- Target Market: (Who Buys From You?)
The foundation of reliable web marketing is the ‘who.’ Identifying your target audience, their needs, wants, level of knowledge, objectives, etc is vital to producing a website that will be effective at either lead generation or e-commerce. - Core Message: (What Exactly do You Offer?)
Flowing straight from who you want to target, is the concern of what you want to state to them. Your core message delivers your value proposition in a clear and compelling way. Your core message is not a mission statement or an executive summary of your tactical plan. Your core message is essentially a list of the factors why people do business with you – written from their perspective. - Website Structure: (Is it Easy to Navigate)
Numerous sites are little more than online sales brochures. Visitors are complimentary to click between this page, reading a little here and a little bit there.
The outcome is that a website visitor develops really little psychological accessory, and the ‘back button’ is progressively enticing. Salespeople intuitively understand that their message needs to be delivered in the right sequence – A, B, C, then D, which causes E. A site that is carefully structured can accomplish this very same result, constructing understanding and buy-in, step-by-step. At the end of that ‘discussion,’ the visitor takes the next action willingly.
Calls to Action: (Ask People to Buy!)
Asking a website visitor to take the next action is the ‘call to action’. This is the “contact us”, “join our newsletter”, or “register today” alternative, which informs the website visitor of the correct next step. The majority of people are grateful to be guided through the process of examining a service or product, so if you inform them that the next action is to register for a 30-day trial, many of them will.
- Lead Capture: (Get Their Contact Info)
Actually capturing contact (and qualification) information from leads is reasonably simple with today’s technology. Some basic web scripts and an efficient ‘off the rack’ organization database are all that are required. Lots of companies established automatic actions, conserving energy and time, and guaranteeing that their salespeople invest personal time with just the most certified leads.
- Good Graphic Design: (Makes You Look “Bigger”!)
Unfortunately, many businesses invest 90% of their web budget on graphic design, and only 10% on ‘the other stuff’. Graphic style serves 2 functions: 1) to establish credibility, and 2) to lure visitors to read your text. Reliability is developed when a business utilizes effective graphic design and ‘looks big’. Online it’s hard to tell, but poor graphic design leads visitors to believe that your business is small. As soon as trustworthiness is established, visitors will spend a long time examining your specific message.
- Site Promotion: (How Will You Get Visitors?)
When your website has been enhanced to make the most of conversion rates, using the techniques noted above, website promo activities should be used to drive increased traffic to your website.
Website promo varies from noting your site on your organization cards, to expensive and time-consuming Search Engine Optimization (SEO) techniques to increase your ranking on sites like Google. The area of site promotion can be a minefield for those brand-new to web marketing.
Possibly the 3 most cost reliable strategies to examine are:
- Email Marketing
- Search engine optimization (SEO)
- Mutual linking
Each of these techniques is fairly affordable and puts your possibility simply one click away from your site and potentially a sale.
