marketing matters

Marketing Your Way to Success Online

by Lauren Whitson

Your website is the virtual representation of your business. Utilizing a website, and understanding how to successfully market it online, creates a positive first impression. The presentation of services and products is half the battle in “hooking” customers—how you share information thereafter is what makes a notable difference.

ENTERING THE WEB

A website is a great initial step toward developing an online marketing strategy. It becomes your official point of reference and primary communication tool. Creating useful content strengthens the site into a logical, organized structure.

According to 1&1 Internet's “2011 Virtual Main Street Audit,” 35 percent of respondents have refused to spend because of a poorly created site. What's more, 28 percent reported small business websites to be “unimpressive” and 29 percent noted errors (e.g., typos) as significant deterrents.

After preparing your site, maximize your public outreach via various channels across the Web to push business information out to others and in to your site. Here are a few easy ways to create a successful online marketing strategy.

■ Search Engine Optimization: Also known as “SEO,” this technique improves your internet visibility by capitalizing on your website content. When a search is conducted, Web crawlers comb sites for relevant keywords, links, picture captions, and image alt-tags.

Consumer Reactions to Small Business Websites

Strategically placed words or phrases can positively impact rankings in search engine results. Because Web crawlers only read text, labeling photos introduces more opportunities for recognition as a relevant resource.

■ Local Listings: Your local audience will be your most valuable customers. Attracting them to your website is a great start to creating a support system for your business.

Local search directories, such as Yellowpages.com and Google Places, are the best methods to reach the community and get you in front of people within your local network. Including details such as business address, phone number, and website will leverage your online presence.

The more ways you communicate your website, the more you will resonate with your target audience.

Using online tools is well worth the effort as a business owner, especially when you completely develop the ability to maximize the opportunity to impart knowledge to the public. EB

Lauren Whitson is the PR associate for 1&1 Internet.

Quick Tips

How you describe your business and industry online is significant. Using “industry lingo” is important for two main reasons:

1. It emphasizes your competency and expertise.
2. It helps to leverage your online visibility.