26 Nov Websites, Websites Everywhere, but No One Can Find Yours
Whatever your official title, you have to fulfill countless roles when you’re a business owner. Administrator, project manager, salesperson, bookkeeper, human resource representative—you perform all these parts on a daily basis. They are essential to your business success, but one of your most important roles can get overlooked when you aren’t sure how to accomplish it: marketing specialist.
Marketing techniques have changed drastically over the last few years, and they will only continue to evolve. If you want to keep up with your competition, you need to help your customers find you online. Tweet This
Maintain an Online Presence
The most important thing you can do to increase your visibility? Create a website. Word-of-mouth, client referrals, and face-to-face networking are vital. But if you do not exist online, your business might not exist for long.
When you set up a website, you take the first step toward making your business more successful. But it is just the first step. You need to maintain that presence by adapting and updating your content.
List Your Website
Many people think that once they buy their domain name and put up content, potential customers will find them. Unfortunately, that’s not the case. Once you complete your website, you need to list it with online search engines and directories, including:
- Yellow Pages
This is not a comprehensive list, and you shouldn’t feel obligated to use every option. Research the search engines and directories that will work best for you, give them a detailed description of your business, and link them to your website.
Implement SEO Practices
Once you list your website, you need to optimize it. Think to the last time you searched for something online. You pressed “enter,” and thousands, even tens of thousands of results were at your fingertips. But let’s face it; you didn’t look through all those results. People are much more likely to see results closest to the front page—especially those closest to the top of the front page. Search engine optimization (SEO) practices can get your business there.
Post Original Content
Even if your website has pages and pages of content, you need to make sure all of it is working for you. Duplicate content (material copied from other sites) might look good, but it doesn’t do much for you since search engines tend to cluster that copied information together. Once the search engine groups them, it only promotes the best results—and your site might not make the cut. On the other hand, original content works for you.
There are a few reasons for this trend:
- Keywords: Keywords are a foundational part of SEO. When you seamlessly place them into your website’s content, you show search engines your site is relevant and responsive. That leads them to recommend your site.
- Authority: Updated, accurate, and interesting content makes your website appear as an authority. When others use your site as a reference or trust it enough to link to it, search engines will rank it higher.
- Reader Engagement: When visitors have interesting content to read, they will stay on your site longer. You increase your authoritative quality and help your customers get to know your brand.
Focus on your Audience
Most successful companies have a brand identity. In many ways, this is your business’ personality. Are you down-to-business experts or understanding consultants? Community-driven neighbors or cutting-edge mavericks?
How do you determine your brand? Know what your client wants.
When you create your online brand, you must target a specific customer. It may seem counterintuitive to narrow down your audience; after all, the more people you advertise to, the better, right? Yes and no. The common phrase “You can’t please everyone all the time” is especially true in the marketing world. When you narrow your audience, you can focus on a smaller group.
Define your target audience by asking a few simple questions:
- Who needs my products or services?
- Who can afford my products or services?
- Who are my customers now?
- Who are my competitors targeting?
Once you define your marketing niche, you need to get to know it. Consider your audience’s
Whatever your target audience, remember that your marketing strategies should always address their wants and needs. If you can answer why they need your product/service right now, you’ve got them hooked.
Make It Mobile
One common thread that connects most audiences is the demand for mobility. More and more people use smartphones and tablets to access the Internet. Help them use your site by making it mobile-friendly. Tweet This
Mobile marketing needs to consider two things: load time and screen size. You want your online visitors to read and navigate your site with minimal resizing, loading, and scrolling. Remember, the easier the online experience, the more likely they will stay on your site. Otherwise, they will walk away—quickly.
Ask a Professional
These tips can give you a good idea where to start your marketing strategy. But the best way to beat your online competition is to consult with marketing professionals. Contact one today to get experienced advice that can help you create the accessible, audience-focused website your company needs.