Interactive technology has grown exponentially in the past ten years. The way consumers search for products, businesses and locations is instantly accessible online. Consumers are now in control of when, what and how they search on the internet. In addition to word of mouth reviews, websites are the next standard to seeking the truth in our endless search of the “answer”. To reach consumers, businesses showcase their products and services through professional websites. The utilization of websites is a low cost strategy to reach an unlimited number of people and increase visibility within your designated marketplace. The format and how engaging the website is, can make or break your relationship with the consumer.
Ideally, businesses have mere seconds to command attention through content, navigation and feel. It is imperative to include easily accessible details that answers specific needs, questions and ultimately convert to purchase. Easy website navigation for the audience is key and aids in establishing brand credibility. If a website does not appear professional, this can turn off potential consumers. First impressions are ever so important in the fast paced world we live in.
The use of search engine optimization (SEO) is imperative in building websites and is used to enable both users and search engine robots to understand where the website is located. SEO helps the engines assess and determine what each webpage is about and how it may be useful for the audience.
Web-based communication can increase productivity and profitability. Products are easily researched through the touch of a finger and reviews are posted instantly for the world to view. Remember the days of “Oprah’s favorite things?” The mere mention of a product from Ms. O, would send millions to websites to purchase that one-of-a-kind cookie or the must have techie gadget. As a result, company websites would often crash, due to the high volume of traffic. Now this is a problem many businesses would love to have but very few experience. The power of online marketing was imperative then, as it is today.
Even in this high tech day and age, there are some who question the very need of web-based communication. I recently spoke with a potential client who wants to sell literature but felt she would fare better using the hand-to-hand method verses a company website. I tediously explained that potential consumers would be able to inquire about her background and would have the ability to purchase her literature and that websites are truly a strategy to connect with your audience. The proper advertising to a limitless audience can provide a great return of investment.
Business growth and opportunities are infinite when marketing strategies are implemented. The use of online communication automation can reduce organizational costs for advertising, marketing personnel and other overhead budget expenditures. There is a greater return of investment through lower costs over time. The power is ultimately in the business and consumers hand.
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