Internet marketing means telling the world you’re in business. It’s the equivalent of putting a huge sign on your brick and mortar store, placing ads in local newspapers, and activating rotating spotlights in the sky. Getting new customers is tough if they don’t even know your company exists.
The bare minimum of Internet marketing is having a web presence. Search engines list websites if the user types in just the right combination of terms. But your company’s site may nearly impossible to find otherwise.
If you want to increase your audience (which can translate into increased sales), you can use a variety of marketing techniques, but there’s so much you can do while still focusing on just the website.
Keep Your Website Relevant
When was the last time your online presence was updated? The content and the design should get tweaks from time to time. If it has flashy images or popups, make sure they’re comparable to other websites’ techniques. Change the copyright at the bottom to reflect the current year. Research your competition and keep up with the latest technology. The online world changes so quickly.
Websites users aren’t stuck at their desktops anymore. In fact, according to comScore, mobile has overtaken desktops in media and website use. Is your website optimized for mobile viewing? Do you know how it looks on a tablet or smartphone? Does your site load easily if the device isn’t connected to Wi-Fi? Are the icons easy for fingers to tap? Does it navigate intuitively? How does it look in different browsers and with different operating systems on mobile devices?
SEO Best Practices
Search engine optimization (SEO) is the practice of making a website rank higher in search engines. When someone enters search terms into their favorite browser, the hope is that your site shows up on the first page. Sure, this can be a lofty goal when there are millions of websites out there, but that’s the whole point of SEO. Understand what your prospective customers are looking for, and hopefully your SEO expert can help your site rank higher for those terms. As with the rest of the Internet, SEO is constantly changing. Do your best to keep up.
Do a baseline analysis of your company’s website using analytics tools (e.g., Google Analytics). Then set some benchmarks and re-analyze the initial markers. Has website traffic changed? Are visitors coming back repeatedly? What pages are popular?
Analysis can also come in the form of surveys or other direct feedback methods. Numbers only tell so much of the story. Pay attention to reviews, ask your visitors what they think of your website, or even test things out using your employees as reviewers.
Improving your Internet marketing doesn’t have to be mind-boggling. While you can employ a variety of strategies, concentrating on your website alone is a sound way to make progress. Keep informed and keep up with the times.