10 Elements of Online Marketing

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Jennifer Henczel shares her communication expertise and reveals the 10 Elements of Online Marketing.

Now with over 140 domains, Communication Coach Jennifer Henczel is often asked how she drives so much traffic to all her sites. All of these strategies work together to build on, what Henczel likes to call, online equity. Building a network of sites that link to a company's offerings increases the power to reach people and create profit. The items listed below are not necessarily steps that must be conducted in order, but rather elements that work simultaneously.

1. Develop Website Content
SEO is an important factor in online content management. Keywords are words and phrases that people use to search the web, and they should be built into the content throughout the website. Post new content at least once a month, including updates, information, articles, and resources that will compel people to want to visit the site. Keeping the content fresh will attract repeat visitors.

2. Search Engine Submissions
Each search engine provides a place to submit website URLs for consideration to be recognized by their robots. There is no formula to guarantee that any site will be placed at the top of the list for any particular keyword, however, using the strategies in this article, will increase the odds for getting a desired spot. Submit It is a great resource for submitting websites to several search engines at once. Test a site's ranking by using tools such as Google's PageRank. Check detailed traffic statistics through a free Google Adwords account.

3. Link Exchange Program
Invite people to link to the site by creating a page titled "Link to Us" that describes how to link to the website, and be sure to include suggested titles, text descriptions, and banners. Once this page is created, invite other related but non-competing sites to exchange links.

4. Write and Post Articles
This article strategy works in two ways: First, create an article section on the website to incorporate even more keywords into the content. For example, a spa or wellness clinic may include articles and resources for skin care, body care, or healthy foods, in addition to regular company information. Secondly, write and post articles on OTHER websites to sites like these:

Affective Communication Ezine
Business Smart Start Group
Import Export Coach Ezine

5. Conduct Tele-seminars
Conducting free or low fee tele-seminars is another way to attract more clients and loyal visitors to the website. Advertise the tele-seminar on the website, ezine, social media sites, networking sites, and in print. Adding the description of the seminar to the website will in turn, also increase the SEO of the website. It all works together, each piece enhancing the other. To create the tele-seminar requires a bridge line such as FreeConference.com, a way for people to sign up such as PayPal shopping cart, and a way to record the tele-seminar with services like AudioStrategies.com.

6. Domains
A url is the website address, for example, if you have a domain it may look something like this http://www.sitename.com. Marketing efforts will be more effective if the domain is short rather than long and confusing that may be confusing for someone to type in, and then they may not bother. The idea is to make it as simple as possible for people to get to the site.

7. Create Micro-sites and Online Resources
Once the main website is established, consider adding a network of complimentary micro-sites. The idea is to create several small sites, called micro-sites that each have their own unique domain, and link to one another. Micro-sites typically contain a long, one-page, compelling sales letters that includes benefits and descriptions to promote new products and services. However, these sales micro-sites do not necessarily draw traffic; drive traffic to them. What Henczel suggests here is to develop online resources that are packed with information and tips about a specific topic and link to the microsites, linking the value of the offerings.

8. Advertising and PPC
Start getting visitors and potential customers today with these strategies! Drive traffic to a website right away with pay-per-click (PPC) advertising through services such as Google Adwords. Sign up for account, create a small ad and it is placed onto other content relevant sites and in search results. For off-line marketing and advertising, include the website on letterhead, postcards, business cards, thank you cards, holiday cards, and promotional items.

9. Participate in Social Media
Social media is considered the driving force behind the Web 2.0 movement. It allows people to interact with site owners, comment on articles, contribute to site content, and participate in creating and re-creating media, and ultimately, network with other people. Basically we're talking about forms of consumer generated media (CGM) and consumer generated content (CGC) such as blogs, podcasting, video casting, wiki, social networking, and social book-marking. Messages are distributed through RSS, which stands for Real Simple Syndication, and subscribers read them using services such as Bloglines. To take advantage of this technology to generate traffic to a website, create an account at sites such as Facebook, Linked In, Youtube, iFilm, Technorati, StumbleUpon, Del.icio.us,

10. Create an Online Newsletter or Ezine
Urgent! Before anything else, start collecting email addresses from clients. Then by the time everything else is set up, a good opt-in subscriber list will be developed. Email marketing is proven to provide the best ROI (Return on Investment) than any other marketing available. It offers the lowest cost method for reaching an audience with the most impact. Amazingly, this strategy produces both short term and long term results, if produced consistently. A regular bi-weekly distribution is recommended. Henczel suggests using a digest format that involves placing a title and brief paragraph, description, or summary into the newsletter which then links to the full content on the website.

About Jennifer Henczel
Jennifer Henczel has a Masters in Communications and specializes in interpersonal, organizational, and external/marketing communications. Her focus is on communication, motivation, and creativity. She offers personal coaching, professional development training, and communication skills workshops. Other services include writing, training, speaking, and creating company ezines.


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