When starting a business, usually there is probably a basic marketing plan in place and in most cases this will include among other things, defining the potential customers, setting up social media accounts and ways to optimize your website for interactions.
However, when the organisation starts growing, there comes a need to change the initial plan and there can also be deviations from the original schedule. Due to fatigue, some admin tasks can be automated, hire more people for other tasks like writing a blog. This means it’s time to revisit and refresh your marketing campaign and find ways to win back traffic. SearchMedia advises you to review your tactics once after every six months but there is no fixed time scale.
It takes less than a day to switch up your marketing approach and this if done right boost results and invigorate your staff. SearchMedia came up with a few steps to follow when rejuvenating your marketing campaign.
1. Analyze your traffic –Â ( What are the changes in traffic?) In order to improve your online marketing, you need information on what worked in the past. In some ways, revising a strategy is much easier than coming up with a fresh one, because you should have lots of data to work from. With the SEO (Search Engine Optimization) services we offer at SearchMedia you can attract more traffic to your site by being on the 1st pages of the main search engines.
2. Re-target your campaign to the right networks –Â Social media marketing is incredibly resource-intensive. Putting personality and effort into every network is impossible unless you plan to pay a full-time marketing agency. As part of your refresh, look at the source of the highest converting social traffic and focus intensive efforts on delivering frequent updates and great content to that network. For business-to-consumer companies, this could be Facebook or Twitter. For business-to-business companies, LinkedIn may feature higher in your statistics.
3. Re-check your delivery methods –Â When management becomes more pushed for time, they are tempted to automate some types of marketing to lighten the load. However, automatic posting and content delivery can turn audiences off rather than offering them beneficial updates. When you start noticing that your social media automation, auto-blogging or scheduled posts are not getting you the required results, it is turn-around time: – try a more personal approach.
4. Look over your most popular blogs – What content is bringing in traffic? Is that traffic converting? Did your blog lose focus? Have you hired a content writer but found that they donâ€™t have niche expertise? People will always respond much more favorably to high quality content, rather than frequent posts that fade and die quickly.
5. Watch how your leads respond to marketing messages – Building email marketing lists, Facebook Likes and Google +1s is great, but if those followers never interact, they are worthless. Donâ€™t keep paying for Likes or Followers if you arenâ€™t seeing conversions. You must focus on value for readers. If you achieve high standards, the traffic will follow in time.
6. Consider your work-life balance -This one sounds funny but it really works. Do not let managing your business take over your life. Find the balance. If you find yourself not living a life you are comfortable with (living where you donâ€™t want to live, Living in debt, not earning enough, or struggling to make ends meet) it spells out time to change the way you market your products or diversify the things youâ€™re selling. Many companies supplement their income with affiliate referral fees, and this is a great way to make extra money from quality content.
7. Stick to your new strategy – Avoid making changes to your new marketing approach before the recommended six months. If need be, print or archive it for posterity. Note everything in a Word document, then convert the Word doc to PDF so you arenâ€™t tempted to go back and change it. Revisit your strategy after six months, and if necessary, repeat the whole process again.
Reward your team if the campaign was successful – It is always advisable to show appreciation to all those who were involved in making the campaign a success. Provided you got the resources; take your team out for lunch, to either prepare them for a new campaign or to appreciate them for a successful one.
Approximately 75%Â – 80% of website traffic comes through search engines. Whatâ€™s more, research shows that most people donâ€™t look beyond the first 2 pages of search results. This means if your website doesnâ€™t rank in the first 2 pages of the major search engines, itâ€™s only receiving 20Â30% of its rightful traffic… and revenue. (And remember, being ranked number 1 when you search for your company name or web address doesnâ€™t count. You need to rank highly for the words your customers use at search engines.)
Search Engine Results
The biggest concern for search engine companies like Google and Yahoo is finding content that will bring them more traffic (and thus more advertising revenue). In other words, their results must be relevant. Relevant results makes for a good search engine; irrelevant results makes for a shortÂlived search engine.
Most search engines these days return two types of results whenever you click Search:
Step 1 â€“ Understand what SEO means 9
When people use search engines to find content, they normally pay a lot more attention to the natural results than the paid results because they know these results are more relevant (and they know the â€œSponsored Linksâ€ are simply ads).
When we talk about search engine ranking, weâ€™re talking about ranking well in the natural search results. This eÂbook does not cover â€œSponsored Linksâ€.
How search engines decide what appears in the natural search results
IMPORTANT: You cannot pay a search engine in return for a high ranking in the natural results. You can only get a high ranking if your content is seen as relevant by the search engines.
Search engines identify relevant content for their search results by sending out â€˜spidersâ€™ or â€˜robotsâ€™ which â€˜crawlâ€™ (analyze) your site and â€˜indexâ€™ (record) its details. Complex algorithms are then employed to determine whether your site is useful and should be included in the search engineâ€™s search results.