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Standard approach to indicate an online presence.
We know many providers of digital and online marketing services, and each specializes in a specific method, in our view, the main thing is to work with the problem as a whole.
But let’s talk specifically about creating a website with implementing some basic promotion steps:
1: Determining the target audience;
2: Launching a “packaged into a web page” offer;
3: Setting up end-to-end analytics;
4: Launching “fast” traffic sources to the landing page: contextual advertising, in some cases and/or targeted advertising and optimization of this traffic;
5: Setting up a sales funnel: retargeting and e-mail marketing;
6: This will provide us with the minimum necessary foundation, turning scattered tools into a sales funnel;
7: At this stage, you can start a website with a blog regularly updated with quality content;
8: When a blog created and content is systematically updated – SEO will grow and become stronger;
9: If we generate information base, then the material can be created from it on various social networks, depending on which the potential client is in and the specifics of the platform itself;
10: Now it’s time to focus on the mobile environment – where the biggest loyalty and the biggest sales (and the biggest expenses).
All this is concise and compact, but we will put forward some points for consideration:
What is target audience?
Define Target audience – this is the focus of the business on a specific category of people. What the elderly like – the young do not like. Specifically, the site should not be for everyone – the target audience should love it. In general, work with the target audience should be done at any stage of business development. Sometimes the owner cannot imagine why people are leaving such a fantastic resource, from his advantageous offer. Just a visitor from another social, financial, age group, that’s all. And to understand the behaviour of the audience, it must be defined, segmented, interact. Therefore, it is necessary to “draw” an image of this person and understand what he likes. Based on the same principles, social networks selected for promotion.
…It should also distinguish between 2 main aspects:
Traffic (how many people visits the site) – this is SEO or/and Advertising;
Conversion (visitors which became customers) – Its all about the quality of the resource: the service relevance, the image of the site, UX/UI, the right content, clear elements of the order, etc.
What should we consider when creating a website?
Corporate identity (logo, colours)
The appearance of any brand is its corporate identity, logo. It may be simple or intricate, but in any case, it should reflect the essence of your business and create the necessary image. The logo is developed based on an analysis of competitors and the target audience. Laying the foundation for online-offline promotion is required with the right visual foundation.
The “right image” and the message to the “right audience” is the King.
Design
This aspect, although it is a complex balance between the functionality, orderliness and thoughtfulness of all elements of the site, remains a critical component. What you do beautifully does not happen conveniently; what you do conveniently does not happen functionally, etc. Correct design is the middle ground between the three.
Mobile design
Nowadays, when most Internet visitors come from mobile devices, the site must have a robust mobile presence. Often the need for services appears when only mobile communication is at hand. It should The design of tasks, and the formation of requirements for mobile devices are entirely different from the approach used for personal computers.
The technical component of the site
The health of the resource directly affects sales. Therefore, the technical part of the site is so important. In a situation where there are errors, incomplete files, redirect problems, a problem with data on a hosting, with metadata, with alt text, with https protocol, with site load speed, with dynamic pages – all other factors lose all meaning.
Target audience
It is necessary for the process of design to take into account social, financial, age groups, etc. as mentioned before.
User experience
UX. To sell something, we need to give all the necessary information to the visitor in the right order and logic. Create the most comfortable conditions in which potential client will have to part with the money, inspire confidence in the benefits of the purchase and feel the reliability of the company.
User interface
UI. We call this a visualization of all worked out elements. Visualization of convenience and compactness, accessibility of the main controls, the embodiment in a graphic image of all the intricate and small details: text, buttons, lines etc.
Marketing
Selling the quality of the site is what motivates a person to make a purchase. Provokes him to do action on our call. It is necessary to provide the visitor with the opportunity to respond – such as: placing an order, making a call, signing up for a newsletter, filling out a form, moving to another section, etc. Increasing sales through the site and increasing conversion directly depend on the quality of the resource.
Security
Security level and protection against hacker and virus attacks.
Content
The text is the basis of the site design, its resource and the primary tool for Search Engine Optimization. Therefore, the text is the principal value of the site. It is unacceptable to perceive the text-only of the aesthetic side of one person, no matter how “skilful in the syllable”.
1. The text should be directed to the right target audience;
2. The text should “sell” (have a high conversion), understand not only the language of presentation but also arouse interest in it);
3. The text should fit into the design of the site.
4. Have the optimal number of characters and not cause fatigue for the reader (the user scans the text, but does not read it thoroughly);
5. The text should contain the optimal number of keywords for SEO and pass a search engine validation for marking as “worthy of interest”.
From all this, we see that the text is more of a compromise and a subtle tool capable of increasing sales, or “drop” a company’s website.
Website classes.
There are different types of site, but we’ll try to define two classes so that we can understand the principles of the approach.
1. A multi-page site with a source of generated content (blog). SEO – this is what is earned on the Internet by the formula: time + resource value. The value of a resource is how much volume and quality of information it offers the user, what problems it solves, and how the search engine sees the site. Most of these issues can be resolved by creating quality content on your website. SEO is the authority that leads customers to the site without financial investment (natural flow). It is a sophisticated and effective tool and naturally more labour-intensive than the following. *
2. A landing page is a page that consists of 1 main page. It should be packed using all laws of marketing. There is a whole way in which we lead the client’s hand from the state of his questions to properly structured answers to them.
Here we are trying to show the best in our offer immediately and in one place and a good marketer (web site) makes the offer.
A correct landing page is also a very effective tool, but the purpose is different – here and now. It is designed to promote itself using PPC advertising (Google-like).
* In this paragraph, we review average websites. In the case of a serious project such as the web portal for real estate leasing (with an integrated database, with financial forms and movements), the SWISSIN Group approach is purely individual.
Analytics.
It is crucial to choose the right KPIs (this is what makes the difference), to monitor the effectiveness of work and advertising. With this, we can effectively determine how the client interacts with your site and how to react to it correctly.
Retargeting. E-mail marketing.
Working with clients by categories:
1. Those who are not interested in the services;
2. Those who need such services;
3. Those who are specifically interested in our services;
4. Those who want to buy;
5. Those who left without taking action.
Next, the transition to the next logical stage …
This general information was provided for educational purposes on a specific area of work to develop your business. Depending on the approach, uniqueness, financial opportunities, this plan is revealed and takes the form of a strategic expanded map. It will help you to look into your businesses digital future clearly and measurably.
Feel free to contact us at any time with questions and suggestions.
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