Your online image is vital to the way you present yourself, or your company, to the customer during communications. This is also true for your website as it’s also a key element of your online marketing. Your website ensures you are providing customers and potential customers with the right message about your business. Your website should reflect the quality you aim to provide to your customers so you need to make sure your website has a quality design and has your company interests in mind. This means images of American workplaces, people or symbols are not suitable for a national UK based business. Ensure your products and services are given accurate representation with quality stock art or original product photographs created by a professional. Make sure each picture stands out and represents the product effectively and accurately.

You should also make sure that every product picture is coupled with textual information whist maintaining a balance of text and words on each page for effective online marketing. This means developing further pop up boxes or other methods that display the full details of the product and a larger picture for example.

Always ensure your customer or potential customer has all the information easily and readily to hand. This means a website that not only provides all useful information in a clear and concise manner with a user friendly navigation system, but also to obtain a website that conforms to standards, adapting to different browsers and monitor resolutions and can be readable by the partially sighted or colour blind by having text enlargement options and properly colour coordinated text and website design.

Detailed and relevant e-marketing will build up the trust between your company and the customers. Display information about customer experiences and factual sources of information that will appeal to the customer’s interests. Having an organic product that is “Soil Association” approved for example and displaying the appropriate logo is reassuring to customers who have organic standards in mind. You can also have a dedicated testimonials page or news feed that displays customer feedback or praise and details their experience with your company. This shows the customer that you have developed great customer relations already and it proves you are capable of delivering excellent quality service and products and continue to do so. Building trust is essential in e-marketing to ensuring you get repeat custom.

Search Engine marketing in general helps to keep your customers coming back, if you can provide the customer with a great quality service and promote accurate and tailored information in email promotions and newsletters. Using search engine marketing you will be able to make the customer feel like a valued individual thus leading to future purchases from your company.

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