Posted Mar 25 2009 2:02 PM by
Basic website marketing consists of three core parts: visibility, engagement, and conversion.
Today's topic is visibility.If your website cannot be found then you can't engage visitors and you certainly can't convert them. So how do you get found? The answer to this question depends on the purpose of your website. Almost every website has an intended goal that may or may not be explicitly obvious, which is to influence users into taking some sort of action. Before you can do that, though, you must first get them to your website.
I like to think of the mechanisms driving visitors to your website as chauffeurs. Chauffeurs act as motivators that direct individuals to your organization's main website, to a landing page, or a microsite. They can be online and offline. Here's a list:
Online Website Chauffeurs
- Search engines
- Email marketing (newsletters, promotions, etc)
- Social networking sites
- Pay-per-click advertisements
- Video magazines
- Banner Ads
- Backlinks from other websites
Offline Website Chauffeurs
- Radio ads
- TV ads
- Direct mail
- Trade shows
- Speaking engagements
- Public relations
- Business networking
All of these marketing methods may still provide brand recognition and may drive business directly. But more and more often, individuals who see your ads, see you speak, or read your blogs want to learn more about your organization anonymously. That is, they want to hide behind the cloak of web anonymity to see if you can fulfill their needs or wants before they ever engage in two-way communications - all because they know that if a two-way conversation begins, the hard selling tactics will also begin.
As a web marketer, you need to figure out which chauffeurs will capture the attention of your prospects. Once you have that part figured out, you need to make sure that every single point of contact with prospects involves a link to your website (i.e. front page, landing page, or microsite).
Here are a few steps you should take to boost your visibility:
Step #1 - Initial Search Engine Optimization (SEO)
Basic SEO is fairly simple with the right tools. You need to come up with search keywords that your prospects are using. Use Google AdWord's Keyword Tool to help find less competive keywords. If you mostly do business locally you should incorporate local terms. For example, we target "Indianapolis web content management." Another great tool is HubSpot's Website Grader. This will give you a website visibility grade and provide a great amount of information for improving overall ranking.
There are firms that can help you with this. Just don't get suckered into ongoing SEO fees unless there are very clear measurable results tied to your agreement (which most companies won't do). Many companies tout themselves as SEO experts and will charge the ongoing fee for "link building" or "ongoing optimization." Most are snake oil salesman. But some (actually very few) will engage with you and help you craft an SEO strategy that can work. Stay alert, though. If an SEO firm says they will boost your visibility but don't contact you for a month.... well, you should see the writing on the wall.
For most people, SEO is something that they can do with the right tool and a couple hours investment to read on up on the basics. Seriously, it's not rocket science. Type "search engine optimization" on any search engine and you'll find thousands of websites with free information on the subject.
Step #2 - Calls to Action
When you put together marketing pieces, what are your calls to action? To call a phone number? To come to your store? In most cases, you will want to have a very obvious link to your website, landing page, or microsite on all marketing pieces that prospects see. This gives them an opportunity to continue the anonymous engagement and investigate further. What do you put your website link on? Absolutely everything! If you've put out any sort of communication and haven't included a direct link to your website, you may have just lost new customers who may have had interest but aren't yet ready to talk.
Step #3 - Social Media
I'll admit, I haven't completely embraced social media as many in my industry have. The problem with social media is the amount of time it requires to successfully establish yourself and your brand. If you compare apples to apples (online social networking with offline networking) I will argue that offline networking has a more immediate and longer lasting benefit. To me, being able to shake hands with someone and look them in the eye provides a stronger connection than the virtual connections of online social sites.
That shouldn't exlude social media as a driver to your website, though. Becoming active to any extent in social media will help with SEO and brand recognition and can lead to some very interesting connections that weren't possible offline. If you are able to capture the attention of people you've made a connection with online then they are more likely to have interest in learning about you and your organization. Where do you think they go first? That's right, your website. The important thing is to make sure you provide links back to your website when you leave comments, setup profiles, etc.
I'm not going to go over these, but here are a few links to social media sites that may be of interest: LinkedIn, Facebook, Twitter, YouTube, Digg, and del.icio.us.
Step #4 - Stay Active
With the three previous steps, you need to stay active. Complacency will lead to lower visibility from search engines, direct marketing, and social media sites. With SEO, put in place rules that govern keyword use in any new content put on the web. With marketing communications, establish baseline calls-to-action for everything that include links to your website, landing page, or microsite. And for social media, stay in the conversation. Your old content will stay on the site but it's like a busy email inbox - once a day goes by, it's buried.
Keep an eye out for "Website Marketing (part 2 of 3) - Engagement" about how to better engage all those new visitors coming to your site!
Posted Feb 27 2009 1:04 AM by
The article "Gmail Glitch Shows Pitfalls" was on the Wall Street Journal's Evening Wrap email. Under the headline, it had "Failure Spurs Concern Over Reliability of Online Software." To sum it up, it tries to pitch online software (or Saas - software-as-a-service) as unreliable because of occasional temporary outages. In my mind, I can hear all the traditional IT folks saying "See? I told you so!"
I used to be a traditional IT guy at a University (a very cutting edge University at that). At one time I was responsible for a handful of enterprise applications, the client applications on individual user desktops, the hardware running both enterprise and client software, and the network that let them all talk. That's a big responsibility and one I didn't take lightly. I'll admit, though, I had the "I need to touch it and feel it" mentality - which basically means I wanted the software to be installed on my network and on my servers and desktops.
Software-as-a-service was just starting to come into use at the enterprise level but not for the apps I supported, so I didn't have a choice. But now, many vendors are offering their software over the web, such as, customer relationship management, web content management, accounting, and many more. The benefits are huge:
- No software to install, update, or troubleshoot
- No hardware to install, update, or troubleshoot
- Available from any computer with a functional web browser (not isolated to one client installation)
Let me translate this into financial terms:
- No capital costs to purchase software licenses that you may have to depreciate and will have no real value at the end of their useful life. Nobody is going to buy your 5 year old copy of MAS 90 or Microsoft Exchange.
- No contractors to pay to install and configure the software
- No ongoing support fees (depending on the vendor)
- No capital costs to purchase hardware that will lose tremendous value and be worth very little, if anything, at the end of its useful life
- All in all, much lower up front costs and subscription fees equivalent to many software maintenance agreements
Now, software-as-a-service does not fit every business. I know that. But before you drop $100,000, or $10,000 for that matter, you should put some research into a SaaS alernative. Your up-front and long term cost savings might be huge compared to all the costs of installed software.
As for the Wall Street Journal article that started me on this little rant - every software has its down day. It's unfortunate, yet it happens. But when your application becomes unavailable, would you rather have Google working non-stop to get it back up or your already overworked IT guy who has a chip on his shoulder and has one foot out the door?
To the Wall Street Journal - inferring software-as-a-service is less reliable than its installed software counterpart is like saying Michael Phelps is more likely to smoke weed than Cheech and Chong. Everybody has their down-and-out moments but come on! Seriously?
Posted Feb 14 2009 3:35 PM by
Happy Valentines Day! I really do love you... sort of. It depends on whether I know you or not. It depends on whether or not you are ready to buy from me or ready to give something that benefits me. It depends on how you are connected to me. It depends on what you look like, sound like, your socioeconomic status, and what you eat for breakfast. Until you give to me or have something to offer, I have nothing for you.
But the Web is the great equalizer. I don't have to know you. I don't have to know who your friends are or what you have to offer me. I can give freely and give often through my website. I can provide value without passing judgement. Of course, I have to put food on the table for my family so I truly do want you to buy from me but that doesn't mean we can't have a conversation or that I can't talk with you until you are ready to give yourself.
The challenge is to carry on a conversation and offer you valuable information and ideas without giving up all of my time. I can do that through my website. Of coure, I'll need a tool that allows me to carry on that conversation and I will have to dedicate some time to it. But with the right tool and the right strategy I can easily accomplish it. And I want to.
So then the phrase "I love you... sort of" turns into "I love you - whoever you may be."
Posted Feb 13 2009 12:49 PM by
I was talking with the owner of a small retail boutique about the poor economy and how she had to cut costs. But she knew that she couldn't scale back her online marketing because that would cause her revenue to drop. My answer, of course, was to implement a web content management system. This would give her the capability to continue marketing through her website without being billed for every change.
Hosted solutions for web content management
let organizations make unlimited changes to their website without incurring a charge for each change. Most hosted solutions allow multiple users to access and own content which helps remove bottlenecks and disperses accountability.
Hosted, or SaaS (software-as-a-service) solutions, represent a fundamental shift in your annual marketing spend. Since these solutions are based on a subscription, you don't incur the initial capital costs for hardware or software, or the ongoing costs for maintenance, upgrades, and troubleshooting. These are all included in your subscription fee. If you are a larger organization, this could mean the difference of tens of thousands of dollars or more - fewer staff, no equipment, and no software that will be worth little to nothing in just a few years.
Hosted web content management solutions can potentially save a great deal of money but can still give you the full power of website marketing.
Posted Dec 28 2008 4:41 PM by
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.