“Marketing First, Website Second!”
“Marketing First, Website Second!”
“Marketing First, Website Second!”
“Marketing First, Website Second!”
“Marketing First, Website Second!”
The repetition above is necessary and you need to stick to this statement every time you want to develop a new website or have it outsourced to a web developer.
The idea of marketing first encompasses the act of finding out more about your market, the people you intend to reach and I will give you an example to help illustrate this point.
Let’s imagine that you intend to start a retail business selling imported toys that you will be sourcing from Europe or a unique line of toys from the United States. What would you do before you put down a deposit for the shop rental or start renovation work?
The first thing that you need to do is conduct an in-depth survey. Is there a demand for such toys in Malaysia? You will test the toys to ensure that you are not importing trash with the hundreds of thousands of your Malaysian Ringgit in investments. You have to know your target market very well too. In this instance, your target market would be kids, but what is the age range? Would more boys or girls be interested in the toys?
Secondly, not to be undermined, you need to find the perfect location for your store. It is not advisable nor will it be conducive for you to open the outlet where there is little human traffic. You will also not consider the option of opening your store in a rural part of the city.
Thirdly, you cannot do without your marketing strategy. Choosing the right location is not the only thing to think about. You have to conduct studies on how to decorate your store to make it more appealing to potential customers. The same goes for your marketing collateral and website.
For a toy store, it is imperative to study the purchasing behavior of parents too because they are, ultimately, the ones who will be making the final decision. Are you using the right tactics to appeal to kids so that they have a strong persuasive influence on their parents’ pockets? In your marketing strategy, you need to find the answers to ‘Why me’ and ‘Why now’.
The same rules apply to websites.
Conducting online research about the demands for the products is inescapable. Is the demand strong enough? You need answers to what is your target, the income level, gender of your likely consumer, their age, etc.
In order for your website to rank well, perform some keyword search before buying a domain name. Would the keywords contained within the domain name bring interested people to your website? If your primary focus is on the Malaysian market, then your research needs to be location-based.
With the domain name in your hands, you need to find the right hosting company. For hosting, the list of options is probably endless. Do you want to host the website with a local hosting company or with a server located overseas?
I remember hosting some of my websites with US or Canada-based hosting companies. You see, with the same amount of money that I would have to pay a local hosting company, I get more features, extra space and I can host unlimited domain names with these foreign web hosts. However, when you choose to host the website with such companies, you might have to contend with some problems, especially if your target market is mainly Malaysians.
When interested parties from Malaysia logs into your website, the internet browser will need to pull files out from the hosting server which slows down the loading process because of the distance. Loading speed is, bears in mind, is one of the biggest factor that affects your website ranking on Google. It is advisable that, if you are in Malaysia and your target market is mostly Malaysians, host it with a local hosting company.
Another problem about hosting your website overseas is that whatever happens to the other country that does not affect Malaysia directly, affects your website instead. An example would be the cables laid on the sea bed to carry telecommunication between all the countries. If there was a malfunction in the US or Canada, it affects your website. So, despite being a local business, you will find your website and business unnecessarily affected.
Design-wise, a very serious, corporate-like website design simply will not work if you are selling toys to kids! On the other hand, if you are selling wedding gowns, flash animation might work better. However, for businesses selling ebooks, all you really need is a simple page and some persuasive copywriting.
Even before the website is completely developed, be clear about where you are going to get your traffic…is it going to be Facebook (for end consumers), LinkedIn (for B2B), from MySpace (for music fans), etc. The online market is an incredibly competitive business battleground that is why you may need to develop a special web application that will differentiate your website from your competitors’.
If you intend to promote your newsletter, you need a proper program and a good copywriter for your sales page to convince your potential customers to surrender their email to you. To be even more persuasive, you can offer them something free in order for them to share their email address with you. This is called an exchange value marketing strategy.
For businesses who intend to get good ranking on search engines, a thorough keyword research is inevitable. Pick the right keywords to focus on and include them into your website content. Generally, quality content will generate traffic because, it continues to be true that content is KING.
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