You need meaningful results when you invest marketing dollars online. Look into your options and you get information overload almost immediately. You’ll have to contend with baffling buzzwords. And the sheer number of choices and recommendations may lead you to do something really bad for your business: nothing.
So how do you get results?
Change is ongoing and fast on the Internet. This reality makes it even more important to ensure your marketing and technology investments make good business sense. Remember that the new online tools still have to solve the same old problems business has always faced.
There is a natural flow to developing business online. Maximum impact – and results – come from making investments in stages, so that each step you take builds on what you’ve done before:
- Start with a sound foundation. Choose and configure reliable online services that allow for growth.
- Your website is a key part of your company’s brand. Its look and feel needs to be consistent with your existing branding. A website is a platform – a business launching pad. Having that in mind will help you avoid treating it like a brochure. Web technology can do so much more than that, yet this mistake remains common. And that’s an opportunity for anyone who recognizes it.
- Make your site a destination for your clients, your colleagues and your industry. Regularly add content that will be interesting and useful for visitors. Tell your story. Connect with visitors and create ways for them to connect with you.
- Get found. Have a purpose behind the content you create. Make use of social media to help people find you. Get even more leverage from your content by using traffic-building strategies. Raising your website’s rank on Google and other search engines gives you the opportunity to do more business and better business.
In short, build something useful on your foundation…