When people ask me what I do, I say web marketing. To most people, this does not mean much. So friends, family and customers, here is my attempt to explain what I do in life, assuming that spending so much time in front of a computer can be considered a life ;-D
I use the expression “Web Marketing” to describe the use of the web for the promotion of products and services. The mission of Web marketing is to increase revenue by acquiring additional customers and by increasing sales to existing ones. It is done by the careful selection of investments in the components of the web marketing mix.
Web marketing mix
In traditional marketing, the marketing mix is the optimal use of the 4 Ps. Likewise, the web marketing mix is the optimal use of the various web tools and techniques. The components of the mix are:
- Search engine optimization (SEO);
- Web advertising;
- Social media (blog, Facebook, Twitter, G+, YouTube, etc);
The central component of web marketing is a good website – I will define what I mean by “good” further down this post. However, no matter how great your website is, it is worthless without visitors. This is where the other components contribute the most.
What is a good website ?
The factors that contribute to the quality of a website fall in 2 categories:
- Factors that attract visitors
- Factors that convert visitors into customers
To attract visitors, a good website must be designed and built to support traffic generation tools and techniques. The main ones are search engine optimization (SEO) and web advertising (for example Google AdWords). Depending on your situation, social media, e-newsletters and traditional advertising can also be used to generate visitors to your website.
To convert visitors into customers, a good website will have the following characteristics:
- Easy to use;
- A look and feel that is in line with the image of the brand;
Great content is another characteristic of a good website and is useful to attract and to convert visitors.
Web marketing is an extension of traditional marketing, not a replacement. Success on the web depends on the judicious balance of investments in the website and in the various components to attract qualified visitors. A great website with few visitors is worthless. Similarly, bringing many visitors to a poor website is not only a waste of resources, it can damage the brand.
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