Why Companies Need to Be Online

Digital Marketing - Study Notes:

Why Companies Need To Be Online 

Now let’s see how businesses can use digital methods, or channels, to establish an online presence, raise awareness about their products, and reach out directly to potential customers. This requires a proactive approach that cuts through the noise to deliver targeted messages. The most common tools for doing that are an organization’s website, search engine optimization (or SEO), content marketing, and display and video ads. 

What happens when people search online?

Let’s imagine a consumer trying to solve a simple problem… 

Someone needs new hiking boots for rugged terrain. They go to Google and type “best hiking boots for rugged terrain”. 

The top results lead them to a variety of articles and product reviews. However, one link catches their eye. It’s a comprehensive blog guide to choosing the right hiking boots, hosted on an outdoor equipment retailer’s website. 

Intrigued by the clear advice and direct product recommendations, this hiker then clicks on a pair that meet all their criteria. The product page offers detailed specs, user reviews, and a discount for first-time buyers. 

Convinced, they quickly complete the purchase through a seamless checkout process. From a simple search to finding the perfect boots, the retailer’s website has efficiently solved their need.

Consumer behavior online

According to a report from ConsumerGravity on consumer behavior: 

• 81% of customers engage in online research before making a purchase.
• 88% of consumers who purchase in a physical store have researched the item online and compared it to other alternatives before the purchase.  
• 88% of the surveyed customers think that having a detailed product page is essential for them to make a purchase. 

These numbers highlight one thing: organizations that are not online are simply losing business! 

The purpose of a business website

Every website needs a defined purpose. A successful website is one that delivers to the business and the visitor. In other words, website visitors take valuable actions that the business wants them to, but they also have a valuable experience on the website. 

Examples of valuable actions that visitors take include:

• Buying something on the site
• Filling in a contact form
• Downloading a brochure
• Understanding the product offering 

Why businesses need websites

Businesses need to have websites for several reasons:

• Websites increase visibility to customers: If another website links to the business website, this will drive more customers to the business website. Also, having a website also allows a business to be found through a web search.
• Websites are convenient and accessible: It is generally easier for new, existing, or potential customers to conduct business on a website at any point throughout the day. They don’t have to travel to a store to browse or make a purchase. 
• Websites offer accurate analytics: Websites enable businesses to track online interactions on the site. These interactions include number of visits, location, which pages were interacted with and for how long, and device preferences.
• Websites are less expensive to maintain: An online presence can be achieved at a lower cost than the traditional information and advertising channels needed to promote a physical store.
• Websites build trust: A website enables a business to build trust and credibility with its customers. 
• Websites are customizable: Businesses may use social channels such as Facebook or X to connect with customers. However, they cannot change the layout of these platforms. Having control over the full web experience enables a business to customize to the website to visitors’ preferences.  

Establishing an online presence

Businesses have a range of paid and free options available for them to establish an online presence and create an online experience. These include the following:

• Get listed on Google Maps, Apple, or Bing Maps.
• Create a social media profile for the business. 

Businesses can use Google Maps and social media to engage with consumers when they are:

• Searching for map locations and phone numbers for services that they require, or… 
• Interacting with content and topics on social channels 

Social media and map listings provide opportunities to showcase positive customer reviews and recommendations. Reading favorable reviews from past customers can have a powerful and persuasive effect on potential new customers.

A selective approach

Businesses should be selective about using social media. They do not need to appear on every single platform. They just need to ensure that they choose social media platforms that best suit their business and target audience. 

For example, a business should set up a LinkedIn company page. And consumer-focused brands should also be active on Facebook, X, and Instagram. TikTok and Snapchat are suitable for businesses that engage directly with consumers, especially younger demographics.

Paid versus owned presence

Businesses need to consider paid versus owned (or free) options for establishing an online presence. 

• Owned options the website, blog, social media profile, emails, and content. Whereas…
• Paid options include search engine marketing (or SEM), social media advertising, display advertising, and working with paid partners and affiliates.

Website pages

Finally, let’s look at some of the most important pages on a website. 

• The landing page is a specialized page designed to receive and convert traffic from specific marketing campaigns or search engine results. Unlike other pages, a landing page is highly targeted, aiming to guide visitors towards a specific action.
• The home page acts as the primary landing page, and is usually where people arrive when they’re just browsing for a business website. It is designed to capture the visitor’s attention and curiosity, directing them to key website elements. 
• The About page shares the story behind the business, such as its values, history, and future plans. This helps customers understand more about the people and the ethos of the business.
• The Contact page provides multiple contact options for the business. These might include email, social media, online chat, phone, physical address, and a comments box for direct website communication.
• The blog serves as an ongoing communication channel, where the business can offer insights on relevant topics, and readers may engage with comments or feedback.
• The Product pages are dedicated to promoting specific products. They also usually highlight features and benefits to inform and persuade potential buyers.
• The Checkout page is a vital page ensuring a secure and straightforward purchasing process.