What really makes a successful online marketing campaign? David Konigsberg, the CEO of Optimal Targeting, recently answered questions pertaining to this in a radio interview for WABC Radio 770

What is the difference between PPC and SEO?

David explained that in search engines like Google, PPC would be the top three results (paid ads) that come up first on search pages. When people click those ads, they pay Google a certain amount. SEO, on the other hand, are the links further down the page. They are free, and anybody can click on them, making them a more organic search.

What does the average business need to know about online marketing?

The internet has replaced a lot of old tools in marketing. Today, when someone needs a plumber, they will no longer need to look for them in the Yellow Pages. Instead, they can look them up on the Internet and learn more about the service, read the reviews, and decide if they want to hire that service on the spot.

What is the most likely mistake to avoid in online marketing?

People who just jump into it without doing any research are making a big mistake, just like in real-world marketing. People who are not being competitive, not talking to experts or understanding the industry thoroughly, and thinking they simply deserve to be in the industry should avoid online marketing.

What is a unique selling proposition?

David says you have to give a good reason why your business is important, and why customers should use you over somebody else. For instance, a manufacturer has an edge in the market if vendors all buy supplies from him. Whether you offer different packaging, a unique product, or something that outperforms your competition, that is a unique selling proposition.

What are the current trends in online marketing?

People are embracing things that go viral because it has huge potential. Infographics in particular have the capacity to bring traffic just from social media alone. A small piece of content like this can reach people, and it has pushed content marketing forward. People selling on Amazon and other marketplaces and the push for mobile apps are also becoming popular.

What is brand identity?

You want to make sure that you have brand identity and for the people who come to your site to understand why you are different. Whether you have a micro-niche or are trying to be diverse, your site has to reflect these to reveal your real brand identity. This applies to print, websites, and social media, and carries through when you make the sale or get the client. Being consistent with your brand is important.

Is there a strategy to get someone to click?

Conversion rate or page optimization is all about how you nurse a person who comes to your site to take the kind of action you want. David describes a test to do so: put your grandmother in front of the computer, and if she can’t figure out right away what you want her to do, then it is not designed properly. You have to go over the site multiple times and test it. This is what online marketing is all about: to really understand how people are using your site and optimize it to go further, quicker. That is something print cannot do.

David Konigsberg further describes in the radio interview how important it is to start with PPC in online marketing first, and how spending so much time and money on first page rankings won’t be enough. He mentions retention, email marketing, SEO, and social media in a funnel system to get the best returns.

If you want to get more tips on online marketing, listen to rest of David’s interview on the Mind Your Business segment at WABCBizRadio.com. Like what you hear and interested in a free consultation? Contact David today at [email protected] or 732-987-7700