The rise of social media has demanded a change of mindset from the business community. It’s nothing short of a revolution in the relationship between companies, their potential customers and presence in the marketplace.
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Is your website customer-centric? Does it provide the crucial user experience you know your target audience wants? Can you provide real, researched reasons for why site pages look and function the way they do or are they simply the result of personal preference that you assume is in tune with the search needs of your customer niche?
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On Demand.. On The Move .. Always On .. whoa, definitely a bit too fast-paced for some site owners! The problem actually is, either they expect the web to somehow magically deliver instant results, or they still think it’s not for their type of business or for their particular customers! Their websites haven’t really kept up with any of the changes on the web in the last five years! As many as 40 per cent still haven’t got round to SEO, and as for “all this twittering …!”
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There’s nothing more important! Web presence and the customer experience. Site owners know this as their ultimate aim is to secure customer conversion. But it can be a rocky road to conversion simply because of a reluctance to climb aboard today’s fast forwarding search and social pathways. Holding follower interest, building trust, inspiring confidence. It’s a big ask and it takes time …
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Google may rank a blog, website or page at a high position, but will it attract online attention and drive high traffic? Today’s socially motivated web relies increasingly on a target niche audience with prequalified content interest.
Business owners are impressed when their website design and marketing team obtain high ranking for a website in a matter of days or even hours! The simple and well-known tactic of posting content on social bookmarking sites to obtain a high volume of votes to attract fast search engine indexing can be short-lived, however, if not maintained by frequent, fresh content and reinforced by long term, organic link building.
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Too many businesses are simply regarding social media as another way to simply and cheaply market their message, products and services. It’s the reason why social media is not working for them. Their messages are being ignored because it’s obvious there is no real intention to engage.
When businesses misunderstand social media then their scattergun online marketing blasts are simply misappropriating the channel too, leading to over saturation by today’s ‘social media’ marketing. The concept of ‘getting in front’ of your target audience by traditional social networking feeds into today’s social media interaction. However, the process still requires building a relevant, information rich relationship, but online.
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With the development and deployment of Google Instant (UK) a new list of sites have found themselves only a single letter / keystroke away from their audience, welcome to the google elite…
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Getting your company message out there! Positioning brand identity and web presence with your market niche and target audience is key to maintaining a competitive edge. Businesses must learn word of mouth engagement and build message flow with online influencers.
At first glance, it may appear that the web is populated by a diverse cross section of company promoters, personal branders and guerilla blog commenters! Devising marketing strategies to cut through the ‘noise’ and speak directly to your potential market segment is essential to propel an audience to willingly come and visit.
There is an estimated 500 billion ‘Influence Impression Data’ per year, divided into two recognisable strands where people are sharing information about products and services online :
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In 2010, if you’re not adopting social media practices into your business, you’re not part of the conversation. Expect to be bumped down Google rankings by RealSearch results anytime soon. If you’re ready to engage then planning begins here!
Proper planning and execution is the key to integrating social media into your online marketing strategies. Drafting a policy is no longer good enough — you need a plan to put your policy into place.
Key areas you must identify are :
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Applying yesterday’s marketing strategiesto today’s online social mediasphere will not work! Most businesses are keen to engage and immediately see the benefits of Google first page ranking. In their obsession to reach No.1, they are displaying old style thinking and short term vision. They are also blowing all their marketing budget!
It’s a compulsion based on a misconception. But the addiction is hard to break. Yet the truth, as most of us know, is that ploughing all of your advertising money only in to PPC ( Pay-Per-Click) and paying to be top of the SERPs page ( or positioned on the right-hand side column) is not an online marketing campaign that will drive any more significant traffic to your website.
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Google algorithms are not robots, y’know! Fashioned in the image of their human creators, they have constantly evolved to now become fabulous, sophisticated life forms designed to seek out and record signs of ‘quality’ website life rather than just plotting dull, repetitive keywords every business wants to bid upon.
Sure, carefully researched SEO keyword phrases are important to use in order to develop effective PPC ads and link building strategies. But what really counts is how Google and other important search engines ‘sees’ and ‘votes’ for the ‘quality’ and ‘relevance’ of your website.
It’s now not just a case of adding keywords into your various HTML tags, uploading your files and waiting for the results. The role of web design and integrated marketing strategy is a daily, if not hourly concern and requires constant attention to stay in touch with your target audience and market sector, as events unfold!
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As of now, we are in the age of RealTime, Social Network driven news and communications. Social Media messaging is revolutionising traditional marketing and online business models need to adapt to a changing world.
In 2009, social media went mainstream, reflected by the many businesses who were astute enough to react quickly to a rapidly transforming online marketing environment. It is now seen as normal business practice for a company website to have a Blog page, Twitter account, Facebook page, YouTube channel …etc
The RealTime web is changing our understanding of the way we communicate, socialise and do business.
Key to the phenomenal growth and success of social networking platforms is ease of use for the web user to share instant connection with others. Ultimately, this leads to media messaging going viral on a global scale within seconds!
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