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Target Audience

The particular foundation of effective web marketing is the ‘who. ’ Determining your focus on audience, their needs, wants, stage of knowledge, goals, and so forth is critical to creating a web site that will be effective at either lead generation or e-commerce.


Moving directly from who you want to target, is the question of what you want to say to them. Your primary message provides your value proposition in an obvious and compelling way. Your primary message is not just a mission statement, or an executive summary of your proper plan. Your core information is essentially a set of the reasons that people do business with you : written from their perspective.

Site Structure

Many websites are little more than on-line brochures. Visitors are free to click between this page and that, reading a little here and a little there. The result is that a site visitor develops very little emotional attachment, and the ‘back button’ is increasingly enticing. Sales people intuitively understand that their message must be delivered in the right collection – A, B, C, then D, which causes E. A website that is carefully structured can attempt same effect, building understanding and buy-in, step by step. On the ending of that ‘presentation’ visitors takes the next step willingly.

Calls to Action

Asking a site visitor to take the next step is the ‘call to action’. This is the "contact us", "join our mailing list", or "sign up today" option, which informs the site visitor of the correct next step. Most people are grateful to be guided through the process of evaluating a product or service, so if you tell them that the next step is to sign up for a 30-day trial, many of them will.

Lead Capture

Actually capturing contact (and qualification) information from leads is relatively easy with today’s technology. Some simple web scripts and an efficient ‘off the shelf’ business database are all that are expected. Many companies arranged up automated responses, conserving time and energy, and making sure their sales people spend personal time with only the most qualified leads.

Good Graphic Style

Unfortunately, many companies spend 90% of their web budget on studio, and only 10% on ‘the other stuff’. Graphic design serves two purposes: 1) to establish credibility, and 2) to entice visitors to read your text. Credibility is established each time a company utilizes effective graphic design and ‘looks big’. On-line it’s hard to tell, but weak graphic design leads people to believe that your company is small. Once credibility is established, visitors will spend some time evaluating your specific message.

Site Promotion

Once your site has recently been optimized to maximize conversion rates, using the strategies listed above, site advertising activities should be taken to drive increased traffic on your site. Site promotion runs from listing your website on your business playing cards, through expensive and time consuming Seo strategies to increase your ranking on sites like Google. The area of site promotion can become a minefield to those new to web marketing.

Possibly the 3 most cost effective strategies to investigate are:

• Email Marketing
• Search engine Marketing
• Search Engine Optimisation