Advertising
Advertising

6 Big Changes in Online Marketing Since Its Inception

6 Big Changes in Online Marketing Since Its Inception

Programmers, web-designers, and online marketers remind me of Wall Street brokers — forever glued to the screen, watching the scene like a hawk, ready to make its move when the time is right. That takes dedication and is truly admirable.

Today, these online marketers the world over rely, heavily, on SEO for ensuring the websites they are responsible for reach first page search engine results. Without high-level rankings, businesses flounder, and they are unable to gain new clientele.

2015 was Doomsday for a lot of businesses. Google, the top search engine, changed the way it ranked websites as well as their algorithms. This change eliminated keyword stuffers, article spinners, and marketers who put page ranks above their users and hits.

Let’s take a look at some of those changes that seem likely to take place later this year and how you can protect yourself against future algorithm changes.

How Valuable Is Your Content?

I, for one, am not complaining about value being king. The algorithm change spurred writers to develop substantial content that reflected the humanity of our everyday lives.

Search engines use backlinks to help determine the ranking on search engines. There was a time when all you needed was other websites linking to your website. Now, Google has changed; they want backlinks from credible platforms.

They want to see content that changed the way we think, how we thought about situations, and helped us learn just a bit more about each other. Content is the future of online marketing.

Advertising

If you want to get that higher ranking now, backlinks still are important. Make sure they are coming from trustworthy websites. Don’t index them if they aren’t. Try writing some guest posts on blogs in your niche area.

Remember: quality content is now the key!

Video Killed the Radio Star

This is why it is important for business owners to put all of their information online. Your address needs to be on Google, so customers can find you. Another important step is to utilize social media.

Social media marketing is a huge player in the game now. Make a Facebook and Twitter page for your business. Google even links people to your accounts.

Now, it seems like videos are moving ahead of text. More people around the world are digging their eyes into video content, more than text.

Text, these days, is so and so. In fact, it’s considered standard nowadays to the point of just being there.

Google itself experimented with this earlier on in the year — showing video ads on their search pages. There’s no denying that webinars and online courses are taking online marketing by storm.

Advertising

Could this be because we, more than ever before, put more value into seeing who’s on the other side of the screen? It’s important to establish that human connection that the internet and desktop/mobile world sometimes chew up and spit out.

To benefit from this change, add videos and images to your articles. Google will rank your website higher when it has videos. Search engines know viewers love videos. So, pair them together!

More “Local” Than “Global”

Smartphones and tablets aren’t going anywhere. Some site owners are lagging on mobile optimization. Maybe it is that they are lazy or they view that business is done on a laptop, but it is crucial in today’s world.

Businesses that don’t make their site mobile-friendly will lose money, plain and simple.

Over 80 percent of the world’s population has a mobile phone which means that more people are searching through mobile on search engines. Google shows results of nearest location which it determines through mobile’s GPS. It is better to evolve with search engines to get your site first ranked on local searches than global searches.

Google counts now if users search for your business. Take advantage of this; it will generate you more business.

The Quality of Your Website

Your SEO success depends largely on what aim your website is used for. What kind of services do you offer? Is your brand “in?”  Do other professionals in your industry feel strongly about your business?

Advertising

The type of market you’re in determines the quality of SEO content people will pick up. Just like the little kid and the lemonade stand, your stand might say all the right things to entice people. However, unless your lemonade hits the bull’s-eye, nobody stays.

Start with adding eye-catching headlines. This is what will catch the attention of your readers. Don’t write a novel. Most website viewers will click away if they see huge blocks of text.

Instead, focus on small paragraphs with superb content. Use bullet points and headlines for easy scanning. Pictures and videos are great ways to break up articles, and it drives your viewers in.

Most importantly, make sure your website is mobile optimized. Remember, we said that 80 percent of people have smartphones. If they view your website on their phone, it has to look just as good!

Keywords Don’t Matter (as Much)

Yes, the days of keywords have taken a back seat to good, original content. BUT! They still play their part. Earlier in this article, I mentioned the quality of your content — the better value you provide, the better your site will end up in the ranking.

But don’t forego all keywords — heavens no! They’re still a crucial (albeit hidden in the shadows) part of your SEO. All I’m saying is don’t rely on them too much. Let them be an afterthought.

The density of your keywords should be no more than 1–2 percent of your article. Seamlessly hiding them into your work is important. Some writers add keywords into their work, but they do so at the expense of the readability. Focus on a few, important keywords to make a difference.

Advertising

Build Relationships

Your site isn’t the only one in your niche — start a group with your colleagues! Building friendships with other site owners (and marketers) opens you up to a pathway of opportunities.

Having a friendly informational post on their site with a back-link can help increase link-juice. Guest posting is a common and important way to market your website, while gaining authority.

They spread the word to their friends and talk about you on their own site. Google notices this stuff and pays attention to the traffic certain sites draw.

I’m sure other search engines do, as well. My point is: if you want people to visit your site, strike up a conversation and welcome them to your home — as you would if you were face to face. Ask to guest post and then offer them the same opportunity on your website.

Make comments on other websites and make your presence known. Stay connected on social media with other websites, as well as your viewers. We live in a new age where people the world over can connect with each other at the press of a button.

Featured photo credit: Online Marketing Success via photopin.com

More by this author

6 Reasons Why French Press Makes the Best Coffee 9 Things To Remember If You Love Someone Who Doesn’t Easily Show Affection 12 Ways To Earn More Money While You Have A Full-Time Job 7 Steps to Reduce Your Laptop’s Fan Noise & Increase Speed 7 Ideas To Decorate Your Home Using LED Strip Lights

Trending in Marketing

1 8 Life-Changing Skills You Can Learn in Less Than 6 Months 2 7 Things To Consider Before Hiring An Advertising Agency 3 9 Things Every Marketer Should Do 4 Tips for Designing Your Plastic Surgery Website for Optimal Marketing 5 SEO Tools Every Business Should Be Using in 2017

Read Next

Advertising
Advertising

Published on December 13, 2018

How to Start a Company from Scratch (A Step-By-Step Guide)

How to Start a Company from Scratch (A Step-By-Step Guide)

If you’ve ever thought about starting and running your own business, you’re not alone. Being your own boss, having flexibility with your schedule and keeping more of the financial rewards that come with business ownership are all good reasons to own your own company.

But as you might expect, it’s not all vacations and fat bank accounts. According to the SBA, 2/3 of businesses survive at least 2 years and approximately 50% survive 5 years.[1] So why is the failure rate so high? At least for the businesses that fail early on, lack of, or poor planning can be a major factor.

So how to start a company?

Starting a business from scratch doesn’t have to be hard or complicated, but it does take planning and work. Here are the first and most important 9 steps to take when your are starting a company from scratch.

1. Do an Honest Evaluation of Yourself

Do you work better in a structured or unstructured environment? Does a daily routine reduce your anxiety? What kinds of things are you good at? Does public speaking or making presentations make you nervous? Are you good at accounting and numbers? Can you handle the rejections you’re bound to get when selling or cold calling?

These are all important questions to ask yourself, in fact it’s a good idea to get other peoples opinion about their perception of you in each of these situations.

Whatever the answers you come up with for your evaluation, remember that’s all it is, an evaluation of where you are now. Think of it as a way to identify both your areas of strength and weaknesses.

You maybe good at public speaking which can help when raising money, but bad at accounting which just means that you’ll need to find some kind of help with that area of the business.

2. Evaluate Your Idea

If your business idea involves a new product or service (or even an enhancement to an existing product or service), it needs to be evaluated. This is technically called market research.

There are firms that specialize in doing market research for new products, but if you are on a tight budget, you can do this yourself.

First, if you can build a prototype for people to use, touch and look at that’s the best option. If a prototype is not possible or it’s a service business, then offer a highly descriptive presentation of the business plan complete with it’s unique benefits and how it’s different from the competition.

Then listen! Remember that this is not about others liking your product, this is not your baby that they are talking about. You want honest market research that gives you the best chance for a successful business. Take notes, when someone tells you that they didn’t like a feature or some aspect of your idea tell them ‘Thank you”.

After several rounds of market research with different groups of people, you should see patterns emerging about things that they both liked and didn’t like. Use this information to tweak your product or service and do another round of market research.

Keep in mind that you’ll never come up with a universally loved product, your job is to produce a product or service that appeals to the broadest range of your target market.

Advertising

3. Make a Business Plan

I know, I know this isn’t the “fun” part of starting your own business, but it is an very important step in creating a successful business!

Basically, you can think of a business plan as an outline or blueprint of your business. A good business plan should have the following elements:

  • Executive Summary – This should lay out the businesses product or service and the problem that it solves for the consumer.
  • Market Evaluation – This should talk about the market you are serving. Is it an expanding market, and how does your product better fulfill the consumers in that market.
  • Market Strategies – How are you going to penetrate the market and sell your product.
  • Operational Plan – How will the company run from day to day? Who are the key employees and what are their specific rolls. Do your key players have specific goals set for them in advance?

A final word on making a business plan: while lying is never acceptable especially when you are using the business plan to raise money, it is acceptable to “put your best foot forward”.

Playing up the positives while minimizing the negatives is almost expected in a business plan.

Besides, banks as well as professional investors will both do a more in-depth analysis before investing any money into your idea.

4. Decide on a Business Structure

You have many options here, and discussing them with your accountant or financial adviser is really the only way to know what’s right for you. But just to give you a quick rundown of the types of business entities and their pros and cons we will briefly go through them:

Sole Proprietorship

This is a common way for small businesses to get started.

The pros being:

Relatively low costs to set up (usually a business license and sales tax license).Owners normally do not have to set up a special bank account, they are allowed to use their personal one. Any income earned can be offset by other losses (check with your state!). You as the sole proprietor have complete control over all decision making. 

Finally, sole proprietorship’s are relative easy to dissolve.

The cons of using a sole proprietorship include:

You as the sole proprietor can be held personally responsible for the debts and liabilities of the company. Some benefits, such as health insurance premiums, are not directly deductible from business income.

If you need to raise money, you are not allowed to sell an equity stake in the company. In that same vein, hiring key people maybe more difficult because you cannot offer them an equity stake in the company.

Partnership

A partnership is formed when two or more people decide to start a business. Although there is no legal requirement for any documentation to form a partnership, it is my advice that you never enter into a partnership without having a partnership agreement. (Remember, spending $1500 now can save you $150,000 in legal fees later!).

The pros of a partnership include:

Being relatively easy and inexpensive to start. Hiring key employees can be easier as you are allowed to give equity ownership to as many partners as you want.

For tax purposes, partnerships are relative simple as any income is treated as “pass through” meaning that each partner pays tax on their individual portion of the partnerships income (As of this writing, always check with your tax adviser).

Advertising

As far as the cons go:

It can be difficult for some general partnerships to raise capitol. Because it is a partnership, the actions of one of the partners can obligate the entire organisation. All profits must be shared according to the partnership agreement regardless of the amount of work done by any single partner.

Some employee benefits may not be able to be deducted on income tax returns.

Limited Liability Company (LLC)

This is a very popular business entity for small to medium sized businesses. The reason for this is the cost of set up is not prohibitive and there is a separation between the owners and the company.

The pros of an LLC include:

Limited liability for the partners, unlike sole proprietorship’s and partnerships where the owners are held responsible for all of the companies debts and liabilities, an LLC provides some protection against certain debts and liabilities that are solely the companies.

Simple taxation, just like the sole proprietorship and partnerships, income is considered “pass through” and is only taxed once on an individual level.

There is no limit on the number of shareholders in an LLC. An LLC requires fewer fillings and administrative requirements than a corporation.

Corporation

A corporation is much more complex and expensive to set up. And a corporation is legally considered an independent entity that is separate from its owners.

The pros of a corporation include:

Complete separation between the owners and the company. Because the corporation is considered its own legal entity, owners can not be held personally responsible for any debts or liabilities of the company.

A corporation can raise capital much easier just by selling more shares in the company.

Cons of corporations include:

Much higher administrative costs than any other business entity. Corporations generally have a higher tax rate. Dividends are not tax deductible for corporations. Income paid in dividends is taxed twice, once by the corporation and again by the shareholder.

Again, this is just a short summary of the pros and cons, always check with your tax adviser about what will work best in your situation.

5. Address Finances

Again, not one of the “Sexier” parts of starting your business from scratch, but very important nonetheless.

So, you’ve done your business plan and an estimate of your start up funding should be included. It should include the amount of funding you’ll need to get you through your first full year of operations.

Now, how do you get that money?

Advertising

Self Funding

If possible, self funding is the easiest. You won’t have to go to banks and investors with hat in hand, or give up ownership or control of your company. But as we know, this is not a reality for most people. But don’t worry, there are still plenty of options available.

Friends and Family

They can be a good source of funding your business if they can see and understand your vision.

Remember that business plan? Pass them out to everyone you know. Then follow up, be prepared to tell them the total amount of money you expect to raise, the minimum investment you are looking for and what you will give in return for the investment.

For example, you give a friend your business plan and follow up with him/her a few days later. You can explain that you have secured funding for $80,000 of the $100,000 you need. You are selling a 2% share in the company for every $2,000 investment. How many shares would he like?

And when he/she tells you no, thank him/her and ask if he/she can think of anyone off the top of his head who might be interested? Tell him/her you really appreciate his/her time and if he/she does come across someone who might be interested to let you know.

Banks

These guys are happy to lend you money when you don’t need it, but all of the sudden they get stingy when you actually need a loan! This is where preparation comes in.

It’s a good idea to go over your business plan with an expert and maybe even have it rewritten by an expert before you approach either a bank or professional investor. Both will want to go over your business plan with a fine tooth comb, verifying all the numbers and data you provide.

You should also brush up on everything in the plan so that you can answer any questions they have with authority.

Crowdfunding

Finally, there is crowdfunding through sites like Kickstarter or GoFundMe. Crowdfunding helps to build interest, community spirit, and a customer base. It’s also an efficient way to raise funds. You can take a look at these tips to find out more:

6 Crowdfunding Tips To Get Your Project 100 Percent Funded

6. Register with the Government

As stated earlier, different types of business entities have different filling and administrative requirements. At the very least, you’ll probably need a business license as well as a state sales tax license.

Unless you are forming a corporation, there are many good resources on the web that will do everything for you at a minimal cost.

7. Assemble Your Team

Remember when we evaluated your strengths and weaknesses? Here is where we fill in the gaps!

Do you hate sales and cold calling? Great! There are people who love selling and wouldn’t want to do anything else.

Advertising

Bored to death with accounting? There are a ton of small accounting firms out there that will take care of that for you.

What about marketing? You can hire someone in-house or out-source that too.

Your job is to keep on top of all the different aspects of the business to make sure they are all running smoothly and getting the results you need. If not, it’s your job to figure out the problem and implement a solution.

Check out this guide and learn how to delegate effectively:

How to Delegate Work (the Definitive Guide for Successful Leaders)

8. Buy Insurance

No matter what kind of business you start, you need insurance! Yes, I know, no one likes to buy insurance, but it can literally be the difference between having a minor inconvenience and declaring bankruptcy.

We live in a very litigious time, even a minor slip and fall at your place of business could bankrupt you without insurance. If you need help finding a good agent, check with your local trade organizations or fellow business owners.

9. Start Branding Yourself

Has anyone ever ask you for a Kleenex or a QTip? We all know what they are because of branding, Kleenex is just a brand of tissue and QTip is just a brand of cotton swab. It doesn’t have to be as widely known as Kleenex or QTip, but you can make your brand a common name within your niche.

I once owned a manufacturing company that developed a product that was so popular that my competitors started co-opting my brand name for their products.

If you aren’t sure how to kickstart branding yourself, check out these ways:

5 Ways to Build your Personal Brand & Make More Money

The Bottom Line

Starting a business from scratch can be one of the most rewarding experiences a person can have.

But do you know what’s even more rewarding? Having a business that succeeds, is profitable and provides a good source of income for you, your employees and their family’s.

More Resources About Entrepreneurship

Featured photo credit: Tyler Franta via unsplash.com

Reference

Read Next