The driver of any marketing effort is of course the business plan which might include, for example, the objectives to increase sales by 10% over 6 months, as well as to increase brand awareness. From the determination of business objectives comes discussion of the various marketing strategies: are they to involve an online strategy, print media, TV, letter-box drops, or other channel?
This diagram places website marketing in context:
As you can see, online marketing has multiple channels which are:
You can see from the diagram that the website marketing channel is part of a much bigger picture. But such marketing is a very significant and cost-effective form of product promotion. To enable it, the following activities are relevant:
|Activity||Helps User or Search Engine|
|Determine how website should fit the wider company brand.||User|
|Choose a domain name||User & Search Engine|
|Decide on the structure and meta-data of the website||User & Search Engine|
|Select typography, photography, illustrations and colour scheme||User|
|Create copywriting: the quality, source, type and number of articles||User & Search Engine|
|Will your website will be listed on online directories?||User|
|Create back-links (hyperlinks from other sites to yours)||Search Engine|
Market research should be considered with any marketing effort. The online marketing channels used might depend on the targeted demographic.
An important aide to website marketing is Search Engine Optimisation (SEO). SEO must be infused into those activities listed above which help the search engine and should be borne in mind from the inception of the website. SEO is not an add-on activity.
So, there are three mandatory ingredients for a business being successfully seen on the internet and being subsequently contacted:
A retail shop analogy to this is: good signage over and inside the shop, effective shop layout, and shop staff who provide knowledgeable advice about their products.