See You on the Internet | Avery Swartz

Summary of: See You on the Internet: Building Your Small Business with Digital Marketing
By: Avery Swartz

Introduction

Embark on a journey into the world of digital marketing with Avery Swartz’s book, ‘See You on the Internet: Building Your Small Business with Digital Marketing’. This summary delves into the essentials of building an online presence, such as securing a domain name, creating a user-friendly website, and utilizing search engine optimization (SEO). Learn about the power of social media and email marketing, as well as how online advertising can help your business stand out. This summary will guide you through the process of establishing your brand online, hitting your target market, and tracking your progress using vital metrics.

The Importance of Your Digital Presence

In today’s digital age, having a strong online presence is crucial for businesses. A dedicated domain name is the first step towards building a professional image. Registering a unique domain name through a company like GoDaddy establishes legal ownership. It is essential to choose a name that reflects your business and register multiple related names to prevent confusion. With a domain name secured, email and website hosting can be arranged. G Suite and Office 365 are recommended for email hosting, while Squarespace offers website building services. Establishing a strong online presence is vital for businesses to reach their potential customers and succeed.

Crafting a website to meet business needs

Designing a business website involves various considerations to appeal to the target audience. The website should be universally accessible and easy to navigate on different devices, particularly smartphones. The content should be relatable, engaging and updated regularly to keep the audience interested. Therefore, it’s essential to consult the Web Content Accessibility Guidelines for people with disabilities. Moreover, designers can use responsive design to ensure that the site is mobile-friendly. Businesses can hire designers or developers to create the website or use platforms like Squarespace or WordPress. There are also e-commerce sections for businesses planning to sell products online or marketplaces like Amazon or Etsy.

Improving Website Ranking

Discover how on-page and off-page SEO, using relevant keywords, building links, and creating local business profiles can improve your website ranking.

Creating a website is a great start, but how do you ensure it gets noticed online? The solution is Search Engine Optimization (SEO). This is the process of optimizing a website to rank higher on search engine result pages. The primary goal of SEO is to generate traffic to your website. Keywords and content play a critical role in SEO.

There are two primary forms of SEO, on-page and off-page. On-page SEO is essentially the optimization of content and source code, while off-page SEO is all about building links and establishing relationships with external websites. The basic concept is to dress well – this is how on-page SEO works. Optimize all your content, including web page titles and image descriptions, using popular and relevant keywords to improve your website’s on-page SEO.

Off-page SEO represents an introduction by a popular friend to a new group of people. When other websites link to your website, Google considers it as a stamp of approval and will rank you higher as a result. Therefore, make your content shareable. Reach out to other bloggers, influencers, and relevant organizations to build links. Writing guest posts on their blogs is a great way to start.

The final strategy for boosting SEO is to create a local business profile. Google will display nearby businesses to its users. Letting search engines know where you are located is vital. Create a Google My Business profile, and provide details such as your business address, contact information, and working hours.

In essence, the goal of perfecting SEO is to ensure that when someone types in relevant keywords, your website shows up first. By using the right keywords, creating quality content, building links, and establishing a local presence, you can boost your website ranking.

Winning on Social Media

Utilize social media platforms to the fullest potential by finding the right fit and tailoring content accordingly.

Social media is a game-changer for businesses of any size, but it is vital to navigate each platform’s unique dynamics to achieve success. The key takeaway is to identify social media platforms that resonate with your target market to maximize engagement. Facebook is the biggest platform that reaches every demographic but is more popular with older people. LinkedIn is ideal for professional networking. Twitter is perfect for generation X and older millennials, while Youtube is the go-to for creative videos. Women under 50 comprise the largest audience on Instagram, and Pinterest is the ideal spot for collecting images for inspiration. If a platform does not meet your business goals or you don’t enjoy it, delete the account and invest your attention elsewhere.

Once you’ve found your niche, you must curate social media content that serves your business while staying authentic to the platform’s tone. It is recommended that 80 percent of your content should be social and interactive, while the remaining 20 percent should showcase your business’s highlights. Social media guidelines help standardize your content and engagement’s overall tone, ensuring consistency across your platforms. Additionally, planners like Hootsuite can schedule content weeks in advance, freeing time for day-to-day tasks.

In conclusion, businesses that leverage the right social media platforms and tailor their content to each stage of the platform’s unique dynamics and tone thrive on social media.

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