10 Essential for On-Line Marketing, Part 2

In our last post we offered the first five essential strategies that need to be incorporated into any web-based marketing program.  The foundation for both articles is our belief that good marketing fundamentals are mandatory regardless of the channel.  Here are the remaining five:

6. Increasing your conversion rate.  One goal of your online marketing is to begin a conversation with your prospect, a conversation that ultimately leads to your prospect taking an action that you direct them to.  Whether that it is making a purchase, completing a form, requesting additional information, asking for a demo, or downloading a report; you want to capture enough data to follow up with them in a way that is meaningful for the visitor.  It is this ongoing conversation that increases your conversion rate, and an increased conversion rate is what helps visitors become customers.  Bring visitors back to your site with newsletters, email information programs, special offers, premiums, etc. 

7. Social SEO.  This is, in our opinion, the most important marketing innovation that you must adapt to for online marketing.  Essentially, social SEO is the effort to drive more visitors to your main site by utilizing other social marketing tools.  To be successful, you have to allocate time, a budget, and someone on your team to execute a consistent marketing effort.  Some techniques you will consider are online PR, a blog, pay per click, social media networking, building an email and communicating regularly with your members, niche sites, utilizing relevant directories, forum conversations, ezines, etc.  A properly coordinated effort in these areas will make your main “sales site” more accessible and your visitors more likely to stay engaged with you and buy.

8. Know your numbers.  Web analytics are easily obtained and will take a lot of the guesswork out of evaluating your marketing effectiveness on line.  Testing, tracking, measuring content changes, updating keywords, experimenting with new squeeze pages and other techniques will provide you with a wealth of marketing information about your visitor behavior.  Plan time to regularly review your statistics and respond to the marketplace.

9. Know your competition.  Use these same tools to evaluate how your competition is doing.  By analyzing how they do business on the web:  their keywords, positioning, offers, site design; you can learn a lot about improving your business. 

10. Have a budget for results.  You wouldn’t use an offline marketing channel one time and expect results months later.  It’s the same with the internet.  You have to allocate a budget to keep your site(s) fresh and traffic flowing to them.  Long gone are the days where you could publish a site and wait for traffic.  You must be proactive at creating traffic.  A consistently applied SEO and Social SEO program are critical.

Is web-based marketing different from off line marketing?  In many ways yes.  However, the effective online marketer realizes that the fundamental core competencies of marketing must be recognized and applied whether you are working on or off line.

Posted in Web Traffic