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Website
Marketing
One of the key
elements in the success of any Internet marketing strategy is to align
your online strategy with the offline strategy in order that the two be mutually supportive. If
your customers receive two different messages, then both messages are diluted. Consistency
in both is important.
The ultimate aim of a web marketing plan is to build the largest potential audience for your site. The following is an overview of the elements
we would incorporate into the website marketing plan. These marketing initiatives would
have as their focus the ultimate promotion of your website.
Search
Engine Submission
We
will register and optmise your site for use with search
engines and important reference directories. Working with
you, we will determine the best keywords associated with
your business, product or service. We will talk to staff and
customers if necessary, check your industry competitors
and associations in order that we can submit content and wording
as effective as possible to maximise their influence in categorisation and
ranking of your site in the search engines.
Search
Engine Optimization
Search
Engine Optimization (SEO) aims to provide your site with
greater exposure, increased traffic and top ranking in
search results. The majority of traffic to a web site
originates from one of the major search engines. The web
sites that show up at the top of the search results are
the ones that get visitors. They use proper web site
marketing and search engine optimization. If you're not on
the top three search result pages, your chances of
receiving visitors are slim. The unfortunate fact is 8 out
of 10 web sites fail to make a profit and the number one
reason is a lack of traffic to their site. We will work
with you to make sure your site has all the right elements
to achieve top ranking with our search engine optimization
program. We research your area and find out exactly how
people are searching for your products and/or services and
design and market your site accordingly.
E-mail
Usage
Use email to inform existing customers of your
website's URL by adding it to your "Signature Line" /
"Auto signature" in your messages and respond in
a timely fashion to all on line enquiries.
Current
Marketing Material
Using
your existing marketing materials, if any, we suggest that
you add the website URL to stationary, business cards, invoices,
receipts, packaging, faxes, brochures/flyers, fleet cars
or vans, adverts and directories. Even bumper or window
stickers in company vehicles and other innovative means to
promote the new website might be considered.
Other
Offline Promotion
It
would be important that there is consistency between your
online and offline identity, brands and marketing
campaigns. Word of mouth and referrals can be powerful
offline marketing aids as can press releases. Check the
news releases on the Filter section of this website for
examples of on-line press releases.
Online
Promotion & Advertising
You
can use your website to publicise offers only available on
the site. This will help to push traffic towards the site.
This could come in the form of a customer having to print
off a voucher directly from the site in order to avail of
a special offer. Through paid advertising, Banner Ads are
targeted and deliver clickable detailed information.
However, Pay per Click campaigns can deliver a message to
your target audience in a more cost effective manner.
Reciprocal
Links
One
of the best ways to get increased visitor numbers at your
site is through reciprocal linking. Look also for links
that will help increase your site’s visibility in
on-line group & discussion forums. It is also
imperative that you get links from the website's of
Associations and Organisations that you are a member.
Co-Branding and other co-operative efforts could be
employed in reciprocal linking. We can provide a
reciprocal linking service as part of our Content
Management program if required.
Newsletters
& Ezines
On-line
newsletters or ezines are a low cost and powerful way of
reaching your customers. You can build a mailing list for
these from a "subscribe link" on your website.
Information should be relevant, of good quality and be of
value to the reader. They should be sent at regular
intervals and include an "unsubscribe" option.
Again, we can provide this service as part of our Content
Management program if required.
Site
Logs & Statistics
Logs
and site statistics allow
you to monitor how your site is performing and if it is
reaching your target audience and if they in turn are
using the site as you intended? We can measure a number of
vital statistics including number of hits, entry and exist
pages and time spent on the site. With this information,
which can be monitored daily, weekly or monthly, the site
and its message can be modified based on the feedback
shown in the statistics. Keeping track of these usage
statistics can help better optimize the website for your
target audience, from the type of content they see to the
type of web browsers used. We will generate reports
of your web site statistics and email the results to you
on a scheduled basis.
Openness
& Trust
The
web can often be an impersonal medium and too many
websites don't engender trust. Therefore, it is important
to build a sense of trust among your audience. Ways in
which you can achieve this include: publishing a physical
address, including phone numbers, adding photographs of
store fronts or premises, outlining a history or biography
of the business, adding testimonials and case studies,
showing membership of respected trade associations etc. It
is also vital that privacy, service, returns and similar
customer friendly policies are available on the site.
Up
to Date
It
is vital in the marketing of the site that
it is not only kept up to date but seen to be. As part of
our service, we provide an on-going Content Management
program. Usually on a daily/weekly/monthly basis,
depending on your service plan, we review, monitor and
content manage the site. Working with you, we keep the
content and appearance relevant, current and up to date.
Contact us now at
info@colorfil.com
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