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Internet marketing - marketing your website
Believe it or not the first thing is to have a website marketing plan including your site’s:
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Mission – what is its task and purpose?
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Objectives – your goals
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Strategies – the high level achievable actions to meet each objective
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Tactics – the detailed implementation plans for each strategy
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Measurement – you need to know how you will measure results
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You also need a detailed bottom up budget (i.e. one based on actual costed details) that fits in with your overall marketing and business plans and has monthly costs against each planned action that aim at a positive ROI.
So having a plan and a budget what sort of things can you do?
Well you can and should do two things:
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Offline marketing
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Online marketing
Offline website marketing
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All standard business materials should emphasize your website URL to get visitors to your site - business cards, letterheads, envelopes, brochures, press releases, fax cover sheets, vehicles, uniforms, everything.
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If you have a phone system that has an on hold facility mention the website there.
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Add the web site address to all your voice mail messages.
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If you are a retailer put your URL on you shop fascia.
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Make sure your site is mentioned prominently in all advertising: press, radio, TV, direct mail campaigns, newsletters, Yellow Pages and other directory ads, exhibition stands, again, everything.
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Always mention you website (“…….my site www.e-crm.co.uk allows you to …..”) in any press, radio or TV interviews.
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If you write a guest column or a feature article mention your website and e-mail.
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Include your website on any promotional items: T shirts, pens, key rings, mugs, mouse mats, etc.
Online website marketing
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Make sure the keywords and phrases that people actually use to find your type of web site via a search engine appear often in the text of your web site. Search engines read copy not images. (To know how visitors arrived at your web site and what keywords they searched on to get there, analyze your web site statistics).
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Add content and update your web site at least once a month.
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Get links from sites that are similar to yours and link back to them. Make it ‘deep linking’ not just the home page.
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Add social bookmark links to your site to make it easy for surfers to recommend you.
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List your website in every e-mail signature on every e-mail your company sends.
- Create a signature that you can simply paste in to forums, networking sites etc. like the one below.
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Test pay per click marketing like AdWords on Google
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Use affiliate marketing, RSS feeds and comparison services
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Ask your staff to link to your web site via their own personal web sites and profiles on Online Social Networking sites like MySpace.
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Use online PR for publicity and links
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Write articles that bring links
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Have a place on the home page for announcements, upcoming events, links to blog updates, etc., so that a visitor to the home page can immediately see what's new.
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Use an e-mail newsletter to provide information or promote updates or products.
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Create a viral video to post on You Tube and that will be passed on amongst the target audience.
Accept that, like all marketing activity, website marketing is like "painting the Forth Bridge". The World changes, the Internet changes, the market changes and you just have to keep on trucking.
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Case Studies
Businesses Against Poverty (BAP) is a philanthropic group of businesses and business individuals who want to support the reduction of international poverty and have a desire to change the lives of others, through registered charity Robin Hood Ministries.
Dorothy House work as a team to provide care and support, free of charge, to those who need it. Trained volunteers are also an important part of the team, both at the hospice in Winsley and out in the community.
The Home Farm Trust is a national charity providing long term support for people with learning disabilities and their families. Established 45 years ago HFT have developed into a progressive organisation pioneering many areas of research and service provision to help people live the lives they want.
Julian House is the leading provider of services to single homeless men and women in Bath & North East Somerset and West Wiltshire. Although Julian House is not a large organisation the challenge that faces it is significant. Providing a bed is the relatively easy part of its work. Much more difficult is the task of identifying why its clients are in this situation and then finding the right solutions.
Some testimonials
"Since eCRM took over maintenance of website and SEO, the number of prospects I received from enquiries through my site has more than doubled! I am currently working with eCRM to plan the next level of development for my website to take it to the next level." Nigel Marriott, Marriott Statistical Consulting
"E-CRM really know how the internet works when it comes to marketing and website development. They are experts in understanding Google, the latest website coding and marketing that doesn't cost the earth! Recommend them for your complete online business building." Andy Fuller, Designbull
"ECRM are providing web and e-marketing services in a very competitive marketplace.They have helped me produce and market a brand new website. For me, their knowledge and experience in this field gives them a significant advantage over most of the competition that I have been involved with. They understand what is needed and work hard to make it happen, while charging fairly for the services offered." Mike Denman, The Wine Grapevine
"Great company, very friendly and open communication and ECRM were able to execute our development with a superior level of technical skill. 5 stars." Jon Gray, Workmap
"ECRM built Alexander Simpkin & Associates a web site par excellence that continues to proffer itself on Google first page of free links under the appropriate search entry. I would not hesitate to recommend this organisation to any business requiring any sort of eBusiness advice or execution." Alexander Simpkin, Alexander Simpkin & Associates
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