In today’s digital age, businesses (both big and small) must have an online presence. Meaning they must have a website and they must use various digital channels (such as social media) to promote themselves and their products.
Why is marketing on the web so important?
Well, firstly, consumers are connecting with brands and companies more through digital channels than traditional ones (such as billboards and magazines).
Secondly, the digital landscape is constantly changing. With each new generation being exposed to online marketing, businesses must adapt or die. Meaning they must keep up with the ever-evolving trends or risk being left behind by their competitors.
Thirdly, thanks to the advancements of artificial intelligence (AI), machine learning (ML), and big data, businesses can gain valuable insights into their market and their consumers. This in turn can help them determine customer preferences, gain valuable marketing insights, and make better, more informed decisions.
The Evolution of Online Marketing
Depending on your industry, the evolution of online marketing can be a little different. However, there are several “best practices” that every business can follow to ensure they are making the most out of their online presence.
Here are a few of them.
1. Website Structure Is Everything
If you’ve ever built a website before, you’ll know that it’s not just about having a pretty face. To create a successful website, you need to have a well-structured and easily navigable design. Meaning, you want visitors to easily find what they are looking for, easily navigate your site, and easily make purchases.
If a potential customer or buyer has an issue finding what they are looking for, they’ll likely leave your site unsatisfied and possibly even uninterested in what your business offers. For example, if a visitor wishes to purchase a car but is having trouble finding information regarding car models similar to or better than what they have in mind, they’ll likely leave your website frustrated and unsatisfied. Not to mention if they find the information but it’s not clearly presented or if the terms and conditions aren’t clearly stated, they may have a problem and leave your site in a negative mind-set.
To make sure your website is easily accessible, search-friendly, and filled with relevant information, take the time to learn SEO (search engine optimization). This will ensure that when someone types in a search term relating to your business, your website will appear at the top of the search engine results.
2. Content Is King (or Queen)
Depending on your target audience, the content you create and distribute may differ. However, in general, content is still king (or queen) when it comes to ensuring your website’s success.
The content you create on your website will determine its overall appeal and value to visitors, Google, and other search engines. For this reason, make sure to create relevant, valuable content that will attract, engage, and retain your target audience.
Whether you’re creating a blog post, a product description page, or a white paper, make sure to include quality content that will appeal to your target audience. When somebody finds valuable information on your website, they will likely come back for more. So to ensure they keep coming back for more, make sure to regularly update your content with fresh news, relevant information, and high-quality content.
You’ll want to include keywords in your content wherever possible. Using key words will help your content gain exposure and make it easier for potential customers to find your content if they are looking for information on your topic. When somebody types in a search term relating to your business, their software will present them with a list of results, one of which will be your website. From there, they’ll likely click on one of the first few results in your website’s list (depending on how well optimized your site is)
3. SEO Is Key
Search engine optimization, or SEO for short, is an essential tool in the fight against being drowned in spam.
SEO attempts to improve a website’s ranking on search engines like Google, Bing, and Yahoo. To do this, an SEO specialist will try to optimize a website’s structure, content, and design. With the right approach and strategy, SEO can be very effective. However, if you want to see results, you’ll need to commit and put in the time and effort.
4. Social Media Is Key
If you can’t or won’t implement SEO, then social media will be your next best bet. To get started, simply create a social account on platforms like Twitter, Facebook, and Instagram.
These are all free and easy to use. You can also use them to create a business profile. From there, you can start including and connecting with other users in your industry who have accounts on these platforms. This will help you find like-minded people, stay up-to-date with the latest trends, and gain valuable marketing insights along the way.
By actively participating in social media, you’ll be able to establish yourself as an authoritative voice in your industry, gain credibility, and establish yourself as a thought leader.
Marketing On The Web: The Benefits
Thanks to the web, businesses can market and interact with their customers from anywhere. And given that they have a digital foothold, they can easily become accessible to anyone who might want to do business with them. However, all of this depends upon them actually having a website. So, what are the benefits of having a site?
Well, firstly, establishing a website means you have a physical address which you can use to send letters, packages, and orders. Meaning you can have actual, verified contact with potential customers.
Secondly, having a website also means you have something to promote. Whether you’re a local business wanting to get the word out or an established brand wanting to promote a certain product or service, there’s always something for everyone.
Thirdly, having a website implies you are, in fact, an “established” business. Which means you have a history and you have been in business for some time. Established businesses usually receive higher levels of trust from customers than smaller businesses do.
Finally, creating a website shows you are committed to being present in the digital world. Meaning you understand the importance of being found online and you are doing everything in your power to ensure your site becomes “visible.” Once you have a functioning site, you can continue to build on it.
To put it briefly, having a website is important because it provides a “digital foothold” for your business. This is especially vital for businesses who want to succeed in today’s ever-changing world. Meaning, if you want to stay competitive, you must have a website and you must use various digital media to reach your audience.