A website is as essential in your marketing armoury as a distinctive logo and snappy business cards – but is your organisation reaping all the benefits of being on the internet?
Never before in the history of commerce have businesses enjoyed such opportunities to broadcast tailored corporate messages cheaply, instantly, to wide or targeted audiences and without fear of editorial intervention. But many organisations still don’t make full use of the internet to spread their messages: as a result they are not being heard.
One of the reasons the internet and its spinoffs – email and social media – are so powerful is because the content that reaches the reader is precisely what the sender intended. This is also true of printed newsletters, brochures and direct mail – but the internet has immediacy.
In contrast, the traditional press release was often edited and rewritten by journalists keen to add their own touch – sometimes with dire consequences for the original corporate message. Not that all editing was bad – some press releases were (and still are) in need of extensive improvement.
Companies now have virtual carte blanche online to say anything (within the law and bounds of common decency, of course). Some have in-house resources to craft creative content. Others rely on outsourced skills (like mine) to produce copy that ticks all the boxes. Either way, good content is essential.
As citizens of the internet, we are all looking for a massive return on our investment in a domain name and content. To achieve that ROI we have to get the right people to visit our sites and then to be sufficiently impressed to take action.
The first step is to ensure we have the right content. This means providing information that people will need in order to make a ‘buy’ decision. People respond more readily if they are told what they want to hear, rather than what we want to tell them. But too many companies focus on how good they are rather than what they can do for the customer. In short, promote the benefits not the features.
Content needs to be refreshed frequently to keep the search engines interested and to give customers a reason for returning to the site over and over again. Just think of the big e-commerce sites: people keep looking at them to see what’s new.
The second step is to attract people to the site: unless you are extremely well known or on the first Google page you’re unlikely to get random hits that mature into valuable customers. This is where social media marketing plays a vital role, affording the opportunity to publish a brief ‘teaser’ with an all-important link to the real article. And if your posts are clever enough, others will ‘like’ or ‘share’ them to the wider audience of their own connections.
Now, please share this article and have a look round my website!
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 16 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.