As a result of doing business for many years, entrepreneurs tend to use traditional channels of communication to increase sales of their products or services. They insist on direct contact with the client, advertising on the radio, television or billboards. At the same time the Internet is still underestimated by many businesses, and is considered only a trendy, eye-catching fashion.
It is amazing how often you can hear the voices of companies saying - "We do not need to be present on the Internet." The network is associated mainly with the social media world of their children or grandchildren, and is not generally seen as a place where a firmly built image of the company translates into its financial results. Unfortunately, it appears that slowing down your online presence often results in a loss of competitive advantage. Use global reach, universal access, speed and flexibility, and ease of use. But how to do it all successfully?
START FROM THE BEGINNING
The company's website is the basic place to build an image on the Internet. In practice it turns out that many entrepreneurs forget about it, and certainly does not treat it as a tool for creating good PR and increasing sales. Often, especially companies operating in the market since the nineties, recognizable and known in the industry, on the Internet are visible only through an ancient page-card created 15 years ago. These sites do not directly communicate what the company is doing, what the business potential is, what it is and what it is famous for. A consumer on the Internet is looking for specific information and it usually takes a few seconds for him to figure out whether the company he visits is what he is looking for. Old-fashioned, non-mobile, enigmatic, and not user-friendly technology will not help build a positive image for your business.
HAVE A CLEAR VISION
Internet marketing of any company requires the development of an appropriate strategy and plan. Avoid blind actions, inconsistencies and contradictions. Before you make your first move, answer the question of how the company wants to be seen on the Internet. Is it a dynamic, modern enterprise that targets innovation and operates on a large scale? Or rather, it is a small, family-run company where the boss personally looks at customer relationships at every stage of its operation. It is worth praising the organizational culture and thus winning potential customers who share similar values. Identifying the vision and mission of the company will also allow for proper positioning of the company on the market. This should lead to all actions taken online by the company's employees.
BE AN EXPERT IN YOUR INDUSTRY
Content marketing is gaining in popularity. In line with this idea, it is worthwhile to provide your customers with content that is valuable to them. This is at the same time a good response to the growing trend among consumers to deny advertising messages and turn away from companies that are marketing distractors. It is a good idea to create your image on the web as an expert in your industry. Writing blogs, contributing to online forums, participating in discussions, creating guides, recording vlogs, sharing knowledge - are all very good ways to engage with consumers, respond to their needs, and build their awareness. There are many platforms for this type of activity, depending on the specificity of the industry. Make sure that you are there and help others build your knowledge.
MONITOR AND ANALYSE
Even if your company is taking the first steps in the Internet world, do not forget - your customers have long been there. To create the right image on the network it is necessary to know where to find them, what they talk about and who they are. It is important to develop a model customer based on their knowledge, their behavior and expectations, and then tailor the content to their interests. Today, the meat market is often struggling with the inadequacy of consumers' purchasing preferences declared in surveys and of their real choices in front of a store shelf. Appropriate analytics and use of the so-called marketing intelligence helps avoiding such misunderstandings. There are many tools that provide hard data about who visits your pages, how much time they spend, how they behave, and why they do not find what they are looking for. Take advantage of these opportunities and think like your client! In addition, the Internet monitoring tool allows you to search for a network discussion where your company or product name falls. This way you can not only learn first hand what your customers think and say, but also have the opportunity to engage in discussion, to react, to build an image of a friendly and open company. This will also allow you to identify those social spaces (such as Facebook, Instagram, Snapchat, LinkedIn), where you should be especially present in a way tailored to channel’s specific needs.
Do not forget that people on the Internet are looking for easy solutions. You definitely care about media contacts and you build your company's image in specific industry magazines as well. For this purpose, create so-called media kit, the virtual press office, which is one place where all of your content, photos and materials will be looked up by your company's search engine. Also remember to take care of the freshness of the image on the Internet. The network is a dynamic space in which a logo designed a dozen or so years ago can significantly depart from today's standards, creating an image of an outdated and invisible company. Make sure to update your business information and build your image actively and not just at the beginning. You may also want to instruct your employees about the company's image strategy. Remember also that nothing is ever lost on the Internet - impulsively written comments in response to unjustified criticism of your product, even deleted, will remain saved by his audience and certainly used against you, ruining a good image gained in years. Develop standards and stick to them!
Following the above advices will surely help you to take good care of your company's online presence. Do not forget that online presence requires constant optimization and testing of what brings the best results for your business. Make a good first impression and protect what you have worked out. If people get positive feedback about your company and its products, it will certainly translate into their popularity, increased sales and increased brand trust. Keep in mind that often the most profitable businesses are those that are best perceived and get best reviews.