Why Your Business Should Have A Strong Online Presence
You have a business, therefore you need a website, right? Of course right. This is the 21st century after all. Do you remember the first time you heard a brand such as Apple include their website address in their advertising, either on the radio or TV? Or are you of the generation that has never known any different? However, we can’t all afford that kind of advertising.
So why have a website? Seems like a stupid question eh? “Everybody else has one and so should I!” “It lets people know my business is real” “So I can sell my products”. All of these are typical answers and all are valid but let me ask a different question: what is the point of that website? Especially if no one can find it. After all “everyone else has one!” So how is your potential client, when looking for your product or service, going to find your site amongst all the others? In whatever way that you use it, e-commerce or explanation of your services, your website should be first and foremost be a marketing tool and should be communicating in a clear, specific and persuasive manner to that potential client and their needs.
So how do you get it found? Obviously I am going to say “digital marketing”, this being the all encompassing description of the art of SEO, PPC, Social media management etc as that’s the industry I am in and you are reading this blog on the webpage of a digital marketing agency, but I genuinely believe this to be the case. The tag line we use in our advertising at greyzip is “Increase your online presence and get your business found online” and it really is as simple as that.
The importance of a strong online presence can not be overstated. Why approve that purchasing decision to have a great website, with a wonderful “look & feel”, pay for it to be hosted and regularly updated and do nothing to promote it? In no other aspect of marketing a business would this be acceptable. The return on investment (ROI) on all other advertising and marketing is always closely scrutinised so why do so many businesses throw money at a website only to let it drown in the depths of Google?
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
This quote is attributed to John Wanamaker, a very successful entrepreneur, religious leader and political figure who lived in the United States in the late nineteenth and early twentieth centuries. He was the founder of Macy’s department store and is considered by some to be a “pioneer of marketing”.
This statement by Wanamaker could certainly be said to be true of advertising then and possibly could have also been true of marketing in the 20th century, but with the current methods of digital marketing in the 21st century there should be no excuse for it to be true.
The analytics of digital marketing are plentiful. Whole books are written about them and a whole industry has been built on analysing the analytics. At its highest level, digital marketing has three main components: Attraction & Engagement, Capture and Nurture and Convert and Measure. There should be nowhere to hide for the digital marketing agency that you employ to ensure that you have a strong online presence and that your website is found.
Having sat “on the other side of the desk” and having been responsible for the purchasing decisions, I fully understand what a customer expects of us as an agency and I make sure that we account for every penny a client spends with us, showing them where it was spent and the results achieved in return for their investment in us. The ROI. The return not only on your investment in us but also on your investment in your website in the first place.
So why should your business have a strong online presence? Well, for all the reasons above. You have a business that you work hard at, products or services that you are proud of and a website to tell the world this. So why waste it? You can be sure your competitors won’t be making that mistake.
“Increase your online presence and get your business found online”
Head of Business Development