Practical Internet Marketing
When it comes to Internet marketing, many people have a mess in their heads from completely scattered concepts. Someone trying to talk about Internet marketing is actually talking about search engine promotion, someone means a niche infobusiness, someone contextual or banner advertising, and someone promotion on social networks. Today I want to clarify all the questions on this topic.
So, to begin with, we turn to the dictionary to determine the meaning of the word “marketing”.
“Marketing is a system of planning, pricing, promotion and dissemination of ideas, goods and services to meet the needs, needs and desires of individuals and organizations.”
Accordingly, Internet marketing is the art of selling on the Internet, it does not matter, goods, services or information. By the art of sales, I mean an extremely comprehensive approach, from the initial statement of the problem to the writing or fitting of motivating texts on each landing page and the final assessment of the value of each buyer from the Internet.
Unfortunately, 99% of business owners who are trying to establish sales on the Internet do not even know what they will have to deal with, and the approach should be somewhat complex here. Of course, for all pseudo-specialists this is only at hand.
For example, today I met with the owner of a furniture factory in order to figure out what is happening with their site and its traffic, not to mention sales via the Internet. After a half-hour seo audit of their site, everything became extremely clear. Briefly touch on the main mistakes:
Major Mistakes in Internet Marketing
A slide show is installed on the main page, every 2 seconds there is a change of images of various interiors of the beauty salon. But in the header of the site there is neither a slogan nor information on the subject of the site, any visitor will consider that he has disappeared to the website of the beauty salon, and not to the furniture catalog.
Under the slide show there is an ugly and monotonous canvas of text that does not have the headings H1 and H2, and for SEO this factor is critical. The text itself gives a very vague explanation of what is being offered here.
In the text on the main page there are links leading to pages that generally lead the visitor away from the opportunity to understand something and, moreover, buy something here or at least make a call. Perform a detailed analysis of the site.
We go inside the CMS site, in its administrative interface. In our case, this is WordPress. Caching plugins are not installed, metadata for none of the pages is completely empty. There is no internal linking or pages link to each other without taking into account any factors of search promotion.
The site has a top and side menu, the portfolio of the made furniture design is not logically broken, everything seems to be done in order to confuse the buyer.
There is absolutely no information on prices on the site, when asked why there are no prices, they answer me that prices are not fixed and differ, depending on the material chosen. But, each less or less competent marketer knows that you should write at least the minimum price, with the prefix “from”. This will be much more effective than no price at all.
The company itself is profiled in the design and manufacture of furniture for restaurants and beauty salons. To launch contextual advertising, the company hired a “specialist”, who picked up a list of queries about which visitors from Yandex ads will come to the site. One of the proposed requests was “open a beauty salon”, the specialist said that only the target buyer would come about this request, because “you are making furniture that is needed for someone who wants to open a beauty salon”. But the specialist “forgot” to add the minus word “how” and a lot of people came to the site who typed in the search “how to open a beauty salon”, wanting to get general information about the stages of this event.
One of the important directions in the work of the campaign, the management considers the production of the “Reception Zone”. Accordingly, the page with this proposal has the same name on the site. But when I asked what the reception area is, they quickly answered that it was just a reception. Ok, let’s go to Yandex wordstat and compare the popularity of queries. As a result, the search query “reception area” has a popularity of 8 hits per month, and the request “reception” has a popularity of 346 requests per month in the St. Petersburg region and the region. Accordingly, instead of an effective query that could bring traffic, an inefficient and almost empty search query was selected.
The age of the company’s website is about six months. But the site was not assigned the St. Petersburg region, because no one added it to the Yandex webmaster and did not indicate the contact details page as confirmation of its regional affiliation. Therefore, the site was losing those potential buyers who marked the “search in St. Petersburg” checkbox on Yandex search.
In addition to these gross errors, there were others, no less fatal. Now we turn to the positive information.