Keys To A Successful Online Presence
Whether it’s increasing sales, generating more traffic, promoting your brand awareness or conveying a message/information. Whatever your goals it is important that your website and marketing strategy work towards achieving these goals.
Every business is different, with their own strengths and weaknesses. We don’t believe in an out-of-the box approach to websites or online marketing.
Every business is different so its important to look at what will work for you, and more importantly your target audience. In some industries people respond well to being actively ‘ followed up’ with news, promotions, invitations etc. Whereas some people are put off this approach and prefer to research by themselves – this is where news articles, blogging, well written content and quality images are more effective.
Focus on your strategy
Every aspect of your website and marketing strategy should work towards achieving your goals – from design, functionality, interaction, content, social media, SEO and all other online & offline marketing strategies.
By focusing on these goals, your website should be 100% customized to you, Your website space and marketing budget should be used efficiently to make sure you are only getting what you need, not wasting your time and resources pursuing avenues that do not align with your goals or requirements.
Why do you want a website?
Sure, we believe every business needs a website, but why do you want a website – are you just doing it to tick it off your to-do-list, or do you have a specific purpose in mind? Are you looking to increase your market reach and sell products to a larger audience? Do you want to provide information and support to your existing clients? Is the focus on lead generation and telling new customers about your company/services? Or perhaps you have an important message you want to share with as many people as possible.
GETTING PEOPLE TO YOUR WEBSITE
Having the perfect website is great, but is ineffective if nobody can find you…
It’s important to make sure your website is easy to find on search engines and set up with Google Analytics to report the traffic and statistics about who is viewing your website. Using this information you constantly improve aspects of the website that are not working as well as others, you can see how people are finding your website to determine the most successful key words and advertising methods.
GETTING THE RIGHT PEOPLE TO YOUR WEBSITE.
Again this comes down to knowing YOUR business, and your customers/target audience. It is important tat your website attracts and relates to your target audience. Appealing to your audience can be done through design, relevant content and advertising where your viewers will find you.
Search Engine Optimization (SEO)
This determines how well you show up in search engines. This is decided by a few factors; some of this is determined by the way the website is built and indexed. Another important factor for SEO is content. It is always important to include well written content and relevant images in your website, with a focus on keywords for your industry – If your website does not say, “We offer affordable kitchens in Hamilton, New Zealand” how will people (or search engines) know that you do? Updating the content regularly helps too; this is why we often suggest a blog or news feed. Search engine algorithms are always changing and updating so it’s important to maintain your website and keep up with the latest standards.
Social Media
Using social media to give you an active online presence and interact directly with your audience. Social media can be a great way to spread the word about promotions or information as news spreads quickly among social media users.
Pay Per Click Advertising (PPC)
Google AdWords and online advertising can be effective at generating leads particularly in industries where keywords are in competition.
Offline Advertising
The digital world has provided us with many great ways to advertise and promote, but let’s not forget the ways of old. Print design is still an effective medium for communication – Newspaper advertising, flyers posters and billboards can be a great way to promote your business and especially effective when used in as part of an all-media campaign combining print and online advertising.
Face to face sales and communication
For some businesses nothing beats the personal approach of talking directly with your audience. In the ever-advancing digital age remember how important it is to spend time and talk directly with people. Print media such as business cards and brochures can have great lead generation results when combined with a friendly chat and a handshake.
THE PERFECT WEBSITE
A good first impression with your company through your website goes a long way when these people engage with you further and have had an easy, enjoyable experience. If a user experiences display issues or errors relating to a non-compatible browser or mobile device, or has to wait too long for the website to load, they are less likely to engage with you further if not leave the website immediately.
Because of the updating of web browsers and ever-changing realm of mobile devices, it is important to make sure you website continues to operate to the highest standards. It is recommended to regularly have your website audited for errors and look for areas that can be improved.
These days there is so much choice online, if your customers can’t find the content they’re looking for quickly and easily you lose them to a competitor. The design and layout of your website are some of the most important factors of your online presence. Research from a Stanford University Study shows that 75% of users admit to making ‘make it or break it’ judgments about a company’s credibility based on their website’s usability and design.
Your website is usually the first point of contact people have with your company, customers like to do their own research and find out about what you do in their own time, and without the pressure of being ‘sold’. The approach of providing information for viewers to make their own informed decision means that viewers are choosing to engage with you, this creates better quality leads which are a lot easier to convert into customers/sales. Since your website is the first impression viewers have with your company it is important that the website design is clean and professional with easy an easy to navigate structure.
Keep People Coming Back To Your Website
GIVE THEM A REASON TO RETURN
Maintaining activity on your website comes down to a few factors and depending on your business goals and target audience will determine the best way to go about keeping people interested and returning to your website.
Write exclusive content that is relevant
Rewarding viewers for their loyalty with exclusive information or advice creates lasting relationships with viewers and gives them a reason for going back to your website. Creating a resource library of useful links, advice, eBooks and other useful resources are a great way of making your website the go-to place for your viewers.
Update your website content regularly
A blog, news feed or advice column for getting people to come back to your website – Even if information is not the primary purpose of your website, It can be a method of getting people there who can then be open to seeing the primary reason for your website – e.g. sales or interaction.
Create interaction with a forum
A forum can be time consuming to manage – but extremely rewarding for building a very loyal community of returning viewers. Forums can be perfect for informative websites where opinions or advice is encouraged by viewers. A forum can also be effective for managing support enquiries, event information and other open or closed group discussions.
Social Media
Social media can be a great way of communicating with your customers. Offering exclusive offers or advertising new products, events or advice is a great way to increase your community presence.
Email Newsletters to connect with leads
Email newsletters can be an effective way to inform viewers of changes to your website such as – new products, sales /promotions and events.
There are many avenues of online marketing worth exploring to promote your website, The most important thing to consider is to make sure all aspects of your strategy work towards achieving your goals – Lead generation, increasing sales, creating interaction. Whatever your business goals be sure that all avenues of marketing keep this in mind to maximize the reach of your efforts.
