Absolutely, without question internet marketing is essential to the success of your ecommerce website. You must make yourself conspicuous to your potential customers otherwise they will never have the opportunity to avail themselves of your products and services? Your business must be well represented in the social networking community, your online reputation must be properly managed and any highly successful ecommerce website must rank well with search engines to attract optimal traffic volume. Approximately 75% of online transactions within any given industry go to the top 3 ranked sites.  In this increasingly competitive environment, you an industry leader, must seek and implement constructive ways to attract and convince potential customers to sign up for your products or services. In other words, search engine optimization (SEO) is vital for the success of your ecommerce website, and internet marketing is an integral element of SEO

Too many business leaders discount the skill and effort required to develop and implement an effective internet marketing strategy delegating this responsibility to the wrong individuals. True you may have internal resources that enjoy and understand how to navigate social media communities effectively for personal networking however, building an online brand identity/awareness for your corporation is a different animal. Depending on their communication skills and the their strength in conveying your corporate message it may be appropriate for them to contribute to the implementation, as long as participation doesn’t detract from effective utilization of their core competencies (The main reason you hired them in the first place).  More often than not, placing your corporate identity/reputation in the hands of an intern or inexperienced staff member also results in failure. Outsourcing these responsibilities to a good internet marketing firm will ensure the effectiveness of your SEO and online marketing strategies and leave your resources intact to concentrate on their core responsibilities.

Internet marketing services are cost-effective and in line with the individual requirements of client. The internet marketing firm, with its experience, resources and expertise are equip to deal with the many challenges typically faced by a company looking to increase its visibility online and gain a steady flow of traffic to its website. More traffic = more conversions = more revenue = a healthy ROI.

With the online market becoming more competitive contracting with a good internet marketing firm is a solid investment. In many industry verticals it takes significant effort and expertise to get a website to rank well against it’s competitors for the key search terms that convert to sales. Once you’ve made it to the top maintaining a high ranking remains a constant challenge. User search trends change, search engine algorithms evolve and competing companies are constantly upping their game. A good internet marketing firm maintains an intimate understanding of the online environment and it’s evolving trends.

Search engines such as Google and Bing, have stepped up their efforts to deliver search results with the greatest relevance to their search clientele. In order to do so they are now placing more value on content freshness than ever before requiring companies to be more interactive. Many sites who held a rankings stronghold over their competition for many years are seeing their website stats fall due to lack of fresh content. Overall website user-friendliness, cross browser and mobile compatibility are also critically important to potential clients and search engines alike. Proper attention to these elements results in lower bounce rates, lower cart abandonment rates, greater conversions and higher rankings.

Creating and successfully promoting an ecommerce website is an ongoing process with many skills at work. With an effective online marketing strategy focused on search engine optimization, social media optimization, link building, email campaigns, PPC ads, and other techniques your ecommerce website can exceed your expectations. It requires the blending of various disciplines and consistent effort that a good internet marketing firm with a solid strategy can provide.

In recent years intranets have gone through a number of wonderful evolutions from on-demand tools to creating more personalized experiences for their employees. Many industry leaders are investing in their corporate intranets transforming them from a static information resource to a vibrant collaborative environment. Fostering such a collaborative environment allows executives to take a more active role in the conversations going on in the company identifying issues, opportunities, efficiencies and leadership candidates. All accomplished by integrating social functionality into your existing intranet framework, and promoting social sharing and thought leadership.

There are a number of benefits to allowing social collaboration on your intranet. Here are two examples that have a good business case, and in many situations can provide direct ROI.

1. Promoting thought leadership

There are countless benefits to thought leadership inside an organization, everything from promoting innovation and empowering your workforce to focusing employees on the most relevant and important information to the company. Traditionally intranets have facilitated these discussions through corporate news stories and executive blogs etc. Usually a one way, top down communication model. As companies grow and become more diverse the reality is that thought leadership can come from many different places and at all levels in an organization, a reality that is often difficult to manage using traditional channels alone.

Fortunately, there are a number of ways to use social tools to expand upon existing communication vehicles, or create entirely new ones, and capture the trends and perspectives of your larger organization.

Some examples include:

  • Providing the ability for employees to comment on news stories and blogs to share their perspective on the topic;
  • Allowing corporate editors or executives to highlight specific employee comments that they felt were particularly insightful and helped to move the conversation forward;
  • Opening up executive or department blogs to guest bloggers and extending authorship throughout the organization;
  • Having weekly chats around a particular topic and allowing employees to contribute to the larger conversation

Techniques like these not only provide a platform for employees to become more involved but also shows that company leadership is listening to what employees are saying. Taken far enough, employees can become experts on the topics that are of most interest to them, and act as ambassadors for your organization spreading their influence and helping to shape the conversation. This can provide a great deal of social incentive to stay focused on what matters most, and strong motivation for employees to stay engaged.

2. Tapping the collective knowledge of the workforce

Many companies today face a host of rules and regulations, or are looking to solve problems that cannot be answered simply by getting your leadership in a room for a couple of hours and having them work though the issues. For these types of complex challenges what is often needed is a sort of “collaborative brainstorm” that involves the entire workforce, and companies are turning to intranets embedded with social tools to enable these kinds of activities combining the best elements of micro-blogs, discussion boards, and voting systems.

Such systems enable problem solving on a massive scale and provide capabilities that would be difficult to bring together in other ways. Capabilities such as:

  • Collecting hundreds (sometimes thousands) of ideas focused on solving a specific problem quickly and easily;
  • Enabling cross-disciplinary conversations between many different employees looking at opposing perspectives and varying context;
  • Sharing ideas with anyone and involving employees who may not initially be part of the discussion;
  • Moderating and selecting ideas based on community and organizational perspectives.

These kinds of tools allow companies to gather, analyze, and implement solutions in a productive and efficient manner.
Social collaboration strategies and techniques bring a great deal of value into any company. They enhance employee engagement, support knowledge management, and extend your ability to solve complex challenges. Your intranet should be at the center of these conversations, facilitating this collaboration and allowing employees to help shape the culture of your organization.

Well, I’m sitting here in front of my keyboard thinking way too hard about how to kick off this new blog. Given the fact I spend my days immersed in the world of internet marketing this should be simple right? The list of potential topics is endless! Perhaps that’s my issue.

I consult with clients on a daily bases about the importance of blogging to their integrated marketing strategy. A common concern I hear in reply is “I have no idea what to write about”. For some individuals/industries coming up with relevant, engaging content ideas can be a real challenge, especially when your just starting out or have already covered all the obvious topics. Here are a few unconventional sources of content/inspiration that may help you in getting over your blogger’s cramp.

Snoop on you clients

“Don’t mind me, I’m tidying up the merchandise” If your in a retail setting this strategy is ideal. This can actually be applied to any situation where you have face to face interactions with your clients. As you overhear clients conversations you likely interject if you hear a relevant question. Kinda like cruising social networks, forums etc. searching for places to assert your influence only in real life. Rather than simply answering the question for the individual in the moment, why not share and answer the question on your blog as well. If one individual had the question chances are others are seeking the same answers.

Become a pollster

Start a poll on your other social feeds like Facebook or Linkedin etc. Then blog about the results and comments. Not only are you generating content for your blog but you may learn something. This is also a great excuse to cross promote your social networks exposing your followers to your other profiles.

Hit your friends and family up for a little investment

Why not tap into your personal network for ideas. Have a few friends and/or family members write down three questions they have about you, your business, product/service, or your industry. Sure you’ll be opening yourself up to a few dumb ass remarks for your brother-in-law but who knows you may just find inspiration. Who knows, those dumb ass remarks from your brother-in-law may even have some entertainment value for your followers.

Go fly a kite

Hit the links, read a book, enter a hotdog eating contest, anything to take you mind off your work and/or blog. Often the best ideas come to us when we engaged in a totally unrelated activity. Taking a break to recharge the creative batteries is a must.

Put on your reporters hat

Interview someone. If your business is like most others you have a variety of professional relationships that contribute heavily to your success. Clients, referral partners, contractors, freelancers, consultants, suppliers etc.  Why not give them some recognition for their contributions by showcasing them in a blog post. This will let them know you value their contributions to your success. They will likely be eager to share your post with their networks expanding your reach and who knows they may ever reciprocate.

Finally, if all else fails you can simply blog about your need for inspiration.

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