3 Important Tips to Writing High Quality Web Content that Will Be Read by Your Target Audience

After searching for what your clients are searching for on the internet, then comes the most important aspect of search engine marketing. While writing for the web is a critical process, very few people know what to and how to write it. Most SEO experts will tell you about giving your article a friendly tone; this is where most novices fail. A friendly tone does not mean you fail to provide high quality information, rather it is to provide quality information in a way internet users will find easy to read and understand. Let’s consider this scenario; I have a new product that I am calling Spidizor for branding and marketing purposes. This online marketing product is aimed at helping company websites rank high on search engines. But because introducing such a product to clients who are not familiar with internet marketing might be hard, I device a clever way to tell them about it. Instead of concentrating on my product, I will show you how you can write for the web with little dedication and a bit of research. The most important thing in this scenario is to make sure that I provide what I promised –a friendly way of writing web content that will effortlessly make people to read everything you write.

Establish the Target Audience

The first thing would be, to know your target audience. Once you know who you are writing for, then you decide on a tone. Every person who is reading online wants to have a credible source of information. For my case, if I am introducing Spidizor in the market, I need to be in internet marketing, have knowledge about how it is done and portray my ability to rank websites high on search engines despite the fact that people say there is no guarantee of getting the first position. To be believable I must portray my knowledge base, this can only be done through more writing on topical issues about internet marketing.

Write Interesting Articles

The second thing is to make your article interesting to read. You can only do this by dropping the sales pitch –leave that for your sales letter. On my case, I cannot tell the people who are reading this post to order Spidizor; this would amount to selling it to them and people who are looking for information hate it. You lack authority when you start selling your product in an article like this which is supposed to be informative about writing in a friendly tone. So make sure you stick to the title-promise –as a fact most article directories do not allow sales pitch on the articles. I recommend that you stick to thing that you know very well –you can even decide to talk about a personal experience. For me, I am talking about Spidizor –a product I personally developed for internet marketing and, is guaranteed to give high return on investment within a very short time.

Understand Your Niche Perfectly

The third thing you should ensure is that you understand your niche perfectly. This allows you to provide high quality and informative articles, written in a way that is easily understandable and relates to your readers issues. Do not clutter your article with official lingo and technical language –stick to your theme, be beneficial to the people who read your articles. If we are to go back to my case, where I want to introduce Spidizor as the new and most powerful internet marketing product in Kenya, it would be unwise for me to constantly talk about the product as the only sure way to rank high on search engines giving details about how I will use HTML tags, title tags, syntax, and other hard to understand terms used only by internet marketers. Instead, I would stick to the point and provide the information I want about the product in a way that is friendly and allows the reader to completely understand what is important when writing for the web. It is always important to note that writing for the web is always trickier than writing for book readers. It has been said that internet users read 25% slower hence it is advisable to devise ways to give your information in 25% percent less words. If used properly, these three tips will help you to write high quality articles while still giving information about your product.

The author is an internet marketing strategist and SEO expert at Simanmarketing.co.ke

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Getting People to Your Website

This video shows some of the online marketing strategies you can use to boost your online presence. It will provide you with some information about capturing leads and how you can get more leads on the internet for your online marketing strategy in Kenya.

Tips on How to Rank Higher on Google

Most businesses in Kenya are now taking their marketing wars on the internet. This has necessitated the need for higher ranking of major search engines such as Google, Yahoo, and Bing. In the first decade of the 21 century, Kenyan businesses would have boasted of having online presence by simply having a website and an email address. However, this has changed and ranking are becoming important for web traffic. Website ranking on major search engines is the major function of SEO. As a result, Google has provided some insights on how to optimize your site for search engines.

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In its webmaster guidelines, Google has established that making pages that are primarily designed for users rather than search engines is of paramount importance in ranking higher. Most webmasters who are looking for higher ranking provide different information for search engines from what they provide for the users, this is a black hat practice called cloaking in the search marketing industry. The guidelines also stipulate that the content of the webpage should be information-rich and should be clearly and accurately described.

Google also advises that every page should be reachable from at least one static text link. Clear hierarchy and text links helps the webpage to rank higher on Google. Finally, URLs should be created from keywords.

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In a nutshell, websites should have the following

1.       Pages made for users not search engines

2.       Pages content should be informational

3.       Page should be reachable from static text link

4.       URLs should be made up of keywords

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When Internet Marketing Does Not Lead to Sales

Most businesses in Kenya are doing all they can to market themselves on the internet. However, if your internet marketing is giving you leads and getting people calling you to inquire about your services or products but little is happening in terms of sales, then there are a number of things that you might not be doing right. Here is a list of pitfalls that might be causing this.
1. Promising what you cannot deliver: double-cross as most people would call it is causing many businesses to fail in their e-commerce businesses. Most businesses marketing themselves on the internet are promising one thing on their ads, promotional materials, and demos, only for clients to find something different when they start talking business.
Solution: you can fix this by focusing and refining your marketing message. Provide specific info about the services and products you are selling.
2. Omitting the Phone Number: after doing all the marketing and posting your promotional and advertising materials online, forgetting to provide a phone number will kill your sales. Research has shown that more sales are made from clients who call than those who fill in online forms.
Solution: Put phone numbers everywhere. On the photos you post on the internet, on your website, fanpage on social media and everywhere else where you have promotional or advertising material.

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3. Lack of a Working System: the most important question you are supposed to ask yourself to know whether your system is working is –how are leads handled in your company? Have you assigned a specific person who is responsible?
Solution: The best way to deal with this is to invest in a system. Internet marketers and webmasters are able to provide cheap services that will ensure your leads are contacted immediately with the information they want. Investing in such a service provider might prove helpful for you.
4. Customer Service Representatives: to be successful on the internet requires that you have swift sales representatives. Delays in responding to emails or calls can cost you potential sales. You should make sure that all the leads that have signed up are contacted either by calling or through email.
Solution: enhance your sales skills and response time. The most effective way is to call every lead you get immediately.

Common Forms of Internet Marketing in Kenya

As the internet becomes the most used platform in communication, companies require a strong internet marketing approach. There are numerous forms of internet marketing used in the world; however, very few are being used in Kenya. Internet marketing in Kenya is rising in demand as marketing managers become acquainted with its potential. Being a developing country, the mostly used form of internet marketing in Kenya is individual websites. But as most companies and businesses have realized, this is not enough to market products and services on the internet. Consequently, online marketing experts are needed to coordinate strategic internet marketing practices that will bring business to any online business.

In this form of online marketing in Kenya, a business owner contracts a website developer to create a website for the business. This website is used to advertise products or services provided by the business. While this form of online marketing is powerful, it lacks the necessary ingredients that ensure its visibility on the internet. This is why more elaborate efforts should be taken by the website owner to make sure that the website is visible to as many internet users as possible. The process of doing this involves writing articles about the products and services that are Search Engine Optimized to help in the ranking of the site. It has been proven that about 90 percent of online users visit the sites that appear on the first page on the search engine results.

Another form of internet marketing that has taken over in the recent years is the use of social media. By far, facebook.com is the most use in social media marketing in Kenya. This form of social media has been very effective and efficient in fashion industry. Twitter is the other social media platform used by companies to communicate and advertise products. In this form, companies are opening social media pages where they solicit for fans. Social media is a powerful tool as it gives companies a human face where potential clients can get information straight from the company representatives. As companies become more aware of this form of marketing, having a page on a social media site does not suffice to earn you business, hence the importance of learning how to do effective social media marketing.

These forms of internet marketing in Kenya are mostly used because they can reach many people who are using the internet. However, a big challenge lies ahead. As companies and businesses get online, doing business online will require better marketing and presentation. There are very essential ingredients that online customers are looking for. In most cases, internet in Kenya is used to get information, as such providing this information to potential clients is essential. This can be done through SEO article writing, press release, online advertising, and use of emails.

What Is an Online Business without a Lead Capture Page?

A lead capture page provides a summary of the services you provide and allows only potential customers onto your site. One of the benefits of having a lead capture page is that you are able to know the people who visited your site. As the name suggests, a lead capture page (LCP) is designed to capture your prospects’ contact information. You will get their name, email address, and phone number that you can use for follow up. Are we clear on what a Lead Capture is?

Well then, if we are, let’s talk about its importance on your online business or website. There are so many Kenyan businesses with websites but very few are reaping the full benefits of these sites in terms of monetary value. One of the reasons this happens is because they have no way of knowing who visited their website and what they were looking for; a LCP helps you to know who was on your website and what they were looking for. With a LCP you will establish real shop online where you communicate with your customers to know what is in demand and what you should stock.

To answer the topic question, I would first ask, how much does a closed business make? Nothing, right? The same thing with a business without a lead capture page, it makes no business sense to have visitors at your shop only to find it closed. An online business without a LCP is like a closed business. Waiting for clients to come at your shop call you to make a purchase; most probably they will go to the next shop. A LCP ensures that your clients leave a contact address with you that you can call to initiate a deal.

The beauty of marketing a website with a lead capture page is that you are able to measure the effectiveness of your advertising by the number of leads you capture. So the answer to the question “what is an online business without a landing page?” is, it is a closed business. A lead capture page is the “now open” sign on your online business. Therefore if any business in Kenya is to conduct its business online and reap all the benefits, it will require the use of lead capture pages. Most marketing managers, are looking for ways and means to incorporate internet marketing in their strategic marketing plan, LCP is a perfect way to start.

Why Internet Market is Important For Small Businesses in Kenya

For any business to grow, it requires to grow its market. Competing with the multinationals and other well established in Kenya in advertising in the traditional medium is difficult for small businesses, but with internet marketing, this is where they are able to compete with the big players in the market. The internet is like a market place, whoever shouts the loudest, gets people to come his way. Such basic aspect of marketing are not lost when it comes to internet market. So here are some of the important things you should have when you are in the market place.

1.       The Stall

 In traditional market place, traders compete for the best positioned stall, this is the same in online business where you are required to create the best domain name for your website –the website is your stall on the internet.

2.       Display

Traders will display their products in such a way that is attractive to the clients/customers. In online business, your website design determines whether clients will be willing to use it. This is why you should invest time and money in making a user friendly website. Further, a user friendly site ensures return customers, but this should be coupled with superb customer service while on the site.

3.       Advertising

For the traditional business in the market place, you will find somebody employed purposely to try and make people get into the shop or stall; am sure you have encountered those people telling you “karibu customer”. Now, this is where now the internet marketing comes in online business. For you to be effective in online business, you must be able to advertise your website to as many internet users as possible. This means advertising on social media, placing ads strategically, blogging about your products or services, writing informative articles about your site, and posting Press Releases about the products you are selling. This part of internet marketing is what many website owners have forgotten or have ignored hence making it difficult for them to be seen on the internet.

4.       Making the Deal

Now, after advertising creating a website with the best design and advertising, it comes to the most important part –making the deal. There has been several ways that this has been done. People are using Mpesa to pay for products and services offered online while others are using platforms such as