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The standard approach to building an online presence.
There are many providers of digital and online marketing services, each specialising in a particular method; in our view, the key is to approach the problem as a whole.
But let’s talk specifically about creating a website and 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 and, in some cases, targeted advertising, and optimising this traffic;
5: Setting up a sales funnel: retargeting and e-mail marketing;
6: This will give us the minimum necessary foundation, turning scattered tools into a sales funnel;
7: At this stage, you can launch a website with a blog that is regularly updated with quality content;
8: Once the blog is created and content is updated systematically, SEO will grow and become stronger;
9: Once we have built up an information base, we can create material from it for various social networks, depending on which ones potential clients use and the specifics of each platform;
10: Now it’s time to focus on the mobile environment – where the greatest loyalty and the biggest sales are (and the biggest expenses).
This is a concise overview, but we will put forward some points for consideration:
What is a target audience?
Defining the target audience means focusing the business on a specific category of people. What older people like, younger people do not. In particular, a website should not be for everyone – the target audience should love it. In general, work with the target audience should be carried out at every stage of business development. Sometimes an owner cannot understand why people are leaving such a fantastic resource and such an attractive offer. The visitor simply belongs to a different social, financial or age group, that’s all. To understand the audience’s behaviour, it must be defined, segmented and engaged. That is why it is necessary to “draw” a portrait of this person and understand what they like. The social networks for promotion are selected on the same principles.
…It is also important to distinguish between 2 main aspects:
Traffic (how many people visit the site) – this is SEO and/or advertising;
Conversion (visitors who become customers) – it’s all about the quality of the resource: the relevance of the service, the image of the site, UX/UI, the right content, clear ordering elements, etc.
What should we consider when creating a website?
Corporate identity (logo, colours)
The appearance of any brand is its corporate identity and 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 groundwork for online and offline promotion requires the right visual foundation.The “right image” and the message to the “right audience” are king.
Design
Although design is a complex balance between functionality, order and the careful thinking-through of every element of the site, it remains a critical component. What is beautiful is not always convenient; what is convenient is not always functional, and so on. Good design is the middle ground between the three.
Mobile design
Nowadays, when most Internet visitors come from mobile devices, a website must have a robust mobile presence. The need for a service often arises when only a mobile phone is to hand. Design tasks and requirements for mobile devices are entirely different from the approach used for desktop computers.
The technical component of the site
The health of the resource directly affects sales, which is why the technical side of the site is so important. If there are errors, incomplete files, redirect problems, or problems with hosting data, metadata, alt text, the HTTPS protocol, page load speed or dynamic pages, all other factors lose their meaning.
Target audience
The design process needs to take into account social, financial and age groups, etc., as mentioned above.
User experience
UX. To sell something, we need to give the visitor all the necessary information in the right order and logic. Create the most comfortable conditions in which a potential client will be willing to part with their money, feel confident in the benefits of the purchase and sense the company’s reliability.
User interface
UI. This is the visualisation of all the elements that have been worked out: convenience and compactness, accessibility of the main controls, and the graphic embodiment of all the intricate small details: text, buttons, lines, etc.
Marketing
The selling quality of the site is what motivates a person to make a purchase and prompts them to act on our call to action. The visitor must be given the opportunity to respond – for example, by placing an order, making a call, signing up for a newsletter, filling out a form or moving to another section. Increasing sales through the site and increasing conversion depend directly on the quality of the resource.
Security
The level of security and protection against hacker and virus attacks.
Content
Text is the basis of a site’s design and content, and the primary tool for search engine optimisation. Text is therefore the site’s principal asset. It is unacceptable to judge text solely by the aesthetic taste of one person, however “skilled with words” they may be.1. The text should be aimed at the right target audience;2. The text should “sell” (have a high conversion rate): it should not only be well written but also arouse interest;3. The text should fit into the design of the site.4. It should have the optimal number of characters and not tire the reader (users scan text rather than reading it thoroughly);5. The text should contain the optimal number of keywords for SEO and pass search engine assessment as “worthy of interest”.
From all this, we can see that text is something of a compromise and a subtle tool capable of increasing sales or “sinking” a company’s website.
Website classes.
There are different types of website, but we will 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 (a blog). SEO is something earned on the Internet according to the formula: time + resource value. The value of a resource is how much quality 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 brings customers to the site without financial investment (organic traffic). It is a sophisticated and effective tool, and naturally more labour-intensive than the next one. *
2. A landing page is a site that consists of a single main page. It should be built according to all the laws of marketing. It follows a whole path along which we lead the client by the hand from their questions to properly structured answers.Here we try to show the best of our offer immediately and in one place, and a good marketer (website) makes the offer.A well-made landing page is also a very effective tool, but its purpose is different – here and now. It is designed to be promoted using PPC advertising (such as Google Ads).
* In this paragraph, we review average websites. For a serious project such as a real estate leasing web portal (with an integrated database and financial forms and transactions), the SWISSIN Group approach is entirely individual.
Analytics.
It is crucial to choose the right KPIs (this is what makes the difference) to monitor the effectiveness of work and advertising. This allows us to determine effectively how the client interacts with your site and how to respond correctly.
Retargeting. E-mail marketing.
Working with clients by category: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.
Then comes the transition to the next logical stage …
This general information is provided for educational purposes on a specific area of work for developing your business. Depending on the approach, uniqueness and financial capacity, this plan is expanded and takes the form of a detailed strategic map. It will help you look at your business’s digital future clearly and measurably.
Feel free to contact us at any time with questions and suggestions.
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