In the age of internet marketing, everyone knows how important a website is to a business’s marketing
strategy. Almost every business, whether B2B or B2C, non-profit, local or global needs an online presence to reach buyers. Whether you’re looking to build your first web site, or your considering a redesign of your current site to make it more of a marketing hub, you’re probably wondering what elements to include.
Simply having a web site is not the key to marketing performance. Your site needs to attract visitors, educate them and convince them to buy. Today, the
world wide web is social and it is interactive. It is not static like most web sites tend to be. Gone are the days when all it took was a URL, some Flash Graphics and an advertising campaign to generate a temporary boost in traffic.
Today’s buyer wants to consume information when they want and how they want and mostly without any help from a sales person. They prefer to be educated and not sold to. Because of this landmark shift in buying behavior, it’s important to consider integrating search, social media, content, blogging and more as important features of an inbound marketing web site.
Without a web site, acting as an online sales professional, attracting more traffic and leads and ultimately closing sales, it would be difficult, if not impossible to administer an online marketing campaign. If you’re going to make an investment in a new interactive web site you should have performance goals just as any new salesperson would, and the performance should be measured regularly.
Marketing web sites are a different kind of online animal and here are 4 features that an interactive marketing web site must have in order to attract new leads, and convert them to customers.
The internet has changed the way people purchase products. Your business web site may be the most important factor in your inbound marketing strategy. Incorporating the integration of SEO, social media, blogging, content, CTA’s and landing pages that will drive traffic, encourage leads to download offers and nurture leads to become buyers.
Inbound marketing is the key to filling your sales funnel with qualified leads and your web site is where education, engagement and conversion take place.
After goal setting, the next step of your marketing strategy should include creating buyer personas.
What is a buyer persona and why does it matter? Essentially, buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations and concerns.
We’ve created a brief e-guide with templates to help you build buyer personas.
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