Build a Business Social Network

Internet marketing incorporates the optimization of websites for ease of use by the search engines. Through site architecture, keyword, content and Meta tags, a website can be made friendlier to search engines. While optimization is an essential part of any website, Internet marketing extends beyond the scope of optimization and reaches into the campaigns associated with social networking. By creating links to common interests within the online community the business website can draw in consumers and generate online sales.

Internet marketing consists of search engine optimization that is the target of creating specific results for search engines to locate and return a list of websites that are most related to the search criteria. Through website optimization a business can gain a competitive edge over other retailers or service providers. Website optimization consists of keywords, content, Meta tags, and site architecture that all contribute to the manner in which a search engine explores a website and stores the information as an index for future reference by search engine queries that are conducted by web surfers looking for specific products or information.

Internet marketing includes search engine optimization, but extends beyond the website of the client to include such things as social networking and link building. Social networking is the next generation of online marketing that allows businesses to promote wares through the use of a social network website and connect to an audience that has a shared interest with the specific goals of the business. Some sites like Twitter allow users to build a marketing campaign around a topic of interest and allow for the debate of differing points of view while conducting a live online marketing campaign that centers round the business. If that sounds confusing it can be which is why Internet marketing experts are specializing in the specific details and operation of such campaigns.

Networking through a social website allows businesses to build a web presence in a nonthreatening way, where consumers can be introduced to brands, products or services and discover the mutually beneficial connections to business without involving direct selling.

SEO Strategies to Avoid

Last week I met with a man who had some questions about his website marketing. Although he has been paying out $500 a month for PPC (pay-per-click) advertising his business is not gaining from the advertising that is taking place in the search engines. As we chatted he talked about moving his online marketing from PPC to SEO for the organic results that will do more for his business than he is currently gaining from the money that is being invested in AdWords and other online promotions.

As part of the reputation management work that is supplementing the SEO strategies that are in place the company is doing something that I wholeheartedly disagree with. In an effort to gain customers and give the appearance that the organization is a success (although it is still a startup) the owner has authorized the creation of 1,500 email addresses and social media profiles that are in realty a sham. Without realizing the mistake the company is attempting to generate support through likes and comments that are made by their employees who are posing as customers. This practice is considered to be black hat and is not helping the company at all.

The reason that no one is taking notice of the false success of the number of "likes" is that the search engines know that all of the emails and profiles are linked to the same IP address. Even if the reviews are positive and appear to be coming from outside sources there is no fooling the search engines that identify each URL and email address by the senders IP address and location. Geotargeting is engineered to help customers to find businesses in their immediate vicinity, but it also works to provide the analytical information that the search engines provide to website owners to determine unique visitor traffic. So by creating 1,500 new users that are all using the same router and IP address the search engines are not fooled and therefore are not applying the results of the fraud to the page rank or placement of the site.

Even with the same IP address being linked to 1,500 different emails or social media profiles the search engines see only one unique IP address and that is the reason that a business ranking and links are not being recorded and tied into the statistics that build up the legitimacy of a website and add to the PR (Page Rank) of the URL. Even though the company's social media page might appear to have 1,500 "likes" from each of the unique profiles that are attached to the individual email addresses the long reaching effects of the Internet requires that a business conduct their reputation management legitimately.

As I listened to the frustrations of the executive concerning the lack of interest in the website and subsequent failure of their internal social media campaign I recognized that there are a number of things that can be done to review the website and make recommendations to improving the status of the site in the search engines.

Through the tools and techniques that I have discussed in past blogs I can help this organization to build a marketing media strategy that will get it to where it wants to go. But for anyone reading this article and thinking "I can fake some social media likes too," I have to say please do not stoop to black hat practices that will ultimately do nothing for your website and may cause more damage than good. Remember that online reviews and reputation management cannot be faked and success comes from patience and putting in the work that will build long term results. If you need a refresher review my blog about "The Tortoise and the Hare approach to SEO.”

Strong websites grow from optimized Roots

The difference between social media marketing and search optimization comes down to viewing your website like a tree. If you understand the importance of continually optimizing your website then you will realize that the slow growth of your campaigns are like the roots of a tree that provide a solid foundation in the search engines. Taking time to deliver the page rank that will lead your website to the top of the SERPs (Search Engine Results Page) requires a long time commitment. For some people the rush to be recognized takes them to the social media sites where they can list their services or products and drive the attention of consumers to move from cleverly produced videos and ads on a social networking page to the landing page of their website.

I see social media as the next generation of online marketing that will be even more powerful than it is today. I see the importance of social networking and establishing a business connection with clients and customers that are engaged in following your posts and comments. I also recognize the importance of developing a strong root system for websites that are building a reputation as an expert within the various search engine directories. The way that I view a website is like a tree that has a solid trunk, strong roots and branches that reach toward the sky. 

The website represents the tree trunk and the ongoing optimization efforts that require constant nourishment are the roots that spread out behind the scenes (or in the case of a tree reach below the visible surface). Establishing the strong foundation for the website optimization takes on different forms that are each equally important to the branding and reputation of the site. Social media marketing (which is openly visible and requires just as much effort as SEO) is like the branches and leaves of a tree. Reaching into the visible world of reputation management the spreading branches of a social media campaign are strengthened by the roots of optimization.

Trees thrive on sunlight and water receiving nutrients from the soil that feed the tree's growth, a tree or a website depend on the work of optimization that is essential to the health of a tree. But without sunlight the tree is unable to grow and will perish. This is why it is important to cultivate equal amounts of social content that can be used in optimizing a website and building the reputation of a brand through social networking. With a solid marketing media strategy that supports both the ongoing work of SEO and the more fluid promotions that connect social media to your site, you can build a strong web presence that can stand tall in the SERPs and be recognized by customers and clients that are following your messages in the social networks.

What matters more...Time, Quality or Price?

It is one of the laws of the universe that when it comes to producing goods and delivering services somewhere somehow something has to give. Wouldn't you agree that when price and quality matter most it typically takes more time to get what you want? This is where some individuals get confused by the own impossible expectations. Although everyone wants the highest quality for the lowest price in the fastest turnaround time the reality is that one of the three value components that add up to create the final product must inevitably be sacrificed so that the other two higher valued expectations can be met.

Whether building a website yourself or paying a professional to develop your site you need to think seriously about the following. What are the two most important elements to consider when planning and developing a marketing media strategy?

Within every service industry the Cost-Time-Quality matrix can be applied to the people that are providing exceptional service to their clients. When time and price demand the lowest cost delivered in the shortest possible time you can bet that the quality of the final product will suffer.

The fast food industry is a perfect example of this. You are hungry and you want some cheap food you will get what you pay for, just don't expect a fine dining experience when you hit the drive thru window. By the same token a seven course meal in a fancy restaurant may be served up within a reasonable waiting time after ordering, but there is a premium that is paid for the quality of food that is prepared to order.

Simply put if you expect quality at an affordable price then you should expect the project to take some time to complete. If you prefer a fast turn around and want a fair price the quality of work might suffer from where it could be so that a demanding deadline can be met. And finally if you put speed and quality ahead of pricing you can expect to pay a premium for the services you request.

Whether developing a website, building your online reputation, or maximizing your SEO strategy you must to consider what you are willing to sacrifice to get the results that you really want. For most of us the quality of backlinks that are being added to a website are more important than the time it takes to add a massive amount of poor quality links over a short time. Because SEO offers the best ROI of any marketing effort available it is already a high priority for every business and website owner.

So the question is what is more important--building a lot of backlinks in the shortest time possible and hoping they will affect the SERPs (Search Engine Results Page) or adding quality links over the accepted 9 to 18 months that will lead you to the top of the search engine directories for many years to come?

Although social media content requires a certain amount of speed in developing and a video, the quality may be compromised to meet a low budget. This is where the quality of the final edit might lack the visual effects or sound clarity of a professional production, but the cost will be worth the sacrifice. On the other hand a high quality piece of film is worth the added cost if its produced for an audience that appreciates the high end finish of HD picture quality or the audible quality of professional sound mixing.

When considering your optimization efforts and social media campaigns think about the intended audience and what they are expecting as you choose between the quality of your work and the costs involved in developing quality links and posts that will be added to the Internet forever. If you remember that what you end up with comes down to your choice of picking from the three values of Time, Price and Quality your expectations will be met and you can have exactly what you want when dealing with service providers in online marketing or any other industry.

Does your Social Media Marketing have a goal?

Almost everyone is into social media these days, but without a goal in mind of what you want to accomplish for your business or personal objectives you are just posting information that has little if any meaning. Consider building a reputation management campaign that has a specific goal that you want to reach. It is important to realize that unless you have something that is relevant to your end goal to say in your posts it is not worth saying anything. 

The trouble that most people run into is that they are too busy dumping as much information about their business or them self onto the internet that they do not realize the potential damage they are doing to their own reputation.

With the search engine algorithms recognizing quality in the wording of every scrap of information that is being blogged, tweeted about and posted on the social networks most people do not know that when they are chatting about their cat or how their weekend was with their friends they are effectively reducing their credibility as an expert within their chosen field of business. Not that your hobbies and interests are unimportant, but they carry no weight for anyone that is in business with you.

To circumvent the common mistakes that individuals make in regard to their personal socializing it is best to create two different and accounts for your social standing. If you do want to keep everyone on your friends list informed about what you ate for lunch and what you thought about the last film you watched you can do that, but keep in mind that your clients, vendors and coworkers are more interested in what you can deliver by way of productivity and increased revenue. With separate networking media accounts you can be social with friends and family members while maintaining a professional image for all of your business contacts.

Going back to what I stated before, the best way to plan out a social media strategy is to have an end goal in mind. What are you attempting to do? What is the goal of your work? If you don't have one you will never know if you have reached it. All too often business owners say that they want to increase sales--which is why they are on the web. But that broad statement does not identify their purpose or the function of their social media campaign.

Just as any marketing effort is targeted to an audience and directed at gaining a specified result the work of any and all social media posts, blogs and commentaries has to be aligned with the overall goal of your campaign. So what you say through any social channel should to be relevant to your business, your website and the readers who will be reviewing your dialog.

Before sending out any message it should be filter through your strategy statement and measured to make sure that it is aligned with the goal of your media campaign. Basically a strategy statement is like your mission statement--it is the foundation of what you do, the essence of your business and relates to everything that you are presenting to an audience through your online marketing. A friend of mine and marketing expert, Brian Pope came up with what he calls a Unique Marketing Positioning Statement. Essentially this is what I am calling a strategy Statement. Identifying what you do and why you do it helps to create the vision of your company and is a test for each post and blog you put into cyberspace. If a posting is not in alignment with what you are offering to clients, it does not belong in your social media campaign.

However, if you are posting a blog and then telling others about your work, you can promote a relevant message that you will be happy to link back to your website. The acid test comes down to asking yourself this question. Is the post I am about to send something that I would put on my website to attract new consumers? If the answer is yes then move forward, if it is no then rethink your position and only post what will build you up as an expert in your area of business.

The goal of every marketing media strategy is crucial to the success of your ongoing public relations effort which is building your reputation. Keeping specific goals in mind each time you are tempted to post anything online will help you to decide what to post for the business public and what to send to your network of friends. With a targeted message you can do a greater good for your business than if you just sat down commenting on the things that no one really cares about. 

As you write your posts, ask yourself so what? What do others take away from this message? Is there a call to action if so is it relevant to your work? What is the reader going to do next? If they like the article, blog or post ask them to indicate it by taking action.

So what are you waiting for, click the like button, re-tweet this message to the people that can benefit from it and start following my blog! After all that's one of my social media goals. What are yours?