While many companies have web sites, the real question is what are they using them for? Does the site generate leads? Sell stuff? Provide useful information to customers and prospects? Deliver a product (such as a newsletter)? Or is it just static and stale “brochure ware” which isn’t particularly helpful to anyone?
The best web sites tend to be key components of an integrated marketing plan. That means the objectives, messaging, and content must be coordinated across all of a company’s marketing programs and materials. Here is an example.
A software company uses a direct mail solicitation to invite prospective customers to a new product seminar. The recipient is directed to a web site landing page where he/she can learn more about the seminar and the sponsoring company as well as sign up to attend. A smart marketer would also offer the prospective seminar attendee a valuable premium (such as a “free” special report) for registering. The sign up process captures the prospect’s email address for future communications such as a periodic newsletter, product announcements, or future seminars.
New customers are seldom won in a day. The goal is to begin building a relationship which can lead to the prospect becoming a customer in due course.
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