Forum Moderators: phranque
Basically, in simple terms, we can break down marketing to different phases or facets, even though some do have overlapping areas:
1. Getting visitors to the site - generating traffic
This involves off and online marketing efforts. Online we can include things like running email campaigns, relationship marketing, viral marketing campaigns, purchasing banner and text ads, link exchanges, generating word of mouth, personal referrals, reciprocal links, creating quality content to encourage unsolicited links, which will generate direct traffic, Pay per Click campaigns, and let's not forget spamming in its various forms.
Off-line could include membership in organizations like trade groups, networking groups and local Chambers of Commerce, as well as advertising in local newspapers and various publications. There can be flyers and/or business cards distributed, setting up booths at local fairs, attending conventions, and depending on the product or service, even making lucrative contact in social or religious groups or the workplace. Plus, mail and postcard campaigns, telemarketing (don't knock it, it's used for IBM computers), putting ads on the car, yard signs, t-shirts with the logo or slogan.
2. Converting visitors to sales once they get to the site
That would include site stickiness, all the factors that go into marketing-friendly design, including designing effective pages and navigation and color choice, as well as copywriting effectiveness.
3. Encouraging and drawing return visits & traffic
Having good information and creating community are great for that. People will also come back if there are freebies, and if sites add valuable content regularly. There are also aspects of follow-up with past customers.
I set about to collecting just a few of our discussions about web marketing beyond Search Engine Optimization, some even touching on broader areas. These are only a few, most of them very recent:
Related to web site customer conversion:
Converting traffic to sales [webmasterworld.com]
Better Design = Better Sales [webmasterworld.com]
How to Increase Site Conversion [webmasterworld.com]
Other:
Off-line Advertising [webmasterworld.com]
Promotion / Marketing - alternatives to Search Engines [webmasterworld.com]
And finally, Brett's classic of a few months ago:
Mostly Viral Top Traffic Alternatives to Search Engines [webmasterworld.com]
There are many more, and even though there are many fine ideas, the thought came that it would be informative for us all to have a discussion in order to tie some of the concepts and components together, discussing how to use some in conjuction with others for enabling an integrated marketing approach, as well as discussing what some consider to be an essential element for successful marketing, a Marketing Plan for Webmasters.
How can we integrate search engine promotion with the other aspects of marketing and put it all into effective use through development of a holistic, integrated approach to marketing web sites? Where do we start, and how do we develop it over time?
My main thought on integrating marketing and SEO is consumer education and advice. This is not what one webmaster can do to increase his or her sales, but what all webmasters should do to increase sales in general.
The main barriers to increased online sales are these (IMHO):
1. Consumer confidence in the web
Consumers are scared of the web. They dont know anything about it. Most consumers think that if the give their details over the web then they will be accessible by everyone in the world! And its not just the web, but IT as a whole.
I was in a pub on Saturday afternoon, and decided to check my email on the god-awful coin slot internet access machine. I was typing away, when the guy next to me said, "can you hack a bank and put lots of money into my bank account?" (jokingly of course).
I said, "eh, no - i have no idea how to do that, i can just type pretty quickly"
It was amusing, but its interesting to note what non techy people think about! :)
Another point to note that of the millions of credit card holders out there, a lot are not prepared to use their card online. I would personally say that an online credit card transaction is just as secure as leaving your number and signature with a spotty teenager in a department store! :)
2. Consumer education
If the web community took an active approach to raising the level of awareness of consumers about aspects of ecommerce, then Im sure that we would all see an increase in sales (not overnight naturally! :)).
There is a lot being done just now to encourage people into careers in IT and for businesses to embrace ecommerce, etc but there is very little being done to educate consumers.
My opinion is that this is because there are very few organisations who see a benefit in this (there is no instant, tangible results).
3. Industry marketing
We have all seen that when an industry starts to decline that governments step in with sales boosting awareness campaigns.
Our industry is different.
Why? Well, we cant afford to react to situations.
Most web marketers take a proactive approach to promoting their sites - the industry changes too quickly to do otherwise.
As an industry as a whole, we need to the same.
Granted, online sales are increasing, but there is a lot more that can be done to improve upon that.
By committing a few pages on each of your sites, each webmaster can help educate you visitors on issues of ecommerce, web security, etiquette, etc.
Im not saying in-depth technical explanations are called for, but making an effort to dispel some of the myths would help us all (and more importantly, our visitors! :)).
Thats my rant finished (youll be glad to hear! :)).
Slightly off topic, but i think its a marketing concern that should be intergrated into any marketing strategy that would benefit the industry as a whole.
JOAT :)
Site stickiness and factors for conversion
Visual relief and site stickiness [webmasterworld.com]
What's the smallest text you can read comfortably? [webmasterworld.com]
Those two got me to wondering if considering an occasional site redesign or makeover should be planned for in advance. Target markets can change, and there's a lot of on and off-line marketing that actually leads people to the web site where a good part of the closing process takes place.
