As more consumers turn to the internet to research and purchase goods and services, companies need a business web marketing strategy to attract online customers. Forrester Research found in 2007 that 55% of consumers shop online due to the increased choice of products. Since search engines are the method used most often to find a particular product or service, businesses want to be in the top results for the particular products sold.
Like any other business objective, business web marketing starts out by identifying the objectives a company hopes to achieve online. Whether it be to position the company as an expert in the field, generate leads or increase profits by creating a new sales channel, business web marketing starts with clear and measurable objectives. Finding the right keywords to build a website around or upgrade and existing website with also plays a critical role in attracting online customers. Define the customers that the company wants to attract and build a web content strategy around the needs of the identified target market.
Business Web Marketing Begins With a Website
A website is a powerful tool for companies. It allows a company to communicate directly with customers from across the globe. A business website serves as the foundation to all online activity. Other business web marketing elements build upon the foundation to attract online customers looking for a company’s goods or services.
A website should be easy to navigate, feature informative and engaging content that is search engine optimized, use Meta tags, and provide educational copy that help customers solve problems. A site should be visually interesting, use web optimized images and provide a way for customers to sign up to receive content or emails from the company. Be sure to provide a company information page and contact information as well. To make it easier for customers to find a business website be sure to register the site with any relevant trade directories or associations and the Open Directory Project (dmoz.com).
Blogs Provide Fresh Content
Another key part of a business web marketing strategy is a blog. Blogs are easy to update and allow companies to write in a more conversational tone. A company blog gives customers an inside view of the company culture, additional uses for products, share customer stories or customer insight. A blog should be updated weekly to keep web content fresh.
Social Media Helps Attract Online Customers
Previously, it was difficult for businesses to communicate directly with customers unless the customer happened to call or set foot inside a store. Today, social media allows companies to share information and participate in conversations with customers. From Facebook to Twitter, companies can use social media to share information about new products, educate customers, challenge customers with fun quizzes or just ask for customer feedback. Social media also allows a business to create an authentic brand personality that helps build a stronger relationship between customers and the business.
These are a few of the elements to building a business web marketing strategy. To stay competitive in a tech-savvy world, businesses need to embrace web marketing as part of their overall business strategy.
Sources:
Arnold J., Lurie, I., Dickinson, M., Marsten, E., & Becker, M., Web Marketing All-In-One for Dummies, New Jersey: Wiley Publishing, 2009.
Wendy Roltgen - Wendy Roltgen is an avid writer and reader. She loves learning and writing about a variety of topics. She has worked in various marketing ...
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