Set aside 4 internet marketing budgets:
- one budget for strategic planning and research
- one budget to build your site
- one budget to market the site
- and one budget to track and monitor what is happening and make changes
If you only have a budget sufficient to cover the build cost, then don’t spend it on Internet Marketing. There are estimated to be over 108 million web sites out there with more than 29.7 billion pages! So it’s easy to disappear amongst the crowd.
I believe that if you have set aside a marketing budget for building a website, but no budget for planning, research, marketing or tracking, then you should probably spend your marketing budget on some other form of marketing. Otherwise, I fear you are wasting your money!
Now this is rather a sweeping statement! I am talking about company websites, not personal ones. Unless your company is so well known and popular that you don’t need to do any marketing at all, just having a website is not enough.
Fail to Plan = Plan to Fail (Don’t know what your competitors are doing or what your customers need).
Fail to Market = Fail to be Found (People are searching for you products/services but can’t find you).
Fail to Monitor/Track = Paid Advertising but low conversion rate (No ROI).
Acquisition – conversion
Acquisition is all about getting customers
If Marketing drives traffic to a site, Acquisition or Conversion is all about how much of that traffic become customers.
Most sites only convert between 1% and 2% of visitors into customers
Marketing costs money, so it makes sense to increase your conversion rate, rather than spend more money driving more traffic to your site. Use sound Conversion techniques to persuade more of that traffic to become customers by looking at the following:
- The Clarity of your Message – is it clear what you do or sell?
- Visitor Sight Path – does your design take into account how people actually use the web?
- USP – a compelling reason that someone should give you their business rather than a competitor.
- Funnel creation – different routes for customers with different needs/problems to follow.
- Calls to Action – make it clear what you want your visitors to do and how to do it.
- For E-commerce, is your process a barrier or does it facilitate a purchase?
A high conversion rate will also require good design, presentation, information organisation, easy and clear navigation – good Usability techniques.