Using Internet Marketing Basics to improve your website, Part 1
The Online Ecosystem is an increasingly complex place to be, for any company, whether it’s an online enterprise or a brick and mortar company. It is also a relatively new business medium, especially in the Arab world, that is ever-changing and growing. Each new day brings new changes and developments, new technologies and new competitors. So if you are a company that is doing business online or if you are thinking about making the move to the online world, here are some things to keep in mind:
- The internet is different from any other medium: Now after reading that you are probably thinking: yeah I know, everybody does actually. But the reality is that a lot of companies and individuals are simply copying their offline marketing materials online. And that just won’t work online. The internet as a medium is different and you have to think of it differently than you would any other medium. The internet has its own rules and methods, to succeed in the online world you must understand that and act accordingly. But,
- It’s also important to have the same message online and offline: Even though the internet is a different and unique medium, it is still a marketing medium, therefore a lot of marketing rules still apply to it. The biggest of which is having the same message for both online and offline mediums. If your product is known to be of high quality and that is how you promote your product offline, do not change the message online to, for example, faster delivery. Also branding is something to keep in mind, and by that I mean: do not change your logo (unless you are rebranding) and have the website reflect your company’s identity and colors.
- Content is King: This might be the most important rule of all, especially after Google’s panda update, which prioritized the content of a website in ranking websites. By content I mean the actual information and ideas that are communicated to the user through the website. These ideas can be communicated in a number of ways, depending on the type of website you have, for example you can use videos and blogs among others. Blogs are a good method to bring in traffic to the website, especially if your website doesn’t change much (example: manufacturer’s website that only has product information and descriptions), as they bring an element of life to the website. Also for your website to be successful, it is important for your website to evolve into a trusted online resource for information in your respective field. Your website must become the go to website for users to go to find the information about your field, this will lead to an increase in traffic and will lead to a better ranking by Google. You should keep in mind when developing your content, that your content should subtly promote your products and services. Don’t be upfront about promoting your products, but instead give your readers the impression that your products can satisfy their needs without it seeming to be too preachy.
- Know what your competitors are doing: Both online and offline companies face competition, however there is a big difference between offline and online companies. Offline companies, depending on the size and reach of the company, usually have few competitors that are confined to a geographic location. Online companies however face competition from all over the world, which naturally results in a large number of competitors. It is important for online marketers to know and understand what their competitors offer to their users and how they are communicating with them. It’s important to discover the weaknesses in their offerings and communication methods, so that you can take advantage. It’s also important to understand that even the best websites can always improve and be better, so you should visit your competitors websites to discover what you can improve on.
This is the first part of a series I will be writing on Online Marketing. The next one will be a continuation of these internet marketing basics.