By Bob Speyer, Web Success Team
Squeezing the most out of your online marketing can translate into increased revenue for your products or services. There are four main ingredients you need in the marketing mix to produce income online. My web success recipe is: Traffic + Experience + Interest + Referral = Revenue. First you have to reach your target markets and drive them to your site. Second, upon arrival visitors need to be intrigued with what you are offering or they will leave after about 20 seconds and two clicks. Third, you need to retain their interest by getting them to come back a second or third time. And fourth, you want the golden rule of selling, recommendation by referral.
Traffic: The Lifeblood of a Website
You don’t just want traffic to your website, you want the “right” type of traffic, namely from your target markets. So how do you find them and funnel them to your site? It starts with using keywords that drill down to your customers and site optimization (SEO). Then it is about search engine marketing (SEM) — getting your message out to the Internet world through social networks, blogs, apps and widgets, PR, email, campaigns, contests, and affiliate outreach.
Experience: Mi Casa Es Tu Casa
Once the motivated visitor lands on your site, you don’t want them to lose that hope, that promise of finding what they are searching for. Remember, visitors want to be sold to, they want to fulfill that need; they don’t want to continue looking for the needle in the haystack. In other words, they want to feel comfortable, feel at home. Therefore, your site must be clear, concise, have benefit-oriented features and offer real value. They don’t want beautiful, they want practical, functional. They want to be informed, poke around and make a decision, even if it is only to bookmark the site for a return engagement. And that is a winner because people rarely impulse buy and will surf to see if there is anything better, before returning to your site — to buy.
Interest: We Are Creatures of Habit
You have enticed them to come visit; they have had a positive experience on your site, now you need to retain their interest. You can do this through emails and alerts, continued blogging, RSS and news feeds, and by offering them special events such as a webinars, newsletters, tips or limited time offers. Here, communication is key. Develop an online relationship with your visitors and welcome them back to something new and fresh. Make your site habit forming. Change content and update your site frequently.
Referrals: The 500 lb Gorilla
The best lead is the referral. It is objective, welcomed and encouraged. We all love and respect the referral because it helps simplify our world of choices. It has been tried, tested and approved. Not only that, they reach your target market and are pre-qualified, interested buyers. There are many ways to get referrals in bunches, the best being affiliate marketing. Find companies, organizations or marketers with a significant customer base, membership or following, develop a relationship with them so they will send your url link to their constituents. Another way is recommendations by friends and colleagues. Widgets and emails are also good ways of solicitation along with a tell-a-friend component on your site.
Revenue: The End Game
Now that you have a formula for Web Success, you need to implement it. Roll up your sleeves and get to work. And yes, it does require work. Putting up a site and not being pro-active is a recipe for disappointment. Your website is a business and it needs energy, creativity, vigilance, and constant tweaking. If you put in the time, and implement some of the strategies outlined in this article, you can turn your marketing funnel into a tornado of rewarding online activity.
Grow Your Business Online: These tips are meant to be used as a guideline to improve traffic to your site, increase your conversion rates, help turn visitors into buyers, and keep you ahead of the competition. Turning to a web marketer can ultimately save you time and money and increase your success online. The Web Success Team has many proven marketing strategies and techniques. The Team would be happy to discuss your web marketing needs with a complimentary consultation and web marketing assessment of your current site. Simply mention this article when contacting firstname.lastname@example.org or call 818-222-5643 for an appointment. Please visit our Facebook page or follow us on Twitter for more information. To your web success!