After recent stories of daily deal service Groupon breaching the Advertising Standards Authority code for the 50th time this year, due to unclear and non-existent deals, including cosmetic surgery and supermarket delivery services, it seems internet advertising websites are no longer a popular tool for consumers or businesses.
Groupon’s poor business ethics in the exaggeration of offers and savings have misled many of their users, which can potentially lose businesses’ custom rather than gaining it. It has also been reported that social networking gurus Facebook are soon to take on offers and coupons as part of their advertising strategy, resulting in more competition for the voucher website.
The fact is, that advertising the odd amazing offer is not a successful long-term marketing strategy, particularly opting to go with coupon websites who take a chunk of your profit in the process. It’s easy to put an advert up on Google or Facebook and call it your internet marketing, however in order to gain successful results you need to create a brand, engaging with your target audience.
Unlike the high street stores who can lure their consumers in with masses of sale signs, on the internet it’s a different story. Consumers can leave your website in one swift click of a button. If your website is not engaging or simple enough to navigate around, or your products or prices do not meet up to the high standards consumers have these days, the majority of your potential custom will be going elsewhere.
The hard work doesn’t stop there; once you have started converting visitors into customers, you need to ensure your customers will keep coming back to your website. Sure, you can hope that your product or service was unique and successful enough to encourage repeat custom, however with such high competition on the internet these days there are no garantees that this will be the case. In order to create long-term successful internet marketing you need to continuously engage with your audience, whether it be through blogs, press releases, articles or updates on social networking sites, you need to constantly be there representing yourself as a reputable and reliable brand for your potential customers.
Here at KPI we can build up a successful long-term marketing strategy for you. We focus on making the internet an accessible and successful addition to all of our clients’ marketing. With the use of organic search engine optimisation techniques such as, keyword research, content authoring and link building, we can help create your brand and achieve top search engine rankings.