Practical Internet Marketing Strategies

Today I came across a blog and wanted to leave a comment for the author. I scrolled to the bottom and it contained a link that said "You must be a registered user to leave comments." So, naturally, I abandoned the site. Too much work.

If you want to allow comments on your blog make it very easy to do so. Don't require visitors to become a registered user or you will have many people like me quickly leave.

Blogs are casual devices for communication. Requiring users to register in order to leave feedback is like saying, "Yeah, I'd love to have a conversation with you but first fill out this paperwork, submit it to my secretary and they will get back to you with further instructions on how we can converse."

Yeah, right. Adios.

What tools do you use to improve website visibility, engage visitors, and increase conversions? I break successful websites into those three areas of importance: visibility, engagement, and conversion.

Let's say you do some email marketing, have a corporate blog, use search ads, and build up your backlinks in order to increase visibility (see my post about website chauffeurs).

Once visitors arrive, you use a web content management system to keep your site updated with engaging and relevant content.

Then, when converting visitors into leads (or paying customers) you might post a form that gets stored in your CRM database, added to your email marketing database, and then you might send both yourself and the lead an email response.

I calll this cloud marketing. Just like cloud computing, cloud marketing utilizes the power of disparate applications and tools connected on the Internet. This is the "all of us is more powerful than just one of us" mentality.

Cloud marketing is expensive because it still requires developers to programmatically connect all the tools so they talk nicely to each other. Over time, though, more and more tools will be connected easily because of standards. Just like RSS, I envision a day when we can point one application to another and they will auto-discover eachother's features and be able to talk without the need of a contracted programmer. This will not only lower the cost, but also give smaller businesses a better ability to compete with the big guys. Here's one Indianapolis firm that's already doing it - 5Buckets.

NOTE: Here's proof of how fast the Internet moves. I started this article in November and didn't finish it for a variety of reasons. At that time, there wasn't much on cloud marketing and there definitely wasn't a Wikipedia entry. Now, however, there is. Started on December 1st - here it is: cloud marketing.

Here is something to think about when trying to write more engaging webiste copy - tell a story.

It's really that simple. Why does your website have to be a stuffy replication of your brochure? It doesn't! Tell a story and you will not only draw the attention of your new visitors, you may also better engage existing customers who are looking for a new way to use your product or service.

Stories, especially those that touch the heart or tickle the funny bone, will draw attention because people naturally enjoy stories.

That reminds me, this one time... at band camp....

Just kidding, I've never been to band camp but I have been to computer camp. I think it was 1985 and computers only did one thing well back then - Oregon Trail.