Any business that has a website needs an internet marketing plan. The internet plays a huge role in modern commerce for both brick-and-mortar stores and e-commerce businesses because customers find the products and services they need by searching for them. Websites attract customers when they show up in the first few results. Websites also attract customers when they provide interesting, helpful, and entertaining content. Excelsior Internet Marketing works with clients to develop effective online marketing strategies. The following are some of the steps in their internet marketing design process.
Step One: Establish a goal for the website. What does the website need to do, and what are the features it needs to have? What is the role of the website in the company’s overall marketing plan? How can the website be utilized more effectively as a marketing tool?
Step Two: Determine which keywords a website should be optimized for. This step involves brainstorming what customers most likely search for and researching which keywords are leading to direct competitors. When a business has more than one target market, different keywords should be considered for each segment.
Step Three: Figure out what makes the business unique. What about the business sets it apart from competitors? Whatever makes a business distinct should be an important part of how the business is marketed online.
Step Four: Set up a friendly navigation system on the website. Menu items should be easy to find at the top and the bottom of the page, and the website should be designed so that making a purchase is as easy as possible for the customer.
Step Five: Create content. Creating high-quality, compelling content is one of the most important aspects of internet marketing. Content is where the keywords will be placed, and they should occur naturally within well-written and useful text. In general, it’s recommended that a website dedicate a page to each keyword. Content creation must be ongoing and always optimized for keywords.
Step Six: Develop a plan to leverage social media. This step includes identifying the most appropriate social media platforms, creating accounts, and posting fresh, new content on a regular basis. Social media should complement rather than replicate website content.