If you've done any research on search engine optimization, you've no doubt seen the word "algorithm" as part of an explanation about how search engines prioritize or rank results. So what is an algorithm?
If you go to the back pages of a reference book, you'll find a list of key words and which page of the book those key words are on. This is called an index, and while tremendously more sophisticated, Google's index is a digital version of this concept.
First, a little lingo lesson. A “bot” is a computer program that, once put into action, runs automatically. The internet is often referred to as “the web” because it functions much like a spider’s web, with many different ways to connect between two specific points.
Google is the most popular search engine out there and they offer great resources for developers and marketers, so we’re going to use Google as our search engine example.
Welcome to our new article series. Don’t worry, this one is information only – no homework! Well, that is true if you actually did do your homework last time and wrote your marketing plan. Why? Because a great SEO program needs a lot of the information you complied in your plan.
Welcome to the final edition of our Marketing series. Over these past months, we’ve dedicated each newsletter to one component of a Marketing Plan, and how you can do the research and strategizing needed to develop a plan for your company. In this last installment, we’ll summarize some highlights and provide links to the related article for each component.
The most common theme throughout the development of a Marketing Plan is knowing everything you can dig up about your customers. That information helps you think the way they think, so you can meet their expectations in every facet of your business operations.
Generally speaking, advertising is any form of promotion where you pay to display content at a particular venue. In this article, we’ll discuss the different kinds of advertising and the best methods to use for different types of companies, products, services and audiences.
Effective advertising has three objectives:
- Getting the ad in front of your target market;
- Garnering the attention of your target market; and,
- Making a persuasive call to action.
Let’s look first at each of these separately.
Over the past months, we’ve looked at six different marketing topics that will become components of your Marketing Plan. This month, we’re going to talk about the steps in devising your marketing strategy.As you’ve no doubt gathered by now in this series, the differences between different areas of marketing can be rather subtle. So, perhaps the best way to explain how Public Relations differs from Reputation Management or Customer Relations, is with some examples.
Setting objectives for your marketing plan is all about math. Considering your business model, overall business objectives, and customer purchasing data, think about what you need to accomplish with your marketing. If 50% of your existing customers spent an additional $10 a month, would you reach your business objectives? Would a 25% increase in your customer base be sufficient, or do you need to double it? Is there a sufficient population of your target market in the geographic area you currently serve or do you need to expand? When you’ve done your research and calculated the various options, your objectives should be stated as precisely as possible, and in measureable terms. For example:Over the next three years, we will increase our customer base by 25%, bringing in 500 new customers.In each of the next three years, we will increase the average sales per customer, per month by 10% to a total of $60.By June 2019, 20% of our customers will be in the United States.
In the digital world, public relations has become more important than ever before. Why? Because even if your customers are happy, upsetting the “Internet” or the “Twitterverse” can have devastating repercussions. Making your brand and good reputation known well beyond your customer group can help protect you from the trolls, as well as increasing awareness to grow your customer base.
As you’ve no doubt gathered by now in this series, the differences between different areas of marketing can be rather subtle. So, perhaps the best way to explain how Public Relations differs from Reputation Management or Customer Relations, is with some examples.
The term “Customer Relations” pretty much says what it means – it’s how you interact with your customers and the quality of the relationship that forms as a result. The secret here is viewing your customers as friends. That means listening as well as talking, being fair, staying in touch, living up to your good reputation, and not taking advantage. If you are good to them, your friends will support you, and not just in terms of sales. Here are three principles to guide your Customer Relations policies and procedures.