Web marketing strategies can certainly be unique to the website of each business. One size does not fit all. There are many examples of website marketing strategies that have proven successful in driving strong ROI. Most of these strategies fall into one of the seven areas below or a combination of these strategies. Here is an overview of each of the seven strategies for successful web marketing.
1. Branding and building trust in target markets
All websites should do this, and for some websites this is the primary marketing strategy. Branding is what your website visitors think about your website and company when they visit the site. It is the power of the first impression and is a strategy in itself. The importance of online branding and the impact your efforts leave on Internet users should be well-defined and present in your web marketing plan and consistent across all web marketing channels. Take time to write down how you will approach online branding and use what has worked offline to support this strategy.
2. Converting website visitors into sales leads
Just about all websites should have a process for converting visitors into prospective customers. This is also a very common strategy and very important, as a majority of people research online before buying in both consumer markets and business-to-business (B2B) markets. There are several steps needed to develop a website that produces leads. An online brochure with basic content will not convert leads at an acceptable conversion rate. Also, there is no need to drive traffic to a website or content page that does not have a strategy for interaction with the user and a path to conversion. This happens best when the conversion process is driven by your overall web marketing strategy.
3. Selling products or services directly online
This is a straightforward e-commerce strategy. If it is possible to sell products online, then your site should have that ability. You will be surprised at what people are willing to buy on the web. Selling directly through your website is the ideal online conversion point.
4. Building a competitive advantage
Make sure your website is the best in your marketplace. Go see what others are doing online and do it better. Keep in mind many of the things that make your site valuable are not expensive. Some strategies to improve your website over a competitor’s site are adding written content, photos that tell your story and other value-added items that meet the needs of the website visitors. Content makes a site valuable and is one of your best competitive advantages.
5. Supporting the sales team
Cold calling and other prospecting techniques are more difficult than ever. Salespeople need every advantage they can get to close more sales. A great website that generates leads and provides excellent content is a salesperson’s best friend and will grow sales. Website visits can also be used as key benchmarks and steps in the sales process. A website demo of your services and products, a free online audit of your prospective customer’s needs, great content and other items can help move prospects more efficiently through your sales process and closer to a closed sale. Your target market has many options and a visit to your website is a key milestone in your sales process.
6. Becoming a thought and content leader
Website content will not only set your site apart and generate more leads, but will also position your company as a thought leader in your marketplace. Many companies and their business leaders are pioneers and leaders in their industry, but their websites fail to support those positions! This is often because the site is lacking a focused content marketing plan. There are many benefits to the development and placement of excellent online content. Google rewards sites with excellent content and visitors become leads based on the content they see and read online. Content marketing will create website results and deserves your attention as a serious web marketing strategy.
7. Build a loyal following
The final strategy involves building followers that allow you to connect with your target market online. This includes building an e-mail list, driving followers in various social media outlets, getting readers to follow the company blog, and more. The Internet and today’s world of inbound marketing is perfectly established to build loyal followers in ways that no other marketing channel has been able to accomplish. People can find the companies that suit them best for services, products and information, and companies can easily and very cost effectively market to their followers. This does not happen by chance. It takes solid strategy as well as excellent project management and planning to make this work. This critical strategy will drive leads and sales over the long term.
Find the right combination of these website marketing strategies to grow your business and increase sales. Be creative and find strategies that are not listed here, but that work for your company. The Internet allows for this creative thinking to prosper, because its reach is unlimited and its scope drives a huge amount of options. These seven fundamental strategies will drive your results.
- Pick a primary website strategy or combination of strategies from the list above.
- Write a web marketing action plan to implement the right strategy and include your approach to the selected strategies in your plan.
- Develop ROI and success indicators to measure the results of each strategy.
- Talk to your sales team and include their input in the website development process to drive leads and complement their sales process.
- Develop a content marketing plan as part of your web marketing plan.
- Develop multiple channels for building a loyal following and start with an e-mail newsletter sign up and monthly content-rich e-mail newsletters.