What is on page and off page marketing?

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There are a huge array of marketing techniques and avenues that you can choose to do when trying to boost your business. Some are online and others are offline and depending on what you are trying to achieve you may try either one or both of these techniques. If you have a website then you may throw a huge chunk of your marketing towards it.

On page optimisation is essentially making changes on a page within your site or by adding new content to your site. It may be that you add a blog or that you optimisation the content on a page in include more keywords or build up internal links. Off page optimisation is marketing that you do offsite away from your website. The aim of this is to improve the traffic to your site and your rankings on the search engines. This can be achieved in a number of ways. Often people build up external links to their site from high quality authority domains, comments on other sites, have social media pages and interact with others or upload videos to sites such as YouTube. All of this can help build up your website without affecting the content on your site.

Ideally you want to do both to give your site the best chance of improving and gaining additional traffic.

Quick ways to boost your social media presence

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When using social media to market your business it’s important to get a good following of people and bring a good level of traffic through your business social media page.

There are some highly effective simple ways to do this thus boosting your social media presence.

Firstly it’s important to post regular content to your social media ideally things that people will want to share with their friends and family. You need to make sure that the content is relevant to your business but not too pushy or too aggressively sales-like.

A great way of using posts designed to be shared to improve your visibility would be to do things like run competitions through your business where the followers of your page get the chance to win a prize simply by sharing a post. This means each person on their friend list will also see the post helping with brand recognition.

You can also share posts to do with humour or current affairs that your followers may find interesting however this should always be done with caution as you don’t want to cause offence or any damage to your brand if your followers don’t like the post. This method of using social media can be very effective as you can end up with many shares in a short space of time.

Search engine optimisation takes time to work

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When it comes to websites, we all want our site to shoot to the top of the search engines and get a load of traffic to the site as soon as possible. If you opt to use Google Adwords then you can do this but it is often very costly. Alternatively, you may want to do some SEO on your site.

SEO stands for Search Engine Optimisation, it is a way of optimising your site so that it ranks higher on the search engines such as Google, Yahoo and Bing. Many companies are now realising the importance of SEO and are turning to marketing companies to assist them with this.

It is important to remember that SEO is not a quick fix and it can take a period of time before you start to see any effect from it. Any changes that are made to a website, can take weeks to start to take affect and even months to see the full effect. You cannot simply have one month of SEO and expect to see your site suddenly soar up the search engine results pages.  It is also important to remember that it needs to be on going. If you stop doing SEO on your site then you can expect any positive affects you have had from it to start to diminish over time.

Ideally you should trial SEO for a minimum of 6 months but ideally 12 months to start to see the benefit.

Online marketing cannot be completed overnight

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Many businesses make the mistake of thinking that online marketing is something that they need to do in one go a few times a year. They will often spend time and money on online marketing – start to see results and then wonder why they start to drop back down the search engines or lose traffic when they stop.
Online marketing offers a wide array of ways to market your business to people through the internet. It can be done through your website, social media sites or through email marketing for example.
It can be tricky to know which forms of online marketing you should invest in, especially if your budget is tight. Some forms of marketing are fairly expensive but offer quick instant results such as Pay per Click. Others will take months and months to build up but will cost less in the long run and should give you firm foundations to continue to build upon.
You need to allow 6 months or so to see if your online marketing in terms of link building and SEO is having a positive effect. Be aware that if you stop doing it you may find that all the hard work you have done to achieve the current positions you have starts to unravel.

Social media marketing on a budget

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Do you already have a firm marketing budget in place? If so how much of that should you be putting towards social media marketing? We explore the budgets that small to medium businesses should be investing and what response you are likely to get from it.
According to Duke University’s Fuqua School of Business, marketers are allocating close to 10% of their budgets to social media marketing. This means if you have a budget of £10,000 per year for all your marketing then at least £1000 of that should go to social media, but this is not a lot when you split it up over monthly amounts. To get someone to work on your social media profiles you will probably have to look at putting at least £150- £200 a month towards it to be able to get some results. Too little budget will simply be lost and may give you very little rewards. If you are going to be doing the social media marketing yourself then you may be able to allocate this budget to just use on paid for social media ads rather than accounting for your time. Some experts suggest that it should be more like 25% of your total budget is invested in social media marketing especially in business to consumer industries.
Social media networks have evolved, from being platforms where you meet new friends – to a business hub – a way to promote brand awareness, share blog posts, encourage user content, and increase income.