Creating a presence on the internet that allows your company to attract visitors and convert them into customers is a challenging task that requires a number of marketing efforts in order to gain traction. These efforts can be divided into three basic sections.
The first is your actual web presence. This includes a main website, blogs, portals and microsites. Depending on your company’s goals, you may also need to deploy an app for mobile users.
The second leg of your marketing effort is search marketing. This include optimizing your websites to be appealing to search engines, submitting the site to those search engines and developing a presence on major directories that list information about firms in your industry.
The third leg of your marketing effort is social media. This includes having a presence on Twitter and Facebook, and, depending upon the work your company does, a presence on lesser sites such as LinkedIn or Instagram.
The broad concept that encompasses this approach to getting a company’s name out into the world is called “e-marketing collateral.” The idea hinges on the notion that no one marketing element on the web is likely to be sufficient to sustain a company’s efforts, and therefore it is critical to address all of them as part of a unified strategy. This means developing a consistent identity for your web presence, and it also entails making sure that your message remains uniform across a number of different platforms. When done well, this type of marketing allows your company to connect with users on multiple fronts, ultimately leading to an improvement in engagement and business.
Putting it together!
A company’s web presence should do more than simply state what the company does. A company should demonstrate that it’s involved in the world in a way that the customer cares about, and this is one of the primary reasons that blogs are a popular way to market ideas across the Internet. A well-designed and maintained blog placed alongside a strong website allows a firm to present visitors with an understanding of where a company fits within its industry.
Microsites are useful for when specific parts of a marketing effort may not dovetail nicely with the main web presence. For example, car companies frequently employ microsites to differentiate their luxury models from their mainline vehicles. This allows a company to maintain a clear image in the eyes of the consumer.
Search marketing includes off-site efforts to direct traffic to your web presence. This includes submitting the site to search engines, such as Google, and to relevant directories. Search engine optimization is about making sure that the on-site content is presented in a fashion that is friendly to the bots that the search companies use.
Social media is about engagement. Lots of companies post stuff on Twitter or Facebook, but many struggle to really propose value to their visitors. If a company has something cool to show off, such as photos of products that are in development, social media is a great place to do this. Your social media presence should also be seen as a point of contact and a customer service portal. Complaints should be identified and addressed quickly.
E-marketing collateral is about seeing each of these elements as part of a whole. By sorting through the different elements and applying a more unified approach, you can make sure that your company’s web presence is doing the most for every potential customer.