Online Brand Marketing for your Dealership
- Search Engine and Social Media Marketing Optimization for Online Brand Awareness -
Search Engine Marketing, or SEM, is not just an essential part of your Internet marketing strategy. It is a permanent fixture in your dealership that should be considered along with every other aspect of your marketing strategy both online and off.
As with any other form of marketing and advertising, Search Marketing comprises of short-term and long-term strategies with the ultimate purpose of establishing awareness to and familiarity with your targeted audience by creating what we call Search Engine Visibility.
There are four levels of search engine visiblity - Invisible, Visible, Penetrated, and Saturated. Our goal is to attain saturation by implementing carefully crafted search marketing campaigns best suited for your short-term and long-term iBrand Marketing objectives.
Effective search marketing can concentrate on any combination of a few key areas:
Saturate Search Markets. Drive Residual Traffic. Differentiate Your Brand.
At web2ologies we apply a unique formula to our Search Marketing approach that utilizes all forms of SEM to ultimately help you saturate search markets and drive residual traffic to your website. One of the great benefits to our approach is that you are leveraging a long-term Internet marketing strategy that improves the visibility of and awareness to your brand or business while at the same time connecting you with more and more customers as you enrich your marketing investment.
QUALITY RELEVANT CONTENT
Quality relevant content is king when it comes to today's organic search marketing success. Quality content is that which is beneficial to your readers to inform them about your products and services. Relevant content is that which corresponds with your brand or message in a way that search engines can detect with consistency throughout your various web assets.
This content is utilized in several different forms. It is utilized in your individual web pages as well as throughout other areas of your web presence such as on blogs and discussion forums, in press releases, news feeds, etc. The more quality relevant content produced and linked to your site, the more opportunity you have for success.
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DYNAMIC and STATIC LANDING PAGES
Landing pages are the web pages on your sites designated to specific search markets and which are designed to convert site visitors into qualified prospects or even better, into customers. These pages can be dynamic or static. Dynamic pages are those that are generated by a trigger mechanism to display information relevant to the referral source. Static pages are simply ones that are designed and optimized for a specific key phrase and conversion point, but that do not change based on the referring visitor source.
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SEARCH ENGINE OPTIMIZATION (SEO)
There are a handful of key search engines on the Web today such as Yahoo!, Google, MSN, AOL, Ask, etc. These engines create indexes of websites by sending out bots on a regular basis to see what information is available on your site. Keeping your site optimized properly for when these "bots" visit your site is an important step in keeping your organic search rankings high. This process is called Search Engine Optimization (SEO) which is a form of Search Engine Marketing (SEM).
Our SEO approach is based on content, relevancy, frequency, and visibility. We put time in to optimizing your pages on a regular basis to be comprehensive and relevant to the message or theme of your business. This is done in the same fashion in which our own site has been optimized. The content is rich and descriptive for your customer audiences as well as for search engines, thus you attain visibility to and relevancy with what people seek on the Web.
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LINK BUILDING
With a well-optimized site, other sites will want to link their users to yours which in turn gives your site credibility with search engines and with other Internet users. These links can be placed naturally by others on the Web that enjoy or utilize your information, or they can be placed purposefully by you or those with which you network. While there are consequences for over-forcing linkage amongst sites, the rules for effective SEM are well communicated by each of the search engines making it feasible for businesses to implement safe and effective link-building practices. Link building can be a time-consuming chore however if carried out effectively can have a tremednous impact on your SMO efforts.
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ORGANIC SEARCH MARKETING - Investment, not Expense
There are thousands of people in your market seeking products, services, and information on the Web that are related to what you provide. Organic Search Marketing is a way to make your dealership more visible and accessible to these search markets while at the same time building your brand and attaining more credibility with your audience. This is what distinguishes Organic Search from other forms of marketing as an INVESTMENT, rather than an advertising expense.
A "search market" is a concentration of Internet users seeking specific products, services, or information by entering in select keywords or key phrases into a search engine (Google, MSN, Yahoo!, etc.). By "organic" we are referring specifically to the 10 listings which appear on each search engine result page (SERP) and not the sponsored pay-per-click (PPC) ads that often appear above and to the side of these results. Unlike the expense of PPC advertising where your ads appear instantly from the time you initiate the campaign and only when there is an exact match to the key phrase you purchase, success in Organic Search Marketing takes time, vision, and commitment to achieve, but the results are extremely rewarding.
Our goal is to help you identify the search markets that make the most sense for you to pursue now and down the road.
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PAY-PER-CLICK (PPC) ADVERTISING
Most major search engines offer advertising programs that allow business to advertise in the search results and on other websites. These programs display ads relevant to the content appearing in users' browsers, but not necessarily relevant to the content that appears on the advertiser's site. Thus, high bounce rates are not uncommon with PPC advertising which can become costly very quick.
If a user is on a site or searching for things that you are advertising through keyword word ads, then your ad can appear on their screen. This requires thoughtfulness and planning as to what words to purchase, how much to pay for your ads to appear, and how often, so the specified daily/weekly/monthly budgets into which you invest is important. PPC can also require a near-daily analysis of the performance and results of your ad campaigns.
PPC is best utilized for advertising your business in competitor markets where you do not have relevant content on your site as well as where search volume trends are low. PPC ads can be purchased and budgeted at a fixed daily and monthly cost that enables you to be more visible in these particular search markets. Investing into PPC for markets within your product or brand does not typically have a good ROI, but it is effective advertising for markets outside your immediate spheres of influence.
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BLOG MARKETING
The word "blog" is short for "web log" which is a scaled down content management website system designed for posting journal-type entries as discussion threads (similar to forums) where readers may comment on and dialog with one another on each posted topic. Blogs consist of other inherent functional components, most notably being the RSS feed it broadcasts.
RSS stands for "really simple syndication." Content that is posted to a blog is instantly and easily made available to your readers through the blog's RSS. This feed can be optimized for search engine visibility so that each time you post relevant content to your blog, search engines index it and display it in search queries performed on the key phrases related to the published content. This technique of utilizing RSS feeds for building relationships with search engines ultimately drives traffic to your site(s).
There are several uses for blogs in your search marketing strategy and we separate Blog Marketing into two distinct types:
- Relational Marketing
- RSS Marketing
RSS Marketing
RSS Marketing is the idea of utilizing these powerful components in blog software for the specific purpose of establishing credibility with the major search engines so that your website can become significantly more visible. In fact, RSS Marketing is a good way to penetrate related search markets to the point of saturation, plus it creates an excellent foundation for relational blog marketing.
Relational Marketing
Relational blog marketing is that which is intended to build relationships with your audience in addition to search engines. This is a more creative approach to blog marketing that requires a serious commitment on your part. But the rewards can be immense.
With Relational Marketing, you can expect to engage with your audience members in whole new ways. The networking benefits to relational blog marketing are phenomenal and so too are the soft-selling opportunities, ancillary CRM uses, as well as for public relations and brand differentiation. Businesses are expected to be transparent and on an equal playing field with their audience in the blogosphere which also requires a higher level of standards for your online marketing strategy.
Visit our Blog Marketing page now.
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SOCIAL MEDIA MARKETING
Similar to relational blog marketing, Social Media Marketing is a way to engage with customers on the Web by utilizing social media sites such as Digg, Twitter, del.icio.us, Vox, MySpace, Facebook, etc. These networks have tools and features designed to connect people via messaging, file sharing, journals, and even in marketplace environments. Social Marketing is an entirely new frontier in web marketing that is plentiful with opportunity for the courageous businesses that have effectively established themselves in the blogosphere.
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SMO: ART & SCIENCE
Search Marketing Optimization requires time, vision, short-term and long-term planning. It also requires a solid understanding of how you are going to achieve your objectives, good budgeting, and regular analyses to identify what is and is not working. There is a creative process to search marketing as well as core fundamental principals that must be applied and adhered to.
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Please contact us today to see how web2ologies can assist with your Search Marketing Optimization needs.
Saturate Search Markets. Drive Residual Traffic. Differentiate Your Brand.
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