A web marketing strategy has many benefits for your business including:
• Helps you to identify your target audience and promote to them effectively
• Focuses your efforts on what is important
• Increases sales or leads for your business
• Reduces resource wastage
Here are 10 web marketing strategy tips you can implement easily:
1. Visitor Acquisition
Acquiring visitors to your website or social channels is a very important part of your web marketing strategy. It’s about using the channels and tools that are relevant to your business and are effective at reaching your prospects and customers.
Examples of top channels you can use to acquire new visitors and customers are pay per click advertising, organic search traffic, social media, online press releases, and affiliate marketing.
Some key metrics to measure here are visits, sessions, landing pages and you can see these reports in the Google Analytics data table reports.
You need to think carefully about reporting of online campaigns and which tools will help you do this effectively. Many channels have built-in reporting tools such as Google Adwords, Bing Ads, Facebook, Slideshare, LinkedIn
Also, you need to decide on what you will be reporting and determine which are the most important metrics to your business.
Google Analytics is free and has all the features you need to report on and its reporting features are more powerful than what you will get from the channels I’ve listed above. You can use this data to create your marketing objectives and your Key Performance Indicators (KPIs).
Retargeting has grown in popularity over the last few years and on the web it is known as remarketing. It’s about using ad creatives to target specific messages and offers at people who’ve visited your website before. That includes visitors who haven’t converted, those who’ve converted, those who’ve visited specific pages, or downloaded a document.
In fact, there are many options to creating profiles to target and you create audiences for all these actions and then target them accordingly.
Google Analytics is one tool you can use to create your remarketing audiences and these become available in your Adwords account, and you can target them as they visit various websites across the Internet – that are part of the Google Adsense programme.
4. Competitor Monitoring
Use internet tools like Compete, Adwords and Alexa to monitor your competitors and their online strategies. You can get a wealth of information from these tools into how your competitors perform in organic traffic volumes, keywords, bounce rates, backlinks and many other metrics.
5. Customer Loyalty
Customer loyalty is difficult to achieve on the web, however there are things you can do to ensure that your customers return to purchase from you – and more often. Some examples include:
• Offering quality products and services
• Easy to navigate website
• Fast loading website
• Quick response to customer queries
• Free and fast delivery
• Secure website
6. Goals & Transactions
Setup goal tracking and commerce tracking in Google Analytics to track sales on your website for your pay per click campaigns, organic search traffic, social media campaigns, direct traffic and all other traffic sources.
Doing this provides you with a wealth of data that includes multi-channels funnel reports to see which channels are contributing to sales
7. Visitor Retention
Use a promotional channel like email marketing which is great for retaining customers, by sending them regular offers, updates, information and details about their orders. You can automate most of these processes for maximum efficiency.
Also, capturing emails on your website is easy and this is possible with email programs like Mailchimp which offer free tools to enable these features.
Measure how engaged your visitors are on your website with metrics such as bounce rate, average page views, time on site and pages visited. The more engaged visitors are, the more likely they are to return and also recommend your website through of word of mouth.
9. Customer Service
You should provide FAQs and resources that visitors can access and minimise calls that staff have to take about product information, which can take up a lot of their time and make them less productive.
Also provide response mechanisms like phone, email, contact form, and chat system to make it easy for your customers to contact you.
Turn visitors and customers into advocates with tools that make it easy like ‘Tell a friend’, ratings and review systems and social media like and share buttons. This is known as ‘word of mouse’ and it can be tracked to see how effective you are at encouraging advocacy.
For more web marketing strategy tips and to find out about launching an online marketing plan, contact me to discuss and for a free no obligation quote too. Also, download my free digital marketing strategy template to plan your online campaigns and advertising.