These success strategies can help you power up your Website, attract your marketplace and create a niche site that has customers returning for more.
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To compete successfully online, today’s firms must maximize their website. This implies leveraging your Internet site, integrating online and offline marketing efforts, and communicating effectively online. In a few easy steps, we’ll unravel the mysteries of effective internet marketing and help you to get the best returns from your own Internet site investment.
Mystery #1: There is absolutely no mystery. Internet marketing is marketing. Like all successful marketing efforts, you need to create a clearly defined goal for your Internet site and must have a knowledge of your online marketplace. What do you hope your Internet site will accomplish?
Does it . .
- Substitute your sales and marketing kit?
- Close sales deals?
- Create a second revenue stream?
- Serve as your virtual storefront?
- Support other marketing activities by giving a specialist online presence?
Once you have decided that, next consider when you can accomplish your web objectives together with your existing target market? For instance, in the event that you run a senior care facility and want your Internet site to displace mailed materials, you might never accomplish your goal. Though growing, seniors still constitute only a small % of Internet surfers. Many seniors will still call you to send them information. So perhaps your Internet site needs to target the kids of the seniors and answer their questions.
Keys To Success
Be clear in what you want your website to perform. Clarify your objectives and measurements to help you know if your investment brings you the expected return. For instance, if you want to displace your sales and marketing kit, identify the price of creating and mailing each kit. Then regulate how many you distribute each month. Set an objective that your Internet site will reduce the amount of kits you mail by 80 percent and tie a dollar figure compared to that. After your site’s been up almost a year, you can measure its success.
Mystery #2: Also important, design or content? The answer is both. When visitors reach your site, the entire appear and feel determines if they stay or move on. Your website must reflect your brand and become in keeping with your other marketing pieces. Also, your website needs to be user friendly and navigate. So design is important.
Remember, however, that content is king. Once a visitor’s made a decision to stay, your copy must grab them. It should be highly relevant to visitors and answer their questions effectively. Although Internet allows visitors to control where each goes and what they see next, your articles should logically and thoughtfully cause them to important points and entice them with calls to action through the entire site.
Get hold of your target market-use language they use, anticipate the questions they’ll have, address problems they have that your company solves, and talk with them so they feel just like you "obtain it."
Effective Web copy involves these potential customers and sets the tone for your company. To get the best copy, consider the next:
Mystery #3: I built it. When will they come? Did you hope that once you’d your Web site ready to go your sales would explode? You are not alone. Unfortunately, just creating a Site isn’t enough. The keys to obtaining the most out of your investment could be summed up in three words: Leverage, integrate and monitor.
Leverage Handle your Web site’s launch just as you’ll any new initiative. Distribute a news release. Create a cheap postcard with an image of your website, and send it to everyone in your database-be sure to add an offer that inspires visitors to sign on. The offer is to go to the site for a coupon for ten percent off or a high 10 list. The better the offer, the much more likely you’ll receive traffic.
Remember to add a "What’s New" section on your own site and keep it updated. Add any new customers, events you speak at, articles you’ve written, and any other news of interest to your visitors. When someone expresses interest in your company, cause them to become visit your Site.
Link your website everywhere it creates sense-to professional organizations, local business publications, conducting business in (your city) sites, industry publications, What’s New sites. When you have colleagues you want to refer business to, offer to place them on your own site and have for a reciprocal link. The more relevant sites that connect to yours, the bigger you’ll rank browsing engines.
Integrate Once you build your website, tell the world about any of it. Put your Web site’s URL on every printed marketing piece you produce-business cards, brochures, direct mail postcards, Yellow Pages ads, invoices, coupons, articles you write. Furthermore, put everything on your own site-if you run an ad, put a copy on your own site and say "As observed in…" Include your Website in your e-mail signature as well as your voicemail greeting: "To find out more, visit our Internet site at…" In case you have a storefront, hang a banner which includes your Website. Think about it in this manner: Wherever you put your contact number, put your Website there, too.
Monitor When you invest profit something, you have to know if it had been worth it. Statistics assist you to learn your profits on return. Most hosting companies offer stats within their package, as well as your Web developer will help you interpret them. Make sure you review site statistics quarterly to check out trends. Do visitors look at a few pages, reach the "Services" page, then fall off? Consider what that means-maybe they come to your internet site thinking you do a very important factor, then reach Services and discover you do not offer what they need. Perhaps your Services page doesn’t provide enough information. Search for trends and adjust your website accordingly. Then keep an eye on your adjustments and appearance at the results another quarter.
Today’s businesses can’t afford to use without a Internet site. But before you spend money on one, create an idea for the way the site fits into your current business objective and marketing goals. Then leverage, integrate and monitor.
Susan LaPlante-Dube is president of Precision Marketing Group in Upton, Massachusetts, where she targets creating customized marketing solutions that deliver solid business results for organizations which range from solo practitioners to Fortune 500 companies. To join up for Susan’s "Matters of Marketing" newsletter, or even to find out more, visit www.precisionmarketinggroup.com.