannibalization, which is the effect of having both paid and organic rankings for your site competing against each other; this can reduce your effectiveness and increase your budget. Either way, most experts agree that this small effect is worth having the additional visibility, because it can lend credibility to your site.
An In-Depth Resource on PPC Marketing
Another book in this series, David Szetela’s Pay-per-Click Marketing: An Hour a Day (Wiley, 2010), is an excellent in-depth reference on the subject. This chapter will get you started on the right foot with basic PPC information, but Szetela’s book will give you the information you need to go further with