Success in Online Marketing: Overcoming Obstacles to Fulfillment

Campaign Management at OrangeSoda

As a campaign manager at OrangeSoda, I work with hundreds of small and medium business clients. Every one of them wants to succeed online, and we are committed to helping them do so by using our expertise and products. Our clients are on a limited budget in an uncertain market. These are challenges to be taken seriously and, when met head on, are not insurmountable. In this series, I hope to pull back the curtain on how we work with clients and provide some tips on how to become the “perfect” client and succeed online.

Working with Clients

OrangeSoda works with Mom and Pop establishments competing with larger corporations, running a site made by their son using free templates. We work with tech-savvy entrepreneurs selling innovative products online. We work with plumbers, lawyers, dentists, jewelers, contractors, and book-sellers.  We work with folks who spend their entire workday in front of a computer, and others to whom the Internet is a mystery they can no longer afford to ignore. Some receive their email on mobile-devices, while others send faxes to our front desk. Their common thread is the desire to grow their business, increase profits, and improve their online presence.

Not Too Hard, Not Too Soft

As industry experts, we walk a thin line with our clients.  On the one hand, there is the danger of not educating enough or of glossing over important details for the sake of brevity. On the other hand we run the risk of overloading our clients with industry terms and minutiae, leaving them bewildered and frustrated. Ultimately, there is a happy medium where information and reporting is accurate and accessible, without the hassle of becoming inundated with obscure figures.

Two Definitions

When it comes to acronyms, the Internet is king. Just to get online you have to call your ISP to set an IP address using DHCP to enter a URL in HTTP starting with WWW. Most people call this process “logging on”.

Search Engine Optimization (SEO) consists of on-site and off-site activities with the end goal of increasing rank on search engines like Google and Yahoo. These activities include meta-tag edits, link building, and content creation. Bottom line: better ranking yields increased traffic, and traffic equals business.

Pay-Per-Click (PPC) is an internet advertising model whereby search engines offer advertising space in search results determined by bids on search strings (keywords). It essentially means you are willing to pay the search engine for traffic to your site on a hit-by-hit basis. This bid, or cost-per-click (CPC), is determined by the amount of competition, the value of the keyword (according to the search engine), and the quality of your ad-copy.

If any of this sounds confusing, call OrangeSoda today and have one of our representatives explain (simply) how SEO and PPC can help your business.

What You Need to Get the Fizz

The following is a brief list of questions and concepts to ponder:

Search Engines: Who they are and what they do

Advertising Focus and Budget: Who are your customers? How do they use the Internet? How much should you spend on your online efforts?

Realistic Goals on Schedule: Where does your business want to be? What will it take to get there?

The Internet is Awesome: Access to information is the coin of the realm. Can you find the answers you seek?

In the next article of this series, I will address these issues and offer some insight into finding solutions for your business.