Web Presence Matters
The incorporation of web presence into the marketing mix is highly beneficial for businesses. A well-designed website coupled with high-quality content can be a very instrumental tool for increasing revenue and profitability. It is essential to embrace this digital era by formulating and implementing a strategic marketing plan.
According to Keller and Kotter in their marketing management book, “The digital revolution is profoundly transforming distribution strategies as both individual and business customers are becoming more comfortable buying online. The use of smartphones is exploding while traditional brick-and-mortar channel strategies are being modified or even replaced.”
A website affords the luxury of attracting many potential clients. It increases the visibility of the company and provides a wider platform for conducting business. Having a space on the web means that you can break down national barriers and penetrate global markets.
In order to remain competitive in your industry, it is crucial to adapt to the changing demands of the market. It makes a company more accessible because customers can visit your website 24/7 to gain valuable information about your business. A dynamic and interactive website makes it possible to showcase a gallery or portfolio, real-time chatting capabilities, online shopping, appointment booking system, subscription services and many more. All these functionalities help to enhance the operation of the business to positively influence its bottom-line.
The image that a company portrays is vital because it becomes a part of branding. The information found on a website can be a distinguishable factor for potential customers. It can create that competitive edge which ultimately leads to the conversion of potential to actual clients.
In the article E-Marketing – A Global Perspective, Kaur, P. and Pathak A. mentioned that “the advantages of having an online marketing platform includes superb customer service, greater reach, increased customer loyalty, time-saving, accessible information, reduced paperwork and a wider variety of payment options due to sophisticated online applications.”
The sustainability of businesses has become dependent on their flexibility in the marketplace as it relates to technological advancement. It is unwise to restrict the growth or limit the earning potential of business by holding on to outdated traditional business models.
The Importance of Good Quality Content
The primary reason for visiting any website is to obtain needed information. It is also important to note that people expect to see the value in the information being provided. This translates to the fact that the information found in your web copy should be relevant, credible and clearly communicated. Written communication is essential and for it to be effectively done, the target audience should receive the intended message. Learn more on the SEO factor of quality content.
In conjunction with the use of appealing headlines, the content should be relevant to the selected headline. We are living in a time when people are extremely busy and pre-occupied with many different activities. Being cognizant of such time sensitivity means that the quality of words takes precedence over the number of words. Promote readability by making it easy to quickly scan the most salient points on the page. In other words, be concise and straightforward in presenting ideas. Get more professional clues on how to apply relevant keywords in your document’s contents and headlines.
The information provided should be valid. Credibility is of utmost importance because it helps to establish a trustworthy source of data. The more reliable the information provided then the more loyal will be the followers. It is worthwhile to include statistical references or supporting evidence where it is deemed appropriate.
It is pointless to promote a site that does not clearly disseminate information. The purpose of any content is for it to be understood by the reader. The message will not be actionable if it is misconstrued or lost in transition. Remember that the opportunity to explain or interpret the information is almost non-existent since you will not be personally interacting with most of the people who visit your site. This might be your only opportunity to create a first and lasting impression so do it right the first time.
“Getting the right clue and clear vision and mission about your online business helps channel the right question to the developer or designer taking over your design. ” My word