Smart Marketing: The Eight-Step Marketing Program: Steps Four and Five
In my last column, I took you through the first three steps of Almond Tree Marketing’s Eight Step Marketing Program and wrote about how to create comprehensive marketing and branding plans. Here I’ll talk about steps four and five: the importance of having a website and implementing online marketing.
Step 4: Develop Your Website
The World Wide Web is such a huge part of our lives that if you’re serious about marketing your business today you must have an Internet presence. Your site also needs to be Web 2.0 compliant. You may think it’s unnecessary or too expensive an undertaking, and that traditional methods of marketing and promotion will suffice, but your website is an essential tool that should be used along with the other marketing tools at your disposal.
Template vs. Custom
In the early days of e-commerce, using a basic template to build your site was acceptable and enough to draw in prospective clients. Today, however, the average browser is savvy and can spot a template a mile away. Using templates is not a crime but the practice does reflect a lack of sophistication and creativity. Your site has to be an extension of your brand. It must be easy to find and to navigate.