In today’s business environment, every company, no matter its size, needs a marketing campaign specifically designed for the web. Overlooking this critical element can be the difference between a business that fails to even survive and one that thrives – even in a crowded field, and even in a tough economy. Putting together a cohesive and unique marketing campaign for the Internet is vital, but that doesn’t mean it’s hard. Below are ten steps to get you started.
1. Identify your brand and target audience.
Before you can start to sell yourself to your customers, you need to know what you are selling. Who is your company? What are your strengths? What do you want to emphasize? If you are a bank, for example, you want to be reliable and strong. If you are a tailor, you want to be precise and detail oriented. Every company is different.
2. Design your website.
Think of your website as your company’s home base online. Make sure it is easy to navigate and that it expresses the brand you want to have portrayed. Hire a professional web designer – it is a worthwhile investment if you can’t design a usable, direct website.
3. Develop a logo specifically for the web.
In this digital age, every logo should be designed with the Internet in mind. Hire a graphic designer and work with him/her to develop a logo that is symmetrical, easy to produce on the web, and a good representation of your brand.
4. Make a Facebook page.
Many businesses these days have Facebook pages before they have websites because they are easier to create. Your business should have a Facebook page, too. Post pictures that are vibrant and colorful and share information that is relevant and interesting.
5. Create a Twitter, Instagram, or Pinterest account.
Facebook is just the beginning of social media – your business should be using other means of social media as well. Choose the one you like the best, and develop a consistent voice or personality for your social media accounts.
6. Use email marketing wisely.
Sending emails to your customers and prospective customers can be a great way to let them know about promotions and sales but be careful. If you send too many emails, people will unsubscribe or delete them.
7. Use a consistent color scheme.
Whether it’s on your Twitter page, your logo, your Facebook page, your website or your paper stationary, develop a simple and recognizable color scheme that aptly represents your brand.
8. Engage with your customers and prospective customers.
Gone are the days when a company spoke to the customers but the customers rarely spoke back. These days, through social media, email, and other means, customers are always giving feedback. Listen to it.
9. Post good content.
Having an interesting blog or an active Facebook wall post all comes down to having good content. Don’t skimp on finding writers with real voices and personalities to make your company’s online presence the best It can be.
10. Don’t forget to evaluate yourself.
SocialMediaToday.com has some great advice. “After specific time of period, evaluate your performance in order to determine how successful your campaign is and what impact it creates among the users and your consumers. The most important metric is to know how it works out for your business and how it helps you to create an image among the consumers and other users.”
About the Author
Julianne Parrish is a freelance writer that specializes in marketing and advertising. She writes for sites featuring lighted open signs technology, that help companies drum up new business. In her free time she enjoys reading and spending time with her daughter.
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