E-Marketing - Going Beyond the Website
by Pat McNamara

It's almost a given that businesses today - particularly those in the technology industry - have a website. For many customers, if you don't have an online presence, you lack any credibility or longevity.

But there's more to Internet-based marketing than having a website. Today, the spectrum of e-marketing options is vast and often overwhelming, and successful entrepreneurs must be well-versed in the various methods and forms to develop a comprehensive marketing plan. Still, despite its complexities, online outreach does not have to be an exercise in frustration.

Website
Not only should every business have a website, it should be well designed and include information based on what your customers want to know and would expect to find. Like all marketing materials, your website design and structure should begin with your customers in mind.

Once your site is up and running and you've optimized your search engine results, start thinking about directly reaching out to your audience. "Search engine optimization" is one of the key methods by which a company can increase its presence on the web. Tactics as simple as adding unique content to your site, or incorporating changes to HTML source code via your web development team could make a world of difference.

E-Newsletter
Regardless of the industry you represent, an e-newsletter to your key customers can keep them abreast of changes to your product or service, while reminding them you're still interested in their business. Be sure to include company logos, slogans and any other branding materials with each e-correspondence.

Contests/Surveys
Online incentives, such as contests or polls can help generate interest in your website and keep visitors checking in to see what's new. You may also consider linking your website to a larger industry association to show you're interested and engaged, and that your online presence is not strictly self-serving.

Web 2.0 and Social Media
Today's online world includes a wide range of social media with the potential to significantly stimulate business growth. The not-so-new weblog or "blog" can provide businesses (particularly those in ever-changing or contentious industries) with a public forum for discussion. Search engines typically favour blog content, so providing blog access through your website can generate traffic and garner your business greater exposure. Plus, a blog is particularly useful when you want to position yourself as an expert in a specific field or industry. The style of communication allows you to personalize your presence and profile your knowledge. Visitors can also choose to link your blog to their Really Simple Syndication (RSS) Reader to receive automatic updates on posts to your blog.

Keep in mind, however that maintaining a blog requires dedicated and regular time commitments, so be prepared to devote a set amount of time to this tactic.

The latest fad to hit the web is the widely popular Podcast. Providing your clients and the general public with interesting tips or information through an audio or video clip can take you into the upper echelons of the e-marketing world.

Podcasts are portable, add value to your product or service, and invite feedback from your clients. Production is relatively affordable and Podcasts can be uploaded to Apple's iTunes or other Podcast distribution sites.

Online marketing does not come without its challenges. Having a website means you have to maintain a constant creative edge over your competitor, while blogs force you to be ever-mindful of security breaches and libellous content. These worries aside, e-marketing continues to be a relatively simple and affordable solution for business owners looking to augment their exposure. Being web savvy is no longer optional in today's business world. It's essential.

Founded in 1998, APEX Public Relations specializes in marketing
public relations, corporate communications, advanced technology
and issues management. The APEX team is comprised of
communications professionals experienced in strategy development,
media relations, special event planning, employee
communications and promotions.