Google is your best bet when it comes to marketing your business to customers says Richard Calkin, author of The Kiwi Business Hero’s Internet Marketing Handbook.
Speaking during a recent Financial Advice NZ one hour webinar, Calkin said business websites shouldn’t be seen as an online sales tool.
“A much more powerful option is to make your site an online buying tool,” he said.
“The web is full of graphic-rich sites offering poor information that fail to generate new customers. Effective sites that convert visitors to customers are 90% information design and 10% graphic design.”
Calkin, the founder of WebGenius, told webinar host Katrina Shanks that analysis carried out by his firm shows advertising on Google and Facebook offer value for money.
“The average cost per visitor over the past year is $1.17 for Google, and $1.28 for Facebook,” he said.
When it comes to deciding whether to use either or both for marketing activities, Calkin said it depends on where potential customers are coming from. If customers know what they want, they will search on Google, he said.
“If they have a vague idea of what they need, then interrupting them on Facebook or social media might be the best idea.”
Calkin said that while Google considers hundreds of factors when listing a website in search results, the main factors are high quality content with the right keywords, and quality links to your website from other sites.
“Google is looking for tightly-themed content that offers experience, expertise, authority, and trustworthiness,” said Calkin.
“Google is trying to figure out what is the most valuable content around any particular keyword. There are no shortcuts in terms of high Google rankings. The first step is to create good quality content.”
Watch the full in-depth presentation at Financial Advice NZ.
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