Times are tough, should you cut back on marketing your company?
In this current economic climate, companies are cutting corners with their marketing and advertising budgets at every corner; unfortunately they are doing so at their own peril.
When customers are not spending their money as freely as usual and business is hard to come by, companies need to innovate the ways in which they reach their audiences and ensure that they maximize their return on investment (ROI).
Online marketing offers companies the opportunity to ensure that they are reaching their chosen demographics and are able to measure exactly with astonishing accuracy the ROI that their online marketing is affording them.
The online landscape has changed a lot over the last year, and is now a dynamic and multifaceted environment which ensures that conversations are being had as opposed to mere one-way “preaching” from companies desperately trying to convert their audience of listeners into clients.
The trick with online marketing is ensuring that the basics are laid down correctly. This means that your website needs to strike a very important balance between being user friendly and search engine friendly.
By having a website which is search engine friendly or search engine optimized (SEO) you are ensuring that when someone types in a relevant search to your business in a search engine such as Google, your company is listed highly on that search engine’s results page (SERP).
SEO as well as other online marketing initiatives such as Social Media Optimisation, Google Adwords, Pay Per Click Advertising and 3rd party advertising are all excellent at driving traffic to your website, once the traffic is there, it needs to be converted into actually making a purchase or making an enquiry.
Landing Page Optimsation is the term associated with ensuring that the visitors arriving at each specific page on your website know exactly what they are supposed to do on that page. They need to know immediately what information they can expect on that page as well as if they need to buy or enquire for more information about your service.
It is the ability to attract relevant visitors from multiple online sources, funnel them into the appropriate pages and stages in the buying process and then ensure that the page on which they land is not only highly relevant to them, but it is also optimized to ensure that they are 100% convinced as to what they have to do on that page – which is talk to you about their problem and how you can solve it!
This relatively low cost / high return medium means that online marketing spend should be increased! Not only are your customers now spending more and more time online researching as well as playing, but it is virtually guaranteed to give you the biggest bang for your marketing buck!
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