Internet marketers who provide marketing strategies for website owners seem to leave details out, causing the marketing mix to falter. Think of a painter hired to paint the interior of a house, but leaves the trim for you to do without telling you what primer or custom paint colors were used that will match up perfectly. Either the work should be performed, or the site owner is informed what exactly is going to make the marketing campaign work efficiently.
The important part I am speaking to is keyword research that is always the prime ingredient to everything, without it performed to a high degree, all the money poured into blog customization is mostly wasted. A customized business blog has several responsibilities that all lead to pushing up the main website in rankings. There is a disconnect between how the website was optimized when it was built and the new marketing tools built to support it. The keyword research, even when performed to a high degree of competence, may be great for the custom business blog, but will not have the intended results, if the main website is not optimized to match up the keyword strategy used in the marketing tools.
Most of the time, training is limited, or plain sophomoric and owners are really left to figure it out for themselves. What Net More Now does, is an all-inclusive marketing strategy where the site owner's website receives attention, and recommendations are implemented by the person delegated to do the updating. In this way, when optimized content from the business blog is pointing to specific pages on the main website, it can be doubly effective if those specific pages have been optimized to match the content pointing to it. The search engines are quick to index blog postings and follow the links in the posts back to the main website. The higher the relevancy, the better the ranking when search engines do their indexing and decision making.
There is certainly more to web 2.0 marketing, in getting the marketing mix right for a business and seeing it properly implemented. The keyword research is more than keyword phrase discovery in terms of number of searches and competitive analysis. Prioritization and keyword integration into the web properties is key. My company does all the setup work and the marketing for the first two months in order to ensure and prove everything out. During those two months, site owners are shown by example, they don't read it out of a book, they see it done right and get the support they need. Some owners have the time to take over all the monthly marketing activities, and other owners prefer us to continue a level of website strategies that grows their business. Next blog will be on how to do Facebook marketing and make money doing it.
