June 10, 2016 Blogroll No Comments

The online world is ever changing, and Google’s algorithms seem to change faster than you can update your last blog post. In a world of ever increasing clutter and online competition, how can you be sure your online presence is making the right impact? What’s even more puzzling, is how to know what online strategies are right for you and your business model.

Things to consider when developing your online strategy include: What actions are you trying to get the user to take? What information do you want to get from your website visitors? What will you do with the information that you collect? What do you want the user experience to be? Are you trying to increase traffic, drive sales or simply engage a new audience? Each goal is measured differently and each is achieved through different components of your overall online strategy.

There are multiple components to your online strategy. Though each is managed differently, all are integrated and should not be performed in a silo without a complete understanding of how they affect each other.

When creating your online marketing strategy, there are three main areas to review:

  • SEO – Search Engine Optimization
  • Adwords and paid advertising
  • Social Media


SEO – Search Engine Optimization

This includes how you rank on search engines such as Google, Yahoo and Bing.

Search engine optimization helps your business be found by customers for a variety of search terms. The more you improve your organic search rankings for additional keywords, the more web traffic your business will receive and hopefully (if your page is designed to convert customers) your business will acquire more online inquiries for sales follow-up.

Some of the key factors impacting your local SEO are:

  1. Your on-page SEO programming
  2. Backlinks to your website
  3. Online directory listings
  4. Social media traffic and engagement
  5. Website speed and bounce rate


Adwords and paid advertising – Adwords is paid advertising through Google to help your site rank higher than those that come up in organic search. Adwords can increase traffic to your website for certain keywords, but does not guarantee your site will begin to naturally rank for those keywords. Adwords should be utilized in conjunction with organic search engine optimization and measured for optimum conversion rates.

Other forms of online advertising include paid advertising on social media platforms and targeted trade sites that directly target your audience. Often this type of advertising can be more effective than Adwords depending on the audience, impressions and overall campaign goals.

Social Media – Social media is more than just creating a Facebook, Twitter or Instagram account and posting haphazourdously, begging for attention. Social media strategies should revolve around driving traffic to your website and creating compelling content your customers can interact with. Social media efforts that are combined with paid advertising and organic SEO help to build your brand and drive measurable traffic to your business. Instead of just posting without purpose, carefully choose which key performance indicators matter to your business goals and proceed into the world of content marketing with a clear and concise plan.

Together, these three components create a clean, digital strategy that can be measured and adjusted to fit your business goals. Many companies provide these services separately, without regard to the integrated planning that should be established early on to maximize return on investment and reduce wasted time.

Questions about your online marketing strategy? Contact the Cranium 360 team for an online website review and digital consultation.

Written by Bridgett Gutierrez