All of these things are available online, and any business worth their salt knows that an online marketing strategy does not end with simply having a website. Every business should have an online marketing strategy to maximise exposure and to leverage relationships with their customers.
eMarketing expert Vinny Lingham knows this better than anyone. In an eArticle entitled “eMarketing Channels”, Vinny, a world-renowned online marketing expert and entrepreneur, explores some of the facets of a holistic internet marketing strategy.
Vinny is the CEO of several highly successful online ventures, and arguably ranks amongst the trailblazers in the online marketing race.
When it comes to marketing your business online, Vinny Lingham reckons that it all begins with a marketable website. This forms the core of a solid online marketing strategy. In order for a website to be marketable, special attention needs to be paid to the following areas: design, usability and functionality.
Design clearly has to do with the websites look and feel, and how it reflects your brand. Sites should look professional and have a design and navigation that allows users to find what they are looking for with minimal effort.
Usability essentially refers to how user-friendly a website is. The site should follow conventional norms that are congruent with user behaviour. Useful features are also considered part of usability – items such as search bars, subscription forms and clear site architecture.
Finally, functionality has to do with the performance of the website. Does the site do what it is supposed to do quickly and reliably? For example, does the site work in different types of browsers (Internet Explorer, Firefox, Safari etc)? Is the “Enquire”, “Buy”, or “Shopping Cart” button prominent and easy to find? These are all questions of functionality.
Vinny Lingham is also quick to point out that a website can not just be launched and forgotten. A site that is going to perform consistently well needs to be updated and improved constantly, with regular updates of quality and original content.
Having a marketable website is just the starting point to achieving eMarketing success. There are numerous channels that should be used in a complementary way to form a complete marketing strategy that meets an organisation’s online objectives.
eMarketing channels that can be used to market a website include search engine marketing – which includes the disciplines of search engine optimisation (SEO) and pay per click (PPC); affiliate marketing, email marketing and social media marketing.
If each of these channels are used in the right combination, and to their utmost potential, then a powerful internet marketing strategy is in place. The internet is a powerful entity with enormous potential to reach and communicate with customers. This not only builds powerful brands, but is also a way to boost sales in a targeted and measureable way. By ensuring that your campaigns are relevant, targeted and engaging and by consistently measuring performance you are guaranteed success.