| Here's a step by step guide on how to market your | | | | Search Engine Optimization (SEO) |
| business over the Internet. | | | | This marketing concept is similar to advertising on |
| 1) You need a website that works for you. | | | | search engines, but SEO involves the enhancement |
| We all know that the first step to going online is | | | | of the organic search engine ranking of your website. |
| getting your own website. But it's important to know | | | | Organic rankings refer to search engine listings that |
| what you want from your website. Think of your | | | | cannot be paid for (unlike the sponsored listings), |
| website as another vehicle to generate revenue for | | | | they are found on the left side of the page. |
| you, and not just a pretty brochure. | | | | When your website is optimized for search engines, it |
| Web design houses are a dime a dosen, and you can | | | | means that your website will be listed on the first |
| get freelancers who can design a website at very | | | | few pages of the search engines when someone |
| low costs. | | | | searches for a keyword related to your product or |
| But remember to ask yourself these questions | | | | service. |
| before you part with your money: | | | | Why is it important to have high rankings on search |
| Can the proposed website help to improve efficiency | | | | engines? |
| or relieve operational work? | | | | 90% of all internet users use search engines to look |
| What do I want my customers to do when they | | | | for products and services and 88% of which do not |
| come to my website? | | | | look past the first three result pages on the search |
| Does my website showcase my products or services | | | | engines. Therefore, in order to capture the attention |
| accurately? | | | | of your potential customer, your website needs to |
| How simple will it be to update the website on my | | | | be listed on the first three pages of the search |
| own? | | | | engines. Otherwise? They will find your competitors! |
| If your potential web designer cannot guide you | | | | SEO is a laborious and tedious process of making |
| through this thought process, then you should think | | | | your website search engine-friendly and building links. |
| twice before hiring him. Experienced web usability | | | | It's probably worth your while to outsource it to the |
| consultants will be able to help you and make | | | | experts. However, SEO usually involves a significant |
| recommendations based on your business model. | | | | amount of investment. Once again, beware of |
| They may cost little more but remember, your | | | | vendors who charge way below the market rate, |
| website is an investment. Invest correctly in the | | | | unless you are certain of the results they can deliver. |
| beginning and your website will bring more business | | | | It could well be too cheap to be true. |
| than you imagine. | | | | WebSpider [ has come up with a payment scheme |
| 2) You need to market your website online. | | | | for SMEs that allows you to start at a very low cost |
| Now that your business exists on the web, the next | | | | and pay only when the traffic to your website |
| step is to let people know of your existence. Only | | | | increases. |
| when people are aware of your website will they | | | | 3) Retain your potential customers through your |
| visit it, only when they visit your website will you be | | | | website |
| able to convert them into customers. High visibility | | | | Once new visitors arrive on your website, it is up to |
| means high traffic, and more traffic means more | | | | your website to retain them and hopefully, convert |
| potential customers. | | | | them into customers. |
| There are many methods to market and promote | | | | Does your website provide useful information? |
| your website. You may choose to market your URL | | | | Can visitors find the required information easily? |
| (i.e. your website address e.g. [ through traditional | | | | It is important that visitors find useful information |
| advertising such as print ads, flyers and in-store | | | | fast, as internet users tend to have a very short |
| promotions. These are viable methods but they tend | | | | attention span. If they don't find what they are |
| to be more costly. Here are some cost-effective | | | | looking for, they leave, and an opportunity is missed. |
| online marketing methods to consider:a) Advertising | | | | Sometimes, visitors may not immediately purchase a |
| on search engines | | | | product on your website but if they found your |
| Advertising on search engines is one of the most | | | | website useful, chances are, they will come back. |
| cost-effective methods that increases the visibility of | | | | It is a good idea to have a option for visitors to |
| your website and generates more traffic. | | | | register on your website for a newsletter or to join |
| Advertisements on search engines appear when | | | | your mailing list. That way, you will be able to keep |
| people search for a certain keyword that is related | | | | track of the prospects who visited your website. By |
| to your product/service and which you have | | | | keeping them in your mailing list and through regular |
| targeted. These ads are usually at the top or on the | | | | communication, you can establish a relationship with |
| right side of the page and labelled as 'sponsored links'. | | | | your prospects, thus making it a lot easier to convert |
| These advertisements are cost-effective as you only | | | | your prospects into customers. |
| have to pay for your ad each time someone clicks | | | | In conclusion, it is vital to view your website as an |
| on it. To get started with this, you can approach a | | | | investment. It can be tool that can generate leads |
| search engine marketing consultant to manage the | | | | and acquire new customers without you lifting a |
| whole advertising campaign for you. If you are | | | | finger. It also opens the opportunity of reaching out |
| Internet-savvy, you can actually try setting up and | | | | regionally and globally to new customers. Your |
| start a campaign on your own with Google. | | | | website is of little value to you unless you market it |
| Remember, you are free to set a daily/monthly | | | | well. Internet Marketing is cost-effective and |
| budget that you are comfortable with. You can | | | | measurable, so you are able to track where your |
| monitor the progress of your ads and measure your | | | | dollars are going to in order to make informed |
| ROI before you decide to increase your budget.b) | | | | decisions. |