Businesses have been advised to follow up email marketing campaigns with a rollout of search engine optimisation (SEO) techniques.

With growing numbers of companies and entrepreneurs now turning to online marketing to promote their brand, many are failing to follow this up with increasing their online presence, often missing out on vital leads as a result.

According to Steve Sherlock, managing director of car rental comparison site, marketing managers need to first look at establishing their brand before making use of SEO techniques, with targeted internet marketing a key means of achieving this.

“Don’t do SEO until you have a direction for your brand, otherwise you might get enough business to keep you going but you will never work out a clear direction,” he said.

At the same time, a new blog posting on Econsultancy has urged online marketers to come up with ‘stories’ to go with their products, as consumers are more likely to be won over by original and engaging text.

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