How to promote a company on the market. Classic ways to market a product

Every website owner ultimately pursues one goal - to make their Internet resource visited and profitable. To achieve this, it is not enough just to prepare and develop a website. It is much more important to properly promote it on the Internet.

It’s worth taking into account: it’s much more difficult to promote young sites than those whose history goes back at least 1-2 years. To speed up the process and avoid many mistakes, this work should be entrusted to professional optimizers. It’s even better to entrust the solution to this issue to a group of specialists, where each employee is strictly involved in his own area.

Which sites can be considered young?

Many webmasters often make the same mistake: they begin to actively promote an Internet resource immediately after it is created and posted on the Internet. Such actions most often lead to pessimization of the site by search engines and getting banned.

In order not to make a mistake, you should first figure out what sites fall under the definition of “young”. At the same time, different search engines have their own opinion on this:

• Google. Main foreign Internet sees almost no difference between young and older sites. In other words, the ranking takes into account a lot of other features and characteristics.
• "Yandex". This search engine has more stringent requirements. Sites 12-18 months old are automatically considered young (regardless of the quality of the content and the amount of traffic on them). This is why it is very difficult for “fresh” sites to get to the top of search results even for low-frequency queries.

Difficulties in promoting a young website

In order to choose the right promotion strategy, you need to know what difficulties accompanywebsite promotion in search engines. In practice there are quite a lot of them.

1. High competition (especially for commercial projects).
2. Lack of trust from search engines.
3. Slow (this point follows from the previous one).
4. Small amount of content (compared to sites that are several years old).
5. Small link mass (the number of other sites linking to the promoted one).

Experienced optimizers claim that every yearmovement of young sitesIt will only get more complicated. This largely depends on the ever-increasing competition. Thus, just a few years ago, Internet resources up to 4 months old were considered young sites. Now this figure has increased to 12-18 months. It is possible that this figure will continue to grow.

A complex approach

To increase traffic on your site without falling under one of the Yandex filters, you should choose the most effective ways promoting a young website. The instructions include several steps:

1. Competitor analysis.
2. Creation semantic core(the basis of any optimization).
for low-frequency queries.
3. Article promotion (the most natural and safest).
4. Internal optimization (improving the structure and usability of the site).
5. Regional promotion (quite effective tool when working with young sites).
6. SEO website promotion (working to improve the site’s reputation in search engines).
7. SMM promotion (via social networks).

An integrated approach involves the development of an Internet platform in all areas. Only this kind of work will give a good result.

Competitor analysis

Quite often, webmasters ignore this point, resulting inpromotion of a young siterequires much greater time and financial costs.

Competitor analysis involves long-term and painstaking analytical work with competing sites. To do this, select several online platforms from the top search results. Each such site must belong to the same category as the project being promoted.

The webmaster's task whenindependent website promotion -identify which resources on this topic are “liked” by search engines and real users. Several characteristics are taken into account:

• keywords used by competitors;
• page design;
• age of sites;
• amount of information;
• Site structure.

When choosing competitors, you should also pay attention to the focus of the project (informational or commercial), since the promotion features of these types are different.

Once the data is collected, an even more difficult task arises: making the promoted website better than the competitors. Thus, knowledge of their shortcomings and advantages will make it possible to promote the project without serious mistakes - and this will save effort, time and money.

Creation of a semantic core

If you need qualitypromotion of a new website,then you can’t do without collecting the semantic core (SC).

The semantic core is a list of all words and phrases that most accurately characterize the focus of the site and its content. Depending on the topic of the project, the semantic core may contain several hundred keywords (a narrowly themed site) or several hundred thousand (general topics).

The more complete and accurate the CN is collected, the higher the effect of optimization will be. It is the keywords from the SL that will subsequently be used for article, contextual, search and other types of promotion.

There are several assembly methods, it is advisable to use each of them:

1. Creating a base. To do this on separate sheet write down all the words that relate to the theme of the site. For example, for an online store of upholstered furniture, the list of keywords will include: sofa, armchair, and much more.
2. Working with Yandex Wordstat. This is completely free service query hints that will be required when search engine promotion of the site in Yandex. After entering a particular word into the search bar, the service displays a list of user requests specifically for this word (corner sofas, sofa bed). All words from this column that apply to the site should be included in the list.
3. Additions from the list of competitors' keys. This can significantly increase your chances of success.

Promotion with low-frequency queries

All words and phrases included in the semantic core are conventionally divided into 3 categories.

1. (VC). Typically, these are general CSs consisting of 1-2 words (for example, sofa, armchair). Users enter these queries into the search engine most often, which is why they are called high-frequency queries. Competition in search engines for them is extremely high, so it is useless to promote a young site using them. In addition, the conversion rate of these keys is quite low, which means that by choosing this method of promotion, the optimizer risks losing a lot of money.
2. Mid-frequency requests (MF). These are phrases that consist of 2-3 words (for example, kitchen corner sofa). These combinations are more specific and therefore more useful for optimization. At the same time, competition for them is still high.
3. Low-frequency queries are more specific phrases consisting of 4-5 words, for example: inexpensive reupholstery of corner sofas. These are the keys you should bet on when

Among the advantages of promotion low frequency queries can be called:

• quick results - the competition for these keywords is relatively small, and therefore it is easier for young sites to break into the top 30-50;
• low budget - correct use NZ will allow you to achieve results with minimal financial costs.

Article promotion

Article promotion should be understood as website promotion through regular publication of articles. This technique is rightfully considered the most natural, and therefore the risk of falling under search engine sanctions is minimal. This achieves two goals at once:

• for live visitors - the appearance of new information on the site will certainly interest the user who has already been here, and he will certainly return to the site again (a permanent audience is being formed);
• For search robots— if the site is regularly updated and work is being done on it, this gives the robot more confidence in the Internet resource (this is mandatory will affect search engine promotion website in Yandex and Google).

In other words, the constant publication of new articles on a young site has a positive effect on the formation of its reputation. However, for article promotion to be effective, you need to comply with some requirements for published texts:

1. Uniqueness is at least 95-100%.
2. High information content.
3. No errors.
4. Inclusion of keywords in texts.
5. Keyword density is no more than 1 word per 1-1.5 thousand characters.
6. The size of articles is 2-5 thousand characters.
7. Good structure (subheadings, lists, paragraph divisions).

The search engine regularly updates its ranking algorithms and tightens its requirements for text content. Nowadays texts written for people are especially valued. In other words, each article on the site should contain useful information, be interesting and easy to understand.

Internal optimization of young sites

Internal optimization is extremely important stage Vdevelopment and promotion of websites.As a result of the work done, the site becomes more convenient and attractive for users and accessible for quick indexing by search engines.

The list of necessary procedures includes:

• linking pages (this allows you to correctly distribute the weight of pages and simplify the perception of information);
• nice design (in fact, the simpler the better);
• absence large quantity animations and other heavy elements (pages should load as quickly as possible);
• installation adaptive template(one that contributes to the correct reproduction of the site on different gadgets) - now search engines take this characteristic into account;
• creating a site map (speeds up page indexing).

Regional website promotion in search engines

Quite often, webmasters deliberately exclude from the semantic core. In fact, this is a fairly convenient and effective technique for promoting websites on your own.

There are several reasons for this.

1. Reducing the number of competitors. Promotion only in your region significantly reduces the number of direct competitors. For example, there are much fewer online furniture stores in Omsk than in Moscow or in Russia as a whole, which means it will be much easier to get to the top.
2. Budget cuts. Well-constructed optimization will allow you to achieve inexpensive promotion of a young website.
3. Increased conversion. Target visitors at regional promotion of young sitesthere will be more, which means the site’s return on investment will be higher.

Search promotion

To increase the site's reputation in the eyes of search engines, it is necessary to build up the link mass. This work is carried out in several stages:

1. Registration of a new site in all major search engines (Google, Yandex, Rambler and others).
2. Registration in catalogs. Now there are heated debates between optimizers about whether catalogs make sense today. However, such optimization will not be superfluous. Moreover, it's almost free promotion young site.The main thing is to choose only high-quality catalogs without garbage for registration.
3. Buying links. Ideally, links to the site being promoted should appear naturally. In other words, the owners of other Internet sites link to interesting information posted on the promoted site. However, this process can take years. To speed it up, webmasters buy links on special exchanges. In this case, you should give preference to eternal links placed in feature articles - they look more natural, and price of promoting a young websitewill require a one-time investment.

SMM promotion

This concept should be understood as website promotion through social networks. Over the past couple of years, this method has become one of the most effective. With its help you can solve 2 problems:

1. Increase targeted traffic. This point is especially important for commercial sites.
2. Improve search engine rankings. Search engine Google system takes into account traffic from social networks and takes into account likes and shares from VKontakte, Twitter and others.

Professional or independent promotion of a new website

Many webmasters are concerned about the question of whether it is worth contacting a professional SEO optimizer, because the cost of specialist services is quite high. There is no definite answer here, since it all depends on the requirements of the webmaster himself:

1. If the site owner has some knowledge inSEO website promotionor is ready to spend time and effort on this, then he can easily cope on his own. It should be remembered: on independent promotion A new website will take a lot of time, and the money saved on a professional may be spent on correcting your own mistakes. Whether it is worth spending your time, nerves and energy, everyone will decide for themselves.
2. The list of benefits of professional promoting a young websitewe should mention the experience of a specialist and the reduction in time for promotion (the SEO specialist already has a ready-made plan for promoting the main types of sites). In addition, the webmaster (or company owner) will deal with organizational issues (will be in his place).

Despite the popular belief that it is extremely difficult to promote new sites to the top of search engines and increase traffic to them, experienced SEO specialists show excellent results. A set of carefully thought-out measures within 2-3 months helps to increase traffic, reach the top 30-50 in New Zealand and accelerate the payback of the Internet resource.

Low-budget marketing... Every business owner's dream. And it would be even “dreamer” - if at the same time the recognition of the company (product) would grow exponentially... and the sales curve would bend steeper and steeper every day...

But the reality is that marketing budgets ( advertising, PR - highlight what is necessary) are laid out using methods known only to the “layout designer” himself ( read - marketer, advertiser...) laws... And, with rare exceptions, they are a weak reflection of the reality and the company’s need for contacts with the target audience.

They say that the real professionalism of a marketer lies in bringing a company (product) to the market without a budget... Well, or with the minimum necessary cash injections.

I don’t know how true or controversial this statement is - I can’t imagine Coca-Cola, Mars and Adidas in the market without budgets... but still. The fact remains, and the realities of the market are such that not everyone has the budget to pay for “multi-layered” advertising campaigns. In addition, due to the still prevailing mentality of Russian business owners, who are skeptical and distrustful of their own marketing services, small and medium-sized businesses are not yet ready to part with money for advertising and other marketing communications ( because there is no clear understanding of “how will all this come back to us...”).

So, what low-budget ways do you use to market a company or product?

I can offer you tools that I have used quite often in my practice, which have been tested by the market and have shown their effectiveness, and which have helped me out more than once.

1. Barter. Many people don't like this word. Especially in accounting departments. I don’t really like it myself. But I must admit that such a cooperation scheme is quite common in the Russian business segment, even among large and respected players (for example, such as Rosinter). Of course, if you have something to offer your potential partner. And, obviously, the value of your offer for your partner should be no less than what you expect (ask) from him.

2. Exhibitions. Yes, your industry exhibitions are a good reason to promote yourself in your own market among your partners and target audience. And no, you don’t have to buy an expensive place and set up a stand. Be more creative - push the boundaries of your imagination. There are many other ways to introduce yourself at the exhibition, distribute your contacts and collect the ones you need.

Carefully study the proposal of the exhibition organizer, the site where the exhibition will be held - look for opportunities for a low-budget “performance”.

This could be simply placement in the exhibition catalog, posting on the website, renting 2-3 square meters at the entrance to the exhibition, placing a girl/boy with the distribution of samples (or just some “goodies”-useful things with your contacts), investing in a package participant, organization of a photographer with instant printing of photographs against a press-wall background with your logos, and so on - think of it! (by the way, such participation can also be closed through barter)

3. Internal events. This means your personal events for your target audience, for your potential clients. Create some kind of useful event for your customers - what is their pressing problem? What critical question do they have that they typically pay money to answer?

Give them this answer for free! Perhaps in the form of a mini-seminar or micro-training for 4 hours, maybe together with a representative of an authoritative opinion for them (for example, if this is medicine, then this could be the head physician of a serious clinic, if trade - the manager large network, tax chief, bank top manager, etc.).

You can agree on holding such a seminar with the owner of the premises, who is also interested in the audience that overlaps with you, but is not a competitor to you in terms of services. For example, it could be a cafe, club or restaurant that is simply interested in visitors and sales of the kitchen and bar. In addition, in your pre-PR campaign to recruit participants for your event, you will promote them, as well as in post-releases and reports after the seminar. Don’t forget to mention this in negotiations with the site owner.

4. External events. Many people forget about the most useful semi-informal get-togethers or, conversely, professional “meetings” of their decision-makers (people who make decisions on cooperation) in the form of various chambers, clubs, communities, and so on.

Look for it - there’s probably a Chamber of Commerce and Industry in your city that periodically organizes parties for CEOs or financial directors. Look for different fashionable features, such as a mafia game club for HR directors. For accountants, these could be seminars conducted by the local Federal Tax Service. Find out where the marketing directors in your area hang out (if you offer printing, design, or advertising services, for example...). Find out where the logistics directors live (if you are a courier service or transport company).

If it’s completely boring in your city and poor decision makers stupidly go home after work - see the point above: come up with it yourself! Your own events. Finally, create your own club of mafia players for ____ ( insert the position you need)! Your costs are the purchase or order of printing special cards, blindfolds and beautiful rules on A4 sheets!

Any restaurant in the city will be happy to lend you space on Wednesday evenings for such a theme. In addition, it is not necessary to make such evenings free. Freebies are relaxing. And the mafia club requires discipline ( read the rules on the net). Therefore, take 100-500 rubles from the players. per evening (the amount should be such that it can be dealt with painlessly, and the value received in return will significantly cover such a “loss” from the wallet).

5. Press releases. Make it a habit to issue press releases about your company's activities every Tuesday. Releases should not be large and voluminous - make 1/2 of a printed page of text plus a couple of key sentences about the company.

Look for news updates within the company all week! Set up a system for collecting and processing news and, in general, everything that happens in the company. Any sneeze should flock to your department. And you can decide for yourself whether to air it or not ( together with the business owner, of course).

And regularly distribute your press releases online and through all communication channels available to you: website, corporate newspaper for clients, newsletter, notice board in the sales area or reception area... Register your press releases in free catalogs press releases ( they are easily found in any search engine ). Send your news to interested publications in your region - how printed newspapers both magazines and online media.

6. Publications. The same applies to more extensive publications in the press - provide free content journalists and media. These could be interviews on your market, on some problem of your consumers, analytical reports and cross-sections, statistical data ( many media like different statistical collections), Just interesting publications"to the point". Invite the leading publication in your region to organize and maintain some special interesting section - and supply your section with relevant and fresh information on a weekly basis.

Everyone needs an interesting and useful content! Finally, ask your customers or potential clients - what are they interested in about your topic, what do they want to know about?

7. Cases. Or case study. Or success story. The nature is slightly different, but the point is, in principle, one thing - to show your target segments, using an example, a solution to THEIR problems. Write stories using the formula “Problem - Solution - Result”, “how bad it was before - and how wonderful it was after”, the principle, I think, is clear. Stories in this vein are very attractive and attractive.

8. Reviews. Customer feedback is something you should collect from the time your company is still a business embryo. Especially if your client is a more or less well-known company in your region. On branded colored letterhead, with a beautiful seal, with the signature of the first person or key top manager of your client.

Collect and store your reviews in a separate folder, each in a separate file, treat them with care and respect -) Well, without fanaticism, of course. You just have to understand that these are the results of your work. These are your “thank you, you helped us a lot” from your clients. And don't forget to digitize all your customer reviews. Only exactly, in color, with high resolution and readable text.

9. « Word of mouth» . Involve the local population in promoting your company, products, brands. It’s no secret for a long time that “sundress” works best in the services market. But in order for your sundress to work, you need to work on it! What did you think? They just launched a rumor among the people - and they picked it up and carried it to the masses? Of course, it would be great if everything were so simple - no one would spend money on expensive TV and radio advertising, but would only be engaged in “injecting” rumors into the masses.

The simplest and most effective thing is to remember yourself. What information have you personally ever passed on “by word of mouth”? It was probably something shocking, out of the ordinary, or terribly funny, or curious, or disgusting, or improving some aspect of your life... Do you feel what I mean? Yes, that's right - it should be something that hooks.

But here, be careful - your legend should support and improve the image of your company/product, and not destroy it.

10. Free consultations, demonstrations, samples. The name speaks for itself. Don't be afraid to give! Nobody likes to buy a pig in a poke. Everyone wants to try first and then decide to buy.

Here your marketing must work more closely than ever with sales. Because it’s not enough to just give it a try - after that you need to constantly ask at a given frequency: “Well, did you like it? Let's buy full version. Did not like? Why? and so on...". Keep in touch, monitor your potential client. Offer him special offers, inform him about new products, promotions, discounts.

But don’t be afraid to identify and cut off the “eternal tryers” - these are those who initially know that they will never buy, but will never refuse a freebie... You shouldn’t waste your precious time on such “under-customers”...

11. Atmosphere and design of the client office/service hall, reception area, meeting room/. In these premises, EVERYTHING should speak about your professionalism, the quality of your services and the specialists who, in fact, provide these services, inspire confidence in you, your company, your product - every little thing and every element.

Finally, remove all these antediluvian certificates and gratitude from 2003-2007, issued to you by someone for something! Leave just one - but a normal, fresh, up-to-date solid professional license, or certificate, or diploma, or whatever your specific requirement is...

No wobbly chairs, ragged tables, burnt sofas, cracked glass surfaces... Well, remove this piece of furniture if you don’t yet have the money to reupholster, repair, or buy a replacement. It’s better to throw in a couple of frameless “pears” for one and a half thousand rubles, if you need to somehow take up space - well, even if no one sits on them, but they will give a certain “your dude” freshness and dynamism to your office.

12. Gift certificates, loyalty programs. That is, do it so that the client wants not only to come to you again, but to bring someone else with him next time. WITH corporate clients By the way, this also works. You just need to think a little longer... And ask around/observe the clients to see what might stimulate them to take such an action.

An excellent example is large cosmetic chains, fitness clubs, mobile operators ( least). Copy this ready-made and perfectly working model and apply it to your business - what exactly is stopping you? ( The first gift certificates can be printed on a color printer, if things are really difficult... if you get rich, you can print plastic, no big deal!)

In addition, if you have a representative office of any federal discount and coupon network in your city ( like Groupon, but there are a lot of them now), or perhaps there is a local company with this kind of operating principle, contact them and let them plan for you advertising campaign. They won’t take money from you for this, but you will clearly see how much you can earn in one day of such a promotion with zero investments in coverage and attraction. The decision is yours.

13. Cross-marketing promotions with partners. Organize joint promotions with your colleagues, with whom your products can complement each other for the same target audience ( “The printing house blah blah and the furniture salon blah blah are holding a joint promotion only from May 1 to May 20: buy office furniture and get an 80% discount on any advertising printing!”). Promote them well by region ( You can also take the media as partners), share contacts with each other, and work with the resulting client base, each in its own format.

14. Competitions, quizzes. This is about the same thing as cross-marketing, only in a more entertaining format. Each partner performs its function, makes its contribution - provides different formats and the nature of the prizes, covers the event, prints banners, programs the web, handles logistics, takes photographs, shoots videos, feeds, clothes, etc. But someone must take on the role of organizer and coordinator. For example, you, as the initiator and creator of the concept ( which you pre-send to the partners you need for your contribution).

15. Cultivate feedback from your clients. Establish relationships with them. And develop them. Invite them to express their opinion on any matter - about your services, about the same services on the market in general, conduct surveys, call to action in your communications, provoke them to respond to your messages, conduct surveys on the website or together with partners, give them free advice and ask to evaluate them, get their consent to receive your marketing materials(only useful for them and not often!).

Final word

Of course, all these low-cost marketing methods do not require big money, but require the investment of other resources - time, effort, patience, energy, imagination and your knowledge.

Yes, and you shouldn’t be scattered about all of the described promotion methods - try each of them in turn, see - which works best for you, brings the most clients? Focus on the few that are most optimal for you in terms of the combination of time and labor costs/number of completed deals.

And one more tip that I would like to mention, but which everyone often forgets... Due to confusion and immersion in routine, probably...

Promote and sell not your company and your products, but the “emotion” and “result” of using your services and contacting your company!

Few people need the services of a beauty salon, but a beautiful haircut and a perfect manicure - yes! I am not at all interested in the services of an advertising agency, but an increase in sales by 20% in 6 weeks - let's discuss this soon! There are plenty of tours to Egypt and Greece for cheap, but complete shutdown from current worries and immersion in absolute relaxation for two weeks - there are few such offers! (if they exist at all...)

So stop, colleagues, disconnect from the hustle and bustle, take a time out for the day, go to the park, turn off your cell phone, sit on a bench, relax, look at the fountains, watch people - low-budget ways to attract clients are on the market, you can come up with them. It's just that in pursuit of feverish sales and abstract results, we don't always see them.

P.S. And don’t forget that attracting a new client costs FIVE times more than retaining an old one. Therefore, do not forget about your client after the first sale (obtained by one of the methods discussed in this report), in fact, this is where work with him is just beginning!

As practice shows, half of my blog readers have nothing to do with the SEO field. But it’s interesting to read the posts and follow the development of my company :). And so that everyone can understand how and what I do (without unnecessary technical details), I wrote this post. I will try to write as much as possible in simple language so that even complex aspects are clear to you.

And a small remark: my field of activity is aimed at ensuring that client sites, for certain keywords (those phrases that you enter in the search bar), are on the first lines in Yandex and Google (as they say, in the TOP).

I do this exclusively using white-hat (legal for Yandex) methods, working with the site structure, making the site more convenient, more informative, correcting technical and SEO errors. In general, I make the site attractive to Yandex and Google, and they put my client’s site on the first line. This is very rude :)

The complete one is given here step by step plan managing the client, from his search to reporting. I'll show you how I do it. So, let's go!

Search for a client

When I free up time and have the energy to conduct another project, the first thing I do is go to the Fralinser exchanges and look for interesting applications in the SEO section. I analyze sites, see if they are worth taking on at all (very often I come across outright Shitty sites, I skip them).

When analyzing, I look at the history of the domain (site name), indicators of the thematic citation index “TCI”, PageRank, age of the domain (when it was registered), if external links to the site and which ones. Next, I choose the ones I like, with a normal budget and adequate conditions and terms.

I write back to the customer and leave a request for the project (if the account has been paid for). I am writing a unique (only for his project) proposal, where I list how and in what ways I will optimize and promote his site. Without fail, I do a small technical audit and describe potential client What errors are there on his website?

As practice shows, the vast majority of freelancers make standard unsubscribes, and I, in turn, rely on an individual appeal, contact him by name and write about his site. Customers love it.

After the customer answers me, I begin to discuss his website with him. First of all, I ask: has anyone promoted the site up to this point, if so, by what methods and what have they achieved? Here I can immediately understand if the site was moved using black methods (various runs through catalogues, bulk purchase of links to Sape exchange, cheating behavioral factors etc.). Then I may not take such a site, since there can be so many problems with it, and it’s better to disown it right away.

But if the site appears normal, i.e. either he wasn’t progressing at all (which is even better), or the customer himself tried to do something, but it didn’t work out very well, so he decided to find a specialist.

We agree with the client

After the client has read my proposal, I transfer the conversation to Skype, or, with rare exceptions, to email. Here, as a rule, the conversation is about price, terms of promotion and terms of cooperation. Speaking of timing, very few customers understand that website promotion is not a quick thing, at least half of the people want to get into the TOP 10 for competitive key phrases in 2 months, but this is impossible, and explaining this is the most difficult thing.

After we have agreed (or better yet, when the client offers to call, either by phone or on Skype), I send him my contract for review.

Some agree to work only under a contract, for others this is not at all necessary and it is easier for them to transfer money directly to a bank card.

Audit, strategy development

Next, we either sign an agreement and the client transfers the budget to the current account, or the client simply transfers the budget for the first month of work to the card. Since I promote sites after the fact, the first and only budget that the client transfers goes to refining his site and writing SEO text for promoted pages. An example of my checklist for website optimization (a checklist is a list, a set of tasks that I must do on the site, analogous to a plan):

The money has been deposited into the account, it’s time to start the work itself, and it begins with a full audit of the site and drawing up a promotion strategy. Most often, clients contact online stores; they are much more interesting and pleasant to promote than regular business card sites. But the fact is that when working with an online store there is always room to “turn around”. That is, there are a lot of pages, categories, products, as a result of which, key phrases will be much more than when promoting small sites.

Over the years, I have compiled my own SEO Checklist. Total points by which I will check the site: 119. Namely:

• 84 points internal optimization(works inside the site);
• 27 points on external optimization (website advertising work);
• 8 points on usability (work on the design and structure of the site).

By the way, if you are interested, you can download my checklist from this link.

Drawing up technical specifications for a programmer

As soon as the audit is ready, it’s time to write a technical specification (TOR) to the programmer. To do this, I create a file in GogleDocs, and write what, where and how needs to be corrected on the site.

Compilation of semantics

The semantic core is a list of key phrases for which the site will be optimized and promoted. Semantics, it is like a foundation, is the basis of optimization, and if they were not collected correctly, or were not complete, then promotion may not be effective.

For more than 4 years I have been composing semantics in the KeyCollector program, it significantly reduces the work time and greatly simplifies it. Allows you to work with huge amounts of data.

For example, there are projects that have more than 100 thousand keywords for promotion in their semantics. Moreover, they are already sorted by page, without garbage and stop words.

After the semantics are collected, I attach it to the contract in the form of “Appendix No. 1”, and now my salary depends on how many key phrases I bring to the TOP 10 (top ten of Yandex).

Writing texts

As soon as the semantics are ready, on its basis I write a technical specification for the copywriter. In the technical specification, I describe what texts I need, how exactly to use keywords, what subheadings will be, and how long the text will be.

The text is general concept, for example, for an online store, the text will mean descriptions of product categories. For a company website, texts will be on service pages that cover the topic. Correct “optimized” texts help Yandex and Google better understand what you are selling on your website and what you are advertising. Lyrics are very an important part optimization is the basis of the site.

We lay out texts and write meta tags

So we received the texts, checked them, paid the copywriter and now it’s time to put them on the site. In addition to texts, it is necessary to write meta tags for each page (Page Headings, Title, H1, Description).

Adding keys to the statistics system

Once the semantics have been collected and optimization has been carried out, it’s time to add all the keywords to the statistics system. In it we will check 1-2 times a month what position this or that is in keyword. It all looks like this:

And now every month, usually at the end, I will collect statistics for each project. And depending on how many key phrases are in the top ten, I will get so much profit from the client. As a result, the client is satisfied, traffic to his website grows, the number of orders and calls increases, and I earn money.

Attracting links

In order for the client’s site to successfully compete with others, it is necessary to attract external links to his site. That is, the more links there are to the promoted pages, the better. This is ideal; the quality of sites linking to the client’s site, as well as the text of the link (in our opinion, anchor text) is very important here.

Simply put, you need to do so that popular blogs, forums and websites, linked to the client’s website, then in the search results, in Yandex and Google, the positions will be higher.

Again, this is all very simplified. In working mode, to attract (buy, deliver, or order) one link, it may take 2-3-4 hours of time and 500-2000 rubles. money:). Yes, good links Now they are expensive, but they give the client’s website traffic, clients, and high positions.

Usability audit

As soon as the client's site starts showing good results, clients begin to search, it’s time to observe clients.

First of all, I go into the Yandex Market statistics system and see how visitors behave. Where they click, which sections are the most popular, what they like, and what they don’t pay attention to at all. Do they find the price/price/product/article (must be emphasized).

It often happens that you have to redo the site design or structure because it may not be clear to users. Or remove some links from the menu because they are not clicked on at all. Very interesting and useful work.

It all looks something like this:

We take statistics and write a report

After everything is ready, once at the end of the month I take statistics, write a report on what was done, and issue an invoice.

This is how, very briefly, without all the technical details, my work looks like.

Every business is unique.

Competition, demand, product range features, market maturity - everything is different.

It would seem that every company’s Internet promotion should be unique.

We analyze the work of successful and not so successful enterprises a lot.

It turned out that the strategies of successful enterprises are close to some standard solutions. Similar enterprises use similar methods in typical situations.

We divided enterprises into groups, studied the most typical strategies, and in today’s article we will present them to you.

So, 7 basic strategies.

Strategy 1 “INTERVOLGA”

Business: Piece sales of expensive professional services with a long selection process in a highly competitive market

INTERVOLGA is ourselves. Our strategy is exactly as described here. Why we classified ourselves as industrial enterprises is written in the first part.

Features of INTERVOLGA business:

a huge number of competitors (up to 10,000 in Russia, tens and hundreds in any city);

large variation in price, pricing not transparent to the client;

each sale is an event (for example, INTERVOLGA, being a fairly large company for this market, makes no more than 7 sales per month);

the average duration of a sale (from first contact to prepayment) is at least 3 months;

the essence of the service is not very clear to the client; the main sales method is to build trust in the professionalism and honesty of the contractor.

Similar companies

Who is this strategy also suitable for? These are designers, architects, surveyors, any expert laboratories, lawyers, auditors and the like.

Please note: it is easy to mistakenly classify companies that put sales and services on stream as this type.
For example, these are website builders like wix or medical laboratories that perform thousands of tests per month.
These businesses are at the next stage of development, they were able to turn the service into a conveyor, they have a completely different competitive situation and they need a different strategy.
Their services have become transparent and understandable; they can no longer be called high-tech and expensive.

What kind of website does a company providing expensive professional services need?

The main thing is an information site.

Need to give to a future client detailed descriptions services, risks, explain how the company works. We remember: an outsider has little understanding of what the company does, what it takes money for and how the process works inside.

The client has two main fears: that they “will not cope” and that they will “be deceived”.

Neither an online store nor a greeting card landing page, nor an entertaining promotional site will allow you to overcome fears and build trust if the price of the issue is high.

Secondly, you need to create and maintain pages in in social networks. There are always communities or forums where there are clients of your business.

This is where you need to develop your reputation as honest professionals.

Platform: information website + social networks.

What kind of Internet marketing does a company providing expensive professional services need?

First of all, this is content marketing. It is necessary to create and disseminate unique information that simultaneously increases clients’ literacy in what the company does (“educational education”) and gives an understanding of the level of expert knowledge of specialists (“PR”).

Articles should be published on the company website, on thematic platforms, and distributed as much as possible through social networks.

It is important that every article or material is included in the index search engines and was shown for low-frequency specific queries.

If there are suitable channels, you need to broadcast the same content in the form of webinars, online presentations, training courses, master classes and so on. You need to ensure that your reputation as honest professionals extends far beyond your clients. It is important that at the moment when a potential customer has a need, he already knows who can solve this issue.

Thus, PR and marketing gradually create demand.

Marketing: content marketing + SMM + SEO.

We do not claim that the specific company named will fully implement the described strategy. We recommend a strategy to market participants with the features that exist about the described company.

The strategy has the name of a specific enterprise for convenience.

Strategy 2 “Itgaz”

Business: production and supply of complex, expensive, high-tech products in a weakly competitive market with a high cost of error

ITgaz is one of our most beloved clients. We deeply respect this enterprise for its courage and intelligence. For a group of enterprises, including , we have created more than 10 websites.

Features of ITgaz business:

products - high-tech gas equipment, namely gas control points and installations;

a small number of competitors (no more than 10 in Russia), “almost no” companies of comparable level;

The company's products cost hundreds of thousands and millions of rubles, and, as a rule, are more expensive than analogues;

products are manufactured in-house, which determines the complexity of the processes and the uniqueness of the results;

the cost of a mistake when choosing a contractor is extremely high;

The main selling method is emphasizing the importance of choice, working on the reputation of a reliable supplier, creating an image of “innovative production” that justifies the high price with the unique quality of processes and results.

Similar enterprises

Who would this strategy also be suitable for: innovative high-tech industries, suppliers of unique medical technologies, nuclear, military and space industries.

It is the detailed illustrated “cool” site that allows you to show everything key features enterprises, products, remove fears. There is no need for dialogue online. All sales will be done in person. And the site plays the role of a frontman: strong, smart and beautiful.

Marketing: SEO + CPC

Work with regions: through representative offices.

Since sales imply personal contact, the removal of numerous fears and objections, long-term project work, and the “substantiality” of the enterprise implies branches, we recommend creating physical representative offices with sales and project management functions.

Strategy 3 “Citylink”

Business: mass retail sale of consumer equipment in a highly competitive market

The Citylink online store has many analogues in terms of process design and competitive situation. These are almost all retailers of electronics, home appliances and household goods.

Key features of the business - mass demand, high competition, low margins, retail sales.

As a result, the main field of competition is price and service accompanying the sale. The product itself is excluded from competition.

Venue: retail online store.

Marketing: CPC + product aggregators + SEO + a little SMM.

We say “a little SMM” because many successful players in this market promote themselves on social networks, but very modestly, and, in our opinion, not very effectively.

Working with regions: Issue points.

Internet marketing goal: Shopping cart.

Strategy 4 “Techno-house”

Business: growing wholesale components for industrial equipment in a non-competitive market with dormant demand

The Techno-House company supplies rubber products for industrial use. These are hoses, conveyor belts and similar specific products.

What is the difference from the strategies already discussed? Because the demand for these products is still “dormant”. This means that clients (of which there are objectively a lot) simply have not yet thought of looking for it on the Internet.

There are no competitors either. Or rather, there are competitors, they didn’t think of making decent websites.

One more thing important difference. Only wholesale and repeat sales are interesting.

Platform: online catalog (for servicing requests, without online payment and ordering delivery) + information website to increase demand and popularize products.

Marketing: Thematic platforms (specialized websites, magazines, information bases which are systematically studied by clients) + SEO + CPC

Regions: Delivery, virtual offices

The goal of Internet marketing: lead, after awakening demand - order basket.

Strategy 5 “Europarts”

Business: mass wholesale sales of components in an established weakly competitive market.
The market has long been established; in general, the competitive situation is reminiscent of Technohouse, when “demand woke up.”

The company does not have many competitors due to the high cost of entry, stability of relationships and the general conservatism of the industry.
The way to compete is convenient service and prices. Thus, increasing the convenience of the buyer (remember, he is a wholesaler) and reducing the supplier’s operating costs come to the fore.

Platform: online store (demand processing) + offline work to attract customers, direct sales.

Marketing: SEO + CPC, but in general the influence of Internet marketing on sales is not so great. That rare case when the tool is important, not the marketing. The reason for this is the long-established conservative market.

Method of working with regions: delivery and organized logistics.

Purpose: Order basket, work in your personal account.

Strategies for new markets and products

Strategy 6 “Chiptuning”

Business: wholesale (less and less - retail) sales of equipment in a young, highly competitive, highly profitable market

The company sells goods of impulse, emotional, viral demand. These are “boxes” that increase the power of a car engine by 5-10-20%.

Even at a tangible price of 10 or even 15 thousand rubles, there will be many people who want to “overclock” their car.

At an early stage of development, sales were based on the viral effect, were mass, high-margin, retail. As competitors emerged and the market formed, strong players began to form own networks distribution. Profitability drops, sales become wholesale, you have to build your own production and maintain profitability.

Platform: Landing pages (processing lead generation channels, collecting applications for processing by managers) + information site (explaining technical details) + Social networks (weak channel).

Marketing: CPC (the main volume of sales) + Thematic platforms (a place for discussions and demand generation) + SEO (as competition grows, “there are 10 suppliers in every city” becomes less and less interesting).

Strategy 7 “Raspberry Pi”

Business: marginal retail sales of unknown equipment in a non-competitive market

This business is unusual. Nevertheless, it has many direct analogues. Beginning Internet entrepreneurs come up with exactly this idea: starting sales in Russia of something that is not yet officially supplied.

Raspberry Pi - full-fledged computer the size of a pack of cigarettes, used for experiments, creating systems “ smart House”, as an electronic controller for equipment.

Target audience: geeks, students, having fun IT people.

With a price of several tens of dollars and a large community in the West, the product is more than promising. And they almost never supply it to Russia.

After 3 years of successful development, this business will reach the state described in the “Chiptuning” strategy.

So, the solution:

Platform: thematic portal (demand formation, discussions, unique content) + online store (demand processing).

Marketing: content marketing (creating demand and community) + SMM (viral effect) + SEO (redirecting gradually growing demand to your sites)

Choosing a way to promote an industrial enterprise

These are the working strategies we have chosen for online promotion of industrial sites.

They cover most types of businesses and situations in which Internet marketing is used.

People often ask: maybe there are other schemes besides these? Of course have. There are others that are slightly different.

We have selected the brightest and most common types. Your strategy will be similar to 1-2 of those described. And it will differ in details.

In the next article we will talk about the method of choosing a strategy for your enterprise and building an online sales system.