In most cases, a company will want it's website to reach out to the online community so as to establish a presence, attract interest and drive enquiries from an increasingly popular marketing channel (the Internet). It is hoped that those enquiries will, at some point, convert into actual business for the company. The great thing about this particular stream is that it is comparatively easy to advertise your products/services to an extremely large audience, and enquiries generated as a result, might not otherwise have been generated via other marketing channels.
Making people aware of your website
Whilst the potential to advertise nationwide (and even internationally in some instances) is nearly always there, many companies fail to understand that they will not automatically reap the rewards by simply having a website. A site will not market itself - a driving force is needed.
Internet Marketing: What are my options?
Search Engine Optimisation (SEO) is often used as a long-term strategy and solution to this problem. The process looks to increase the ranking of a given site against a selection of keywords which are frequently searched for. A number of tactics are used throughout the SEO process, including keyword research, website restructuring and link building and for this reason, SEO should be seen as a long-term campaign.
How long will an SEO program take?
Once a site's reputation has been established within the search engines, work is required to maintain it - as well as improve upon it. That said, companies should expect to invest in at least 12 months worth of SEO at a minimum.
Aside from SEO, what are my options?
Of course, there are other options available. In terms of online marketing, Pay-Per-Click (PPC) provides an instant stream of visits to a site - but there is a cost associated with this type of marketing, and the risk of click fraud is always a concern. Social Media is a further option, but this method is growing increasingly popular. Whilst the Internet does provide a great platform to reach out to many business prospects, marketing a website does not always have to take place online. Offline techniques such as direct mailing, signage and guerrilla marketing campaigns have their parts to play and a great deal of success can come as a result of them. If you're ready to take the next step and give your website an extra push, get in touch - we'd love to hear from you.