Websites and Internet Marketing

• Web sites are locations on the internet that contain content created by various members.
• Web sites act as information hubs where visitors can find details, access resources, or perform transactions.

Web Site Usage in Internet Marketing

• Web sites are leveraged as advertising platforms providing access to product/service information and data.
• Web servers can gather data on site visitors (who, when, for how long, what information).
• Real-time data collected from Web sites is used for monitoring/evaluating online promotions, which allows for quick adjustments to marketing.
• Customer research can be streamlined using quick online surveys, while tracking customer browsing activity can reveal buying behaviors (what they bought, considered, ignored).
• More companies now use Web sites to handle sales and customer inquiries.
• Web sites generate advertising revenue by selling ad space like banner ads for a specific duration.
• Web sites provide customer service and technical support through FAQs, email, online chats, and database information access.
• Web sites acquire customer data like contact information, purchase histories, preferences, and surfing patterns.

Web Site Design and Development Concerns

• A website's "house style" needs to align with corporate identity guidelines along with promotional messaging.
• Web sites needs to offer content that is relevant, original, and frequently updated to encourage repeat visits.
• Interactivity is achieved through the use of color, graphics, audio, video, and movement for impact.
• Databases, search tools, notice boards, and calculators provide information in interactive forms.
• A credibility-boosting "about us" page increases consumer confidence by providing company information.
• Website "stickiness" is measured (a) visitor return frequency and (b) visit duration.
• To improve stickiness, updated content and promotional tools like chat rooms and reviews are used.
• Customer service contact details (phone, email) enhance website personalization.
• Customer information customization and page personalization (via cookies) can create relationships with email newsletters, and product updates
• Easy navigation via site maps, home pages, menus, search engines, and clear instructions, helps users find information.
• Improved customer experience using technological advances assists marketers, and delivering impactful promotional messages.
• Web sites require ongoing maintenance to avoid displaying outdated or unavailable content, and to prevent poor image.

Problems Associated with Web Sites

• No clear focus, viewers might not know where to look or click
• Absence of a defined corporate identity, e.g., lacking a logo
• Irrelevant or unrelated content

Website Marketing Essentials

• Website marketing promotes on the internet, aiming to boost visibility, traffic, and conversion of visitors into customers or followers.
• Web sites are increases visibility and reach to a vast audience.
• Tactics target specific demographics and are cost-effective
• Tools like Google Analytics tracks metrics for optimization.
• Website marketing enables interaction via social media, email, building relationships
• Websites can run all the time, unlike traditional advertising, giving constant exposure.
• Adapting to data analytics and trends helps you stay competitive.
• Online marketing reaches global audiences and builds brand image.

Planning a Website Marketing Strategy

• Have clear goals to provide direction(increasing traffic or positioning)
• Objectives must be SMART: Specific, Measurable, Actionable, Relevant, Time-bound.
• Clearly define the target audience, including demographics (e.g., age, income), and psychographics (Interests, Hobbies, Values and Lifestyle).
• Website errors hinder conversions.
• Design- look attractive, use quality visuals, and match your brand
• Usability- Make it easy to use (and navigate) so visitors can complete their goals.
• Responsiveness- look great and function smoothly on all devices
• User experience (UX): Ensure good UX across your site. Broken links or pages that return errors hurt the user experience. Run a site audit to spot any such issues.
• Strategies are how you achieve objectives, for example: social media marketing and paid advertising.
• Tactics are the smaller actions to accomplish your strategy.
• Web sites need strategies and tactics to guide marketing.

Web Site Marketing Strategies

• Strategies work towards objectives, like converting site visits to clients.
• Lacking a website marketing strategy means low traffic.
• Nine strategies help attract audiences, convert leads, and boost online visibility.
• Influencer marketing partners with social media influencers. They are commonly sponsored, paid, or given perks. Audiences that align with yours= qualified leads.
• Content marketing involves creation and sharing of valuable information in blogs/ case studies this drives traffic. High search engine rank is ideal.
• SEM (Search Engine Marketing) boosts search visibility on search engines.
• Paying for prominence in search- known as Search advertising is a common type of SEM; ensures websites show at top of search engine results.
• Website owners share/market websites with improved visibility when using SEM.
• Unpaid social marketing grows accounts by sharing engaging content and building community.
• Organic social media marketing relies on shareable content building organically- using platforms like Facebook, Twitter (X), TikTok, and LinkedIn
• Loyalty and viewership come from using Email marketing for sending emails to subscribers.
• Email marketing allows contact, promotion, drives purchases, and supports growth.
• Guest Posting shares/ markets sites to new audiences by writing articles, to increase traffic.
• Press Release: It is a written statement for for media to create publicity, and can be very effective.
• "Paid social media ads" are purchased and placed on social media, campaigns are created, based on advanced audiences.
• Social media ads target people on demographics, interests, and activity.
• Affiliate marketing involves paying commission to affiliates for every new buyer.
• Marketing websites, services, products is very cost effective in this hands-off process.