SEO is simply one aspect of Internet marketing. In order to achieve the best results online for your business, it’s important to integrate SEO with a comprehensive digital marketing strategy that covers a range of channels. Here is a quick overview of the main areas of Internet marketing NZ businesses should be focusing their attention on (besides SEO).
The power of video as a tool for online marketing can’t be under-emphasized. It never ceases to amaze us how few businesses make use of video well. Video can be used in two major ways: 1) to increase conversions, and 2) to drive traffic. In some cases you will find it easier to rank a video than an actual content page (remember, Youtube is the world’s second-largest search engine and is now actually owned by Google, so the two are integrated). Video is also, generally speaking, much better for selling and persuading visitors than written copy alone.
Pay Per Click (Google Adwords and Others)
While SEO can provide unbeatable ROI in the long term, Pay Per Click (PPC) platforms such as Google Adwords and Yahoo Search Marketing have an attractive benefit: immediate traffic. The downside is that you have to pay for every click you get, and if you stop paying, you stop getting traffic. But PPC is a direct response marketer’s dream: if you can write compelling ads and create high-conversion landing pages, PPC can be a very reliable source of consistent new business.
Social Media (Facebook, Twitter, Etc)
Social media is one of the online marketing spheres that gets the most buzz these days – and it’s probably the one that NZ businesses throw the most wasted money at. This is largely because businesses don’t understand where Facebook should fit into a digital marketing strategy and try to use it to replace search engine marketing. Social media is not a replacement for search marketing – it has a separate role in your strategy. The main ways you can use social media to your advantage are:
To engage with people who already know about your brand.
To encourage word of mouth and viral marketing.
To advertise directly through Facebook PPC ads.
If you are trying to use social media as your main method of generating contact with new prospects online, those resources are probably better directed towards search (with some exceptions – eg, cafes and bars are social by nature and sometimes easier to market through Facebook than search). In general, though, the goal should be to bring new people to your website primarily by search, and then engage with them more deeply through social media.
Like social media, email marketing is about relationship building with people who have already found your business through other means. An opt-in email list will help you greatly boost conversions because it allows you to puts offers and updates in front of people who have chosen to hear from you – and it gives you that all-important repeat exposure.
Most of the above strategies fall under the umbrella of content marketing, but there are several others that should slot in as part of your strategy. Article and press release distribution, for example, can not only get the word out about your business but also provide much-needed backlinks to your main website – which will help your website’s rankings.
Need help with your Internet marketing strategy? Give Tom a call on 0221330298 and we’ll carry out a free assessment to get you started on the right track.
Tom McSherry is the founder and chief strategist of Premium SEO NZ. Tom has been in the digital marketing industry for 8 years providing digital copywriting and optimisation services to businesses in New Zealand and around the world. Connect with him on LinkedIn here.
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