Last updated 11 hours ago
In our contemporary, tech-filled society one might assume that the importance of website optimisation would be common knowledge. That said, a significant portion of businesses are still nowhere to be found on the web. However, this might be less damaging than a $200 website purchased from a foreign country.
These businesses are still treading water but late adopters might be burnt when then competition takes their market share. Small businesses fall under the late adopter?s category for several reasons including financial restraints, negative perception of online business as well as lack of trust.
There is a perception shared by some that the internet is ruining the economy - everyone is simply shopping around for the lowest possible price which eliminates customer loyalty. The fact of the matter is that appearances count for a significant amount of traffic. With this one must emphasize the importance of brand positioning.
A website that functions well is simply not enough ? it has to be accompanied by an aesthetically appealing look and a clear cut, simplistic conversion strategy. Once a potential client lands on your homepage they must be able to:
- Define your offering ? your offering must me conveyed in a clear and concise manner. With a simple glance someone should be able to tell another exactly what it is that you offer. Put some time into your online property before you start an online marketing campaign.
- Perceive positioning ? there is a certain level of product for each consumer and their respective needs. It is not necessary (and illegal) to frame your products as premium products if they are not high-end.
- Communicate ? people should be able to contact you or be able to be led into the next step of the buying funnel from your homepage. A convoluted homepage equates to a more profitable competitor.
It is important to segment your website visitors and see it from their perspective. Remember that not every visitor is in the same stage of the buying funnel. You need to cater for all the types of people that will visit your website. The longer you get them to stay, the more likely they will convert from visitors to customers.
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Paid online advertising
There are countless statistics on the web with regards to the amount of clicks that go to paid advertising as well as organic searches. The majority of these studies posit that organic searches are more likely to be clicked on. Why would you then invest in paid advertising?
The more impressions you make the better. Spreading awareness of who you are is the main driver to a good brand recognition strategy. Do not misinterpret, sales are important as your bottom line is what shows whether or not your business is successful. What you want to capitalise on is the referrals and leads created by brand recognition. A popular brand gets more phone calls which leads to business than a brand no one has heard of. Reserving your spot in the mind of the consumer is truly what you should be aiming for.
We see this reservation in many different forms from taglines, iconic logos, jingles and the most valuable of them all ? proprietary eponyms. An example of this would be how Kleenex has claimed the space in the consumers? mind with regards to tissues. People refer to any brand of tissues as Kleenexes. This happens due to successful market saturation of a brand. So remember, people do not invest in paid advertising solely for the purpose of getting more people to your homepage. Increase your visibility by also:
- Expanding online property ? the more sites your business is active on, the more online property you own, the more visible you will be. Penetrate the online industry in as many ways as possible. This said, you have to be active ? no presence is better than a stagnating presence. Online marketing is easy to adopt but shows results a lot quicker if you have an active presence.
- Focus on problems as well as solutions ? in terms of keywords, do not just focus on your products/services, focus on phrases depict the problem your business solves.
- Networking ? as I mentioned last week. Online marketing has to be done in conjunction with telling more people about your offering and online presence. Putting a face to a brand, service or product helps to increase your visibility over time and will help you get your brand into social circles you might not have gotten I without networking.
We are always available to talk about online advertising and web development ideas. If you are interested getting more information on how to get more people to your homepage, visit www.simplifytheinternet.com.
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