If you were to
read five “how to” articles for growing your business on line, I expect that
you’d find at least five different strategies.
Lost in all of the rhetoric about this “new” channel for business growth
is the fact that the fundamentals of marketing are consistent on or off
line. Yes, you have the opportunity to
meet many more people with your on line and social media marketing strategies. But it is a mistake to assume that you can
throw together a web site and a few squeeze pages, link them to a couple of
social media platforms, and have all kinds of new customers seeking your
product or service. The fundamentals of
marketing that have proven effective for decades must be adhered to in this new
medium as well.
today’s post, and continuing with the next, we’ll look at ten marketing
essentials that must be in place if you’re going to enjoy the success that is
possible with your on line marketing.
1. Are your goals and objectives
relevant in today’s marketplace? Why are you in business? Are you keeping current with the needs of
today’s prospects and customers? Do you
offer a valuable product or service that is priced right? Is it time to reevaluate your brand or give
your business a facelift? With our
consulting clients we refer to this as your “inside reality.” Use the opportunity of launching an on-line
marketing effort to carefully analyze your company. Perhaps it’s time to innovate in response to
the demands of today’s marketplace.
2. Keywords. What
are the most effective keywords for your business? Hint:
this doesn’t automatically mean those that have the highest search
numbers. There are many keyword analysis
tools that can help you determine the best for your specific situation. Once you understand them, make sure that the
new content of your online presence utilizes these words and phrases
Search engine optimization is essential for on line success. Make certain that the person designing or
reworking your website understands the major components of SEO and direct
response web marketing. Your objective
should be to make your site organically searchable to achieve higher free
rankings, and to quickly facilitate visitors taking action. Integrating a forum or other method for
creating back links to your main website will enhance your SEO efforts.
4. Why you? What
makes your company, product, people, and service stand out from the
competition? What image of your
organization do you want the visitor to your site to take away? In offline marketing we call this your
“unique selling proposition.” Guess
what? It’s equally important for online
marketing that your position in the marketplace be stated clearly and
consistently. If you’re in the product
business, make certain your visitors know how your widgets will outperform the
competition, are easy to use, and priced correctly. If you’re in the service business, find a
position that obviously recognizes the needs of your customer and how you offer
the best solution.
5. Market constantly. Your
site should be visually appealing, easy to navigate, and offer some sort of
incentive to keep visitors engaged and easily direct them to your conversion
easy to take next step that helps your prospect in their educational process is
critical. A free report, video training
session, subscription to a series of helpful emails…all are effective
strategies for keeping prospects engaged with your brand.
marketing requires the same focus on fundamentals as your other marketing
channels. Next post we’ll continue
looking at these essentials.