Traffic and Conversion – The Foundation of Online Marketing | Online marketing

I’ve got a secret for you: there are no secrets in marketing. Successful marketers have been using the same strategies for hundreds of years and, in 50 years from now, the next generation of marketing gurus and experts will be doing exactly what works today.Unfortunately for the marketing executive or small business owner, marketing has become a bit of a mystery. It’s not the strategies – it’s the technology. Yes, the strategies are the same but the technical platform, the Internet, has changed the tactical side of this battle. Online marketing has made it easier for customers and clients to contact you and buy, but delivering this ‘ease’ through the Internet is complex.To demystify online marketing, I’d like to introduce two key concepts that every business owner and marketing executive must grasp:Traffic
ConversionThink of your online marketing as a retail store. You have to persuade people to visit the store (the traffic) and once they’re in the store, you have to persuade them to buy (the conversion). And then persuade the shoppers to come back and buy again. And tell their friends.Let’s start with traffic.In online marketing, you can set up a stunning and effective website but, without traffic, the site is totally useless. Some proven ways to generate traffic to your site.Sponsored traffic (also known as pay per click)
Organic search (using search engine optimization)
Affiliate programs
Radio advertising
Direct mail
Print advertising
Yellow pagesWhen I’m speaking with potential clients, they’re often surprised to learn that ‘old’ tactics (4-8) are still effective. They are. But I also advise clients they need to measure everything. Measuring marketing results is nothing new; the Internet makes it easier to discover what’s working and what’s not. You may learn, to your surprise, that the best way to drive traffic to your website is direct mail. Another key to driving traffic is giving potential visitors a strong reason to visit. For example, a roofing company can send a letter out saying, ‘visit our website to get a free insurance estimate – your insurance company might pay for a new roof.’ When you give people a strong reason, an irresistible offer, to visit your website, traffic improves.Conversion. Once you have visitors to your website, it’s vital to turn them into customers. Let’s go back to the store. An intelligent store owner trains the employees how to sell. If an employee fails to make a sale, they know to get an email or a phone number so they can stay in touch with the potential customer.It’s the same with online marketing: you have to persuade the visitor to buy or hand over an email address and other vital information. The technology is complex and making a website easy for the client or customer is difficult – but achievable. But conversion strategy is based on fundamental and timeless sales principles.So – if you’re thinking about ramping up your online marketing I have three pieces of advice.Learn as much as possible about the fundamentals of direct response marketing.
Try and test different traffic generation techniques.
Base conversion on making life easy for potential customers and clients.By Will Swayne, managing director, Marketing Results.