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| 1. Why do I need an online marketing strategy? |
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| Companies can often spend thousands of pounds designing and implementing a website as they believe it will help them attract new customers through the internet’s global reach. With the growth in popularity of the internet over the past few years, many businesses now feel it is imperative they have a web presence in order to compete with their rivals. Although the importance of a website can not be underestimated, many companies mistakenly create a website believing it will provide them with a wealth of opportunities. However, any website created without thorough strategic planning is unlikely to provide the expected results. |
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| An online marketing strategy is key to implementing a successful website and should really be an extension of the company’s overall strategy. Even companies who do take the time to develop online strategies can miss the point of what they would like their website to achieve, for example, focussing too heavily on attracting new customers rather than retaining existing ones. |
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| However, the most common problem associated with online strategies is that of how users will find your website. Many companies will outsource their web development to an external client, whose main role is to create an attractive looking site, not to make the site visible once it has been designed. The importance of site visibility therefore often becomes lost once the development becomes outsourced, as it is presumed an eye catching design will have people flocking toward the site. With an effective online marketing strategy, you can ensure your site meets your initial expectations and begins to deliver results once it is online. |
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