Your website is your front window and the dynamic repository of your latest products, services, company information, marketing messages and product content. An organization’s mission, product and/or service information are all expected to be clearly stated and illustrated on the organization’s website. Website-based marketing has evolved from a “cool” and progressive marketing oddity to a necessary business tool that, today, is expected of any business. To be successful, any organization is expected to have a website as a primary tool to communicate its message, latest product information and mission to its prospects and customers.
Beyond the front window aspect of websites, companies also leverage the web to disseminate internal information to employees and partners. A company without email, websites, and, now, social media presence will fail. Period. Websites are very unique in their unparalleled efficiency: a website address is all one needs to invite a potential prospect to access the company’s information from anywhere, anytime. The new paradigm is already getting old. Companies without websites are simply overlooked.
In the mid 1990s, when the commercial web was just getting started, static websites were good enough and the innovation of web presence tolerated more or less sophistication. Access to the web was also much slower and dynamic content was mostly unavailable, as multimedia web publishing technologies were still being invented. The next decade saw the web mature into a more efficient vehicle of varied content rich sales and marketing tools, including persona-based web site designs and, in the second decade of the century, the appearance of responsive technologies that allow websites to display more effectively based on the device used to view it: large computer screens, tablets, and smartphones. Website programming is still very much evolving and new technologies are being designed today, just as the web’s underlying standards keep being enhanced and refreshed every so often (get ready for html 6.0).
Your online business also needs to be easily found on the web. Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are two essential marketing activities that will help you raise your visibility on the web, both via organic and non organic activities and content authoring. Arguably, SEM is potentially easier to manage than SEO because of the ever changing algorithms constantly deployed by search engine companies to both enhance their services and thwart search engine exploits that could favor undeserving web properties. Google AdWords and Bing Ads are the top two search engine advertising platforms out there [Yahoo and AOL (now Verizon properties) dont really count] that can perform well for you with relatively small advertising budgets. Your website traffic will grow proportionally to your budget, because you only pay for actual clicks. The fundamental trick for online advertising is to narrow the campaign management focus to down to your most likely prospects and to display your ads and search ads only to them. There are many parameters that can be leveraged to achieve targeted marketing thanks to the increasing granularity of online advertising technologies. Try it out, even for a couple of months, you will see results.
Social Networking and your online presence
Blogs, Twitter, Facebook, LinkedIn, tumblr, Pinterest, etc. what is all this and do I need any of this? These technologies are evolving quickly and may be confusing to many, but they are most certainly proving useful and increasingly growing in importance of an overall marketing strategy: they enable any organization or individual to get direct communications from prospects and customers, individuals and entities who share common interests, opponents and supporters alike voice their concerns and approaches. The press also pays attention and Twitter has become a formidable component of Public Relations efforts whereby a press release may be picked up from Twitter when it could be missed if published via more traditional means.
Relatively speaking, Twitter is still in its infancy, although it has grown tenfold from 30 million users in August 2009 to about 300 million in early 2012 (vs .about three times more users of Facebook). However, the reach of individual messaged sent out on Twitter is far greater and more immediate. We will help you make sense out of all this and also help you position your organization within the twittersphere. Here is one thing you can take to the bank: twitter WILL INCREASE your web traffic. We have seen this consistently with any twitter account we have created and managed. Jump in!