With roughly 40% of the world having access to the internet it's no surprise that it has become the preferred channel for marketers and consumers alike to get what they're after. However, as a relatively new channel, business owners are still trying to make sense of their options and cut through a global market of competitors.
While there has never been one formula to follow that ensures business success, there are best practice guidelines that can help even the smallest business to start making a name for themselves online.
But if you've found your way to this article the chances are you've read hundreds of opinion pieces about what does or doesn't work, or what the "next big thing" is going to be. The truth is that there are 4 simple answers that will help you improve your online presence and crack the code behind web-based success.
Remember the Rules
As much as technology and innovation is driving the digital space along at an unparalleled pace, there are still a few fundamental "rules" that overly-ambitious business owners overlook. The first rule is that the internet is governed by coded logic. As much as your user only sees your beautiful parallax website or rich media banner ad, the whole world is built by numbers.
Once you understand that there are structures guiding our marketing efforts, it becomes simpler to see where opportunities lie. For example, if you do an audit of your own online presence, or pay an expert to do so, you will end up with a list of enhancements that you can make to make a better first impression.
Neglecting or bending the rules can have devastating consequences for your online reputation. Apart from poor website performance and load times, your ads could get rejected. Social media algorithms mean there are new formats every day. And updates to keyword search and metrics could render you redundant if you don't do your due diligence upfront. Stick to the rules and you will set yourself up for long-term success.
Make Sure You're Learning
The internet, as a commercial, mainstream structure, has only really been operating in the world for some 25 years, and has only become widely available in the last 5 to 10 years. This means that it's exciting and new, but not really sure about where it's going or what it wants to be. In a lot of ways, the web is like a student entering college for the first time, and that means lots of change and learning.
The internet is changing, learning, and growing and that means you should too. Whether you're trying to come to grips with SEO or following insightful influencers online, the goal is growth. Accept that nobody is an expert yet - the field is simply too new - and dedicate as much of your available time as possible to improving your understanding of the web-based world that we live in.
Success Doesn't Come Cheap
Once you've familiarized yourself with the rules and regulation that dictate what you can and cannot do (today) in the digital space, you are better-positioned to start putting your money where the clicks are. Although media placements in the online space are considered more affordable, this is only true when compared to costly traditional platforms. You are going to need to spend money to get the traffic that you need in order to maximize the value that's available to you. Of course you can target your spending more effectively, but there's no such thing as a free lunch - even in cyberspace.
Adapt or Die
In the past the success or failure of an entire business could depend on their adverts. A flyer with a spelling error or a TV execution in poor taste would potentially not drive feet to stores, meaning fewer customers and fewer sales. The problem is you have no idea how many people are even seeing your marketing collateral, let alone acting on it.
Final Word
The best digital marketers understand that they operate in a fluid space. The internet gives you the immediacy and insights that you need to update your creative, change your messaging, and face your competitors head on. And because there are so many great analytics tools out there, you have the massive advantage of understanding your customer. Your ability to forge a genuine connection with your audience and not just spray and pray is the biggest advantage of internet-based business - provided you remember that there are real people on the other end of the screen.
It may feel like trial and error, but it's conversation - and that sells.