Search
Engines
& Online
Marketing
Lost - and being found
- In CyberSpace
Branding
First and foremost before you embark on the implementation of any online marketing
strategy, you should ensure that your web site effectively and professionally
reflects your business and brand and gives people something they want.
This particularly relates to the words and images on your web site, how they are
presented, the underlying functionality and, very importantly, how closely aligned
they are to your offline image and marketing strategy.
For instance, at its simplest, no benefit will be gained if your site visitors
have to endure a two-minute animation (no matter how "cool" it looked during a
presentation) with live audio if they really only want to buy goods or services
… unless you sell groovy multi-media animations!
And, at a higher level, if you've invested much time and expense on the development
of a brand or image, the web site should be a complimentary extension of this
rather than a complete and confusing change of direction.
In most cases, greatest success is gained by using an online specialist who will
effectively address "look and feel" directly or through a design firm and can
also collaborate, as required, with your offline marketing staff or agency.
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Starting
Point
Branding
Domain Name
Search
Engines and Directories
Offline Marketing
Pulling Power
Push But Don't Shove
Advertising
Summing Up |
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