While building my online presence and working on small client projects over a three year period, I devised, tested and evaluated a wide variety of web-based marketing, branding and communication strategies and techniques, and discussed them on Online Social Networking.
In November 2010, I seized an opportunity that arose to join a major luxury goods company and test my strategies and techniques in a competitive real-world environment. The results were outstanding. Not only was enormous buzz created, the business was able to dramatically increase its authority and credibility within the trade and with the media.
I credit just five very simple ideas with our success:
- Building a core group of websites around which the company’s entire web presence was built.
- Fully aligning web content with the company’s mission and message.
- Creating a great quantity of top quality, expertly edited and search engine optimized content.
- Using plenty of images and videos to enhance our written content.
- Leveraging numerous online and offline sources, such as SEO, social networking sites, social bookmarking sites, email, print ads and word-of-mouth, to generate a flood of targeted traffic to the company’s web content.
Of course the details of implementation were far from trivial. They needed to be worked out along the way, and yours will too.
I shall elaborate on these five web strategies in future articles.
You may also leave me a comment.
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Tags: content sharing, email marketing, Marketing Strategy, online presence, SEO, Social Media, Strategies, Web Marketing, Website Traffic, websites
I’m taking a couple of days off from work, and I’m leaving you with the following thought:
A website is not necessarily an Internet presence.
Some websites are no more than online business cards. They display the owner’s contact information along with some eye catching graphics, but provide little or no information about the business or organization.
I admit that such a site is not very common, but they do exist.
Here’s one that actually belongs to a web designer who is selling “Engine Optimized Web Solutions”:
Pretty amazing isn’t it?
Seeing is believing!
If there is information, but it’s contained in a flash presentation, then from a search engine’s point of view the site is devoid of content. Search engines are unable to decipher flash or pictures.
When pictures are part of a website, it’s important to tell the search engine what the picture is by using an “alt” description atrribute in the HTML “img” tag. Then the picture adds search value to the site. Also, if for some reason the picture doesn’t load, the description will appear instead.
If there is a lot of good information on the site, but there’s no way to capture a visitor’s contact details, or there isn’t an effective search engine optimization strategy, then the website is merely an Internet-based brochure.
Mosts websites are online brochures and no more. They lack an effective lead capture mechanism, or they lack an effective keyword strategy, or all too often they lack both.
In my Blog Marketing and SEO Training series, I hope to provide you with lots of creative input as you develop your online presence.
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