Your website and your marketing mix
13th February 2011
Just like more traditional elements of your marketing campaign, such as publication advertising and business networking, so you need to consider your website as an integral part of your marketing mix. And, as a key element, you need to ensure you work it to maximum effect. Is it up to date; is it capturing visitors' details so you can be in touch with them again? And - the big giveaway - when was it last updated?
So, how can you get potential customers to visit your website? You need to ensure they know it exists - and that demands visibility. Ensure they know its address, remind them every time you send them a letter, print a promotional pen, ensure the website is mentioned on the bottom of every email.
If you are looking for more business, think about promoting your web presence by using online advertising, such as Google Adwords, to ensure new potential customers know you exist and may be able to provide the goods or services they want. You can't always simply rely on your website appearing top in a search engine - though you'll need to work at optimising your site, too, in order to make that a possibility.
Just as the best companies have sales reps who keep in touch with their regular customers, so you need to plan your online methods of keeping in touch. Email newsletters, updated website content, free guides and advice that can be downloaded all keep those customers in touch, and give them reasons to pay your website another visit.
Your brand needs to be out there, and must appear in a unified way with solid, consistent messages that your target audience can understand. So consider how all the elements of your marketing mix - website, brochures, blogs and Twitter - all act in a concerted way to make your offer clear, and ensure it is attractive to your target audience.
Comments
Look at the ethnic and religious background of the people who use your product. This may not make a difference in many cases, and is often good to know.
By Jobs to Work from Home on 16th June, 2011
This is great stuff. Now I WANT to make some phone calls!! Thank You.
By Michael on 29th November, 2008
Quite inspiring, Keep up the good work, Thanks for bringing this up
By Website Development in London on 18th December, 2009
The business terms push and pull originated in the marketing and advertising world, but are also applicable in the world of electronic content and supply chain management. The push/pull relationship is that between a product or piece of information and who is moving it. A customer pulls things towards themselves, while a producer pushes things toward customers.
By robert on 23rd December, 2009
First you must know as much as you can about people's needs, human culture, Internet culture. You must know what they want and what they want to hear. But do not do the same mistake that most people do. Some have the charisma but are not honest. Others are honest but do not have the charisma. So you must inspire confidence.
By daneil on 23rd December, 2009
Where else "Push Marketing" uses method to motivate their sales team or channel to deliver the result - e.g. trade promotion, sales incentive and many other aggressive performance driven marketing activities.
By Online Tax Preparation on 02nd January, 2010