| Consumers are searching for your products and services online but without some form of “presence”, you will not be found. This can achieved by actually having a website (you’d be amazed at how many companies don’t) but that presence needs to be enhanced!
This can be achieved by simply ensuring you have accurate keywords or to a greater level by buying a front page search ranking through the likes of Adwords – there are alternatives but these are dependent on your motivation and budget. Please speak to us about the options and the potential to meet your target markets.
Note: As an example, you may liken the website to a retail shop. You can position yourself in the side streets and take a chance on the walk by consumers. Or you can pay a premium and position yourself in the “mainstreet” – chances are you will be visited by a far greater number of passing shoppers and consequently achieve greater sales, having paid a premium for that significant exposure. A website is no different.
The Internet has profoundly transformed the way people learn about and shop for products. Previously this was through the traditional means of print advertising, radio advertising, and trade shows but today consumers start their shopping experience by looking on the internet, via the search engines, social media sites and even the blogosphere. In order to compete, businesses need to be online.
The Dynamics of Marketing
As indicated above, people have been inundated with flyers, brochures and e-mail campaigns and are not happy about it. Not surprisingly, they have looked at ways of blocking the flow eg spam filters, “no circulars” etc. Consequently, outbound advertising is becoming less effective. There is a real need to consider how you can utilise the inbound options such as search engine optimisation and other marketing techniques.
As consumers regularly go to the search engines to research and purchase products or services, one has to consider how to best achieve a high search engine ranking. This comes in two forms:
- Organic or natural results (gathered by search engine web crawlers and ranked according to relevance to search terms such as keyword match);
- Paid results (listings that require a fee for the search engines to list their link for particular keywords).
If you are using other promotional services (eg; newspapers, magazines, radio) please ensure that your website name is prominently referred to as the place to go for "for more information" or "specials".