WWW SITE MARKETING STRATEGIES:
WWW SITE MARKETING STRATEGIES:
World Wide Web Marketing is ...
a new Direct Response Marketing Technique: However, most firms neglect to develop a Marketing Strategy.
Direct Response is a unique Marketing technique that offers much more than just generating sales or leads. Direct Reeponse programs can be implemented to reduce the costs associated with Sales, Marketing and Customer Service.
Firms considering the implementation of a Web Site would be better served... at this date ... to focus their objectives and strategies on how a WWW Site can be used to SAVE MONEY. This type of WWW Marketing Strategy will be the quickest way to generate a positive Return on a World Wide Web Investment.
Following are six guidelines to consider when building your initial Web Site:
Facilitate/Enhance Customer Service:Most requests for more information could easily be accessed via the WWW by your customers and prospects. People who utilize the Internet would rather access certain information via the WWW instead of calling your firm and having the information faxed or mailed to them.
The organizations that are the first to begin TESTING new technologies usually benefit the most if they proceed early and cautiously. Customer Service is always a great place to seek a competitive advantage!
How much money would your firm save in telephone, postage, employee productivity, paper costs, etc. over a given year? Over time, more and more people will be utilizing the tools of the Internet. Use this area to set yourself apart from the competition ... it is "trendy" but highly effective.
Offer Visitors Something of Value:
Almost all firms offer something of value to entice a prospect to request information. Including this information right in the Web Site can get them to act immediately. Getting prospects to click on a hypertext link to request information is easier (one click away) than calling during business hours and waiting for several days for the material to be received.
Offering something of value is what the Internet is all about. Do not forget to include this strategy in your site!
Make it Easy to Navigate the Site:
Anyone can learn to develop a Web Site, especially firms that employ "programmers". The first thing the MIS staff will tell you is "it is easier than the programming we do daily" … and this is true. However, there is much more to setting up a Web Site than learning the HTML programming language to script the Site.
Almost anyone can research and interpret a law by simply going to the library and studying the statute. The alternative is to call an attorney and have them give you their "interpretation" of the key points and then apply these thoughts to your situation.
The same is true for developing a Web Site. Going to the experts to utilize their experience is logical, but be careful. Many people claim to be experts and there is no Bar Association to screen out impostors. If you do not understand what you are buying and how much it will cost ... keep looking until you find someone who can explain the process so you understand what you are purchasing. Most importantly, find out what additional work is required over the next twelve months and what additional expenses will be incurred.
Obtaining a Web Site Development companies "interpretation" is simply having them construct the first 8 to 12 Pages to get you by for three to six months. Implementing a Web Site is only 5% of the work ... maintaining the Site is the other 95% of the effort. Having an experienced firm complete this first step is definitely worth the investment. Once the Site is complete your in-house people can look at what "code was written" and figure out how to maintain the site for the future.
A professional (not expensive) WWW Design firm will develop your site so it is easy to navigate and visibly pleasing to experienced World Wide Web "surfers."
Generate Feedback Through a Quick Survey:
Make sure your initial Web Site has a feedback form for people to fill out. Again, the experienced firm can develop the form that is easy to fill out so people will take the time to complete the survey. Whatever you want to find out about your firm from visitors can be sitting in your email box within three minutes of the person sending the email.
This feedback may not win you any business but it sure could SAVE a piece of business you may be losing to a competitor.
Keep the Site Fresh with New Material:
Each month your marketing team should sit down for no more than 30 minutes and determine what new information should be added or subtracted from the Site each week. The result of each meeting should yield new changes to the site for the next month. Following are ways to generate more ideas for the meeting:
Use your survey form to ask visitors what they would like to see on the site and include this material as well. Route an internal memo asking if any departments have information they would like included on the Site.
Generate Qualified Leads and/or Sales:
Obviously you must include some Sales and Marketing information about your firms products/services. Concentrating on the five areas above will help you present prospective clients with a clean, crisp and organized view of your firm. If you keep your sales and marketing efforts to … here are the features … here are the benefits … they can decide to pursue you.
There is no better way to start a sales relationship than having someone call or e-mail you to ask about your solutions!
Remember you are testing this new Direct Marketing medium for the first time. Do not expect (or budget) for your first efforts to yield anything but experience.
The only way to expect profitable results (and budget for them) in the first three months is if every single INITIAL Direct Response program you have implemented for the first time was a success and you made money right from the beginning. Was this the case with:
Your first trade journal advertisement? First telemarketing campaign? Direct mail? Statement Inserts? You get the idea.
If we can help you with your efforts please contact us.
ROI MARKETING, INC.
Web site published by ROI Marketing Web Site Design Division