multiply your website’s impact! There’s a lot more to having an effective web presence than just having a great website. The right people have to be able to find your business or organization online at the right time. Those same people then have to be inspired to fill out that “more info” form, click that “buy now” button, or pick up the phone and call you. Effective online advertising means receiving a real, measurable return on your investment on a consistent basis. Is your website a needle in a haystack? Coastal Graphics will design and implement an effective online promotional strategy for your business or organization utilizing any or all of the following crucial components of Digital Marketing: Geo‑Targeting Geo‑target marketing utilizes geocoding, which is the process of assigning unique identifiers to street addresses within Zip codes, DMAs (Designated Market Areas), and other distinct locations. These values can be further analyzed to assign classifications such as income level, ethnicity, political affiliation, and other useful demographic criteria. This provides for a very high degree of precision in the targeting of prospects who are more likely to fit the profile of likely buyers. It also allows for the exclusion of less likely buyers. Using geo-targeting, Coastal Graphics can help you focus your finite marketing resources with laser precision. You’ll be able to concentrate your efforts on the people and places that are statistically most likely to provide you with the most substantial return on your investment. Local Listing Search Engine Marketing (SEM) Obviously, the higher your website gets listed in results returned by Google, Yahoo, Bing, and other search engines, the more visitors your website will have. That’s why Search Engine Optimization (SEO) – which includes things like optimizing your website’s content, cultivating quality inbound links, and increasing the duration of average visits to your website – is important. However, there are also well over 200 other locations online where your listing, location, and review information can also be posted. It’s vital to make sure that your business or organization is well-represented on as many of these local venues, directories, social networks and review sites and as possible. Inbound & Content Marketing Imagine how great it would be if your customers actually looked forward to receiving your advertising and marketing materials. Better still, imagine what it would like if customers AND potential customers actually came looking for you. It’s not as far-fetched as it may sound. In fact, businesses have been making it happen for a long time now. John Deere published its own lifestyle magazine for farmers way back in 1895 called “The Furrow.” Jell-O put out its own recipe book in 1904 that showcased a multitude of wonderful desserts featuring their product. These advertising initiatives weren’t designed to sell anything directly. Instead, by providing something of value to customers, both companies were able to consistently attract and retain a clearly defined audience – and both companies are still around today, over 100 years later! By freely providing things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people commonly have and provide them with information that they can’t get anywhere else, your brand recognition will grow and your customer relationships – both new and existing – will thrive. It’s one of the best ways to generate quality traffic to your website and other online properties, as well as dependably expand your online conversion rate. Social Media Marketing (SMM) Did you know that one out of every four human beings on this planet has a Facebook account? And a sizable percentage of those people use Facebook multiple times every single day. Moreover, SnapChat has hit 10 billion daily video views, and with its acquisition of LinkedIn, Microsoft is well on its way to becoming the first tech company to reach a market value of $1 trillion. Social media has now surpassed television as the world’s biggest marketing venue – and it’s only going to get bigger. Effective social media marketing involves far more than just an obligatory weekly post to your fan page. It’s the science of carefully formulating and deploying content that’s been specifically tailored to the niche of each individual social media platform in order to maximize user engagement and sharing. Social media now offers marketers the opportunity to execute ad campaigns with the most precise degree of demographic and audience targeting in history, so it’s absolutely critical to strategically integrate your content into the right platforms as much as possible. Pay-per-click advertising (PPC) Paying for online adversing placement remains the fastest way to garner interest in your online offerings. It’s also still probably the most effective. For example, the top 3 paid ad spots returned by a Google search consistently get over 40% of the clicks. Studies continue to continue to show clicks on paid-for listings outscoring free listings by nearly 2 to 1. And paid ad placement also allows you to immediately reach segments of your target audience that would otherwise be unreachable. However, paying for online ad placement can prove to be an expensive and even wasteful proposition if implemented incorrectly. It requires much more than just a generic call to action from a randomly placed text ad or search result listing. The optimum content must be presented in the optimum place and in the optimum context in order inspire the clicks that define a worthwhile return on the substantial investment that’s required. Affiliate Marketing When you participate in an affiliate marketing program, you agree to compensate other parties who bring customers to you by way of their own marketing efforts. It’s a great way to boost traffic to your website, and if you’re running an online store, you only pay for visits that result in sales. This lets you broaden your customer base by leveraging the power, expertise, reach and contacts of your affiliates. Studies have shown that affiliate referrals routinely account for over 15% of all online sales. Enlisting the help of a few trusted affiliates can be one of the most inexpensive and effective ways to increase sales and revenue from your small business website. Email Marketing Contrary to popular belief, Email Marketing is not dead. Quite the opposite; it’s still ranked as one of the most effective online marketing channels. The fact is, in spite of all of the hype over all of the other newer and more exciting online venues, people use email more than any other tool or platform. Far from being antiquated or obsolete, having a successful email marketing strategy is more important than ever. The problem, however, is that people hate “spam.” Their inbox is continuously inundated with annoying and invasive pitches every time they check it, so it’s critical to not only stand out from the crowd but to do so as respectfully as possible – all the while dangling that irresistible carrot in the subject line that will ultimately persuade them to open it. Also, it’s worth noting that even if they don’t open it the first time (or second, or third, or fourth, etc.) it shows up in their inbox, keeping your name and brand continuously in front of them ensures that they’ll remember you when they’re actually in need of what you have to offer. Remarketing & Retargeting That billboard you see on your way to work every day is probably the best example of “remarketing,” which is the term used to describe putting the same message in front of the same prospect repeatedly. This, of course, increases the chances of eventually getting that prospect to take action. Sometimes when you look at an item on an online shopping site, ads for that same item will start to show up on other websites you look at and in your social media. Have you ever noticed? You’ve probably also gotten shopping cart abandonment emails from online stores where, for whatever reason, you failed to proceed to the checkout page after putting something in your cart. That’s remarketing! Since you’ve already expressed interest in the item, the advertiser has targeted you as a prospect worth pursuing. Online remarketing strategies target an audience that in some way or on some level is already engaged with your products or services. You can even retarget people who’ve expressed interest in your competitor’s products and services. It’s a tantalizing concept and methodology that you don’t want to miss out on!