Know About Internet Marketing
3
husiness What to Know About Internet Marketing By John W. Sharpe For Th e NEWS S o, ho w much do you really know about In- ternet marketing? Do the terms SEO (Search Engine Optimization) and SEM (Search Engine Marketing) mean anything to you, other than something you need to be doing to grow your business? Do you have any knowledge of how these processes actually work? I really don't know very much about any of this either. Ironically, I have been employed fo r over a year by an SEO/SEM company. So, you might wonder how I ca n tell yo u what you need to know. Please r ead on, and I promise you will have a clear understanding of what you need to know. I have spent most of my career in account management. I've also been involved in a few start up companies, both as an employee and owner. When I took a leap from a huge marketing corporation to an upstart Internet solutions company, I was determined to learn every- thing about SEO and SEM. I was sure that 1 would be up to speed quickly on how everything w orked, and the processes in detail. thought by now I would able to write an article that would fully explain every aspect of this busi- ness. After all, it is only one aspect of marketing. But the truth is I still have only a basic knowledge of how all works. And chances are, unless you have some major time available, that's probably thebest you can ever hope for, too. The people wh know al l aspects of SEO and SEM are an extremely small group of people. They have spent years of their lives learning and refining their methods. Each person has their own area of expertise, and per- forms their part as almost no one else on earth can. If you think about it, our busi- ness is probably similar to your ow n to some degree. As a busi* ness owner or m anager, your goal is to create a team consisting o f several experts working toward a common goal. In general, the better the team members are at their specific craft, the more suc- cessful the company. In most cases, you have a cer- of what each person does, but not necessarily all of the details. You probably have some level of trust with each of them, and a sense of their performance. TO THE STARTING BLOCK To manage an SEO/SEM func- tion in your busines s, here is what you need to know: • First of all, accept the high probability that you can't do this yourself. Even if you have the financial and human resources available to assemble an SEO/ internet marketing ¡s a complicated, multifaceted puzzle that ¡ s constantly changing. If this uuas a simple process, SEO/SEM firms would not exist. There are numerous avenues for growing husinesses online, and nt's not all about buying clicks or ads. Every business is unique. So, it only makes sense that the same solution that works for another business will not work for yours. The company you choose to work with should be spending some time with you and your team .. . 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Search engines are looking fo r several qualities within each company's Website and beyond, and one major factor is the length of time a company is recognized on the Internet. W ith each passing day, it will become increasingly more difficult and expensive to get ahead of your competitors who are already established. Waiting will just make the whole process more complicated and expensive. • Make ¿.ure that your agree- ment includes a clear description of what you are being offered. For example, you'll want to make sure that the type of business and the erritory you intend to capture is defined and exclusively protected. If an SEO/SEM firm is truly work- ing on your behalf to help your company achieve the best results possible, they're not doing yo u any favors by working for your competitors in the same market. • If you have marketing and IT professionals on your staff, a rep- utable SEO/SHM firm will work in conjunction with this group. The teamwork concept is vital to the success of most marketing campaigns, and is especially true in this arena. A solid partne r-ori- ented working relationship will assure yo u that your company's 3 O AIR CONDITIONING, HEATING & R E F R IG E R A T I O N NEWS • October 2Q . 20DB
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Transcript of Know About Internet Marketing
8/7/2019 Know About Internet Marketing
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husiness
W hat to Know About Internet M arkeJohn W. Sharpe
Th e NEWS
So, how much do you
really know about In-ternet marketing? Dothe terms SEO (Search
gine Optimization) and SEMearch Engine Marketing) meanything to you, other thanmething you need to be doinggrow your business? Do you
ve any knowledge of how theseocesses actually work?I really don't know very much
out any of this either. Ironically,have been employed for over aar by an SEO/SEM company.
you might wonder how I ca nyou what you need to know.
ease read on, and I promise youll have a clear understandingwhat you need to know.I have spent most of my careeraccount management. I've alsoen involved in a few start upmpanies, both as an employeed owner.When I took a leap from age marketing corporationto anstart Internet solutions company,
was determined to learn every-ng about SEO and SEM.I was
re that 1 would be up to speedickly on how everything w orked,d the processes in detail.I thought by nowI would be ablewrite an article that would fullyplain every aspect of this busi-ss. After all,it is only one aspectmarketing. But the truth isI still
have only a basic knowledge ofhow it all works. And chances are,unless you have some major timeavailable, that's probably the best
you can ever hope for, too.The people who know all
aspects of SEO and SEM are anextremely small group of people.They have spent years of theirlives learning and refining theirmethods. Each person has theirown area of expertise, and per-forms their part as almost no oneelse on earth can.
If you think about it, our busi-ness is probably similar to yourow n to some degree. As a busi*ness owner or m anager, your goalis to create a team consistingofseveral experts working towarda common goal. In general, thebetter the team members are attheir specific craft, the more suc-cessful the company.
In most cases, you havea cer-tain amount of knowledge aboutwhat each person does,but notnecessarily all of the details. Youprobably have some levelof trustwith each of them, anda sense oftheir performance.
T O T H E S T A R T I N G B L O C K
To manage an SEO/SEM func-tion in your busines s, here is whatyou need to know:
• First of all, accept the highprobability that you can't do thisyourself. Even if you have thefinancial and human resourcesavailable to assemble an SEO/
internet marketing ¡s a complicated, multifaceted puzzle that ¡s constantly changing. If this uuas a simple process,SEO/SEM firms would not exist. There are numerous avenues for growing husinesses online, and nt's not all aboutbuying clicks or ads.
Every business is unique. So,itonly makes sense that the samesolution that works for anotherbusiness will not work for yours.
The company you choose to workwith should be spending sometime with you and your team.. .
C D S S T R A I N I N G T O O L SB E C A U S E O F A V A S T L Y E N H A N C E D S E L E C T IO N O F B O O K S
1,000PROOUCTS SOLD
IN THE PASTFIVE MONTH S
J im Johnson Training DVDso Electricol Fundamenratsfor HVAC/R Technicians- $ 7 9 .95 , p l u s s&hO Uncom plkating the Heat Pump: Electrical Systems Troubleshooting- $79.95, pluss&hO Uncomplicating The Heat Pump: Refrigeration& Air Flow Systems - $79.95, ptus s&hO Using Schematics to Troubleshoot HVAC/R Electrical Circuits Part1 - $59.95, plus s&h ->O HVAC Electrical Troubleshooting: Deciding Wh ereto Begin - $4 9 . 95 , p l u s s& hO HVAC Electrical Troubleshooting: Component Testing- $49.95, plus s&hO S emi-Herm etic Compressors: Testing, Servicing and Isola ting- $29 .9 5 , p lu s s &hO Understanding Fan Relays and Multiple Speed Motors- $29-95, plus s&hO Understanding TXV Re frigeration Systems: Superheat and Subcooling- $29.95, plus s&hO P iu s M O R E !
D E W A L T ®Bestsellerso DEV^/ALT®HVAC Professional Reference- $2 1 .00 , p lu s s &hO DEWALT®HVAC Technicien Certification Exam Gu ide- $ 31 .00 , p lu s s&h->O DfWALT® HVAC/R Professional Reference Maste r Edition- $27 . 9 5 , p lu s t&hO DEWALT*HVAC Estimating Professional Reference- $19.95, plus s&h
Popular Booksby Leo Meye ro Practice Projects for Layout fo r Duct Fittings- $ 34 .00 , p l u s s & hO Airflowin Ducts - $34 .00 , p l u s s &h->O HVAC Technician's Handboo k- $ 3 4 .00 , p l u s s& hO Layout for Duct Fittings- $ 3 4 .00 , p lu s t&h
ALL OF THE S E HVAC RESOURCES , P LUS M O R E A RE AVAIL A BLE T H R O U G H THE AEC STORE.
Vi s i t A E C S t o re .c o m o r C a ll S t e p h a n i e2 4 8 / 2 4 4 . 1 2 7 5 w i th a ny q u e s t i o n s . ,
SEM team, it would be nimpossible to run the opecost effectively.
• Don't delay. The Incommunity is looking formation relevant to what tial customers are lookinwell-established companiwill provide the productservices that meet their ers' requirements. Search eare looking for several quwithin each company's Wand beyond, and one majois the length of time a comrecognized on the Interneeach passing day, it will bincreasingly more difficuexpensive to get ahead ofcompetitors who are aestablished. Waiting wimake the whole processcomplicated and expensiv
• Make ¿.ure that your ment includes a clear desc
of what you are being offerexample, you'll want to mathat the type of business aterritory you intend to capdefined and exclusively prIf an SEO/SEM firm is truling on your behalf to helpcompany achieve the bestpossible, they're not doinany favors by working forcompetitors in the same m
• If you have marketingprofessionals on your staff,utable SEO/SHM firm wiin conjunction with thisThe teamwork concept is vthe success of most marcampaigns, and is especiain this arena. A solid partented working relationsh
8/7/2019 Know About Internet Marketing
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rogram will achieve the bestesults for the long term.
• Every business is unique. So,t only makes sense that the sameolution that works for another
business will not work for yours.he company you choose to work
with should be spending someime with you and your team to
understand your business andwhat you're all trying to accom-plish. Both parties should have aealistic vision of the campaign'short- and long-term goals.
• There are no magic formu-as. Internet marketing is a com-
plicated, multifaceted puzzle thats constantly cha nging. 1 havepoken to countless marketers
who have spent thousands of dol-ars buying clicks and Internet ads,
and received little or no return.Let's face it; if this were a simpleprocess, SF.O/SEM firm s would not
xist. There are num erous avenues
or growing businesses online, andegardless of the hype, it's not all
about buying clicks or ads.• Try something new. The
nternet provides some of themost effective ways to try out dif-erent marketing strategies and
new ideas at a very reasonableost, compared to other m ethods.
For example, if you've just addeda line of green or energy-efficientproducts, you can pick out a fewof these products and test themarket. "Ilie measured responseswill tell you most of what youneed to know. Whatever doesn't
work can be adjusted or replacedquickly. If you're consideringa new type of service, you can
reate a small pilot program witha set budget to find out what levelof interest exists. In terms ofversatility, no other advertisingmedia comes close.
• A sense of performance. Aswith any type of marketing, youneed to have an idea of what yourprogra m is doing for you. A goodSKO/ SEM company can provideyoy W ith, any type of data youwould imagine. And Ifië infor-mation should be easily acces-ible and readily available to you.
• ROI is the key (you've heardhat before?) In the I nternet
world you can and should havea very detailed account of youreturn on investment. An idea is
perceived, developed, and pro-moted. When the program isinished (usually at a substantial
cost) the results are measuredand the ROl is computed. Theability to change your focus in anSEO/SEM marketing campaigns second to none. If somethingsn't working, or you want to try
a new approach, these ideas canoften be implemented in days, or
sometimes even hours.- Make sure you are comfort-
able with who you decide to build
The firm you choose will need toknow a lot about your business;not only what you're doing today,but also what your plans andgoals are for the future. Becauseof the information you will share,you need to have complete confi-dence and trust in it.
• Know the company. Theconvenience of the Internet canalso be a big problem, especiallyif you don't know who you'redealing with. A reputable SEO/SEM firm should have a physi-
SEO/SEM
cal location you can, andif it's feasible, should visit.In some way, there should be atleast one face-to-face meeting.They should also be able to pro-vide solid examples of Websites,results, and some explanationof their business strategies andpractices. In short, do your bestto find out as much about themas it takes for you to feel com-fortable and confident in theirability to deliver what they areoffering. Remember, if every-
thing progresses asit should, you willbe doing businesswith these people foryears to come. •
Search EngineOptimization (is buzzing throall ind ustries. Hcontractors havadopted the Intyet another matoot, but how tomost effective another challen
Ví5ií www.4wordsystenis.com or call
810-229-8515.
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