There are a lot of great looking websites out in cyber space, and there are great looking websites with large numbers of visitors to those sites, and yet despite good traffic numbers, the conversion of visitors to leads, sales, supporters, donors, etc. never really reaches its full potential.
The reason this is the case is that marketing strategy was not included in the original site design. The question then becomes, “What can be done now to change this and maximize the responses our website generates?” The good news is that there is plenty that can be done, and fairly inexpensively as well. Doing some analysis and then taking the necessary steps to improve communication can make a tremendous difference in the success of your online goals.
At Edge Media, our advertising and marketing consultants ask important questions to make sure our clients' websites deliver the results they are looking for. As a leading interactive agency with over three decades of experience, we have learned how important it is to include strategy in website development. Here are some points to consider in the marketing strategy:
What are we doing to increase site visits?
Increasing site visitors can be accomplished using search engine optimization, online marketing, optimized blogging, social media, and other media channels that move the conversation from offline to online (ex: radio or television).
When a visitor comes to the site, what step do we want them to take? Do you want a sale, a lead, the visitor to take action, a donation? How is the visitor being incentivized to do that? Do you have compelling call to action mesaging on the site?
After they take that step, what is the value of ongoing communication with the visitor?
When converting a lead to a sale, donor, supporter, etc., it is important to recognize that in most cases a relationship needs to be formed. Does your site communicate trustworthiness? Is personal data going to be safe? What system is in place to build the ongoing relationship?
Have you planned a communications message flow that educates the visitor about the identity and value of what you have to offer?
How often should you communicate? How many ways of communicating should you include? E-mail, texting using SMS marketing software, snail mail, etc. are all communications channels to consider to move visitors into deeper relationship with your organization.
The reason this is the case is that marketing strategy was not included in the original site design. The question then becomes, “What can be done now to change this and maximize the responses our website generates?” The good news is that there is plenty that can be done, and fairly inexpensively as well. Doing some analysis and then taking the necessary steps to improve communication can make a tremendous difference in the success of your online goals.
At Edge Media, our advertising and marketing consultants ask important questions to make sure our clients' websites deliver the results they are looking for. As a leading interactive agency with over three decades of experience, we have learned how important it is to include strategy in website development. Here are some points to consider in the marketing strategy:
What are we doing to increase site visits?
Increasing site visitors can be accomplished using search engine optimization, online marketing, optimized blogging, social media, and other media channels that move the conversation from offline to online (ex: radio or television).
When a visitor comes to the site, what step do we want them to take? Do you want a sale, a lead, the visitor to take action, a donation? How is the visitor being incentivized to do that? Do you have compelling call to action mesaging on the site?
After they take that step, what is the value of ongoing communication with the visitor?
When converting a lead to a sale, donor, supporter, etc., it is important to recognize that in most cases a relationship needs to be formed. Does your site communicate trustworthiness? Is personal data going to be safe? What system is in place to build the ongoing relationship?
Have you planned a communications message flow that educates the visitor about the identity and value of what you have to offer?
How often should you communicate? How many ways of communicating should you include? E-mail, texting using SMS marketing software, snail mail, etc. are all communications channels to consider to move visitors into deeper relationship with your organization.
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