Better Web Site Or Better Marketing?

Building a web site marketing and ecommerce strategy to generate good ROI means first and foremost keeping the customer’s perspective in mind. From the moment the customer enters a search term into one of the major engines to the moment she clicks “approve” on your shopping cart, you need to have a tactical map of the “ideal buying scenario” worked out well in advance.

Both your web site and your small business marketing efforts will ultimately prove crucial to whether or not you generate enough revenue to stay in the black. Having said that, let’s discuss ways to synergize online marketing and web site building.

Your small business online marketing efforts should be directed to bringing in prescreened visitors to your site. If you sell a catalog of wood furniture, for instance, the primary goal of your online efforts should be to siphon as many local wood furniture shoppers to your ecommerce portal as possible.

Sounds easy enough. But if you bring in the wrong kind of traffic, you could end up massively overspending, particularly if you use small business Pay Per Click. Undifferentiated traffic is sometimes worse than no traffic at all, since you may have to expend resources (e. g. money and time) corralling confused leads, and your associates may not have energy left to assist buyers who are truly ready to take action.

By the same token, your web site needs to be the yang to your small business marketing effort’s yin. In other words, the web site should be tailored to receive exactly the kinds of leads your marketing effort provides. If you’ve optimized for a set of keywords, for instance, build separate landing pages for each one of those keywords, and test and retest the conversion rates you get for each item in your catalog.

Don’t expect your marketing and web site building efforts to fit like a glove at first. Synergizing your small business online efforts means adjusting the parameters of your ad campaign and manipulating your web site design for smoother fits. Get customer feedback, use sophisticated metrics to measure visitor stream rates and conversion rates, and build and demolish many different models of your web site. Most of all, never get “precious” about either your marketing efforts or your small business site design. Aim for the most flexible, adaptive, customer friendly set up possible.

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Do you have questions? Call 866-311-4158 now to ask a superpages.com consultant about Online Advertising.