tudies have proven that advertising consistently over time can
increase profitability by 30% or more. This is true because advertising
helps build brand recognition that ultimately influences purchasing
decisions. In our Internet driven world, a strong online presence works
like a robust advertising campaign and may be all you really need to
make more money and increase profitability.
This is the reality;
The Internet has changed how consumers shop and interact. Almost
everyone has access to the Internet. In fact, almost all consumers now
use the Internet is some way to shop locally. As a result, using your
online presence to advertise and promote yourself and the products and
services you offer is more important than ever.
This is why:
The consumer purchasing decision making process hasn't changed for
thousands of years. When a consumer has a need or desire, they search
for a solution, then they compare options, make a purchasing decision
and a post purchase evaluation.
What has changed over time is how the availability of tools that help
consumers work through the process. In our world today the entire
process can be accomplished without ever talking to a salesperson or
walking into a store. It can all be done online.
The reality is this;
Consumers are in control. There are search engines, social networks,
business directories, websites and mobile applications that consumers
can use to search for products and services, compare options and get
recommendations without moving their eyes off their computer or
smartphone screen.
What that means is this:
If you sell products or services, you must get your business listed
on as many search engines, social networks, business directories and
mobile platforms as possible. Creating a website and Facebook page isn't
going to do much to improve your online presence in the Internet world
of today.
If you don't have a strong online presence, a large segment of
potential customers may never even have the opportunity to consider
purchasing anything from you, because they don't know you exist.
A Strong Online Presence Promotes Brand Recognition and Trust
Your online presence can define your brand. People identify with
brands. Developing your online presence helps convey a uniform quality,
credibility and experience. It will help you define who you are, what
you do, and can differentiate you from the competition. Your brand is
your identity; it helps you convey trust and develop relationships that
lead to customer loyalty and more sales.
This fact isn't surprising:
Surveys indicate that consumers prefer to purchase products and
services from people and businesses they trust. You wouldn't purchase
products or services from people or businesses you don't trust, neither
will anybody else.
This however is really important;
These same surveys indicate that consumers will pay more for the same
product or service if it is purchased from a person or a brand they
trust. Consumers want to be satisfied with their purchase.
Many studies have been conducted that try to measure how consumers
use and react to different types of advertising and delivery platforms.
Many of these studies confirm that a strong online presence is important
to consumers today. A study by Neilson concluded that consumers now
believe branded websites can be trusted more than any other form of
advertising other than the personal recommendations from friends and
family. Seventy percent (70%) of global consumers now say they
completely trust branded websites.
Branded websites are themselves defined and identified by a strong
online presence that not only promotes credibility of the site itself,
but improves search engine ranking.
This in turn influences purchasing decisions. In other words, a
consumer's trust in the advertising type and platform directly increases
the probability that he or she will be positively influenced by that
advertising.
Creating a Strong Online Presence is Affordable
Traditional advertising is expensive. More importantly, it's not
nearly as effective as it used to be. In fact surveys indicate that not
many people trust the advertising they see or hear on most traditional
advertising platforms. As a result, a random advertising campaign on
these traditional platforms is generally ineffective.
Think about this:
Consumers are bombarded with advertising messages from the back of
sales receipts and coffee cups to highway billboards and online banners.
The human brain can only absorb so much information effectively at any
given time. As a result, consumers have become very good at effectively
ignoring advertising messages that are fed to them that they don't want
or need. This further diminishes the return on investment of traditional
advertising campaign.
Currently the most expensive form of advertising is on prime time
television and the least expensive in improving your online presence.
The cost to reach 1000 people on prime time television is approximately
$34 as opposed to $8 for general online presence improvement.
If you sell products and services locally, your ability to develop a
strong brand identity may directly affect your long term ability to make
more money and improve profitability. Clearly, money invested in
advertising, packaging, public relations, sales promotions,
word-of-mouth marketing programs, etc., all contribute to developing a
strong brand, but given the facts, nothing is more important today than
developing your brand online by strengthening your online presence.
Improving your online presence will not only strengthen your brand
identity and improve your overall search engine ranking, but a strong
online presence will help you get found online, attract new customers,
grow your business and make more money.
To learn more go to http://www.clickfirst.com.
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