A decent website strategy is an absolute must for anyone that is serious about successfully launching online. A strategy provides clear direction as to where your efforts, time and money will be spent.
If you look across the web, you’ll see all sorts of different strategy being touted as being the best but those people don’t know you and they don’t know your business, so they are not in a position to advise you.
The best thing you can do is take each of the strategic options you can find and to carry out an analysis on each. This post will guide you through that process.
Let’s start with your social strategy – people say that it is a necessary evil but that might not be the case. Think about your business, what do you sell or do? Who do you mostly sell to?
By answering these two questions, you should be able to determine the age, gender, geographic region and potentially how well off your clients are. This will give you a spring board to determining which social networks (if any) should be targeted as part of your marketing campaign. I mean, if you sell a product aimed at middle aged business men, Twitter probably isn’t such a good sales medium as Linkedin. There is no point throwing all your resources at all the social networks at once. Build up over time, starting with the one that most closely matches your demographic.
Once you’ve decided on your social strategy, let’s talk about search engine optimization. It can be a very time consuming and expensive task and yet, not always necessary. Again, think about your product and client base? Is this the sort of product that someone would buy online? Is it something that they would only buy from a local brand that they trust? Do people search for your product in Google? (you can check using the Google Keyword Planning Tool).
It may be that Search Engine Optimization (SEO) is not actually that important for your business. If it is important, what search terms are you targeting? It’s all very well targeting ‘computer shop’ for example, but that will be a highly competitive search engine term and unless you have a huge budget, you’re not going to get very far. Use the Google Keyword Planner to find out the keywords that are searched by many people, yet have low competition.
If you’re looking to expose your website, there is not much better than press releases. These work hand in hand with your SEO strategy as it will provide you with backlinks. You can buy press releases on various sites, but again, these should be bought with caution – are the sites that your press release will appear relevant to your business? If not, steer clear of them!
The purpose of this post is to help you avoid spending unnecessary time and money on strategies that don’t work. Take a step back and review your business model, your goals and your client demographics before jumping head first into online marketing.
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