“To be successful online, all you need is a website.”
Many businesses today believe this statement to be true.
This is unfortunate because creating a website for your business is only the beginning of unlocking your business’ online potential.
A few weeks ago we talked about the elements that make-up an effective website, but if this is all we do, we are missing out on all the other benefits of having a strong online presence for our businesses.
Your website serves as your home base for your business’ online presence. It is the starting point where your consumer comes to learn more about your products and services. But how do you help your consumer find your website?
In a busy online world, it is crucial for your business’ future success that you help your consumers find your website. Rarely is your consumer going to look for your brand specifically. Therefore we need to utilize other online resources to help our consumers find our businesses such as SEO and online marketing.
Search engine optimization
If you are not already familiar with search engine optimization (SEO), we recommend reading this article on SEO.
SEO is a powerful tool for enabling your desired consumer to find your business’ website. By increasing your rankings for keywords related to your products and service offerings on search engines like Google and Bing, you are providing your business with a better chance for connecting with new consumers.
We know that Internet users are consulting at least 10 websites prior to making a purchasing decision. Just under 10 per cent of users will search past page one of search engines like Google and Bing to find websites that answer their search query.
Therefore your business needs to ensure that Internet users searching for keywords that are directly related to your business are finding your website on page one.
One of the greatest benefits to online marketing campaigns vs. traditional marketing campaigns is the ability to track your consumer’s online behaviour and ensure they are reacting to your material the way you intended.
The two best online marketing strategies for recruiting new customers for your business are social media and pay-per-click advertising.
Social media advertising
Social media advertising is one of the most effective marketing strategies you can implement for your business. Facebook has just under 2.2 billion active monthly users, while Instagram has one billion monthly users.
Nowhere else in the world can you access such a large audience.
Social media will not only enable your business to reach a large audience, but Facebook and Instagram allow your business to create ad campaigns that are focused on specific audiences. This enables your business to directly engage and interact with your desired consumer. What’s more, Facebook and Instagram will provide you with detailed statistics that will help you to measure the success of your campaign and provide you with a clear understanding of your return on your marketing investment.
Pay-per-click (PPC) advertising is exactly as it sounds; you pay for every click that directs a user to your desired webpage.
PPC advertising is an effective marketing tactic for ensuring consumers looking for products or services related to your business are finding your website.
If managed correctly, PPC ad campaigns possess the power to ensure your business is on page one of search engines like Google and allow you to control which page users find on your website first.
Having this type of control will help your business attract and convert new consumers more easily by allowing them the opportunity to act on your call to action.