by: Thomas Young
One of the key goals of this blog and Intuitive Websites is to provide the business leader and manager with the information needed to generate results from web marketing efforts. The potential results are determined by your expectations for return on investment (ROI) from sales and marketing efforts. All of the strategies discussed on this website have been developed to drive marketing results and a healthy return on your time and money. Include ROI goals in your web marketing plan and as a target to measure web marketing success.
Start with Proper Expectations
Setting your expectations is the starting point for the web marketing plan and the overall online strategy. Here are a few key questions to ask as you start the process:
What percent of total revenue can be generated from the website and Internet marketing?
What is the ROI from marketing on the web?
How does the website brand the business?
Are we missing opportunities?
No Quick Fix
There is no quick fix in web marketing, and the return you receive is equal to the work you put in. However, the return is stronger than other forms of marketing. This is true because of the number of people you can reach and the ease with which people can research your company, learn about your products and services and make contact. It is also true because you can track all this activity and determine what works. All of this happens at a very low investment considering the potential return.
The Benefits of Web Marketing
Web marketing offers several key benefits not seen in other forms of sales and marketing. Here are a few potential results you should see from a successful web marketing program:
Trackable and effective ROI from marketing investments.
The strongest ROI of any marketing or sales investment.
A website visitor conversion rate of a minimum of 1 to 2 percent for sales leads.
A website visitor conversion rate of up to 5 percent for direct online sales.
The ability to reach an unlimited audience with your message and content.
A very low-cost method for reaching thousands of people via e-mail marketing.
The most powerful branding tool for your company.
The easiest way for people to find you, make contact, and inquire about your services.
It is important to keep in mind the end result of your efforts and to set clear expectations. This thought process must be sustained as we go into design and development, traffic generation and monitoring ROI and tracking results. There is a lot of work left to be done after you finish setting a clear strategy, and it is important to not get lost in the details and to keep your goals clear as you begin the hard work of implementing your online marketing strategy and making it a reality.
Write a strategic web marketing plan.
Make sure there is a connection between your goals and your web marketing strategy.
Set very specific conversion rate goals for the website that will drive sales revenues.
Compare online potential results with the cost and potential results of traditional, offline sales and marketing.
Roll up your sleeves and get to work leading a team that will maximize your return from online marketing.
Thomas Young is the CEO and founder of Intuitive Websites. He is an author, speaker and digital marketing consultant. Order Tom’s book “Winning the Website War” to get more digital marketing insights.