There is a lot of attention being paid to the world of online marketing, but it isn’t as new as some news outlets would like us to believe. Having a corporate web marketing plan is more important than ever, and ignoring this may be losing your company a great deal of money. It’s very easy to get distracted with all the information floating around on the topic, but let’s try to clear some of it up so you can take advantage of all the internet has to offer you and your business.
Q. Why are you in business ?
A. To earn money!
You wouldn’t be in business if you weren’t planning on making money. While that is one of the reasons you are business, it’s not truly what will make you money. Selling a product, even something as simple as toilet rolls is where the money is, provided you have the traffic
Your business internet marketing strategy has to be built on what your clients need, not what you need. To be more accurate, your approach has to emphasize the benefits to your customer (what they want) so you can create higher profits (what you want). Before you can give them what they want, you need to know who your ideal customers are and what it is that they really want.
The neat thing is that the internet is an ideal way to get your promotional message out there, and it can be done for a reasonably low cost when compared with traditional advertising. Naturally you should also include standard media in your advertising campaigns, but be sure they complement your online marketing and vice-versa even if you’re only selling cocktail umbrellas.
Web marketing covers everything you do online that could be even remotely connected with your company. A comment on a message board, a blog post, an update to your personal Facebook page, almost anything, anywhere will all contribute to the public perception of you and your company. That doesn’t mean you should be scared to have an online presence, but it does mean that you should diligently consider anything you do and say on the internet. One company that does that very well is
There has been a profound shift recently from companies who were stuck in the past almost and focused on keyword rankings, to a) delivering very high quality content and b) converting website visitors into newsletter subscribers. An example of a company who I’ve been speaking to recently that have embraced this shift is email marketing to their customer base as standard
There may have been a time when a business, any company, could gain a footing in the market by just having a website, but those days are long gone. However, if you don’t have a web site and a full corporate online marketing strategy then you are falling farther behind to your competition. Speaking of competitors, it has changed, too. It used to be that you knew who your competition was and that they were of the same size as your business. Today, your competition could be a person with little more than a computer.
It’s debatable whether there was ever time when you didn’t need an online strategy, but there is no question that you now need a corporate internet marketing strategy if you want to have a successful business.