In order to make your website effective, you need to attract new leads, convert leads into contacts and convert contacts into customers. That, in a nutshell, is what marketing is all about. Marketing is the method and the means by which you “brand” your business and services in the public consciousness.
Marketing Strategy is the key to your online business. Marketing strategy sets the goals you need to achieve and is shaped by your business goals. Once you have established your Marketing Strategy, you can create your Marketing Plan.
A Marketing Plan establishes how you will achieve the goals you set in the Marketing Strategy. For example:
Marketing Strategy: Introduce new line of household cleaning products.
Marketing Plan: Identify potential users and develop website and media campaign based on potential user demographics.
Branding is a unique name, statement, symbol and/or design that identifies you and your product and services from others. A recognizable brand delivers a unique message and helps establish user recognition and loyalty. A brand is the “face” your online customer sees when they log on. Like Bill Gates and Microsoft or Steve Jobs and Apple, try to make your name synonymous with your company.
One of the best ways to create customer loyalty is to have online customer feedback. The Net is proactive, what they like about your services can spread though the web to friends, family and anyone who logs onto your site. It’s digital “word-of-mouth” advertising.
You also need feedback. Customer Comments and Feedback can tell you a lot about your web site visitors. Who they are and what motivates them? What factors affect their decisions? Comments can help define and polish both product and website, and help you refine your site to attract customers that will need or want your product or services.