Creating a Marketing Website Strategy1 Nov, 2011 imageSource
In the "digital age," business people are constantly asking how best to drive more visitors, both prospects and customers, to their website. But what exactly can you do to stimulate more traffic?
Here are some guidelines for creating a good website marketing strategy to ramp up your business.
First, know the most important question to ask yourself: what are the goals or aims of my website marketing strategy? Do you want to:
- Sell products through the Internet
- Have a website to convey a certain image to potential clients
- Generate new leads/prospects for your business
- Derive income from the website itself
Selling products involves a different type of technology to conventional websites. There are lots of standard software packages that will do the job for you, for which you’ll usually need a technical consultant or programmer.
To convey a certain type of image, your website marketing strategy will be centered on design. For example, when you give out your business cards you may expect potential clients to take a look at your Internet site.
In this case, you should find someone who has a good eye for design and understands how marketing messages work - i.e.: you want a marketer/designer, not a Web programmer.
Fancy moving pictures may look good, but they often make a site perform poorly in the search engines, etc.
If you want to generate new leads through the Internet, there are four basic strategies for doing so.
4 key strategies:
- The first is Search Engine Optimization (SEO). This involves producing web pages that rank well in the search engines on relevant keywords. Perhaps the most important and inexpensive strategy is to rank high for your preferred keywords on the main search engines in “organic” or “natural” searches (as opposed to paid ads). Search engines send robot “spiders” to index the content of your webpage, so begin with steps to prepare your webpages for optimal indexing. The idea here is not to trick the search engines, but to leave them abundant clues as to what your webpage is about. This approach is why it is called “search engine optimization.” Remember, SEO is an art or science in its own right, so you need to find a good SEO consultant.
- The second is Advertising. A good scheme to get started is Google Adwords, which provides a low cost entry into the internet advertising market. Using such schemes does not require much technical expertise, but knowledge of how to get the best out of them could help you to maximize the return from your advertising spend.
- The third is Inbound Links from directories, journals or other online publications. An inbound link is a link from that website to yours. Sometimes you can get such links simply by informing the directory of your existing or, in the case of online publications, writing original articles for them.
- The fourth is Word of Mouth marketing. By taking part in news groups, forums, email lists etc.; you can spread the news of your website by word of mouth.
What matters most in all of these resources is the text that best explains your company ideally. Consider hiring a consultant or website copywriter, or a marketer who specializes in writing text for the Internet.
If you want to derive income from an Internet site, then you need to place content; be a resource for credible information. Consider original articles, and “reinventing” your products superiority, adding new info to keep them fresh. Then you can sign up to an advertising scheme (marketers) such as Google Adsense, Yahoo Publisher Network or Commission Junction. This type of “partnership” can help promote your services online, big time.
Getting Started Checklist
When you are producing a website marketing strategy for the first time, it is best to establish your aims first, and then if need be, seek help from a consultant best suited to those aims. For a quality outcome consider these resources to assist you in maximizing your website:
- Conveying an image- Use a designer to produce a good looking internet site.
- New Leads via SEO- Use a Search Engine Optimization consultant to produce an internet site that ranks well in the search engines.
- New Leads via advertising- For low cost entry, you can Do-It-Yourself or use an Internet advertising consultant.
- New Leads via inbound links- Contact Internet sites in your industry to get links.
- New Leads via word of mouth - Take part in newsgroups, forums, email lists, etc. to advertise your site informally.
- Selling products- Purchase and install a promo package that helps sell products, with the aid of a programmer.
- Deriving income - Produce or obtain original articles and sign up to an advertising brokerage scheme (online marketing resources).