| The Main Three Keys to Successful Online Marketing |
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Inefficient acquisition activities will limit the traffic to your site. An inefficient Website with low conversion rates will restrict the number of leads or customers. Inefficient retention follow-up activities will fail to extract additional value from your current prospects or clients. Ideally you would like each step to have the highest possible yield.
Online marketing can be divided into three key activities: - Acquisition Getting people to your website or landing page
Each step feeds into the next. The efficiency of each online marketing activity: Inefficient acquisition activities will limit the traffic to your site. An inefficient Website with low conversion rates will restrict the number of leads or customers. Inefficient retention follow-up activities will fail to extract additional value from your current prospects or clients. Ideally you would like each step to have the highest possible yield. Acquisition Acquisition activities focus on generating traffic to your website or landing pages. The Goal is to create an awareness of your company or products and enough interest for Your target Internet audience to actually visit your site. Web marketing experts use a variety of methods to generate traffic. Like PPC, Search engines, Directories and articles sites. Conversion Let's start with the basics. A landing page is the point at which an Internet visitor lands on your website. A conversion happens when a visitor to your landing page takes a desired conversion action that has a measurable value to your business. The desired action can be a purchase, download, form-fill, or even a simple Click-through to another page on your website. Conversions can also be measured by Having someone interact with a particular feature of your site (such as a product demo Tour). A conversion can also be measured in more subtle brand interaction terms by Looking at the number of page views, repeat visits, and the time spent on your site, or By interactions with content that includes product placements from your company. The Main point is that the conversion action must be trackable and its value can be calculated or estimated. A conversion rate is the percentage of visitors to your website or landing page Who take a desired action that has a measurable value to your business. Don't make the mistake of assuming that every visitor is a potential prospect or buyer For your goods or services. That would be a delusion. The mythical 100% conversion Rate simply does not exist. So the 3rd key "Retention" will do. Retention Retention is the third key online marketing activity. Once someone has become aware of your company and made initial contact, you must deepen your relationship with them in order to extract value in the future. Turning Strangers into Friends and Friends into Customers (Simon & Schuster, 1999). The basis for all retention programs is the ability for the user to receive information from your company on an ongoing basis. So the minimum requirement is that they have given you their e-mail address or added your blog or news source to their data feed. |