Five online marketing must-haves when launching a new business

Pauline Morrissey

We are currently living in a time of unlimited choices, and because of this, the importance of building a memorable brand online for your new business is more crucial than ever. In order to put your best foot forward, carefully curated plans needs to come into play. Here are the must-have marketing tools that you need to get started.

Begin with a killer website

Think of your website as your business store-front. It’s the opportunity to make the perfect first (and sometimes only) impression. And since this is the place where you’re ultimately trying to sell your products or services, the need to have your online space be both visually appealing and user friendly is paramount.

The potential benefits that a great website can bring to a business can far outweigh the original cost. Entrepreneur coach Martin Zwilling explains, “I see many entrepreneurs that focus on the basics of marketing too little and too late. They skimp on the design of their website, even though in the eyes of users, design is everything. Your website is the company. Your website is the product. Your website is your reputation”

Social media is serious business

Creating social media accounts for your business on platforms such as Facebook, Instagram, Twitter and Pinterest is becoming more and more important with time. However, simply creating accounts on these platforms for your business is one thing, but placing focus on executing a well defined social strategy in order to build a loyal following is another.

Not only will these tools help you further define who you are as a brand, but they can act as a strong source for your overall business revenue. According to HubSpot, social media marketing has a 100 per cent higher lead-to-close rate than outbound marketing.

Get to know the power of each of these social platforms and prepare to work hard in order to reap from their advantages.

Never underestimate the power of a blog

New businesses are mistaken in thinking they can go without a blog, the same goes for those who have one, but barely keep it updated.

Unless you have new products or services to showcase each day (very unlikely), a blog can come to the rescue by helping keep your audience continually excited about other content relevant to your business. For example, if you’re an online clothing store, you could write a blog post on the trends to expect in the coming seasons. This will not only help fill the gaps, but it’s also a great way to inject fresh content to your website which then allows your Google search credibility to grow.

So whilst it’s true that a blog doesn’t bring in instant revenue for a business, it can however welcome new exposure, extra credibility, and possible lead generation.

Email marketing is alive and well

Although the world of marketing has changed dramatically, a new business must not underestimate the power of email marketing.

Website internet consulting firm, David Anderson Wealth says: “Email lists are more personal than followings generated via social media. Consumers guard their email accounts, so if you have been given an email address for a consumer, your company has likely had some form of positive interaction with that consumer. In a world where many marketing campaigns are impersonal and generic, the personal nature of email marketing makes your campaign much more likely to be noticed.”

Regardless if your email list is the size of Amazon’s or the local florist in your community, this marketing tool is yet another source for possible business revenue.

Make SEO practices second nature

When we ourselves are on the hunt for a particular product or service, often we turn to search engines such as Google, Bing, and Yahoo for assistance. This is where we type in keywords into the ever so handy search box and before we know it, we’re clicking and often purchasing from the top results that were presented to us.

Applying SEO (search engine optimisation) to your own business's website allows you to climb that search result ladder, by means of implementing the right keywords throughout all aspects of your online presence, helping your products or services become more easily findable and accessible.

According to Vocus, 82 per cent of mobile shoppers use search to influence their purchasing decisions, and 70 per cent of mobile searches for products or services will result in a sale in the near future. Providing all the more reason to invest in this crucial marketing tool.

Pauline Morrissey

Pauline is a Sydney-based journalist for Domain and is frequently featured amongst various Fairfax Media mastheads including The Sydney Morning Herald and The Age.