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How to succeed in the internet, if we have small business or provide any services and we want to increase our turnover via the net?
online-marketThere are several rules, which we must comply with. These rules have been established by the search engines in the net and by complying with them it is supposed that the search engines will have greater confidence in your site and it will be displayed on the front positions in any searching by your customers.  Of course, this is something to be done by the company, which takes care of your online business, but it is of use, if you have some general knowledge on the topic and thus you will know what to demand from the company, besides the possibility to follow up how your site is developing, whether “white” methods of optimization are used or the company generates traffic using any methods unauthorized by the search engines. The unauthorized methods are something very bad, because if something like this is ascertained, Google, Yahoo or Bing will put your site under quarantine and then everything you have paid for will be lost.

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How do the search engines work? If we have to put it simple: on the basis of algorithms developed, the robots go about the net and index anything new. The algorithms analyse your site and on the basis of the signals received from it they form their attitude towards you and where to show your site or online business in their results.


Confidence is a key factor in your whole project. The net is an environment of interaction by all the participants and greater the confidence is (between the search engines and you, between you and your customers), greater and longer are the results of your online business.


The robots from the search engines are interested in how you take care of the indexing of your site, how you take care of your customers and how the customers treat you. All these factors are mutually connected and their successful application is a guarantee of success.


List of the basic factors, which matter for your position in the internet search engines

  1. Contents of the site: The texts in the site must not be copied from somewhere else, must be free of grammatical errors and must be regularly updated;
  2. Age of the domain and site;
  3. Links to and from the site: It is important where and from where do the links of your site come, it is good being from prestigious domains;
  4. Quantity of pages on the site;
  5. Participation of the site in famous catalogues;
  6. Quantity of links to your site
  7. CSS and HTML validity of the site – if we have to put it simple, this is how your site is displayed in the browsers;
  8. Speed of loading the site;
  9. Convenience of the visitors to surf and navigate in your site;
  10. How frequently is the site visited?


If you want to achieve quicker good results and to increase the rating of your site, it is necessary to take care of increasing the confidence and then you will enjoy your success!

onlain marketingWhich are the tools of Online Marketing?

We start with the analyses: market analysis, audience analysis, analysis of the competitors, and analysis of the company. The internet is full of companieswith principal business similar to yours. From there you can get information about your competitors – the number of visits they have, price ranges they sell, possible errors they have made, their successful practices, etc. Many companies offer such free analyses; some of them are very simple but may give idea about the current situation with the market and the place you have there.

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Analyses are a very exhausting topic. Much can be written about that but the important here is to process the collected information. In principle, internet marketing has nothing in common with standard marketing and because of that many companies appeared to be unprepared for the fast development of the net. They were not able to adapt and lost precious time for better positioning in the internet media. Online marketing is not only a tool to increase traffic and sales on the internet but a set of events which aim to shape out highly-effective advertising campaign of low cost. Internet has been growing very fast with changing rules in the users’ behavior and the overall process has become boundless and difficult to follow. There are very good programs to make the analysis, either paid or free, which can solve this task. But here, we face the subjective factor, on the base of which the recommendations for the marketing plan are made, and your success in the net largely depends on how you will implement them.

Below, we will provide details of a sample Online Marketing Plan, made on the base of conducted analysis and recommendations on the preparation of the marketing plan of a small company, positioned in a given region, whose goal is to increase traffic, sales, popularity of the brand, to establish a positive attitude of the customers towards the product and increase the trust in the company. The plan is a sample only, which means that not all tactics and strategies can be always used. That depends on the company, products, services, region, etc., but in general it can give an idea about how the companies and organizations dealing with Online Marketing Solutions work.

  1. Optimization of the contents of theWeb site. Creation of clear message directly focused on the end customers of the company, changes in the header, making changes of the text fields of the title page. Such changes aim to create uniqueness of the contents and focus directly on the marketing message to the site visitors. The time required for the completion of the work is 2 to 3 weeks.
  2. Optimization of the structure of the site. The web site is made inWordpress. Making changes on the site navigation, changing the title of the pages and the details in the contact form. The time required for the completion of the work isup to 1 week.
  3. Optimization of the contents of the site. Analysis andnew selection of suitable key words and their disposition on the site. Indexing the new contents in the search engines.
  4. Paid advertising. Determining a low cost budget upon selected expressions from adwords  and broadcasting fixed number of advertisements. Making controlled messages, measuring the new interest towards the products, etc. The time required for the completion of the work is 2 to 3 weeks.
  5. Registration of new directories and feedbacks. Selection of new directories with higher popularity on the net and registration of new information about the company. Checking all links to the site, removing all bad ones and creation of new links to respectful sites. The time required for the completion of the work is 4 to 5 weeks.
  6. Using Google tools, Google Maps, Google Local Search.  Information about the business in Google Maps with more detailed description of the company, increase of the results upon local search and use of mobile navigation to find the location of the company easier. The time required for the completion of the work is 3 to 4 weeks.
  7. Use of news articles. Finding existing interesting articles on the same topic as that of the business, converting them intoPDF files and providing them ready for download by the company clients.
  8. Making videos. Making a short video with presentation of the business of the company, broadcasting it on the sitewith subsequent publication inYotube with feedbacks to the site. The time required for the completion of the work is 4 to 5 weeks.
  9. Web Press Release– Creation and publication of an article in a high-ranked news agency with feedback to the site. The time required for the completion of the work is 4 to 5 weeks.
  10. E-mail – marketing campaign. Organizing a campaign for accumulation ofe-mail addresses. Writing and sendinginformativee-mail to the clients and following their reactions and feedback.
  11. Work with the social networks. Establishing a complex marketing strategy for work with the social networks. Opening accounts, hiring people to work in media, creating pages, publishing posts, organizing events, games, etc. Incorporation in the site. Carrying outFacebook campaign. The time required for the completion of the work is 3 to 4 weeks.
  12. Incorporation of online marketing techniques such as fliers, banners, landing page, special promotions, offers and proposals on the site.
  13. Making a plan for a long-term growth of the business of the company, for expansion of the regions where such business operates, for expansion of the site, for the use of priority marketing techniques. The time required for the completion of the work is 5 to 6 weeks.
  14. Maintenance of the site on regular intervals. Regular updates of the site contents. Development of new pages. Reporting the traffic and sales, etc.

Conclusion: Of course, the plan given above, is not complete; there are many other tools which can be used. It is important to mention here, that the most important person is the project manager. He shall be a creative figure who must know in details all web tools not only have basic knowledge how to use them. The project manager unites and organizes the work of all teams and participants in the project. He is a key figure for the implementation of all tasks assigned for performance to the various experts.

From the overall information presented above it becomes clear that the client must require from the company to provide a preliminary plan for the strategy for the development of his business in the internet network, which plan if followed strictly and implemented properly shall be a guarantee for successful business.

Strategies and tactics

Nowadays, more and more companies successfully enter the internet market, others sell products while third just promote their brand.coustumers

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The analysis of the current situation shows that a large number of the companies are just present in the net, i.e. they have not developed any marketing strategy for successful business. There are several reasons for that. One of the major of them is that when they have appointed a company specialized in this field they have failed to choose the right one. One group of the companies, although being well familiar with the online marketing, simply do not inform their clients in details about their strategies and the potentials of theWEBtools for the successful development and growth of the business on the net. On one hand, this results from the fact that they are overloaded with work, there is a shortage of properly qualified personnel and they prefer getting their fees from the project and go on with other projects. These are companies, which deal mainly with the creation of sites. Respectively, the problem with the customers is that they find themselves in a trap difficult to escape from, first, because they are not aware of the results they may achieve on the internet and, second,  because the companies have entangled them with the domain and hosting. I will enlist a couple of examples for similar situations which are truly real but I will not mention any details about the companies.

A small company, positioned for 2 years on the market, decides to make a web site. The idea of the owner, who know nothing of the internet, is to find clients for the products they manufacture. They choose a certain company dealing with site making. After several months nothing happens –  there are no clients, there is no information about the number of the site visitors, etc.  After the request made to the company that has made the site, they receive the following reply: You did not order optimization of the site! The owners of the company do not even know what optimization means.

A big company, operating on the market offline for 20 years but present on the web with site business cards decides to start online trade. They appoint a big company which makes for them 10 sites in 7 countries and at their recommendation they start to pay Google for advertising and showing their site in the search engines with priority. Eventually, after one full year of trade,the company finds out that the expenditure made may not be covered by the sales.

There are numerous indicative examples like these on the internet. The improper analysis of the situation and unsuitable choice of a company mat result to lasting negative consequences for years on.

How to avoid that?

And how to choose the right company?

There are thousands of companies on the net which offer services related to site making and optimization in the search engines. Which of them shall we choose and how much will it cost and mostly what will the final result be?

If we take a deeper look to the contents of their sites – all of them offer the same services.  The answer is – choose a company which offers complex services – online marketing and site making. The right approach is to start with online marketing and later to make the site for the development of your online business.

How shall we develop the internet strategy for our company, what budget shall we choose and what results shall we achieve? These are questions to which it is difficult to receive the right answer. Here I will quote the words of one of the founders of marketing:

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” –

John Wanamaker, Pioneer in Marketing

How to assess the opportunities which are offered by the internet media? What presence shall we have on the web?  Do we have a target audience in the business sphere we are involved? What plan and what budget shall we choose? Online marketing services may give answers to all these questions.



February 2018
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