The first two steps to successfully marketing online and through your website have little to do with online marketing itself. However, its critical to complete them before your campaigns begin. These two steps are Setting your Website Objective and Defining Your Online Target Market
Setting Your Website Objective:
Whenever a client is looking to drive more traffic to their website or is trying to raise their conversion rates, I always take them back to the beginning and ask them what the objective of their site is. This is always more insightful (and entertaining), when Im meeting with more than one person from the company.
drive more sales, get more leads, reduce product support demands, gain access to new markets, are a few of the more common responses. We then take a look at their site. It will often focus on who they are, their history, their commitment to customer service; all noble things, and usually all without a strong call to action that matches their now stated objective.
Setting an overall website objective is not easy but the benefits are huge.
Not easy: Real estate on the web is cheap. Add a page, add 100 pages, there is still...
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