There are 3 critical mistakes businesses make online. The typical evolution of online starts with:
1 Creating a website
2 Promoting a website – online via directories
3 Driving traffic with AdWords
All the while cross their fingers with anticipation of new found customers and clients. It’s become a constant game of playing catch-up to succeed with first page listings on the search engines. In this world of rapid technology development, efforts made to market one’s business fail. The primary factors are:
- Lackluster economy
- Increased competition
- Failure to adapt
And, the reasons why business online marketing efforts struggle?
Maintain • Market • Engage
#1 Failure to Maintain a steady stream of quality, relevant and engaging content on their websites.
Those that do, are rewarded with increased visibility and depth.
Simply put, increased competition and a more intelligent consumer base requires a consistent flow of new information and content. With more companies focusing their marketing dollars to online endeavors, it’s becoming more and more difficult to succeed. Success is measured by the search engines displaying your website at the top of their results.
The second factor effecting website visibility is technology. Smart phones and tablets along with increased percentages of consumers transitioning from desktops to mobile devices. A highly respected online research company, Gartner, predicts that in the US by the year 2013, there will be more people accessing the internet from mobile devices than desktops. – Gartner Research
Failure to maintain your website with content and technology is critical.
#2 Failure to Market
The biggest factor in marketing you website is content. Just as important is providing your content to other relevant websites. You do this by:
- Having your website linked in appropriate directories
- Providing online coupons and specials
- Listing your website on all company materials
- Providing online coupons or specials
- Utilizing QR Codes
- Cross promotion with similar industry partners
- Signage where appropriate.
#3 Failure to Engage
Companies overlook the value of Social Media, often citing the irrelevance of “I took my dog on a walk” tweets on Twitter. Or, Facebook is a waste of time…
On a very basic level, companies need to capture their listings on Facebook, Twitter, and Google+ for no other reason than to provide a link back to their websites.
What’s more concerning is the damage that is done to a company’s reputation with a bad review.
Have you ever wondered why service companies like contractors, auto repair shops and doctors only have 5 Stars or 1 Star ratings, where restaurants have a plethora of 1, 2, 3, 4, and 5 Stars? This is easily explained. Companies that actively solicit reviews from their customers typically have high approval rates. And those that are successful have a big target on their backs. In this cut-throat, competitive business environment, more and more struggling companies have succumbed to submitting negative reviews anonymously on their competitors.
Granted, there are those authentic bad reviews from past customers. We all know we can’t please everyone all the time.
But, what is important for your business is you engage these reviews immediately. Most of the time, your response will increase your credibility and reputation resulting in more clients, not less.
Is your company making mistakes with your online efforts?
Online success is an ongoing process. To be successful, businesses need to provide consistency and quality.
Websites are like gardens. If you don’t water, fertilize and maintain, they die and disappear.
If you missed it, be sure to read the 4 Elements for Online Success.