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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.

Developing A New Marketing Communications Plan For Small And Midsized Companies

As you begin, or refine, your marketing and marketing communications planning for the coming year, you’re probably a little uneasy about whether you’re maximizing your strategy, budget, plan, executions and measurement. Whether you’re a B2C, B2B or nonprofit marketer, it might help to know you’re not alone. It’s always a challenge to develop these plans, but especially now.

In fact, 93 percent of Chief Marketing Officers say they’re under more pressure to deliver significant ROI, while only eight percent say they can determine ROI for their social media efforts.

Marketing And Marketing Communications Challenges
Our continued unsettled economic and political landscape and changing demographic patterns, coupled with the explosion of new communications tactics, along with a plain lack of trust between buyers and sellers, has led to the increasing levels of uncertainty that we all feel. In developing new plans and strategies, this translates into a host of considerations:

  • Expenditures for major media (as led by television, yes television) and marketing services (as led by sales promotion) in the U.S. are projected to total an all-time high of $406 billion in 2015. That’s a staggering $1,262 per person (Zenith Optimedia)! Beyond the dollars, that’s a lot of clutter and competition.
  • Conversely, median household income declined 8.7 percent between 1999 and 2013 to $51,939 (Census Bureau Current Population Survey). During this time, most buyers have learned how to spend their hard earned dollars more cautiously.
  • The two largest and most important age cohorts are very different. Millennials are more willing to buy lesser known brands, don’t see ownership per se as an aspiration, and are cash strapped. On the other hand, the brand loyal Boomers will account for about 70 percent of U.S. disposable income in 2017 (Quirk’s Market Research).
  • No one expected the efficiency and simplicity of emails to reach today’s volume, as businesses now spend nearly one-third of their work week managing them (McKeney & Company). Maybe declaring an email holiday is in order.

And, if you’re unsure or apprehensive about next year, perhaps your customers and prospects are too.

Improving Marketing And Marketing Communications ROI
So what can be done to develop a better overall program? I believe there are important steps you should consider for improving ROI.

1. You really need to know what your customers and prospects want and need, how they perceive your product or service, and how your brand stacks up to completion. Avoid corporate myths and mere opinion, and employ market research to focus your planning.

2. Be sure to understand the full demographic scope of your customers and prospects today and how they will change in the future. Consider the continuing dramatic growth of the Asian and Hispanic populations and include them in your planning.

3. Make sure your employees, reps and distributors completely understand, believe and can articulate your brand promise. Encouraging them to be dedicated brand ambassadors can dramatically increase your brand’s awareness and positive reputation.

4. Go out of your way to be media neutral. With so many new tactics to explore, make sure that, when you compare traditional and new media, you know the difference between efficiency and effectiveness. For example, a recent Gallup study among 18,000 consumers reported that 62 percent said social media had “no influence at all on their buying decision”.

5. Sharpen and integrate your messaging across media through a marketing communications audit. Before committing your already stretched revenues, conduct an audit to help determine the strengths and weaknesses of your program as a whole, as well as how each individual communications tactic and message does or does not meet your objectives.

Done properly, these actions will help you develop a more knowledgeable, coordinated, focused and profitable roadmap for next year’s journey. But how do you actually begin that journey?

Marketing Communications Consultants Add Value
No one doubts that smart, dedicated people have been involved in developing your current marketing communications strategy, budget and plan. But, if you’re like most small and midsized companies, your people are probably stretched to the limit, and/or simply may not possess the background to oversee this process in the most knowledgeable way.

Because of this many companies have partnered with established, senior level consultants, to help develop, refine and, if appropriate, implement the program. If you consider this option, make sure the consultant has extensive experiences across disciplines, as well as a variety of industries and brands, so he or she won’t be trapped by the “this is the way we’ve always done it” mentality. You want an apolitical team, with a willingness to “tell it like it is”. Fresh eyes can be a major asset to your profitable growth.

In today’s challenging environment, a focus on upfront planning can go a long way toward improving your marketing communications ROI.

Internet Marketing Services or the Simple Way to Establish a Powerful Online Identity

Potential customers spend most of their time nowadays on the internet, so this makes internet marketing services for modern businesses indispensable. Internet marketing is a fast-growing area and it is also a cheap and reliable method of targeting audiences without making big investments. The survival of a business is in direct connection with the marketing strategies and tools one uses to promote his products and services, to establish a popular online presence and to send out his message in a timely manner.

With quality internet marketing services, you have literally endless possibilities of promoting your services, not to mention that you can customize these options to work for your personal business. To this purpose, you need to resort to quality internet marketing services and hire professionals to implement all the below aspects into your marketing strategy:

• Social media marketing – one of the most powerful tools of targeting audiences in a cheap and effective way. Platforms such as Facebook, Twitter and MySpace allow business owners to advertise their products in a very efficient manner.

• Email marketing – Sending advertisements and promotional messages to clients in order to maintain constant communication.

• Web analytics

• Link Building – Driving more traffic to your pages by having quality links generated from popular and trustworthy sources.

• E-commerce

• Article marketing and directory submission

These are only a few services that can increase your chances of success by creating efficient advertising approaches. A lot of people are trustful that an online identity can be established in a simple and cheap manner, but only professional internet marketing services can produce good results for your target audience. Especially in this fierce competition between service providers, a lot of importance is given to the professional image you establish on the internet.

Professionals that provide internet marketing services are able to analyze your professional goals, your financial resources and understand what type of products and services you provide and who are they addressed to, so that the marketing campaign they design fits your needs and goals perfectly. A good plan, wise strategies and a lot of tools and resources are needed to design an efficient campaign and to get your money’s worth, so only professionals are able to see every angle of this project and provide reliable solutions.

What should you expect from resorting to quality internet marketing services? Not only will you be able to see results in a short while, but your business will benefit from these services in numerous ways:

• Establishing a powerful web presence

• Sending out promotional messages to potential clients and establish direct interaction with them by means of email marketing and social bookmarking

• Increased brand awareness and profits

• Increased traffic on your website pages

• Analyze customer responses and enjoy immediate results

• Building business-to-business or business-to-client relationships.

Investing in quality internet marketing services is a means of helping yourself survive on the market and stay updated with the trends and directions of today’s society. Online marketers can help you achieve these goals without spending all your savings or waiting for a long time to see actual results.