Think “Leads,” Not “Web Site Visitors”
Filed under: Search Engine Marketing, integrated marketing
We’re in the process of updating our Web site (well, when aren’t we in the process of updating or optimizing our Web site?) and maybe many of you are doing same right now. Here’s some advice to make sure you’re getting the most out of your Web site: Stop thinking in terms of VISITORS. Think in terms of LEADS.
What’s the Difference? As marketers, we can get into a rut with our buzz words and even use some words interchangeably. This can inadvertently affect our strategies.
For example, you’re going to tackle your Web site very differently if you’re thinking about attracting qualified leads and how to manage those leads versus trying to get the most possible “hits” to your site.
More Leads, Better Qualified, Now What? Well, if you were opening a storefront, you would make sure that everything was organized and setup properly before flipping-on the “open” sign. The same is true for your Web site. You need to make sure that you’re ready to handle those online leads once they’re in your “door.” Make sure your sales funnel structure is ready to handle the leads properly – or you can loose that prospect forever.
Also, I can’t say it enough – INTEGRATION. To get the most out of your Web site and online marketing, you need to integrate across all of the channels that touch your customer – both online and offline.
Offline and Online integration — Little things make a big difference!
Filed under: Direct Marketing, General Marketing, Search Engine Marketing, integrated marketing
This week, I came across an article from JupiterResearch talking about online and offline integration efforts that I thought was pretty strong. We have been talking about marketing integration for nearly two decades … but now we have more channels to integrate than ever before.
Possibly you have heard the statistic: “An iProspect’s 2007 study ‘Offline influence on Online Search Behavior Study’ found that 67% of online users were driven to perform a search as a result of an offline marketing message … And 39% of those offline-influenced searchers ultimately made a purchase.
These statistics make a lot of sense to me, but the sad point of the article was that nearly half (45%) of search engine marketers still do not integrate their online and offline efforts. All kinds of reasons came up as to why. The top reasons were:
- They don’t advertise in offline channels
- Lack the budget
- Lack the resources
- Don’t know better
- Have separate people managing offline efforts … and they are not synchronized with online
- Just don’t see the benefit of integration
In my opinion, a big part of the issue is that while online marketers understand their medium, they really don’t understand the overall disciplines that drive marketing and consumer behavior. With the online mediums growing so quickly, many have jumped in without fully understanding how to optimize the overall marketing dollars spent.
It not necessarily big things that involve huge investments. Look at some of these stats:
- 76% of offline offers could not be acted upon online
- 74% of offline keywords were not used online
- 66% did not use the same images and videos offline as online
- 60% did not include their company slogan / tagline or even their product or service name prominently online
I am sure the economic challenges of 2009 will force some reevaluation in this area. From my perspective, this is some pretty basic “marketing blocking and tackling”. While I am happy that we are addressing these key issues with our clients, more education and awareness is needed to connect the best practice results and disciplines with the average company’s marketing efforts.
Welcome to the new ICS Advisor – the first ICS Blog site
Welcome to the new ICS Advisor – the first ICS Blog site! The focus for this site is to provide a valued resource to guide your marketing efforts. With the many challenges for today’s marketers (advances in technology and digital tools, economic pressures), our goal is to provide ongoing dialogue on smarter and more cost-effective marketing approaches that help businesses acquire new customers or retain existing ones. We appreciate your feedback along the way.
