Website Media Tips for International Marketing Communications

Your export operations must be accompanied by a clear international marketing communications strategy. Below we will discuss various website tools you can use in your strategy. Keep in mind that the use of each of these media must be consistent with your overall business strategy.

Website and Web Marketing

Your Website

Your internet website is an indispensable communication tool for your business when you go online. Your website allows you to present and represent your products and services to the entire world. Within minutes, potential new clients can find you and see what you have to offer. Your website is your catalog, as well as a visiting card for those who would like to know more about your company and what you stand for.

Good versus bad website layout

When you first decide to make your website, it is important to keep in mind the content you want to produce and show to the world. You MUST think about how to distinguish yourself from your other competitors. Your website must provide sufficient information but always in concise, brief, and if possible, something very “lucid”. You want to give preference to photos, drawings and very clear and attractive presentations. Text of 200 lines on a website has little to no chance of being read unless it can somehow be presented as interesting and have specific content for a particular category of users.

Search Engine Optimization and Marketing

A website if meant to be found and hopefully clicked on and read through. Below we discuss a few web marketing tips on how to optimize your ranking on the search engines and directories. This process if actually called Search Engine Optimization or (SEO).

The objective of the search engine is to provide the best possible information that is requested by an internet surfer. If a consumer if searching for a specific product that you have, it is important the search engines knows you are the best fit for that consumer. In order to convince their algorithm that your website meets that objective you should should use headings and text that are relevant to your business and that stand out from other businesses.

It is important to think about making light pages (this means pages with not too much information and not too many documents and photos) because heavy pages are not easy to download and are not catchy to the eye. But also, too light of pages can lead to too little information and less likely a search engine will display your site to the consumer. Make sure to also think about keywords for your pages and optimize each page by using those words in the text. Defining your key words will also play a key role. It would be wise to search your competitors pages and see what they are doing for their websites. Then you can build and see what they aren't doing and what you can make better for your website.

Search Engine Marketing or (SEM), refers to practice of buying traffic to your website through paid search listings offered by the top search engines. This includes Yahoo!, Google, and Bing. Paid links are actually advertisements that appear on the right side or even the top of a consumers screen when they are carrying out a search on any of those search engines.

SEM links are sold in an auction model. In order to get your site to appear in the top results, the advertiser must place a high bid for a specific keyword. Charges are also based on Pay Per Click or (PPC). This means that every time a consumer clicks on your ad, your bidding amount gets charged to your account. This can be pricey for a new company, but ultimately worth it. If is this an issue, you do have the option to limit your daily budget and you can decide about when your ad appears and you can limit the number of clicks to your ad.

Blogs and Social Media

When scrolling through social media, how often to you see paid displayed ads? Whether you want to see them or not, they are there. Blogs and social media such as Facebook, LinkedIn, Twitter, Instagram, and more, are extremely useful in this day and age. They allow you to provide several interfaces for direct communication with your customers and potential prospects. They are valuable to you because they provide a platform for public communication between multiple users and an enterprise.

Social Media: To promote your brand, use Facebook and Twitter. These sites allow you to post information and engage with your consumers. Publish visuals, videos, ask questions, answers questions, anything that can encourage active participation of your followers. For LinkedIn, you can showcase your company by interfacing with the professional world. This will help you to know about your prospects and partners as well as your employees. It is ALWAYS important to update your social media accounts regularly and respond quickly to both positive and negative posts from the public.

Blogs: Some have discovered that blogs can actually be useful marketing tools as well as excellent ways to learn about their customers. Social media allows for direct communication with individuals, so do blogs. Strong relationships can be created by using blogs. It is again, important to update your blog regularly and respond to the negative and positive posts.