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.
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