Do's and don'ts of online marketing

14.02.11
By SUKHBIR

So, you’ve had a website designed for your company and you couldn’t be happier with it. Great. But, unfortunately, it’s not all smooth sailing from here. As well as first acquiring a website to promote your company, you will need an online marketing plan to publicise your website and guarantee it gets noticed in the increasingly competitive environment of the world wide web. However, online marketing can’t be approached in an ad hoc manner. It requires much the same levels of courtesy and discretion as are required in interpersonal interactions. To help you avoid making rookie mistakes we’ve put together some of the top tips and things to avoid when you get started with online marketing:

Do make sure that your website is as effective as it can be. This means keeping your domain name short and including written content that is well composed and highlights key words relevant to your target industry.

Don’t publicise your website until all pages and features are completely finished and functional. There’s no point posting links to your website widely if your customers come flocking to it and find that the features and services you have advertised are not yet available. They may become frustrated and never return again.

Do promote your website in every way possible (once it is complete!). Cost free methods of publicising your website can range from including your URL in email signatures, forum posts and blog comments. This is an effective indirect online marketing strategy that can be successful in attracting incidental visitors to your site.

Don’t use spam tactics in your online marketing campaign. Bombarding your customers with keyword stuffed emails and linking to unethical URL redirections is a sure way of making people angry and losing their loyalty.

Do consider starting a blog to publicise your company and website. The interactivity and search engine friendly nature of blogs makes them one of the most advantageous online marketing strategies available to business owners.

Don’t make eNewsletters and email alerts to customers longer or more complex than they need to be. All content on your website and in blogs, emails, and other promotional material should be brief and to the point.