The Foundation of Internet Marketing

As the Web continues to change how we communicate and do business, more and more businesses continue to commit financial resources to improving their presence online. Does this sound like your business?

The Web can be an important marketing tool for most businesses. Much more thought should be put into how you approach Internet marketing.

For example, in many cases, your website should be at the core of your initiative. From online ads, to search engine optimization, to social media, all of these elements will likely link back to your website. Is it ready?

The mechanics of an integrated online marketing program can be intense based on your individual approach, but below are some of the things I recommend that you keep in mind.

Have a solid design.
Just as you would dress up to a client meeting, you want your website to visually represent your business well. A clean, professional design is important to establish credibility and preference of your brand.

Make sure you have critical content.
Aside from making sure you have contact information as appropriate on your website, it is important that you have pages that accurately communicate what you are about. Having a detailed summary of your business, comprehensive information about your products and services, examples and a portfolio where appropriate, and even a blog.

Develop appropriate landing and sales pages.
If you are doing any type of pay-per-click or online advertising, it is important that each of your ads link to landing pages on your website that make an appropriate pitch. Make sure your landing pages have relevant information and the ever-so-important call to action.

Think about how visitors get to your website.
It may turn out that your website is frequented by visitors using a mobile device such as their smartphone or tablet computer. This is especially true for business owners who have a physical location or storefront.

In either case, it is likely a smart investment to make sure you have a mobile –ready website. This means having your site optimized for presentation on mobile platforms. At the very least, make sure your website does not utilize plug-ins or features such as Flash.

You can determine and assess if launching a mobile-ready website is right for you based on your Internet marketing approach and by reviewing your website traffic analytics.

Think about SEO and SMO.
Depending on the type of business you are in, a search engine optimization (SEO) and social media program (social media optimization) could be critical in developing new leads and increasing traffic to your website.

While the possibilities of how Internet marketing can benefit your business are virtually endless, having a solid foundation is the cornerstone of your initiative. Don’t waste another dollar online if your website isn’t designed to take advantage of the opportunities that exist.