Avoid common mistakes in online marketing
Avoid common mistakes in online marketing
EFFECTIVE ONLINE MARKETING
- PANKAJ MUTHE
Companies are using the web for a spectrum of marketing activities, from brand building, after sales service to lead generation. The most popular tools that are used are e-mail, website, display ads and now recently, social networks. I would like to focus on some basics of how online marketing can be made effective :
Website: Your website is like a 24X7 store/office where people can visit, look at your products, understand your company and decide whether they want to deal with you or not. For new visitors a website gives an idea about the offerings and how much they could trust the same. For existing customers, they could find new updates on your company. It is important that the website be made user friendly so that people can easily get the information they seek in a proper sequence. I have seen websites where you have to spend a lot of time search basic information like, "contact us". It may be mentioned in a place where the customer may have to really do some hard work to locate it. A company spends so many resources in making the perfect office but if your potential customer has a poor online experience, is that affordable? Content development is another important aspect and the more (relevant) content you can upload, the better it is. Remember, that the website can be viewed by the visitor at a time convenient to him. As a result, he may really be interested in knowing more about the company.
E mail: Perhaps the most undermined and abused form of online marketing is email. It's a no brainer when it comes to telling someone to carry out an e-mail marketing campaign. The most common mistake that is done is sending bulk emails. There cannot be result expected from such campaigns mainly because the chances of your email landing in spam is quite high and even if they don't, receivers tend to ignore bulk mails. I have also noticed that the mail draft is also done in a very casual manner. One does need to adopt some basic business letter writing skills to draft a professional email. It should carry an attractive subject line, the matter should contain the purpose for the mail, brief introduction about the company and products and the expected reply from the prospect. At the end of the mail, it does not require a great deal of any effort to have a signature that contains your name, website address, office address and contact numbers. If you are sending attachment with the mail, make sure it is properly made in terms of content and design. If its a brochure one can either get it a done from a professional designer or else can do it by himself by using images, word design templates etc. It is always better that the e-brochure is send in a pdf format.
Social media: Names like Facebook, Linkedin, Blogs are commonly known but their potential for business or marketing is not so well known. Many businesses, small and big have leveraged the power of the social media for revenue generation or brand building. Dell is an excellent example of the power of social media in business. Starting s profile on a facebook or linkedin is very easy and if one follows basic instructions, you can have a profile ready in no time. If you notice, Facebook has recently introduced a feature that asks you about your work information. Needless to say, Facebook knows that many people would like to share details about their work and others would like to know. Linkedin is a professional social network and its USP is that it is meant for everything that is work related including jobs. Social networks are a revolutionary concept because you can network with any body from any part of the world which without this concept would have been difficult. If you are opening a profile on Linkedin, make sure you write the content that gives you description in the most effective manner rather than writing too much or irrelevant stuff. Many times information that could be most impactful can be missed out. You could possibly get feedback from your friends on how they liked the introduction etc mentioned. Get as many testimonials as possible, again it is a simple tool but very effective. If you are looking for conversions in business, you must get this one right.
Blogs are another effective tools in social media, according to me. If one doesn't have a website, he can use a blog which if done well, can be as effective as a website and it is free. The best aspect of a blog is that you can upload unlimited content, can attach photos or videos with every posting. One cannot possibly mention on a website that is not relevant to the company or product because the mindset that a visitor has is to know about the company or its products. Whereas, on a blog, you can write about the industry, tips on how to use, random thoughts etc. Of course, it always helps to have strategy in place so that all that doesn't go directionless.
I think these are the most important tools that one needs to take advantage of on the web. One may already be doing it, but whether they are creating the desired impact is important to know.
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