| Integrated Web Marketing Strategy |
 |
 |
 |
| Written by theWEBcentric |
| Tuesday, 03 November 2009 22:17 |
|
As marketers we are constantly striving to find ways to make the old tried and true marketing mediums of direct mail, advertising, and telemarketing more effective and to provide concrete evidence that they are truly effective. The Website has earned its place as the most powerful tool the marketer has it his disposal. Stop treating it like the ugly step child. Create one big blended marketing family. Commit to the total integration of the Web in your marketing strategy. Start with these simple steps. 1) Marketers, take control. If, heaven forbid, your company's website is still primarily in the hands of your IT department, do something about it. Now. Yes, you need IT in your corner, but Marketing should drive the decision making from design and content, to updates and everything in between. 2) NO FINE PRINT -Everything drives to the web. Every postcard you send, every project that goes to print, every phone call you make should BOLDLY AND PROMINATELY drive your audience to your website. Does your email signature include your Web address? Come on people, how simple is that? 3) One for all and all on one calendar. Your editorial calendar, sales calendar, promotional calendar, is the best place to start to your WEB content calendar. You've already done the work creating content for community events, trade articles, press releases, and special offers. So, use them! The fresh content is good for Search Engine Optimization and will keep visitors coming back. 4) REGISTRATION -Give visitors real reasons to register. From newsletter subscriptions, prize drawings, demonstrations, rights to respond to a blog or view hidden content, give visitors reasons to register their contact information on your website. Then follow up immediately and repeatedly. 5) WEBINARS - the next best thing to being there. Every phone call is an opportunity to walk the person on the other end of the line through your site, and directly to the content you want them to see. 6) ANALYTICS -The answers are in the data - Analytics tools such as Google Analytics are powerful resources for determining the effectiveness of your website. Understanding how Web visitors are searching, what they are viewing and what they are not, how long they are staying, and where they are located lets you adjust your strategy quickly and accurately. No traffic from a specific geographic area, increase your media buy or send out a mailing. No one clicking the old graphic, change it immediately. The Web is a great place to test new images, messages and offers before they go to print. 7) Stop viewing your Website as a separate project. Your website has the potential to increase the effectiveness of all your marketing efforts if you simply commit to the total integration of the Web into your marketing strategy. theWEBcentric can help you with next steps. Fill out the simple questionnaire at
theWEBcentric.com and you'll receive a free 30 minute Website assessment with Marketing and Web Guru, Trevor Hendrickson. Remember the poster that came out about ten years ago -All I Need to Know I Learned in Kindergarten? Well, it holds true for effective marketing. Effective marketing is a matter of Show & Tell. Besides an in-person presentation, your Website is the most comprehensive tool you have to Show & Tell your audience what they need to know. Your website is also the best tool you have to get the information you need from your audience. The total integration of a web strategy with your marketing strategy is critical. |
| Last Updated on Tuesday, 15 December 2009 05:32 |
