Like all things, marketing has changed over the last 5 to 10 years. The typical marketing campaigns of yesteryear involved a mix of TV, print, radio and outdoor (for those that could afford it). There were also phone directories, direct mail, catalogs and posters.
Today, the way that customers are looking for products has dramatically changed. Research shows that 98% of consumers use an online search engine when they are looking to buy.
Answers fell into two categories when a recent study group was asked the question: How did you go about buying your last item that cost over $1,000?
In Category A:
- Used the Yellow Pages
- Got on a plane to go to a trade show
- Responded to a print advertisement
- Responded to a direct mail advertisement
In Category B:
- Did a search in Google or another search engine
- Asked a friend for advice, and the friend sent a URL as a response
You have probably already guessed the answer. Most people didn’t find what they were looking for using the first four methods. Meaning that if you don’t have an online presence, you need to change your marketing strategy quickly.
So the fundamental question becomes: If your product or service cannot be found when you type it in to a search engine, how are you going to survive in the new world of online business?
The short answer: You won’t be around in another 5 to 10 years. What’s more, your competitors may already be ahead.
So the things you need to be thinking about right now are:
- What are 5 key words or phrases that your potential customers would put into a search engine to find your product or service?
- Who are your 2 main competitors, and what sort of online presence do they have?
If you find yourself wondering what next steps to take after considering these questions, please give us a call. We can give you a quick overview on how your website stacks up, and what you can do to improve. And right now, we’ll share with you 5 tips on how you can improve your online presence straight away:
- Start a blog and add new posts to it 3-4 times a week.
- Buy Relevant Domains: Create satellite sites (.com, .net, etc) and regional pages with local languages. These pages feature relevant and detailed content and point to landing pages. When you release a new product or service, create a domain name for it. Multiple relevant domain names enable the company to track what gives it the most inbound traffic.
- Create Well Structured Landing Pages: Create a set of optimised landing pages. Make the new pages short, sweet, and to the point. Customise the landing pages to different audience segments, and offer critical information for targeted buyer personas.
- Check Analytics: Regularly monitor your data by comparing web pages, following site traffic, and evaluating customer engagement and keyword performance. What works in America might not work internationally. Try something, look at the results, and if the results don’t work then go back and change it.
- Increase Activity in Social Media: Visitors are coming to sites not only via traditional channels like Google and MSN, but also through Twitter and Flickr. In order for people to stumble upon your brand, your company needs to become active in the social mediasphere.
For more information about the changing face of marketing, please visit us at E-Web Marketing.
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