Planning is Everything

Internet marketing* involves selecting and implementing strategies and tactics that are designed to promote information, products, services or ideas throughout the fastest-growing, communications environment.

Primary Internet Marketing Tools include websites, e-commerce sites, social media channels, directories, search engine optimization (SEO), paid advertisements (ads and banners), inbound link building, plus an evolving set of diverse online communication opportunities. Online marketing also encompasses other communication technologies: email, texting, mobile phones, geo-based searching or other mobile devices or features.

Each marketing tool should be selected deliberately – for their distinct, yet complementary, advantages and their ability to best achieve and support your overall business goals. Selection must be based on your needs and how your customers communicate and make decisions. We’d be happy to help you sort it all out. With our experience, we can advise you on which online tools to use – when, where, why and how – that will best support your online marketing objectives, as well as your customers’ needs.

Building a commercial or ecommerce website, even a social media site, without a logically-developed strategy may not be your most efficient or cost-effective marketing solution. If you’ve never developed a formal Web Marketing Plan, we’d strongly suggest that you begin today.

Online Marketing Tools

Depending on your industry, age of business, current brand recognition, inclusive online environment and business goals, the following Internet promotional services are useful tactics for increasing your online presence and success.

  • Website Optimization
    Keyword analysis, title and description tag development, business goal alignment and tracking of conversion metrics.
  • SEO Services
    Keyword development, trend monitoring, competitive tracking, link management and recommendations.
    Why Businesses Use SEO and Why it’s Growing.
  • Paid Search Advertising
    *Google AdWords Certified with experience to launch and develop pay-per-Click (“PPC”) campaigns, ads, search phrases, geographic target and demographics, plus keyword cost analysis and bid management.
    Paid Search (Pay-per-click) Benefits.
  • Quarterly Web Strategy Sessions
    Strategic interpretation of your website’s diagnostics to improve traffic, user engagement and customer conversions (leads or sales). You’ll receive our Digital Team’s insights and recommendations to implement actionable strategies that will improve your viewer’s experience and strengthen their loyalty and your brand.

Internet Marketing is often referred to as Web Marketing, e-Marketing, Online Marketing
or Digital Marketing. While purists may call out subtle distinctions between each one,
these are typically used interchangeably by most business owners and marketers.

K-Kom Internet Marketing Team

Our Web Team consists of progressive thinkers and innovative marketers who have a passion for creative solutions and advanced technologies. We continually research, explore, share and support one another to stay abreast of new developments occurring in web development, digital communications and media technology. Even during the economy shifts in recent years, the strong dynamics between our entire staff enabled our Web department’s growth.

When you work with K-Kom, you’ll experience how an entire marketing team works to individually and collectively enhance your brand’s online presence and the experience of your online customers and visitors. It takes a dedicated Internet Marketing support team to strengthen the value and reliability of your total online environment.

Write for the Way People Read

Online visitors begin looking through web pages by skimming for relevant information. Their eyes jump to titles, images, blocks of text or lists. Plant your most relevant keywords in these prime areas to ensure they find what they want. Once they do, they can decide whether to read more or continue scanning.

Tips to Improve Content Scanability

Nielsen and Loranger’s book, Prioritizing Web Usability, is not only great practical advice for web designers and developers, but also a great resource for web content marketers. Written by Jakob Nielsen & Hoa Loranger (2006), use their following advice to facilitate scanning and make your web pages more inviting:

  • Visual Flair – use to incite curiosity and interest in content
  • Content Position – keep most relevant information in a prime focal point
    (headlines and titles are usually noticed before most images)
  • Use Simple Language
    write clear and concise
  • Use Conversational Tone – it’s preferred, direct and more personal (encouraging believability and trust)
  • Tone Down Marketing Hype
  • Summarize Key Points – scannable content quickly conveys information
  • Pare Down – rewrite lengthy text (making it more concise helps users find answers quicker)
  • Highlight Keywords – to attract attention (over-highlighting makes nothing stand out)
  • Use Concise, Descriptive Page Titles and Headings
  • Use Bullet and Number Lists
  • Keep Paragraphs Short

Effective online content can greatly enhance your customer’s experience and quickly achieve their goals while visiting your site.

Wordsmith Tip: Most users only read the first words of in search listings and headings, so keep important keywords at the beginning of your page titles and subtitles.

It’s easy to forget that web visitors can be at various stages in their buying decision. Whether your visitor is looking to get a question answered, gather more details about products or learn more about your company, you can help them best by providing quick links to guide them in the right direction. Always make sure you’ve considered their frame of mind at different places on your website by including appropriate “next steps”.

Write for Ease of Consumption

Your writing skills must clearly translate detailed information into a legible, interesting format that your audience can quickly comprehend. Consider how an auto mechanic might explain to customers what is wrong with their vehicle. They are genuinely much more successful if they avoid mechanical and technical jargon.

Web content delivery is the same. Without your personal guidance or assistance, online visitors must be able to quickly navigate, read and understand your information. It’s your 24/7 top salesman.

Content marketing is about generating and promoting new and useful online information on a regular basis. By giving customers additional value, they may be able to reach their purchasing decision a little sooner.

SEO BONUS: Consistently adding quality, relevant web content makes it far more likely that search engines will consistently deliver quality, relevant leads to your website.

Today’s consumers are more savvy to marketers or marketing materials that try to “sell to them”. When developing content for your website, don’t try to hard-sell your customers at every opportunity on the page. Deploy your hard-sell and soft-sell tactics more strategically. Sites that use self-congratulatory statements or are overly aggressive will turn off visitors. The last thing you want is having them question whether your content is filled with valuable facts or annoying sales pitches.

Guidelines for Better Online Writing

  • Create Unique Information – to stand out
  • Deliver Information that’s Important to your Customers (not what you’re pushing)
  • Content must offer Real Value
  • Organize Content in a logical manner
  • Present Content in an Engaging Format (videos, survey, slides)
  • Encourage Visitors to Act on Content

Bonus Idea: Follow customers on social media to learn more about their current interests, their shopping preference, their concerns, their challenges, as well as the needs and limitations of their industry. Use these insights to develop richer, quality content. This tip is also a great way to discover new ideas for content.