Analytics

There is nothing more important than a brand’s image. When you’ve got a product that is similar in substance to another company’s, your best edge is your image. When you’re selling products online, however, your image is only half of the story.

It’s crucial when you’re engaging in online marketing that you give every aspect of sales equal weight. If you’ve been dazzled by traffic generation software and neglected the image presented on your website, you may get traffic, but will they buy?

Conversely, have you focused too much on creating a company image and not enough on SEO and traffic generation? It doesn’t do any good to have the perfect website if nobody can find it.

Let’s take a hypothetical example of cosmetics. Cosmetics sales are largely image-driven. The best eye cream looks exactly like any other eye cream unless it is presented properly. Your first job is to be sure that your website design, graphic design and content are professionally done. A cheap-looking presentation makes your products look cheap, too.

Once that’s done, you’ve got to get your team working on getting traffic to your site. There are many great SEO tools that can be used to this end. Getting traffic requires a different approach. In this case, your keywords play an important part. Keywords are the words most people are likely to use on search engines when they’re looking for something. Someone looking for eau de parfum spray is just as likely to type in ‘eau de cologne’ or just ‘perfume’ as they are ‘eau de parfum.’ You need to be sure to use all relevant keywords.

You have to think in broad terms as well when you’re selling brand names. There are many brands of space heaters, for example, but there’s only one Delonghi space heater. If you’re selling just one brand of a product, you must bear in mind that you will be severely limiting your potential market if you just focus your SEO efforts on that product. Most searches will be done for ’space heaters, ‘ ‘heaters, ‘ or the singular of those words. You need your keyword density to be balanced right in order to maximize your exposure.

The Delonghi brand is synonymous with quality, so when you present the heater on your website, it must also reflect that level of quality. The rules mentioned above apply to heaters as much as they apply to cosmetics!

Use this two-pronged advertising and marketing approach online. You will get much better results than if you just focus on one aspect of sales.

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