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.

Naked Web Marketing Part 2

The web shares

This should be a major consideration for web marketing, but instead it is ignored. A web marketer will suggest that we use Facebook, Twitter or Linked-in, among other social media because they all share. And that means that we forget about sharing through our own web site and we end up giving our best content away. And for what?

The time focus for Facebook is short. Even shorter for Twitter. Our best content should be shared from our own site first because it makes our web site stronger. Then we can feed bits to social media to attract attention. Attention from social media sites is very short lived and has to be constantly repeated, but on our own site the same information builds and attracts, and then builds and attracts even more.

If that doesn’t hit you between the eyes then you are not getting the significance of sharing. It is not just social media that can use this powerful aspect of web marketing and we would be wise not to put control of our most attractive content in the hands of social media. They can use or misuse it all however they please.

Web marketers don’t seem to get it

Web designers and web marketers are pretty much sold on letting trendy social media control your web marketing. They can make money by running your social media campaign, which may be quite alright if they also helped you share directly from your own web site.

Sharing is important for long term growth and it can be accomplished over time. Don’t rush or panic. The truth is that all your, so-called, competitors are not sharing and are not growing. Time is something you have a lot of, but there’s no time like the present for getting started. And you are probably wondering just what your business has to share with its market.

A brief list of the more important web attributes:

• No time or space limitations on web marketing

• The Internet swallowed all other media and makes them adapt to the web

• The web is a virtual reality – having many more nodes plugged in

• You don’t find your market – they find you

No time or space:

As soon as you start talking about your market’s biggest problem – You know, the one you solve – then you have all the time and space you could ever want. Your market likes that, it attracts them and it interests them. Keep going, talk about other problems they have so as to include an ever wider market.

Swallowed all other media:

The web is not like any other media. It can be your telephone, but it works differently. It can be your newspaper, but it works differently. It can even advertise and use push marketing, but most of the benefits come from using pull marketing. In fact, pull marketing is second nature to the web and has a much greater reach than trying to push.

The web is a virtual reality:

A virtual reality is no less real than a physical (material) reality, it’s just that a virtual reality has many more social, business and institutional connections all plugged in and ready to connect.

Your market finds you:

Your web market is anonymous. It is your web site that has to have attractive content in order to stand out from other sites. Web designers like to think their awesome designs attract but search engines don’t pay attention to graphics. Web marketers like to think their advertising attracts but web users (you and me included) try to ignore ads.

The biggest attraction for our market is when we share information about solving their problem. They didn’t come to our web site to see pretty web designs or to see and read our ads – they came thinking we could help them.

Attracting your market

Helping your market by sharing your information does not mean giving away the recipe to your secret sauce. Your competitors may want the secret but your market could care less. They are not going to mix up a batch of your secret sauce, instead they are going to want you to implement your secrets and pay you for doing that.

You will have many ways your secret sauce can be used and your web site can list them and hold them all. All of the problems your secret sauce has solved can be written up and go on the web. As you share all the problems and solutions you can remember you will be building a destination web site while other business owners are chasing after a market they can’t see or touch.

Get More Reach With Social Media Marketing Strategies That Work for You

Your business is probably already on Facebook, Twitter, Instagram, LinkedIn and all of the other platforms you need to be in order to reach out to your customers. But even so, it doesn’t feel like you’re gaining the proper traction or posting the proper media to inspire the engagement that you know you need to get. In short, your social media marketing strategies aren’t fine tuned and some might even say, non-existent.

Finding the Strategies for Your Niche

One of the main problems with many company’s marketing strategies is that they are applying the same methods as a universal solutions program for their social media team. This means that essentially, they are taking social media marketing strategies that they’ve heard about and using them “as is” instead of tailoring them to their specific niche or industry.

For example, social media marketing strategies for restaurants are going to be very different than social media marketing strategies for Fortune 500 companies. Of course, when we put it like that, it seems very obvious-unfortunately, the constant failings of social media lets us know that it’s not. The problem arises because not only are the outcomes and goals of each industry very different, the means to the end have to be as well.

Why Using This Strategy for Your Industry is Vital

For instance, in our example above, a restaurant’s marketing strategies should be to entice viewers to come in and eat. This means that taking pictures of different dishes and posting them up on Facebook, Twitter and Instagram is a good ploy. That creates salivation for the food and people are likely to Like, Share, Re-Tweet, etc. the picture. That keeps the restaurant fresh in the customer’s mind and next time they are looking for a place to eat, they’ll remember how good the food looked and make reservations.

On the other hand, a Fortune 500 company isn’t going to get much interaction off of photo media. Sure, Bob in accounting might be interesting to talk to, but a picture of him analyzing graphs on his laptop in the break room isn’t likely to inspire the right kind of interaction. That’s because the goals of a Fortune 500 company on social media are likely to bring in more clients, keep current clients engaged and recruit top talent for the firm. The best way to do this would be to employ social media marketing strategies that establish the company as an industry leader. For example, sharing blog posts and articles that contain relevant and useful information is a great way to market yourself as on the forefront of the industry.

How to Tailor Your Social Media Marketing Strategies

Of course, with so many industries and niches out there, it would nearly impossible to go through each one, showing you how to tailor your marketing strategies for your exact niche. Instead, it would be more time-efficient to go through how different goals affect your marketing strategies. Simply think about what you’re trying to achieve and then match it up with some of the following suggestions. Keep in mind that interaction is the ultimate short term goal for social media, so whatever gets you to that point-no matter how strange or unconventional it may be-will be best for your company.

  • Expand your Customer Base. If you’re looking to expand your customer base through this marketing strategy, you’re going to want to post content that is highly sharable and branded. This means that the more viral potential your posts have and the easier it is for those posts to be traced back to you, the better it is for business. A great way to do this is to post links to your blog on your website, provided of course the blogs are high-value in terms of information and content. This allows people to share the link to your website, meaning the more viral it gets, the more leads will be coming into your site. Be sure there is a strong CTA (call to action) at the end of the blog leading to your contact or sales pages. If your social media marketing strategies in the past have shown to be effective when media images and video are shared, make sure the pictures are watermarked with your brand.
  • Strengthening Your Current Client List. Another great benefit of this medium is that you can strengthen your current clients’ loyalty. We all know that it cost more to bring in a new client than to retain a current one, so this is a big chunk of social media marketing strategies right here. The key is that you want to constantly provide value to your clients. This means that if you’re in an industry where new information is constantly coming out, you should be the ones providing your fans with that info first. Ask yourself this: what am I giving my followers in terms of value? If you can’t list at least five things, you need to start doing a better job right away. Alert your fans to events that pertain to their interests, share articles, posts, recipes, etc. Give opinions and loose advice but stay away from risk-the bottom line here is that you want your customers to remember why they need you in their lives every single day.

Using Your Social Media Marketing Strategies Wisely

When it’s all said and done, when it comes to social media marketing strategies, whatever works for you is the best rules to follow. Social media is still a fairly young marketing game (compared to television, radio, print, etc.), so nothing is written in stone. Even the so-called “experts” in the field are still fine-tuning their marketing strategies, so you can expect things to change on an almost consistent basis over the next decade or so.

Until that time comes and it become a science, the best you can do is keep your ear to the ground and stay afloat with all of the latest information, techniques and trends.