Nuts and bolts of online marketing
The Internet is an excellent tool that can be used in marketing. It can complement existing marketing activities and create new opportunities. You may have a state of the art site, but if no one is visiting, the success of your site is limited.
There some important steps in online marketing:
- Develop a marketing strategy. Identify your target audience, what will interest them and how to present the information.
- Create an informative, interesting and memorable website. First impressions are important!
- Add 'bonus' content to your site and become a useful resource. Mailing lists, online coupons, brochures, web specials, valuable information and relevant links will keep visitors coming back. Fresh content and updates are also very important — a static website does not encourage repeat visits.
- Register your site with search engines and web directories. Proper design (with meta tags) can help your rating.
- Consider various online services to publicize your site — link exchanges, banners, newsgroups (but avoid spamming), and web forums.
- Announce your site to the marketplace. People must know about the site before they can look for it.
- Include your website address on all your stationery, packaging and promotional materials.
- Provide easy means of communication. Email links and contact information should be visible so that visitors can contact you with questions or comments. Online user surveys can also be useful.
