The following is a post by Paul Hannam of Bright Green Leadership (a 3p sponsor) – offering internet marketing strategies for responsible businesses. The tips and observations in this series are aimed at green entrepreneurs looking to understand how internet technology can benefit them more.
Green Marketing will only succeed if it leads to more sales. Over the past three years, I have tested and evaluated every internet marketing technique with one question in mind: How can green and responsible businesses attract more visitors to their websites, generate more leads and sell more products online? I hope that I can save you many hours and great expense by revealing what I believe I have proven, through my own research, is the most effective online marketing strategy for achieving this goal.
I have checked out every big idea, every fad and every “secret tactic.” I have invested a small fortune in training, spent countless hours in dialog with other internet marketers and, most importantly, researched and evaluated over 100 online marketing strategies. These include all types of advertising on every search engine, Facebook, Twitter, email, webinars, press releases, joint ventures and many more.
My advice is always to implement multiple marketing campaigns, yet there is one strategy that I am sure you must do. It is the foundation of everything else, and I am so convinced of this that I have redesigned my own marketing and our services to focus on this strategy.
So let me reveal all. The one online strategy that is guaranteed to transform your marketing is search engine optimization, often called SEO. Specifically, I am talking about getting on to page one of Google for your keywords. This means appearing in the top 10 results when someone searches on Google. Keywords are the search terms that your prospects are using when they are looking to buy products. So if you are a sustainability consultant the keywords might be “sustainability” or ”sustainability consulting firm” or “sustainability consulting San Diego.”
If you apply this strategy you will be far more successful and increase your profitability. Yet I rarely see a green marketing campaign or responsible business and nonprofit that fully leverages the benefits of this approach.
You might have heard of SEO, but do you realize just how important it is to your business? Here are the reasons why:
Over 60% of all searches are on Google. You can also appear on Bing and Yahoo, but Google is the search engine you need to focus on. This is where you will find most of your prospects. Just think about it yourself – what do you do when you want information. You search on Google.
Page one on Google is everything
When you truly grasp the significance of this, you will transform your thinking about internet marketing. Do you realize that if you are not on page one on Google you are almost invisible on the web? Did you know that over 91% of users never leave the first page of search results when they are searching? And did you know that a number one position will get you around 40% of clicks through to your site? Again, remember the last time you did a search – I bet you chose a page one listing.
Page one has the best ROI
Once you are on page one you will get visitors to your site without the cost of advertising. The return on investment is excellent, especially over the long-term. The vast majority of clicks go to the “organic search listings” rather than sponsored links or Google Ads. In fact, I have heard that this is as much as 95% of clicks. This is largely because people trust the organizations on the search listings more as they assume they must be credible and successful to be there in the first place.
So I urge you to think carefully about what I am saying here. In simple terms, you can have the most beautiful website in the world, you can have the best product in the world and you can have the best brand in the world. But this will mean little if you are not on page one for the right keywords.
If you want to get to page one you can find out how to do so by watching my new video . Once you are high up on Google search rankings you are assured low-cost, quality traffic for the long-term. After a great deal of research and practice, I am certain that nothing is more powerful or more cost-effective than a strong search optimization strategy.
Paul Hannam is president of Bright Green Leadership providing internet marketing services to responsible organizations. Paul is also Chairman and co-founder of Bright Green Talent and taught environmental business at Oxford University. You can get lots of advice and resources on Green Marketing at his website or contact him directly at Paul@brightgreenleadership.com
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