Posted to Volacci's blog on January 23rd, 2012

3 Myths That Internet Marketing Pros Avoid

Internet marketing doesn’t have one single path to profitability, but in our years of doing marketing for companies that span dozens of industries, we have discovered some specific marketing myths that have evolved our approach to Internet marketing. Not only that, but they've allowed us to save our clients lots of time and money along the way.

We’ll share those with you now.

1. “One Internet Marketing plan fits all”

There are no cookie cutter solutions in the Internet Marketing world. Yes, plans are good but a good salesperson will help you craft the plan around your company's needs. Make sure your Internet Marketing business plan is custom to your needs. Here are a few guidelines to get you started:

  • Website size & age - Number of pages, how long you’ve owned the domain
  • Competitiveness of industry - How many keywords need to be targeted and how frequently are they being searched? How extensive are your competitors’ efforts? 
  • Effectiveness of current marketing efforts - What components does your site lack? Maybe you have an effective blogging and content creation campaign and you need to focus your efforts to on- and off-page SEO and CRO (Conversion Rate Optimization).
  • Budget - Your company might not be able to afford to buy everything it needs on the Internet marketing level, but with a concentrated approach, you can build out gradually and effectively. If you can only afford bits and pieces of certain services, focus on one or two areas first, then expand as you build your foundation. Better to concentrate your Internet marketing budget on one area than to spread it out among several.

2. “If you build it, they will come”

Building a spectacular site is not enough. Without proper Internet marketing efforts, your site is invisible. It doesn’t matter how good the site looks if no one sees its pages. Build a well-rounded marketing effort for your online presence. The below are a few traffic-creation must-haves:

  • SEO - Increasing your site’s visibility on the search engines through on-page, off-page and local optimization best practices will exponentially boost your site’s profitability.
  • PPC - Paying for text ads or display ads through Google’s AdWords program can be effective if understood and set up correctly (max bids, spending caps, types of ads, targeted keywords, etc). If you have a knowledgeable PPC person behind the wheel, it can be very beneficial (if not, it can be a money pit).
  • Social Media - Social media has become the vehicle that transports a company’s message to an audience. Without social media, your message is stuck at the station. It’s important to understand which social platforms are must-haves in your industry (not every social network applies to every type of business) so you can effectively connect with your audience.
  • Online Reputation Management - What are people saying about you online? Do you have negative reviews on Google Places and Yahoo! Local, or Yelp and Bing? There are various things you can do to enhance the web image of your brand. Do you know what people are saying about your brand online?

3. “Traffic and rankings mean more sales”

It is frustrating when your site ranks in the top three results for multiple keywords and your site is seeing some significant traffic because of it.
Traffic doesn’t necessarily convert to sales unless you have an effective conversion path through your site. This path should guide visitors to do exactly what you want them to do when they land there.

Conversions come about from a few important on-site elements:

  • Established Conversion Goals - Decide what you want visitors to do when they land on your site and adjust your messages accordingly. If that means filling out an application or contact form, tailor your conversion path to that goal. This is an important first step in increasing sales.
  • Calls to Action - Ask visitors to act on every page based on your conversion goals. “Download our White Paper”, “Get a Free Quote”, “Apply Now” - you get the idea. Give them a chance to convert every step of the way using buttons, active and concise language, strategic colors and compelling design elements. Here are some calls to action on

call to action call now

-Established Trust - Display your expertise and integrity through concise, scannable text and header tags, as well as badges that convey industry certifications.

-Simple Webforms - Don’t make your visitors fill out an SAT-length questionnaire. Eliminate as many questions as you can from the webform without sacrificing the information you need. Keep it to three to five questions and follow up with a call to get the remaining details from the prospect.


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