A website is a business tool. It should generate potential customer enquiries
or direct sales (if e-Commerce). To achieve that, it needs to be actively
promoted - doing nothing is not an option.
There are numerous techniques to promote a website. They fall under the general
heading of "Internet Marketing & SEO". It is not strictly "one size fits
all". Some techniques (like basic SEO) should be applied to all websites; other
techniques might be applicable only to some. Each business needs to consider
them individually, but one golden rule applies to all - never implement them
half-heartedly and always monitor the results.
We can help you develop, implement and monitor SEO and Internet Marketing
strategy suitable for your business.
SEO - Search Engine Optimization
It is a process of making sure that your potential customers can find your
products and services through search engines such as Google, Yahoo and MSN (we
are not listing hundreds of others because if you score well with those three,
you will do well with the rest).
Search Engine Optimization (SEO) basic rules of thumb
Structure - it is essential that search engines can see and index all
the web pages and their content
Content - search engines must be able to figure out what your website
and each page is about. One must think of a search engine as a librarian, which
needs information to correctly catalogue the website and its pages - title,
headings, subheadings, anchors, keywords etc.
Trust - search engines (especially Google) put a lot of emphasis on
establishing, if a website is trustworthy. The concept is based on simple
recommendations. We are more likely to buy from certain shops and suppliers
when those are recommended, the more recommendations the better. Search engines
will treat links from other 'trusted' websites to your website, as a vote of
recommendation hence building up the trust (the technique is often referred to
as 'link building').
Internet Marketing - The Absolute Essentials
E-mail is fastest and potentially the most cost effective way of communicating
with your customer. To establish sustainable e-mail marketing campaigns, three
main elements need to be in place
Collect - the ability to collect email addresses from your prospects and
Getting visitors to your site is a process - make sure that once they find you,
you have a future way of reminding them of your existence.
Content - well designed, well timed and straight forward marketing
message to your existing customer, over time can help you achieve higher
customer retention and increase your ROI.
Professional look and content will deter the recipient from deleting without
reading or putting it in spam.
Courtesy - ability to opt-out
Permission from your customer to receive e-mails from you is absolutely
essential. Customers who are willing to receive future marketing from you will
be more responsive.
Product directories are means of extending the exposure of your website and your
products. Most require some sort of payment therefore ROI need to be considered
There is one absolute gem out there - Google Product Search (in the past called
'Froogle' and now found under 'Shopping'). It is a product listing directory
that does not charge for referrals. But the best part is, that it is
integrated with Google organic search i.e. greatly increases your product
searchability as well as doubles your chances of being found faster through
more info visit Google Shopping . . .
Pay per Click
PPC (Pay Per Click) is a paid for, sponsored links marketing through search
engines and via their content networks.
It is not an endorsed advertising, but it will provide exposure to new
customers, who otherwise would not be aware of your presence on the internet.
PPC is not for everyone and following needs to be considered and monitored
Average product price
Conversion rate - average number of referrals per sale
Cost per Click (CPC) - varies depending on the search engine and the level of
competition for a particular keyword and its placement
Seasonality - is the product seasonal, etc
For more info visit Google AdWords . . .
Providing latest news online can have a positive impact on visitor experience.
Appropriate fresh content will create ' things are happening ' atmosphere and
it can be used as an informal sales approach.
The additional content should also improve ranking with search engines.
We cannot possibly ignore and must mention the importance of utilizing the
website and combining your internet marketing efforts with business promoting
activities on the ' outside off the digital world '.
Having a website definitely adds to your real-world marketing potential and vice
versa, there are numerous ways of taking advantage of this fact.
We have learnt over time, what works, to what degree and how to take the obvious
advantage of having combined marketplace presence.
Monitoring Marketing Efforts
Your marketing efforts must be monitored.
One of the best tools available now, is Google web analytics solution.
Google Analytics is a powerful and flexible web analytics solution that gives
rich insights into your website traffic and effectiveness of your marketing.
For more info visit
Google Analytics . . .