Business tips: Marketing your business online

Increasingly customers turn to Google to search for a product or service, so it goes without saying that it’s important your business can be found when a potential customer comes looking. But how will your business be perceived when a customer finds you online?

We recently spoke to Chris Sullivan, Director of Momentum Co, a marketing and web development consultancy, about developing a strong online presence.

What is Search Engine Optimisation (SEO) and why is it important?

SEO is the practice of optimizing your website so you’re found in the major search engines like Google, Yahoo and Bing. In Australia, Google is by the far most commonly used search engine, accounting for approximately 93% of search. So getting yourself to the front page of Google through good SEO techniques should always be high on your priority list. You can also use Google AdWords and Google My Business to help you appear on the front page.

However, optimising your website for search is one thing, it’s really important that your website looks the part so you can generate new leads and/or online sales.

What key areas should businesses focus on when developing their website?

We encourage businesses to focus on six key areas:

1. Clarity – Use clear and consistent branding (i.e. logos, colours, imagery)
2. Capability – Be clear about what you offer (i.e. services, products)
3. Credibility – Show customers that you can do the job  (i.e. case studies, testimonials, affiliations)
4. Conversion – Make it easy for customers to enquire or order  (i.e. landing pages, enquiry forms, buy buttons)
5. Consistency – Update your website regularly (i.e. news, products, projects)
6. Customer Centric – Respond to customers in an efficient manner  (i.e. enquiries, comments, orders).

What else can a business do to market themselves online?

Your online presence should extend well beyond your website, leveraging a combination of social media platforms such as Facebook, LinkedIn, Google+, YouTube, Instagram or Twitter, as well as initiatives like email marketing, online advertising and public relations.

It’s also important not to forget traditional activities that may have worked for you in the past, like advertising, direct mail, catalogues and direct sales. Just be sure to monitor their effectiveness. Just because it worked for you 5 years ago, it may not work as well now.

What other advice would you give businesses?

It’s important to remember every business is unique, there’s no one size fits all approach. However, ensure your business allocates sufficient time and resources to continually develop your online marketing presence. An ongoing commitment will see you reap the benefits!

DISCLAIMER: The material and contents provided in this publication are informative in nature only.  It is not intended to be advice and you should not act specifically on the basis of this information alone.  If expert assistance is required, professional advice should be obtained.