Many businesses do a good job of throwing up a website with all the basics—a bit on who they are, what they do and how to contact them. However, most small to medium sized businesses fail to recognize the fact that their website should be working for them. Their website should be functioning as an additional sales arm to the company which, by far has the broadest reach of any sales tool they have.
Hoping that a customer is going to land on your home page (if they can find it) and pick up the phone and convert themselves into a customer is becoming more and more of a pipe dream. From a standpoint, the web is becoming increasingly more and more competitive with millions of websites and topics vying for the typical web surfer's attention. It becomes even more diluted when innocent surfers are often duped into thinking they have performed an accurate search query only to be fooled by the countless affiliate websites that have popped up recently.
An integrated approach to online marketing is critical to the overall success of your marketing efforts. The first question that should be asked is, "What function do I want my website to perform?" There are many successful companies out there whom are completely content with providing informational content to their visitors without engagement. However, if you're like most business owners, you probably would prefer to turn that web visitor into a customer or at the very least a lead.
For most businesses, the following approach to online marketing should do a good job of covering the bases:
In future posts, we'll dive deeper into these individual subjects, but for now, a brief overview:
-Proper page title, meta description and search keywords embedded into copy
The basics: Google, Bing, Yahoo (which I heard is changing to free) and DMOZ
The more pages you develop on a continual basis, the better. Google crawlers like to see websites with new and relevant keyword rich content.
Facebook and Twitter are excellent vehicles for driving targeted web traffic to specific landing pages on your website
Paid Search/Google Adwords:
A properly set up and managed Google pay per click campaign can position your company in front of potential customers immediately. No other vehicle promotes your company to individuals searching for your product or service better or more efficiently than Google Adwords.
Stay in front of your existing customers through loyalty campaigns and endear yourself to new ones through new product or service promotions.