Business Web Marketing 101: From Concept to Web Presence Creation

Whether you have an existing business or you are planning to start a new business, the business of web marketing should be high on your list of priorities. The Internet as we know it is vast, ubiquitous and, thanks to mobile computing, it’s in everyone’s pockets. If your business isn’t marketing its services on the web, you are likely losing out on serious revenue. The time to market your business online is now. The following is a short checklist that will help you get your business Internet marketing presence up and running quickly.

Market Research

Without the proper market research, even the most well-thought out business web marketing strategy will likely fail. A business must know its audience through and through and, furthermore, there must be a demand for the brand or the products and services that brand promotes. In the past, the business of marketing was much more difficult. To conduct the proper search, you would have to hire focus groups and design polls in order to put a finger on the pulse of your future prospects. Today, we have social media which makes the entire business of web marketing much easier.

Social media, such as Facebook, Twitter, Pinterest, YouTube and popular online forums are great ways to get into the minds and aspirations of your prospects and customers. The business of web marketing requires you to get to know the men and women you will be marketing to. What better way to get to know your prospects and customers than by monitoring their conversations or even engaging them directly?

Thanks to the tools most people use to keep in contact with friends, family and (good for us) their favorite businesses, products and services, we now have a window into the lives of the very people we will be marketing to. What a time to be alive as a business-to-business or business-to-consumer Internet marketer.

Other Research

To effectively market a web presence online, you must conduct the proper keyword research. Knowing which keywords to use in your marketing materials will help you rank higher in the search engines thanks to search engine optimization (SEO). The proper keywords will also be used in future PPC (pay-per-click) campaigns, which are essential for maximizing your business web marketing efforts.

Google AdWords is one of the most widely used PPC platforms and there is a built in keyword research tool that is free to use. Business web marketing experts from all over the world use this tool to find those keywords that are highly searched for, but that offer the least amount of competition. By competition, we are referring to websites and other online materials that may be using those same keywords in an attempt to garner attention from the search engines through SEO.

Competitor Research

Notice how we haven’t even begun to discuss a website or even graphics, which is typically where the beginner wants to begin. Right now we are merely discussing concepts, ideas and the concepts and ideas that your customers will go gaga for. This requires extensive research, both market and keyword, but it also requires you to research your direct competitors.

When you find the keywords that you plan to use in your business web marketing campaigns, start looking those keyword terms up using Google or similar search engine. Start researching the first few listings that each term yields. These are the websites and pages created by your direct competition. It is recommended that you take what works from these sites and make them better. Now you are ready to market your small business with a website and other materials.

Web Design and Development

Many people think that the business of marketing relies mostly on sight. It’s the images that count, a business-to-business Internet marketing beginner might say. That online marketer might have a point to a degree. The design of your site does matter, as do the colors. Certain colors have been known to elicit certain responses in people and if your website looks like trash, most people aren’t going to bother to stick around.

That being said, your business web marketing presence does not need to be flashy or laden with the best videogame-like graphics. Your website should be simple, pleasing to the eye and the entire presence should mesh together into one cohesive element.

If you are not artistic or if you don’t know PHP from HTML, it’s recommended that you hire someone to do this part for you. While there are many do-it-yourself open source web design platforms online, if you don’t know what you’re doing it’s usually going to show. Don’t skimp on the design. Let the experts do it for you and wow your audience with a design that flows with your overall message.

Content

A business web marketing site should be filled with content that is useful, well-produced and to-the-point. Nobody wants to read a website filled with a lot of fluff, nor does anyone want to read one that is filled with grammar and spelling mistakes. Keep your information short and sweet, go for shorter paragraphs as opposed to longer ones and always have a call-to-action.

State Your Goals

In the business of marketing online, you should always write down and memorize your goals beforehand. With so much information out there and so many techniques to choose from, it’s easy to get sidetracked. When you know where you’re going, you’ll be more likely to get there.

The goal of your website may be to garner more leads, sell a product or service or it may be a squeeze page designed to capture valuable information from your online visitors. Whatever the case, your business web marketing presence should always have a clear call-to-action so that your audience and web visitors always know what to do.

Marketing Communications and Other Brand Communication Activities

The odd fact, is that as much as we all have been the targets of marketing communications for pretty much our entire lives, it’s but a select small percentage of the population who understand what it is and how it works. Those who have studied it, and make a living at it are called market communicators.

On the surface to the novice, it can all seem so simple. Marketing communications is simply communicating with potential clients or customers about whatever it is that you have to offer. The end goal of whatever it is that you’re communicating is to convert them from potential to actual clients and customers.

Look below the surface though and you’ll find that it has become an incredibly complex art/science and perhaps you may have already heard of subliminal advertising. This is a form of marketing communications that is done to transmit hidden messages to the public, and it can take a wide range of forms. Major corporations have been doing it for years.

Of course subliminal marketing communications is being done on the Internet as it has been on TV, and radio but one new genre of marketing communications confined exclusively to the Internet, is called mass interactive marketing communications. It’s been generating a huge buzz not only due to its effectiveness, but also because of the potential it holds.

The name interactive is the big giveaway that what it is, is actual two way interaction that allows the public to at least have the feel that they’re in actual communication with a marketer. Of course two way communications has been around ever since the first person filled his or her basket with something to sell, so in that respect it’s not a huge breakthrough.

What is a huge deal though, is that online interactive communications allows you to conduct simulated one on one communications with multitudes of people spread all over the globe, if that be the case. In fact you may have already ran across auto-responding emails and not even been aware of it. If they were professionally done that is.

Auto-responding email are a series of prewritten emails that are arranged to be sent out in a specific set order that ideally leads a person in a step by step fashion as close as possible to a sale or, “marketers end goal”. Now do keep in mind that this is nothing like spamming.

Rather well crafted auto-responding emails are produced and arranged in such as way that your recipient believes that they are “personally written” and sent. Preferably as a response to the last emails he or she sent. A four or five series of back and forth emails.

So the more one looks into marketing communications, the more fascinating it becomes, and as digital communications technology becomes more advanced, so too does this art/science. In the end though, it’s all is done for the same purpose, and that is to drive sales.

Why It’s Important To Digitally Transform Your Business

“Digital Transformation” isn’t just a buzzword. It’s a core concept of my business model, and I hope by the time you’re done reading this you’ll know why it should be a core concept of your own business.

In essence, digital transformation is the process of transitioning your entire business from an old stale platform to a new digitally efficient and exciting model. There are so many different things that go into this but let’s look at how it works for sales and marketing.

Digital Transformation many times can bring your sales and marketing from the physical world of phone calls, fliers, and mailings to the Internet. These older “analog” techniques are still valid, but they are becoming much less effective over time. Why is that? E-commerce technologies have reached a point that they’re blowing physical advertising out of the water.

People are still buying things more than ever though, but where are they doing it? They’re buying on the web instead of walking into a store. Have you heard of “showrooming”? This is a term that retailers use for people who go to a store to get an experience with a physical product then search for the best price online. Best Buy in particular had this happen so much that they’ve made this part of their business model, hoping to push people to buy the product in the store through the Best Buy website. (Smart thinking Best Buy, way to digitally transform instead of continuing to fight it!)

What if you have a service business instead of a retail business? You’re still in trouble. Customers aren’t letting their fingers do the walking through the Yellow Pages anymore. Instead they’re turning to Yelp and Angie’s List. Yelp and sites like it have a big advantage over older methods of service advertising. They not only can display more information, but they provide the social proof of customer reviews.

Customer reviews are the major force in demonstrating reputation in the online world. We used to call this word-of-mouth advertising, but now sites like Yelp allow a single person’s voice to reach your entire market (at least the ones who check Yelp, 132 million monthly visitors in Q1 2014 according to the site) and color other people’s perception of you for good or for ill. We like to call this “digital-mouth” advertising.

Basic Online Presence Is Not Enough

Perhaps you think you’re ahead of the curve. You have a website and some social media presence. Isn’t that enough? Sadly to say it isn’t. Many business websites don’t have much more information than a standard Yelp page. Social media is treated more like a billboard than a customer interaction platform. Worst of all, if a visitor wants to convert they have to go back to things like the telephone or basic email to get in touch with you. They violate one of my four pillars of digital transformation, the digital hook.

The mobile web has made it so easy to convert visitors that websites shouldn’t be called web sites anymore. Instead, I call them “customer acquisition engines.”

The key shift is that your online presence needs to move from a purely marketing standpoint toward both sales and marketing. Not only that, but customer data should be tracked over time to generate an ongoing relationship with an individual visitor, urging them to convert again and again until they become loyal customers.

Impossible you say? I assure you that with today’s technology it is quite possible. You may have seen some of the tactics yourself. If you use Facebook and don’t have an ad blocker on, try visiting a few business sites or talk about a topic a few times. Notice what ads you get on the side bar. Most of the time, you’re going to start seeing ads that relate to what you saw or talked about.

In fact, by merely visiting a site, companies can now start to get marketing data on you immediately. Technologies like tracking pixels can trace an individual visitor as they come and go from a site. This allows you to push ads about your business to them on other sites. When they come back, that information can be read and let the visitor pick up where they left off in the sales cycle.

Digital Transformation is Vital Now

With decreasing retail sales, more people buying online, and new sales and marketing tactics smashing competition through the digital space, the old business models can’t compete for much longer. If this article has sounded a chord of panic in you though, don’t worry because knowledge is power. Get started today and start the transformation now before you get out-transformed by your competitors!

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