The internet has evolved into a highly competitive stomping ground for marketers. Strategies, tips, and tricks that used to work a short while ago no longer give internet marketers the same advantage that they used to. As a result, internet marketers need to stay on top of the latest advances in marketing, and they need to find new ways to deal with the ever growing amount of competition. Internet marketers who do not move along with the times might find themselves losing out to those who have kept up with the latest marketing trends.
Regardless of whether you are marketing a website organically through the search engines, through pay-per-click advertisements, or even through article marketing, a good marketer will constantly be developing his or her game plan. Here are three rules to follow that will increase your internet marketing success even in today's competitive market.
Rule 1: Shortest isn't always sweetest
Short key phrases and generic keywords might reach a ton of people, but there are a lot of issues with still using short key phrases and generic keywords in marketing campaigns. The No. 1 problem is that they have already been used thousands, if not millions of times before by other marketers and websites, which equals tough competition.
Another issue is that internet users are starting to move away from broad-based searches and are instead searching for more specific information. The more specific a person gets with an internet search, the longer the search term will be. Taking all of this into consideration, long-tail key phrases and very specific terms should be taken advantage of by internet marketers. Using short, generic terms will not do marketers any good if their websites are buried so far down in the search engines that users do not come across them at all. PPC ads will also get buried in popular niches unless the marketer is paying extremely high cost-per-click rates.
Another thing to remember about using long-tail key phrases is that the internet users who find your website, PPC ad, or an article that you have written are very interested in what you are offering. When marketing using broad-based terms, you are marketing to the masses, and the majority of people might not be interested in your small little niche in that market. Even though your website, ad, or article will be seen by less people, the chances of conversion is much greater when the user is specifically interested in what you have to offer.
Rule 2: Use new technology to your advantage
You can increase your internet marketing success by making use of the tools and technology that was not available even a few short years ago. One of the greatest advances in internet technology over the past few years is cloud computing, and its creation opened up several doors for marketers. One of the biggest challenges that every marketer has is finding niches that internet users are searching for that also have very little supply and a lot of demand. Marketers also need to know whether or not the niches that they find are just short-term trends or if they are going to stay around for the long haul.
In order to get this information, it used to be that internet marketers literally had to browse blogs, Facebook, Twitter feeds, and other online places where they could track what people were talking about. Cloud computing changed all of this however, as marketers can now simply use niche marketing programs in order to help them find the most recent trends and mentions on the internet. These trends and niches can also be tracked over time, which will help determine if the niche has staying power.
Rule 3: A cheaper PPC?
The final method to increase internet marketing success has to do with PPC campaigns and how marketers can use them without spending a ton of money. As mentioned ealier, using long-tail key phrases in PPC ads can lower the cost-per-click rate. This is because there is less competition for longer phrases than shorter ones.
When using Google AdWords, another good way to get lower cost-per-click rates is to set the maximum amount that you want to spend per click and then have Google suggest key phrases for you. This works well for cost, but it also works well because you might have phrases suggested to you that you have never thought about. These suggestions might open up more marketing opportunities with your niche.
Finally, make sure that the website you are linking to in your PPC ad is relevant to the keywords that you place in your ad. If the search engines feel as though you are being misleading with your PPC ads, they might up the cost-per-click rate, or worse, ban your PPC account all together.
Internet marketing is a tough field, but if you keep up with the latest strategies, tactics, and tips, then coming out on top will not be difficult. These three rules are only stepping stones, but they will get you and your marketing campaigns pointed in the right direction.
Curt Dalton is the CEO of Internet Time Machine.
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