A solid online presence is the critical component of marketing success in the digital era. In a nutshell, a businessman needs to be where the customers are and in this day and age, that is the internet.
Migrating to the lucrative online fields can be a daunting task, though. One must design with a budget, target audience, and business goals in mind.
There are no one-size-fits-all solutions and success does not happen overnight. It takes a planned effort to reinforce your brand and present it in the best possible light across multiple channels.
Laying the foundations
All businesses, no matter how big or small, need a website as the bedrock of their online persona. It must contain the necessary information, which must be updated on a regular basis and presented in an appealing manner.
With amazing tools like WordPress, setting up a website is neither time-consuming nor budget-sinking. Of course, you can pay a little extra for premium version or hire a professional designer. E-tail businesses, on the other hand, are better off selecting a specialized eCommerce platform in order to put together a swell online storefront.
Search engine optimization (SEO) is another vital piece of the puzzle. A stellar website is not worth a dime unless users can find it. And since 90% of them employ search engines, it is clear that your website, social media accounts and blog must be optimized properly.
Websites that rank in the first few pages of the SERP are ahead of the pack and have considerably more chances of facilitating the lead generation and driving internet traffic their way. SEO is an ongoing process with many moving parts, but it pays opulent dividends as sure as eggs.
Socializing and adding value
The next big business frontier in the online realm is social media. Major networks are unparalleled in terms of spreading brand awareness, building loyalty, and generating revenue. In fact, according to FMG Telemarketing Survey Results, clients expect to receive $18.22 in revenue for every $1 they spend. Still, considering the overwhelming volume of noise present, brands must find a way to stand out and speak with a distinctive voice. The list of possibilities is long: One can post news, provide tips, give answers, engage people in discussions, publish visual content, and create buzz around campaigns.
Bear in mind that a stream of quality, relevant content is the best shot you got to capture the imagination and spark interest. Once you have identified your target audience as well as channels for delivering content, you should come up with a content strategy and calendar. Content marketing holds immense power to embed marketing messages into the daily lives of consumers. Quality content has a magnetic pull even for people who have never heard of your business.
As you can see, there is a lot of ground to cover here, and newcomers are often intimidated by the sheer scale of possibilities and challenges. Rest assured, however, that a strong online presence will enable you to reap mighty benefits. A vast majority of consumers utilize the internet to search for local products and services. Moreover, 70% of internet users take advantage of the convenient online shopping. There is no doubt that the online world is the place to be, as it increases the exposure, amplifies marketing messages, and enhances the brand appeal of your business.
A driving force of success
Online marketing is pivotal to success in today’s business arena. The pillars of the online persona are social media, business websites, and blogs. Note that they must work hand in hand in order to spur maximum results. SEO is the glue which holds the whole structure together, so get into best practices and prominent trends.
Do not create a website just because everybody else has one, and be prepared to dig into facts and figures. Embrace an integrated approach without spreading yourself too thin. Reach a wide audience and explain to people why your products and services are worth their while.
Dan Radak is a marketing professional with eleven years of experience. He is a coauthor on several websites and regular contributor to BIZZMARK BLOG. Currently, he is working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies.