What are the Most Effective Website Marketing Solutions?
When we talk about effective or strategic marketing on the web, we mean a series of strategies that need to be implemented to improve the marketing of the company.
A web marketing plan will therefore include the online communication and promotion techniques that best correspond with the nature of the business, its needs and its characteristics.
What do you need to know before developing an online marketing strategy?
A strategic marketing plan is the result of careful study of internal and external dynamics. It is therefore necessary to hire the assistance of an agency, such as EWM, a professional web design agency in Geneva.
An agency such as EWM. will bring their team together for a briefing, during which the skills of the company, the capabilities of the team, its strengths and weaknesses will be analysed.
The objective here is to enhance the strengths, strengthen the weaknesses and, in short, develop a strategic plan that does not "downgrade" the company. Next, we will analyse the current online communication and promotion campaign and the data extracted from it, in order to correct, refine and make it more effective.
In this phase, it is necessary to critically analyse your digital presence, in particular your website, to determine if it is user-friendly, if it converts and in the event of a negative result, to understand where the user’s navigation stops and why. This last point can be implemented through thorough web analysis systems, tools and knowledge.
This is what you need to know about the business before launching an online marketing strategy. There are two main external factors to consider: the target and the competition. Let's see this in more detail in the methods adopted by our web design agency in Geneva.
Web Marketing Strategy: External Factors to Consider
It may even seem trivial, but there are two main factors to consider when it comes to your online promotion campaign. Who we are turning to and who we are competing against.
In answering these questions, the company will have a clear vision of the digital landscape in which it will operate and, above all, it will be able to identify the gaps in the skills market that it can fill. But how do you identify the target, and how do you study the competitors?
Identify the Target
Identifying the target and understanding which language to adopt and which online communication channels to use is easier if you sketch an identikit of the different users/customers who need the services and products offered (i.e., the personas.)
Let's take an example. Imagine a company that sells sporting goods has just opened an e-commerce site and is about to launch its online marketing campaign. Identifying potential customers and providing them with a persona is essential at this stage.
· Patrice, 25 years old
Patrice is an avid tennis player and has just joined the city tennis club where he recently moved. He will be using the website to search for a new tennis outfit and a replacement racket.
· Katia and Pierre, 40 and 44 years old
Katia and Pierre have a 15-year-old daughter who practices rhythmic gymnastics at a competitive level. They will research online for pants and t-shirts that their daughter can wear during training.
· Francesco, 17 years old
Francesco has signed up for the gym to be able to train with his friends and get into shape for the summer. He will search the site for training clothes, weights and other tools to be able to train both in the gym and at home.
· Ali, 65 years old
Ali has retired and can finally devote time to his real passion: swimming. After registering with the local pool, he will search the e-commerce site for swimwear, swimming hats and flippers.
These personas help the business to put a face to its potential customers. They will understand the needs of users – and possible behaviors within the website – and the type of communication they expect.
Identify Competitors: Follow Their Example and Identify Their Gaps
Analyzing your competitors, knowing how they move and how they attract their target audience is fundamental, both to take benchmarks and to identify the empty points of the market where competitors operate little or badly.
To study their digital presence, we intend to analyze their website: user interface, search engine optimization, etc., as well as their marketing strategy: ad campaigns, social media presence, presence on blogs and so on.
We will then compare their online presence with that of the company, highlighting the advantages and disadvantages of both parties.
This analysis will reveal the technical shortcomings of the website and the company’s marketing strategy, and allow them to fill them in in due time. At the same time, the strengths and weaknesses of competitors will be identified.
What is Strategic Marketing on the Web? From Theory to Practice
After analyzing all of these factors, we then develop a strategic marketing plan for promoting your business online.
We identify the communication channels most used by the target audience. If we take the example of the e-commerce of sporting goods, we can see that the target group identified through personas is quite large and is not categorised in terms of age or gender.
Since age is a broad factor that heavily influences the choice of channels, such a company can choose a blog, Facebook and Instagram as their channels, as well as advertising campaigns.
If the target audience were more specific to millennials and digital natives, then social networks, especially Instagram, would certainly have been preferred without giving too much weight to the company’s blog.
If, on the contrary, the company has a B2B e-commerce site, the preferred communication channels will be the company’s blog, as well as social and professional platforms, such as LinkedIn.
Once the channels have been identified, we will reflect on the most appropriate type of language the brand should focus on (e.g. humorous, formal, modern etc.). In the case of corporate blogs, a basket of exact and related keywords will be identified. Once these keywords are identified, the SEO positioning of the website can be solidified.
We then create an editorial calendar, which includes the expected frequency of publication. We will especially think about the budget and the calendar for planning advertising campaigns (Google Ads, Facebook Ads, etc.)
Contact EWM. for an initial consultation.