How can a business that is already successful in reaching their local market extend their marketing reach online? The good news is that the traditional offline marketing that has always worked so well will still work at least as effectively to promote your online presence. The other side of the coin is that to promote your business online, the old traditions need some updating to keep up with online marketing best practices.
Any business should already have a marketing plan and objectives from their offline initiatives, so let’s jump straight into the technology aspects of online marketing. I generally look at the following things first, because they can be done at very low or no initial cost, and also because subsequent specialist marketing won’t be as successful without these things in place. Of course there is a huge amount more to online marketing, the extent of which could easily be justified as a full-time university course. This is the pre-school notes, to help get your site to a starting point on a low budget if you can’t quite afford to be calling in the big guns to market your site for you professionally just yet.
1. Site optimization
This is always the place to start, because the effectiveness of everything which follows is often dependent on this being done up front. When I say this, I include great content and intuitive navigation as the basis for everything. Only once your site has been optimized for intelligent visitors should you tweak it for search engines, but never at the expense of the former.