Integrate your online and offline marketing activities
Be constant and consistent across the outward face of your business to the world, both online and offline
Does your website carry a consistent quality and theme to your offline promotions?
If you are running offline campaigns are they synchronising with your website
Don’t lose people by directing them to your home page, have a specific landing page relating to the offline campaign
Is your web address on your letterhead, biz cards, ads, literature?
Consider integrating a CRM system to manage your follow up to all leads
TWO – MEASURE YOUR RESULTS AND MANAGE YOUR OUTCOMES
What is the purpose of your website – exactly?
Does the design reflect this?
Develop milestones
Make both qualitive and quantitive targets
What can be done to improve efficiency against its purpose?
Be as specific as you can it will enable you to measure results more accurately
What web analytics do you need to measure success?
Constantly analyse your web metrics, then improve.
THREE – CLEARLY DEFINE YOUR TARGET SEGMENT
Who is your target customer?
What age, gender, locality, income bracket?
Are there multiple customer types?
Define your marketing strategy against the desires, wishes, needs of your target
If there are multiple targets then use different strategies for each
FOUR – EMAIL MARKETING
Have a free offer on your website to build an opt-in email list
Write dynamic copy to promote action
Always have “calls-to-action” in your emails
Don’t be a spammer. Only mail to those who have opted-in to have a relationship with your company, only mail relevant content and have an opt-out link in every email
Gather analytical results from each campaign and refine for the next one
Always be testing – different subjects, different copy, different call-to-action and measure the results
FIVE – DESIGN SMART LANDING PAGES
You have only 8 seconds to capture your visitors attention
Use clear and simple copy
Design the page with a clear funnel process towards your call-to-action
Remove all unnecessary material on the page
Remove all navigation from the page
It is easier to get a first name and email than complete contact details, if you settle for this you will raise your success rate and can follow up with email later
SIX – PAY ATTENTION TO THANK YOU AND SUBMISSION PAGES
39% of visitors will take up a second offer on a thank you page
On all thank you pages include a white paper, a bonus promotion or something to deepen the relationship
Test different submission or lead capture pages to see what brings the best results
Usually the longer the form the lower the take-up
What is the optimum information you need from your prospect and why?
SEVEN – THINK OUTSIDE THE SQUARE
Web 2.0 has opened up a whole new range of creative marketing options
Set up a LinkedIn page and build a network of contacts
Set up a RSS feed link and have regular fresh content items to feed through it
Set up links for Digg, Delicious, Facebook, Stumbleupon and Reddit on your pages, to promote linking
Explore the multiple opportunities for building traffic using social networking
EIGHT – BECOME A BLOGAHOLIC!
Use a blog as a means for developing a two-way rapport with your customers and prospective customers
Develop an informal writing style
Allow comments on your posts
Don’t over police the comments. Don’t delete something just because it is critical, you will gain respect by dealing with criticism openly
Tag all your posts with relevant keywords, this promotes access to them across the net
Think about staff from different areas of the business getting involved in blogging, it will make your company more accessible and user-friendly
NINE – BE UNIVERSAL SEARCH FRIENDLY
Use content rich web pages to rank higher on Google
Include video, podcasts and images wherever possible
Name your images with relevant keywords to improve searchability
Use relevant keywords in your video and podcast’s titles too
Change the content regularly to keep it fresh
TEN – START A NEWSLETTER
A free newsletter allows you to ask for email addresses and build a list
It will keep your brand constantly in front of your prospects
It enables you to offer new promotions each month
Newsletters build and strengthen relationships
Be generous – include a stack of valuable free content
Don’t make it too ‘salesy’
