Web Marketing – Strategy for Success

By: Bishoy Ishak and Helen Thibault

In the past, creating a website and updating it a few times a year was the extent of a company’s web presence and responsibility, as it allowed for adequate exposure on the various search engines. Nowadays, social media has changed the way competitors market their business and manage their web presence.

Here are some essential factors any company requires a focus on to maintain a steady web and social media presence:

Being Present

When a company is not turning up on search engines, it’s like someone shut the lights and put up a closed sign. The majority of consumers use Google to answer their queries. It’s imperative to understand the importance and value of keywords and search phrases related to the company’s products and services. It will allow a link to industry-related sites and directories. Asking customers’ insights, studying competitors’ keywords, using a keyword research tool, and taking advantage of geographical location services are all beneficial ways to increase exposure.

Offering Relevant Information to Site Visitors

Web presence is all about converting a site visitor into a client, before the competition does. According to search engine result, more than 75% of consumers search online for additional information about a product or service after seeing an ad. Consumers’ expectation for concise and relevant information has increased exponentially, and they are generally uninspired by the traditional sales peddler. Positioning a business as more of an “advisor” and offering helpful content will remove the uncertainty out of the decision.

The Blog

Blogs are an essential aspect of the company’s marketing plan, however, it must be interesting and useful content. If coupled with a YouTube video or podcast series, it makes it even stronger. Having your loyal customers spread the word in their “circle of trust” is also a great way to create a buzz about the company.

Content

Content is crucial. In a website, it attracts links to the site, which in turn validates the information as being valuable to the user. Proper content in a blog raises the business’ visibility and ranking in the various search engines. Finally, interesting content in videos serves as a great introduction to the company. It’s extremely user-friendly, as most visitors are attracted to visuals rather than a long amount of text.

Social Media

A multi-faceted approach using different channels such as Facebook, Twitter, a blog, and YouTube can make widespread exposure easier to attain. Not all social media is appropriate for every business, however. Seeing what the direct competition is using, as well as analyzing the target market can be effective. It’s all about what the visitors will interact with most effectively.

A strong, viable marketing plan must now start with a strong web and social media presence. Placing the utmost importance onto this ever-evolving medium is the strategy for success.