A few years ago, being online meant being limited to a tiny screen and struggling to type on a cramped keyboard. You couldn’t fully express yourself with just a few pixels, and a typical homepage featured a massive block of text with a tiny little image or two thrown in for good measure. Sound familiar? In today’s world of web design, content management systems (CMS) and search engine optimization (SEO), the rules have changed. Thanks to technology such as responsive design, content creators can build websites to fit all devices, and SEO is all about doing your research and putting in the work to get the most out of your efforts.
Why Should I Care About Online Marketing?
If you’re reading this, I assume you already know the importance of SEO and digital marketing in general. However, it’s still worth reemphasizing why you should care about online marketing, and why every business needs a presence on the web.
Just like any other form of marketing, online marketing is important because it communicates your product or service to a massive audience. In today’s world, businesses can’t afford to restrict themselves to one type of audience when they are trying to grow their brand. If your product or service is relevant to a large demographic, you’ll be able to capture the attention of many more people.
When someone discovers your product or service online, they usually do so by searching for it. According to HubSpot Blogs research, consumers have an average of eight different accounts that they use to access information online — mostly email, social media and search engines. Keeping your website well-optimized for search can have a major impact on your online presence and growth.
If you’re reading this, I assume you already know how critical SEO and marketing are to your business’ online success. If you’re still not convinced, here’s a quick overview of why.
In today’s world, SEO simply means getting found on the search engine results page (SERP) when someone performs a search on any given topic. If your website is not showing up on the first page of search results when someone enters a relevant keyword or phrase, then there is a good chance that they will never find you.
For many businesses, a poorly performing SEO strategy can lead to a loss of traffic and revenue. However, it’s important to reiterate that the reverse is also true: a seriously optimized SEO strategy can result in significant growth and success for any given business. The key is to understand how search engines work and how to implement a proven strategy to get the best possible results.
Content Management Systems
A content management system allows you to publish and organize content across multiple channels — whether that’s your website, social media accounts or emails — all in one place. The advantage of a CMS is that it provides you with a single source of truth for your content, which can be republished across all platforms with the click of a button.
When someone stumbles upon your content online, they will usually click on the first few articles that come up in their search. If those articles are hosted on a traditional, non-CMS website, then they might find that content hard to discover because it’s not indexed by the search engines. Luckily, there are many benefits to using a CMS, and one of the major ones is that it can really boost your SEO efforts by improving the discoverability of your content.
Responsive Web Design
As the name would suggest, responsive web design takes the concept of a “responsive” website and makes it a reality. Essentially, a responsive website automatically configures its layout and display based on the device (e.g., smartphone, tablet or PC) on which it is being viewed. This enables content to be presented in the most optimal format for each individual device.
If someone visits your website on a smartphone, for example, the layout may change to suit their screen size. You will most likely have several different versions of your site, with the desktop version being the default. This way, when someone visits your site on a desktop, they will see the same components (e.g., navigation bar, search box, etc.) as on a smartphone.
The advantages of a responsive website are numerous. First, you don’t need to worry about the layout being correct on each individual device because it will adapt itself. Second, you can easily update the content without having to worry about the layout being completely broken. Third, creating a responsive website is relatively simple because all you need is a minimal knowledge of HTML, CSS and a content management system.
If someone stumbles across your content and decides to read it, but you don’t have a website, then you can bet that they will soon visit your blog in order to read additional articles and stay informed about what is going on in your industry.
Instead of focusing on getting consumers to come to your store or website for product, you can now focus on getting them to come back for more content.
Much like SEO, content marketing can be quite tricky to get right. However, you can rest assured that it’s what your potential customers are looking for because they have expressed an interest in your industry. The key is to create high-quality content that appeals to your target audience and to distribute that content across multiple platforms, from websites to blogs and social media.
Last but not least, we have email marketing. Many businesses forget about this important marketing channel, but nothing prevents you from sending emails to your customers and potential customers to stay in touch and follow up on any business that they might be interested in.
Thanks to tools such as HubSpot, you can easily set up automated emails that are sent out on a weekly basis. You can also incorporate email campaigns into your content marketing strategy by encouraging your audience to sign up for your email list in order to stay informed about news and developments in your industry. The great thing about email marketing is that it is very versatile and can be used for a variety of purposes, from letting your audience know about a sales event to encouraging them to make a purchase to thanking them for their recent business.
To conclude, if you’re looking to grow your business, then you should care about online marketing. The web has evolved over the years into a powerful medium that can be used to promote virtually any business or product, which provides you with a never-ending stream of customers and opportunities.