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Web Presence Marketing: The Importance of an Integrated Strategy

Even to those with a basic knowledge of contemporary business marketing, it is a well-known fact that a visible online presence is crucial to achieving sustainable success. While knowledge is one thing, however, it is quite another to translate this into actionable steps that can create a prominent web presence. This is important across all sectors, especially those that are competitive by their nature.

Historically, businesses in competitive markets would set about this challenge by creating optimized websites. These online resources would include information about the brand and its core services, while developers would integrate basic plugins to allow simple functionality. Operating alongside traditional advertising campaigns, this dual-purpose marketing strategy would target potential consumers and aim to convert them into sales.

The Differences between Standalone Websites and Web Presence Marketing

While the development of a standalone website and television advertising campaign may drive business growth, however, these costly strategies do little to engage individuals and encourage two-way interaction. Instead, they communicate a core message for consumers to digest, without providing any opportunity for real-time dialogue or interfacing. This type of one-side conversation is completely outdated in the modern marketing world, and this highlights the main difference between standalone websites and alternative web marketing techniques. While the former draw online visitors and help to provide information about the business in question, the latter can be used actively pursue a target audience and engage them in real-time social conversation.

On a similar note, modern trends suggest that a good online marketing strategy should strive to engage customers across multiple channels. While this includes websites, these standalone entities are relatively restricted in terms of their ability to engage unique visitors and volume of traffic that they receive. In contrast, other aspects of web presence marketing (such as CRM, social media marketing and the use of video-on-demand) can help businesses to actively target a high volume of local customers while interacting with them in real-time and when they are most engaged with the brand.

The Age of Integrated Marketing: Using a Standalone Website as part of an Integrated Strategy

With these differences in mind, it is clear that the use of a standalone website is not enough to drive your marketing campaign in 2015. Even though a responsive and optimized website is crucial to web marketing success, this must serve as part of an integrated strategy that includes  number of techniques and platforms. This is especially important for service providers, who must also educate their consumers and allay any fears or concerns they may have. Let’s look at the key components for creating a diverse and integrated web presence marketing strategy: -

Search Engine Optimization (SEO) and Mobile Website Development

With every Google update, marketing experts seem to sound the death knell for SEO. While more stringent guidelines and algorithms may have triggered a marginal decline in the demand for traditional SEO services, this simply highlights that the boundaries have changed and that brands are attempting to redefine their strategies. This decline has also been triggered by the fact there has not been an update since Google announced changes to the way in which data was collated, creating uncertainty among webmasters who have previously been penalised.

The truth is that SEO is crucial if you are to optimize your website and secure a prominent Google listing in relation to your chosen keywords, however, as this will enhance your online visibility and make it easier for customers to find your website through local searches. In addition to this, you should create a presence that has been optimized for mobile devices, whether this is a standalone website or one that can be accessed through the main site. Mobile searches are continuing to grow at the expense of traditional desktop-generated queries, so failure to create a responsive mobile landing page will cost your venture.

Social Media Marketing

Slowly but surely, social media marketing has revolutionised multiple aspects of advertising within the private sector. As a result, web presence marketing techniques now rely heavily on social platforms, from sites such as Facebook and Twitter to YouTube and individual blog resources. The latter two resources are particularly interesting, as a growing number of businesses create blog pages or standalone news resources to engage individuals and encourage them to interact directly with a brand. This has additional merit in the private sector, as these pages can be used as a platform to differentiate your brand and reassure customers that they are dealing with a knowledgeable and thought-leading company.  Modern video marketing techniques are also a key part of creating a strong web presence through social media, with the streaming of videos-on-demand (VOD’s) now outstripping the performance of traditional television advertising (which recently fell by 4% at the end of 2014).

CRM and Online Business Portals

Managing an integrated web presence marketing strategy is extremely challenging, thanks to the numerous independent elements that require monitoring. This can be effectively achieved with the installation of an online business portal and updated CRM software, which will enable you to manage your social interactions with customers, drive conversions and monitor your reputation within the sector. This can provide valuable data sets, which in turn can help you to improve your marketing strategies and ensure that you are actively engaging new and existing new customers. By integrating as many management features as possible within a single dashboard, you will find it easier to monitor your relationships and adapt your strategy accordingly.