2. An online marketing
campaign utilizes six SEO
major components to
increase online visibility. Mobile Blog
While each of these need Online
Marketing
to be built Campaign
independently, their Social
Website
Media
power is cumulatively
larger when integrated Email
with one another.
3. Develop Keyword Strategy.
The initial process for Implement Keywords Into Code
assessing, analyzing, and of Each Website Page.
Add Analytic Tools to Each
executing an online Website Page.
Create Blog Strategy.
marketing campaign Link Blog to Auto-Post Software.
Assess Inbound and Outbound
incorporates each step Hyperlinks.
relatively simultaneously. Set Up Social Media Accounts.
Building Tone-of-Voice and
The following summarizes Content Guides for Third-Party
Social Sharing.
the set up process: Brand Email Campaign.
Launch PPC Campaigns.
4. Search Engine Optimization,
or SEO, at its most basic level,
is using website
programming to increase the
likelihood of being displayed
higher by a search engine
(e.g. Google) when a search is
made for something related
to Portus’ services,
photographers, and clients.
5. With the depreciation of the yellow
pages, increasing online visibility has
now become necessary for business.
Using commonly searched keywords
allows Portus to be seen by a greater
audience. Unfortunately, the more
common the keyword, the more
competition to be higher when
searched. Using less common keywords
gives way to less competition, and
increases the target market, but results
in less overall page views. Using a
combination is the most effective form
of SEO, for example:
Photo, Photography, Retouch,
Retouching, Composing, Composition,
Boutique Composition, etc…
6. The Portus blog looks great, but from Add Word Content. Search Engines
an SEO perspective, each post should can’t see images, and therefore
also contain word content, utilizing a don’t know how relevant they are to
people searching. While I can add
list of keywords that I will create. image descriptions in the code,
Creating unique titles that do not using our keywords in the word
include “Portus” will increase search content will increase the overall
engine ranking (e.g. Nike, Carlos Serrao, SEO.
Auto-Posting to Twitter. A study
Heineken) released on 7/16/12 by Hubspot, an
I was not able to determine how often online marketing authority, showed
posts are being made. Although not that auto-posting to social media
necessarily aesthetically pleasing, generates 50% more client leads.
Social Sharing Buttons. Allowing
dating posts will increase Portus’ search blog readers to easily share the
engine ranking. Portus blog with their friends and
Best practice is 2-3 posts per week. colleagues increases readership,
and ultimately website visitors, who
already have an interest in
I also recommend the following retouching.
changes:
7. The two most important Coding. Search engines read alt tags
aspects of “on-page” SEO are (picture descriptions) and meta tags,
including descriptions and keywords,
coding and inbound links. on websites to determine two things;
Outbound links do increase relevancy and authority.
ranking, but not to the same Inbound Links. Developing a
strategy to generate inbound links
degree. The coding aspect includes SEO-streamlining the blog,
includes inserting keywords social media conversations, link
into the website code after we swapping with other industry
websites, and editorial links through
determine which ones we’ll use. press releases.
Inbound links are normal Outbound Links. Not as effective as
hyperlinks coming from other inbound links, outbound links are
taken into account when search
websites to Portus. The higher engine robots are reading through
the other page ranks with the website. Because of this, it is still
search engines, the more it important to make sure everything
possible is hyperlinked.
increases the Portus ranking.
8. The Portus website is
certainly gorgeous, but like
the blog, adding social
media buttons will increase
traffic through social
sharing.
Incorporating analytic
software into the code will
allow us to track visitors,
demographics, what pages
people are visiting, for how
long, and more.
9. The highest percentage of lead conversions
online come from email marketing. Although it
is important to have an easily accessible email
link on the website, Portus isn’t focused on
quantity of clients. Because of this, my opinion is
that pursuing a full-blown email marketing
campaign would not be cost-effective. Rather,
focusing on specific, targeted, and personalized
emails will yield wanted results.
10. Around 2/3 of web users will use
social media networks in 2012.
Developing relationships with
customers and potential clients is
quickly becoming the status quo in
terms of generating leads and
conversions. Social media is the
most effective way to do this.
Creating a dialog both positions
Portus as an authority in the
industry, and builds trust from
clients and prospects.
11. From content sharing to Sharing Knowledge. This provides
customer support, using the opportunity to let people know
that Portus is an authority in the
social media is a dynamic industry.
marketing outlet. Creating Commenting. Discussing
content and tone-of-voice techniques also positions you as an
authority. Commenting also
guides will allow Portus to establishes brand re-enforcement
have clear branding through what Portus considers
interesting.
without relying on first- Customer Support. While email is
hand comments, posts, still the most productive means for
etc. customer support, social media
provides a platform for more casual
Some best practices conversation about services,
include: photographers, and clients.
12. Marketing to smartphones requires Foursquare. This location-
based app can still be used by
complex strategies, and is most “checking in” with the Portus
effective when a business profits by account to industry related
selling products or services in locations, as well as leaving
quantity. That being said, a mobile tips for relevant businesses.
or mobile-optimized website is a Mobile Pay-Per-Click
must in this age of smartphones. I Advertising. There are now
don’t suggest pursuing a mobile mobile-specific advertising
marketing campaign, especially
campaigns. After
determining the
without a brick-and-mortar effectiveness of a non-mobile
establishment, but there are PPC campaign from our
aspects we can take advantage of. metrics, we can explore this
potential opportunity.
13. Pay-Per-Click, or PPC, Common platforms include
advertising uses individual Google AdWords, Facebook
search history in order to Ads, and Microsoft/Bing
advertise directly to those Ads.
who have a greater chance of Clicking on the ad sends a
using Portus services. person directly to the
Developing a campaign is website.
similar to on-page SEO, The most common way to
identifying keywords and pay for the ads is through
regularly honing to reach the credits that are deducted
target audience. based on how many times
the ad is actually clicked
through to the website.
14. Online directories are a
sure-fire way to be seen by
search engine indexes.
They also speed up the
website page rank by not
having to wait for robots to
find the site.
An added benefit of listing
with directories is that it
creates inbound links to
the website, which will
increase the page ranking.
15. Developing a “voice” for Identifying Tone of
Portus is an online Voice
marketing priority. We Targeting Keywords
accomplish this through Social Media
assessing the Portus Conversations
Mission Statement, and Blog
integrating the Portus
What Sets Portus Apart
purpose into the campaign.
Using the following from Competitors
methods, we will create a Color Scheme
digital understanding of Images
who and what Portus is.
16. While there are many Portus’ overall online
marketing presence scored 22
components of any online out of 100. We’ll see this rise
significantly after the on-
marketing campaign, the page SEO is complete.
most important is the Using on-page analytics, we
will determine where traffic is
Portus return on originating and continually
investment. I’ll provide reassess our campaign.
Online marketing is a building
analytic reports as we process, so while we will see
some immediate results, truly
progress detailing many running an effective
metrics, but our priority is campaign is an ongoing
process.
acquiring new clients.
