The ribbon is cut, confetti rains down and cheers abound as you watch your first company website page load on the office break-room monitor.
You were told in order to be effective in today’s market place that a website was a necessity.
What was missing though? Who knows you are here? Who cares? How will clients know who you are and what you do?
After all the congratulations and attention, you may wonder if the website alone figures into the strategic objectives and goals of the business.
Any venture into new technology requires a new approach in marketing strategy for delivery of your product to the end user and in this case, the world-wide-web.
Search Engine Optimization (SEO)
The most important item for your new website should include a “Search Engine Strategy“. The idea is to write rich key word page titles, without filler words, describing your product or service.
Next you will write a description META tag/s, one or two sentences, that can include up to 255 words. Make sure these words are included in the body of text for the web page.
This description will show up in most search engines like Google with key words plus the description. Example: if searching for “Internet ready TV’s”, the META tag should read, Internet Television or Internet TV.
“One key to making the task easier and more sustainable is to reimagine your existing content. That means treating everything you create not as a “one and done” but as a critical piece of a larger whole, an important link in a sustainable content ecosystem–a circle of life, ” (Handley,2012).
Your website should be creative, intuitive and inviting. On-line marketing requires a different approach to guarantee visitors a memorable experience.
Timing is everything, when visitors view your website you have 5-8 seconds to convince them to stay and investigate further (Landefeld,2010).
The more links you have to other sites increases your exposure in major search engines.
Social Media / Blogs
AJ Fumar of Single Grain, a digital marketing company;singlegrain.com, suggest six ways to get your website to go viral (Fumar,2012).
• Be absurd
• Capture emerging trends
• Think in terms of sound bites
• Use info graphics
• Get influencer by-in
• Offer outstanding value
Viral scenarios create back links. By creating more back links your website rates higher among search engines thereby bringing more visitors to your website.
Social Media has become a popular way for people to interact with each other. By joining social media websites you can promote your business globally. Facebook, Twitter and LinkedIn are popular websites.
Another option is Google AdSense and Facebook ads.
Google AdSense lists similar websites on searches by users allowing you to earn revenue plus exposure. You can build a presence on Facebook which offers ads on a budget or build a community around your business.
Company business blogs are a unique way of interacting directly with your customers by including interesting and industry related content.
Blogs can reap huge marketing benefits as you receive direct feedback from current and potential customers.
So you ask, how did we get here?
It’s a fact that web presence is a must, but in terms of marketing, strategic objectives, customers and ROI, this is just the beginning.
The Internet changes about as fast as a cars value after you drive it off the lot.
Keeping a fresh, innovative and diligent eye on where you are in the Internet food chain will guarantee a formidable presence on a constantly changing but necessary evil, The Internet.
Fumar, AJ, Six Ways to Make Your Content go Viral, 2012, Retrieved June 7, 2012 from:
Handley, Ann, The Imagination: A Sustainable Resource for Online Lead Generation, 2012,
Retrieved June 7, 2012 from: http://www.entrepreneur.com/article/223439
Landefeld, Cody, How to Market your Business On Line by Cody Landefeld, 2010, Retrieved
June 7, 2012 from: http://codyl.com/2010/02/10/how-to-market-your-business-online/
About the Author
Logan Rivers writes about business, e-commerce & more at http://creditreport.org.