Wednesday, June 17, 2009

Website Marketing and Conversion, 3 Steps

The terms web marketing, SEO, social media etc. are now heard, well in my case daily, but even for unrelated businesses, they're out there and used regularly, but are you taking advantage of what they can do for your business?

Recently I was sitting with a new prospect who owns a small business and brochure style website that wasn't really doing anything for the business other than providing a space that he could direct people to. It has a few pictures of work done, descriptions of services offered and basic contact information...pretty uninspiring overall. I asked him what he would like the website to do for the business and the answer was (as I expected) generate leads that he could turn into business, what every business wants in an ideal world. I know this is hard to believe for some of you, but if this is truly what you want, you can easily achieve your goal, but you must invest either time, capital and sometimes both to achieve what you want...more business!

The process is simple really and involves only three steps however, these three steps can vary in complexity and depend on what resources you can and will allocate to getting the job done. Over the next few entries I will expand on each step but here in very simplest terms are the steps:

1- Generate traffic- Provide optimized content, consider blogging and social media;
2- Provide for conversions- To create leads develop conversion forms, landing pages and make sure you're tracking the outcomes;
3- Monitor results- Use tools that provide competitor analysis, lead scoring and marketing analytics so that you can effectively see what's working and what's not.

As mentioned, it is really three simple steps but there is much to consider for each of these steps. Too often companies start out in only one direction and then when they don't get the desired results they throw their hands up and say "It doesn't work!". It does work, but you need a comprehensive plan that allows you to make it work and as mentioned you'll have to commit time and or resources to get it done. The result, more business, more cost effectively resulting in better profits for you.

Consider this; my prospective client spent about $10,400 in trade shows last year and figures that he got about $20,000 in business for his efforts...not good! Spend that same money to create a better website properly planned, constructed and implemented and you'll get the results you are looking for, more business with greater profitability...Make it so #1!

We're at the edge of the future!

Andy Xhignesse

No comments:

Post a Comment