What is Web Marketing?
Because most people have no idea what it all means, I will attempt to give an overview of the process involved in web marketing. Be aware, it is time consuming and unless done well, will prove to be a waste of both time and financial resources. That’s why doing it yourself will cost you a lot of time, and will probably only produce limited results unless you study and learn the techniques well. I am not going to try to make this sound more complicated than it is. As a matter of fact, I am going to try to simplify the explanation to make it easier to understand. If you have a lot of spare time during your work days, it’s probably OK to do as much as you can for yourself. However, most small business people don’t have much of that.
There are 3 basic elements to web marketing.
1. Getting your web site seen is your first step. If nobody sees it, then nobody is going to know about you and what you do. Getting it seen is accomplished through several different media:
- Search Engine Marketing – The fastest way of getting your site seen by people who don’t know of your business, but are looking for something that you offer. This includes things like PPC and other paid methods of getting your ad seen so that people click and land on your site.
- Search Engine Optimisation – Same result as search engine marketing, but it takes months and sometimes even years to get to the top without investing some money and a lot of time on search engine marketing, and the other methods which will get your web site seen. Basically, if you do all the other things right, this one will take care of itself provided your web site is set up with the right elements.
- Social Networking – Using social networking to build your contacts list is essential to a big mailing list. The biggest mistake most people make with social networking is that they use it like a classified ad site or bulletin board. Social networking is all about relationship marketing.
- Search Engine Submission – getting your site listed in as many locations as possible within your target area
- Other ad boards, classified sites, ezines, etc. in your target area, or with mailing lists that send to your target market.
There are a number of software packages you can use to get some of those steps done and make it less labour intensive.
2. Capturing the visitors details for follow-up email campaigns. You have paid good money to get those visitors to your web site. The absolute last thing you want to do is let them leave without volunteering their contact details for you to load into your auto responder for later follow-up marketing. Visitors will rarely by from you on their first visit. It will usually take a minimum of seven visits, and often more for that to happen. You don’t want to have to pay for them to come back every time, so you have a mechanism on your site which encourages them to volunteer their contact email so that you can send them offers.
3. A Well Formatted Follow-up Marketing Campaign. You’ll need an auto-responder with a good deliver-ability reputation, that allows you to send multiple emails per month. You’ll need a series of follow-up emails sequenced into the auto-responder, which sends out to all eligible recipients (those on your list who have not opted out of your list) on your list, in the order that you have pre-set and at the intervals which you have pre-set into the campaign. All this takes time to set it up, but once it is done, the only thing left for you to do is post the occasional special offer to your list. Good auto-responders don’t come cheap. Cheap auto-responders don’t come good.
How do I know that? I used to run an in-house responder for the members of a networking business I owned. I was getting what I thought was a good delivery rate. One day I tried a responder form another supplier as a test. I doubled the number of emails that actually made it to the inbox, and I tripled the number of people who opened their emails. Then I heard of yet another supplier who claimed 99% deliver-ability to the inbox. I trialed it with the same list and immediately re-doubled the number of emails that got opened again. Meaning that 8 times as many people were receiving the information I was sending using my in-house responder. I immediately stopped promoting the in-house responder, and referred all my customers to the one I had found. To rephrase the words of a famous oil ad from many years ago… Auto-responders ain’t auto-responders Sol!
A Graphic Example of SEO & SEM
In the above example, search engine optimisation will place you in the pink area. Pink Waterlily Health Centre has placed first in this example for the search terms anxiety, depression, and Palmwoods. Pink Waterlily is a Web World Marketing customer.
There are 2 paid listings in this example, both of them appearing in the right hand column. They are examples of SEM – Search Engine Marketing. They have paid to have their listings appear there for those search terms.
For more information on how you can raise your web profile using Web Marketing strategies, please complete the form to the right & we’ll call you, or
Call us on mobile 045 007 9558
or Skype: mickpopp
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