The world has now become a single nation, connected to the internet through smartphones, PCs, tablets, and countless other electronic gadgets aimed at communication and connectivity. For the corporate world exploring these digital channels, the path their consumers take from information gathering to purchase is a multi-touch journey.
From the primary search, a typical user visits the company's website/landing page, sees the reviews and ratings, watches videos, visits the Facebook page, sees a banner ad, gets a mailer, and looks for discounts and coupons to finally make a purchasing decision.
Online marketing, otherwise called digital marketing, plays a vital role through this process for any business to make a consumer take a favorable decision towards your brand. That is the reason why one should know about the online marketing dos and don'ts to plan an online marketing strategy successfully. Let's explore.
A quick overview of internet marketing DOs
1. Always choose an easy to remember and short domain name for your business site.
2. Focus on offering useful and relevant information to the visitors.
3. Take care of each fundamental elements of site building to make it user-friendly and ensure repeat web traffic.
4. Learn SEO, and one must incorporate it into the business website and blogs.
5. Stimulate connection and engagement through your website and other online presence. Use surveys to collect data about your target group.
6. Keep on upgrading and updating your website based on the demand of the audience and market. Rightly focus on search engine marketing.
7. Use short and memorable email signatures. It should contain your website URL.
8. Run a blog parallel to your site. That makes daily updating and user interaction much easier. Update the blog regularly and always fresh and informative content to the readers.
Overview of top internet marketing don’ts
1. Don't publish your website if it's not fully prepared for the viewers. In any event, if your consumers visit your site and find it incomplete, they will never feel like coming back again.
2. Stay away from black hat SEO tactics. It did work previously, but doing this now may end up in getting your site banned by the search engines and index listings.
3. Don’t ask your visitors to give any information to get access information about your business. You can further ask for it if they have specific requirements. If registration is required for any legitimate reason, try to keep the required information to a minimum and the registration process simple.
4. Don't send long emails. No one has time to go through your promotional message entirely. So, keep it short and to the point.
5. Don't forget your users, customers, and clients while planning for the website and promotional activities. Place your target audience at the center of any marketing strategy.
By having this particular overview of the do's and don'ts, let us now look into some more detailed information about some key aspects of website development and management. there are some specific rules to while doing while planning for any internet marketing endeavor.
- Designing a landing page
DO: Always focus on making a dedicated and professional-looking landing page, which will help bring in traffic to your site.
DON’T: Link many ads to the landing pages. Doing this may ultimately give the feel that you are not focused.
- Planning web language
DO: Always use the client-centered language by always addressing 'you, you, and only you.' Outline yourself and your businesses in terms of what you offer to the customers.
DON’T: Don’t simply center on boasting too much about your organization, products, and services. It will alienate your viewers. Do engage them with a dynamic and refreshing language.
DO: Advertise online naturally and genuinely. Trying the street-side marketing selling techniques may ultimately end up in losing your credibility.
DON’T: Try to misrepresent with a wrong product and service, which you are not able to deliver smartphones just to grab the attention of the users. Web users are too sensitive to reliability and once such negative review can spoil your entire repute.
- Putting Reviews
DO: Talkabout the advantages at the first point. What are your products and services on offer? How do these help to improve their quality of life or work?
DON’T: Simply linger around the features of your products. It is helpful to detail about the technical specifications. But, most of them are looking for how it helps them out with their real-life troubles.
- Web Content
DO: Always be clear with the final web copy. Use simple and interactive language with the reader in mind.
DON'T: Make it simple for search engines. Don't verbose. Also don't simply present your readers with a wall of full text.
Some more expert tips you would like to consider about online marketing are given below.
DO be there where your buyers are
The ideal movement of an online marketer is tracing your ideal customer journey starting from the pre-engagement through post-purchase with proper engagement and interaction with the potential buyers. Understand the critical touch points, the cycle of decision-making, and how to lead the customers to closures.
DON’T stick to a single ad format
Day by day, marketers get access to a lot of fresh and innovative ad format to experiment with. Online advertising is becoming more competitive and sophisticated now with its diversity and granularity, which puts forth many intelligent ways for the advertisers to present in front of the target audiences with more precision. As an online marketer, one needs to keep on explore and upgrade.
Retargeting in advertising lets the marketers connect across various touch-points by distributing ads which remind the users about products of their interest to ultimately purchase them. As we know, only a small percentage of traffic gets converted at the first visit, where ad retargeting focuses on increasing the conversion rates by tracing the customers throughout the decision-making cycle. If done in a balanced way, it will keep the brand and product on top of the consumer's mind and build more trust.
DON’T ignore mobile users
According to Gartner, more than 80% of the internet sales connected by 2018 will be through smartphones and tablets. So, it is essential to adapt to responsive design techniques, not just by making your website responsive, but also keeping responsiveness in mind when you are planning for email marketing, social media marketing, affiliate marketing or any other online strategies.
One can follow these do’s and don’ts of digital marketing to enhance your reach and also help your potential customer’s research and decision making to take a purchasing decision in favor of you.