Denver Inbound Marketing

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Is your web marketing striking the right note?

• By Fred Crowe

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• There are very few businesses today that cannot
  benefit from a powerful, intergrated web
  marketing campaign. Even businesses that have
  traditionally grown through reputation-based
  marketing can really provide a significant jolt
  to their business.

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• Most small businesses are aware that the
  traditional means of finding customers such as
  yellow pages, tv advertising and billboards are
  just not achieving the results they did
  previously. The internet is seen as a great
  opportunity but many are scared off by the
  seeming complexity and the constant innovations.
  Yet when you look at it in the cold light of day
  there are really 4 key things that you need to
  focus on

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• 1. How do I drive traffic to my web site?
• 2. How do I engage site visitors in a way that is
  suitable to the stage they are in the buying
  cycle - curious, actively looking, ready to buy?
• 3. How do I get them to take the next step and
  contact my firm.
• 4. Measure Results

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HOW DO I DRIVE TRAFFIC TO MY WEB SITE?

• There are many ways to drive potential clients to
  your web site but the most important ones that
  must remain a high priority are
• - achieving high rankings in the major search
  engines. The only search engines that really
  matter are Google, Yahoo and You Tube
• - for locally focused businesses, getting onto
  the first page in the maps sections of the search
  engines. Although this is a free service using a
  professional web marketing company to optimize
  these listing can achieve amazing results.

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• - leveraging social media to drive traffic to
  your site - LinkedIn, Facebook, Twitter etc.
• Just a few short years ago fairly standard
  optimization techniques would help drive your
  site to the front page of Google but increasingly
  this is not enough. Fresh, original content is
  becoming a critical component for this part of
  your web marketing strategy.

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ENGAGING SITE VISITORS

• The ultimate goal of any site visits must be to
  get the visitor to take some action and not just
  leave the site. These actions could include
  downloading a white paper, an analysis
  spreadsheet, filling in a contact form, picking
  up the phone and calling your company.

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TAKING THE NEXT STEP

• Your site must be structured to cater to
  potential clients at all stages of the buying
  cycle. Strategically places "call to action"
  buttons must be placed on every page to encourage
  your site visitors to take the next step.

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MEASURE RESULTS

• Howard Geneen a former CEO of ITT once coined the
  following quote
• "I think it is an immutable law in business that
  words are words, explanations are explanations,
  promises are promises - but only performance is
  reality."

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• This sums up one of the most important aspects of
  web marketing. You MUST analyze the results,
  constantly fine tune your course - add more of
  what works and stopping what is not working. The
  ability to measure everything on the web means
  there are no excuses, no reasons not to succeed
  with your web marketing program.

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• FRED CROWEPresidentFlatiron Web
  Marketingfcrowe_at_flatironwebmarketing.comOffice
  [phone]