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Our expert knowledge and years of experience ensure that you'll be armed with the best and most up to date information, helping you to make informed decisions about your online strategy instead of flying blind as many businesses do when venturing into the world of the Internet.
So you've decided to take your business online. Perhaps you've got a design in mind of how you'd like the website to look, and maybe you've even purchased a domain or picked out a CMS that you want to use. So now what?
Now it's time to develop your web strategy! A beautifully designed and brilliantly engineered website does you no good if it isn't performing some sort of business function. Having a sound web strategy is the key to maximizing your website's business value and to ensure a return on investment from your web spending.
Some key questions to ask include:
The answer to these questions should determine the design of your website as well as shape your marketing plan.
A vital component to any web strategy is a comprehensive and well-executed marketing plan. Your marketing plan should encompass:
It's always wise to do competitive research during the planning phase of any marketing campaign. Your competitive analysis can tell you the strengths and weaknesses of your competition, and how you can out-maneuver and out-compete them.
Knowing your customers is key to the success of any marketing campaign. R7 can help you uncover your most important constituencies and target your marketing to the customers who generate the greatest lifetime value (LTV). By knowing your target audience—what drives them, how they think, patterns of behavior&emdash;you can craft a user experience (UX) that maximizes conversion.
A website has to receive traffic to be useful. But not just any traffic will do. Using the information above, an SEO roadmap should be defined to maximize your exposure to your target audience by delivering search ads to relevant demographics, and by keeping your website on the first page of search results for relevant keywords. (To learn more see: Inbound Marketing.)
The era of mail blasts and spamming your customers for conversion rates measured in tenths of a percent are over. E-mail marketing, just like direct mail, is all about segmentation, personalization, and lead nurturing. In fact, online lead generation by integrating email marketing into your website is one of the most powerful business tools today.
Developing quality content is not just the most consistently effective SEO technique, but is also a powerful marketing tool in its own right. In fact, content plays a key role in social media marketing, email marketing, link building, and online lead generation. So it's crucial that you develop the right type of content and employ them strategically in your marketing plan.
Your online marketing plan should make use of all available resources and assets at your disposal. If you have a strong brand following, an online community is an excellent way to promote a dialog, increase mind share, and gain valuable customer insights. Likewise, social media marketing (SMM) and mobile/mocial marketing also present opportunities to promote your brand and interact with consumers in novel high-impact ways. Lastly, cross-channel/multi-touch marketing is proven to be most effective when online & offline marketing are used in conjunction with one another.
Besides deliberate planning and sound strategy, marketing optimization is perhaps the defining characteristic separating professionally managed marketing campaigns and amateur marketing efforts. Web marketing is not a hit-and-run affair. After the initial launch of your website, you still need to maintain it by updating it regularly with new content, actively promote it, and continually employ it in your marketing efforts.