In today’s digitally-driven commercial landscape, ensuring that your business’s web presence fits your customer profile is a must. Are you managing the different facets of your web presence sufficiently to make your customer’s journey as easy as possible? Are you ensuring that your company is visible to the people who matter? Here are our top 5 tips to ensure your web presence is making an impact:
As the centrepiece of a web marketing strategy, your website needs to provide potential customers with a clean and easily navigable platform. Before you start, take some time to consider what you want the site to achieve. Is where your sales will take place? Do you want to generate commercial leads, or should the website be used to promote events involving your business? You’ll need to test the site to make sure the user experience is up to scratch. Finally, as mobile devices claim more and more share of all web traffic, try to understand how your customers will view your site and design accordingly for relevant screen sizes.
Search engine optimisation has evolved a great deal over the years – today it’s high quality, well-cited websites that make it to the higher listings of search engine rankings. Ensuring that your important commerce pages target relevant search terms in a natural way is important, as are mark-up elements such as page titles. Links to your site from other, reputable sites boost your site’s authority and consequently impact search rankings. If you’ve got the budget, investing in a professional opinion on how you do this can pay dividends.
3. Social Media
Using social media to build communities around your business is a great way to engage with potential customers and maintain visibility with your audience. One of the biggest issues for many small businesses is consistency, and therefore it’s important that you choose a strategy you can stick to. More important than that, however, is choosing the platforms your customers use. For Business-to-Business (B2B) services, LinkedIn and Twitter may be suitable whereas Business-to-consumer (B2C) companies might opt for Facebook. Think about which time of day your audience is most active and the types of post that may be of interest to them. Remember, it’s social so don’t fill all your posts with adverts. All of these platforms also offer paid promotion options, which could be worth investigating if your budget permits.
Blogging is a great way to directly address your customers, but also one many businesses fail to get right. A regular blog can help to remind your followers that you are a knowledgeable reference point in the industry and that you keep up to date with what is happening in the world around you. Furthermore, sites with regularly updated, high-quality and varied content have become increasingly favoured by search engines. This means blogging can also give your SEO efforts a boost.
5. Video Content
It is estimated that, by 2018, 70% of all mobile traffic will be in the form of video. If you want to make an impact online establishing a video content strategy is a smart move. Numerous sites such as YouTube, Instagram, Vine, Vimeo and even Facebook and Twitter allow you to easily share video content. Whether it’s to sell, educate, promote or just introduce yourself to clients, video is a great way to engage users. Just be aware that the home made mobile phone clips you see uploaded on Facebook aren’t necessarily the type you want to use to promote your business so always engage a professional.
The great thing about building an impactful web presence is that opportunities to do so exist whatever your budget, so getting started couldn’t be easier. Visit our marketing resources page for more tips on making sure your business gets in front of the right people.