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Solutions: Web Marketing

Web Marketing: Remember - You're Speaking to a Global Audience

At Intercon Solutions, our Web marketing experts would like to assist you in marketing your Web site effectively. The following, is some information we feel will help you reach your market:

Computer skills are only a part of creating a great Web site. So when you start your site or are working on its next update, begin by reviewing your position in the market. Then define your objectives, strategies, tactics and measurement criteria.

When creating or revamping your Web site, you need a team of people that cannot only do the programming well, but also understands the importance of a strategic marketing plan to ensure support and profitability.

The overall approach to this medium is the same as for all of the old tried and true media strategies. Start with a great plan, defined objectives, smart strategies and creative tactics; then measure the results. That's how your company can achieve its business objectives through great Web marketing and traditional marketing.

For example, objectives you might define include:

• Begin to establish a worldwide presence without increasing the marketing budget.
• Increase awareness of your firm from say 60 percent to 70 percent this year.
• Amass 75 requests for information per week.
• Generate 20 qualified leads per week.
• Convey an image as an advanced technology organization.
• Use Web Technology to quickly train, orient and motivate new employees and business partners and customers.

Your strategies could include:

• Use the Web site to promote your informational, educational and corporate capabilities and product-specific marketing materials, upcoming events or shows.
• Leverage other media/tactics to drive people to the site.
• Tie in graphics, copy and vibrancy of the Web to all other communications and vice versa.
• Establish greater credibility in the market by providing links to/from well-respected industry icons or leaders.
• Develop an Intranet and Extranet site for enhanced training and communications with employees and business partners.

Your tactics might include:

• Listing the Web site URL (domain name/address) on all printed materials.
• Writing and embedding the best key identifier words into your site and registering with all appropriate search engines.
• Creating a mailing to everyone in your customer prospect and media databases promoting the site.
• Running an ad with a special call to action to get people to the site.
• Buying banner advertising to alert targeted buyers about your Web site.
• Developing a promotional contest for everyone who completes the site's information sheet.
• Providing reprints or recaps of existing available sales and technical materials.
• Including an upcoming events calendar and registration page.
• Establishing links to partner, distributor and other business partner sites.
• Creating/including an internal newsletter on the Intranet and Extranet sites.

Your methods of measurement could include:

• Tracking and reporting Web activity, i.e.: hits, leads, time spent in site, most popular pages in site, etc.
• Importing information received from your site directly into your inquiry response system and database.
• Tracking meetings with prospects generated from the Web, request for proposal or quotes, new clients acquired, new products sold to existing clients, dollar volume of sales, profitability and lifetime value of new clients.
• Conducting focus groups with sales personnel and/or business partners to gather qualitative and anecdotal data.

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