The 3 R’s of Successful Internet Marketing

Not to be confused with Reading, ‘Riting, and Rithmetic, these 3 R’s will help you succeed online.

The 3 R’s in question being:

  • Reach
  • Response
  • Results

1. Reach – Consider geography
More to the point, know the location of your target audience.  Are they Local, Provincial, National or Global?  Knowing this information – and maximizing it – results in more focused Internet Marketing efforts and results.

So, now that you know where your audience is, it’s time to dig deeper.  For instance, do your customer’s physically come to you for your product/service; or, do you physically go to them?

In both instances, it’s likely that you supply your product/service locally. That being the case, it’s smart to build that information into your web content and copy.  This can be done both visually (showing a map of your location and the surrounding area) and textually (spelling out the areas serviced and even providing driving directions to-and-from specific locations).  If done properly, search engines will index this information, helping you to rank better for your targeted search queries, especially those focused on your local areas of service.

What does this mean?  It means that someone searching for [Insert your product/service here] in your service area(s) [Insert your city or regions here] will find you following an Internet Search for that product/service in that region.

So, if you are a [web content writer] and you service [The Greater Toronto Area], it would make sense to build that information into your website’s Meta Data, On Page Text, and Links.

Keep in mind that searchers are motivated and while searching and researching online, are – in many cases – ready to make a purchase.  Appearing prominently in local search results will move you and the consumer closer to the sale.

2. Response – Consider the call-to-action (CTA)
Internet Marketer’s love using Three Letter Acronym’s (TLA’s): Also known as (AKA) The call-to-action (CTA) – a fancy term for ‘desired response’.

When a consumer/visitor is ready to make a decision, do not be coy, shy or bashful.  They’ve taken the time to find you online and  are knocking on your door: your web marketing efforts are working! To get them to take the ‘desired action’, tell them:

  • What you want them to do,
  • How to do it, and;
  • How easy it is to do.

Case in point – (the biggest online book retailer) is all about E-commerce and the call-to-action.  They sell books and other stuff online and do it well.

They make their intention quite clear and will help move you toward the ‘desired response’ – the sale in this case – by:

  • Making it easy to register
  • Personalizing your account
  • Making suggestions that – I admit – are almost impossible to resist
  • Placing a Shopping cart at the top of their home page
  • Express and Free Shipping incentives
  • Deep discounting and more……

Amazon wants to move books and other stuff off of their shelves and they use a number of methods to do so.

The call-to-action directs your visitor, waving them this way to your ‘desired action’, whether it involves:

  • Handing over your contact information
  • Downloading something
  • Registering for a newsletter
  • Taking out your credit card to make a purchase

Keep the end in mind.  Know what you want your visitor to do and help them to do it.

3. Results – Consider site stats and conversion rates
Now that you know where your audience is located and what you want them to do, it’s time to find out if they’re finding you and taking action.

This information is readily available and measurable, allowing you to delve into the minds of your audience and discover:

  • Keywords and phrases they use to find you online
  • Which of your web pages are actually indexed in search results
  • Where your web traffic is coming from, and more…

All of this information can be accessed for FREE via a number of Internet Measurement Tools  – Google Analytics being one –  that gives you insight into visitor behavior and other valuable data; for example:

  • The number of daily, weekly and monthly visitors to your site
  • The number of New vs. returning visitors
  • The amount of time people spend on your site
  • How they find you (i.e. search engine, referring site etc.)
  • Where they are located
  • The most popular – and least popular – pages

Knowledge is power and with this knowledge, the savvy website owner can run powerful online campaigns, generate even more organic (free) search engine traffic and  maximize gathered data, attracting the most qualified prospects at a low cost. This data can be built into your site, turning it into a ‘qualified’ prospect magnet.

For instance, if a popular and relevant search phrase appears in your ‘searched for keywords’ data, you would be wise to capitalize on this trend, perhaps including more instances and variations of the phrase in your web content, copy and link text.  If done properly, this will result in more of the type of traffic and visitors you desire.

In essence, knowing where your customer lives, getting them to take action and making use of their online behavior will result in a more positive user experience for your visitor, while putting more food on your plate.
Ray Litvak
Professional Web Content and Copy Writer – Toronto, Canada