Web Marketing Channels Work As A Team, Not Individuals

If you read the excellent Hubspot blog, you readily come across the statement that “email marketing converts higher than any other form of web marketing.” One of the reasons I believe this to be true, is down to the fact that an email is very much like a one on one conversation, we’re focused on it’s contents. This is in contrast to social media, or generic web pages where there are all kinds of distractions to take us away from a specific message. Now this doesn’t mean that we should focus all of our assets and attention on email marketing exclusively. I never really see web channels as been better or worse than each other, instead I find it’s more a case of looking at where they fit in to the overall goal of discovering and converting new people to your tribe. How do your web marketing channels play as part of your web marketing team?

If we see an email in our inbox from someone whom we trust, or want to connect with, we read it with a more focused intention then we would do a quick, fun post on someone’s Facebook page. Email and social media are very different kinds of web marketing channel. As briefly discussed above, email is more like a one-on-one conversation. Provided we feel a certain trust with the person who originally sent the email, we are happy to give its contents the same kind of attention as if they were speaking to us via the phone.

On the other hand, social media pages are bit like being in a bar – often a very crowded bar! We don’t have a lot of airspace to say too much or to be too sophisticated. If it wasn’t enough to have many others messaging around us, social media also often limits the number of characters we can actually type. To entice people to listen to us on social media, we have to deliver a message quickly and with lots of strong energy. We can use images, or video, to capture people’s eyes, but whether we use words or more, our overall aim should be to entice them enough to click through and join us somewhere less crowded, i.e. our own web pages.

Even when people are on our own web pages we still can’t quite get all deep and meaningful with them like we can on email! Right now, we need to impress them. We have their attention, now we need to fuel it further. What better way than giving them something really useful, interesting and above all, free? In other words, we are treating them – because we want to get to know them better. This also sounds very much like we’re bringing in another web marketing channel commonly known as content marketing too.If our treat is enticing enough, we should get our visitors email address and permission to contact them again soon. It’s from here that we can really start to bring email marketing to the fore, we’ve moved from the noisy web marketing channel of social media, through the enticing temptations of content marketing to the more personal and thoughtful channel of email.

How long should we leave before we contact our new connections? We probably need to give them enough time to digests whatever it is we gave them as our treat. Things move quickly in the online world, the noisy bars of Facebook, Twitter and LinkedIn all have lots of beautiful and enticing messages to click on instead. So, a good guide is to leave your people alone for a couple of days and then email. We’re within our email channel now and we can be more thoughtful and insightful, provided we don’t become boring. Ask how they got on with our treat? Do they have any questions? Then cover off a common question that we are often asked that we want to share the answer to with them. Include information on who we are and what we believe in, what makes us different to everybody else they can find out there within our world. Always invite responses, questions and feedback – after all, you’re getting to know your new connection a lot better now. Managed well, by combining the different merits of social media and email marketing together within one overall web marketing strategy, you’ll start to turn complete strangers into leads who open your emails and seek to do business with you, when their need arises.

For the purpose of this article, we have focused on social media and email marketing as two web marketing channels working together, albeit with a little help from content marketing too. Instead of being viewed as individual lead generation channels, they actually all need each other in order to entice and develop new relationships online. On its own, email marketing will struggle to entice the connections that social media can bring, whilst social media will struggle to convey the deeper conversations that email can. Both of them would achieve little without the content “treat” on offer. Your web marketing channels are a team, each with their own strengths and weaknesses that in turn, help them play an important part within your overall web marketing goals. It’s really less about what working and what isn’t, and more about how everything is working together and how that can be maximised that leads to successful web marketing overall.

Web Marketing Consultancy: A Solution to Your Web Marketing Needs

Marketing is a key function of any business enterprise. Business enterprises exist to serve customers and consequently earn rewards in the form of profit. These involves product design, product branding, product packaging, product publicity, product promotion, product selling and delivery. Internet has radically changed the way we interact, communicate and generally the way we live. In this revolution, marketing has not been left behind. A kind of marketing that has come up to fit into this new revolution is known as web marketing.

Web marketing refers to use of the web as a resource for marketing purposes. Any marketing strategy and plan must be able to meet the ‘4P’ of marketing. That is Product, Price, Promotion and Place. Internet, being a recent concept, is a challenge to many business enterprises that have always used the traditional mode of marketing.

Beginning with the first of the ‘4P’, that is, Product, you will find that products offered on the web are basically intangible. For example, you want to buy a pizza or a chair on the web, you won’t be able to find them in their physical form, yet you have to buy. Therefore, the web product must be packaged in such a manner that enhances the look and feel that customers would have otherwise enjoyed had they visited a physical supermarket. This requires special marketing techniques.

The next ‘P’ is the price. Factors that determine price include cost of advertisement, publicity, selling and delivery. How do you price in a situation where your advertisement bill depends on the number of clicks per product? How do you reflect the cost of delivery to clients whose geographical location is scattered all over the globe and so unpredictable? This makes pricing of web-based products to be so complex and thereby defines the complexity of marketing.

The second last ‘P’ which is promotion and which encompasses publicity and advertising is another complex phenomenon. Promotion over the web is usually done through various ways, the most common being through search engines such as Google. Unlike the traditional bill boards which can be numbered, web advertising can be done on millions of sites which fluctuate randomly. How would you be able to assess the impact of your promotion in such a volatile situation? That becomes a big challenge. This and many other such challenges require professional help which can be availed through Web Marketing Consultancy.

The last ‘P’ which refers to place is a very important part of marketing. Place in this case, refers to where the product is delivered. With web marketing, the product can be delivered through hundreds, or thousands or even millions of web sites. This too is volatile and fluctuates very fast. How are you able to tell how many shopping sites your product has been assigned by Google? How can you monitor such? These are some of the challenges faced by web marketers.

To overcome this challenge of how to deal with internet which is increasingly hooking up a lot of potential clients, Web Marketing Consultancy becomes necessary. Web Marketing Consultancy is a professional service rendered by Marketing Consultants. They are professionals engaged in devising the best marketing plan that ensures not only that the product reaches the web market but satisfies the needs of ‘4P’.

Many business enterprises are in a transitional period, trying to enter into a market that had previously been unknown and whose dynamics are unpredictable. To make sure that a business enterprise reaps maximum gains in this market, Web Marketing Consultancy becomes a key to success.

Discover Your Web Market From the Inside Out

For you to see web marketing in a different light I first need to introduce a new picture of the web, and then a different understanding of web marketing can emerge. Following that introduction this article can then talk about what is important about social media, along with beliefs and values, as they pertain to search engines and web marketing.

In the mid 90’s a lot of media pundits were trying to say what the Internet, and more specifically the web, was all about – but no one really knew. Some compared it to television and some compared it to newspapers and others said it was most like the telephone because it behaved like a one-to- one communication media.

It looked like television because of the screen similarity, and it looked like newspapers because of the text content, and it acted like a phone conversation in how it behaved as a one-to- one communication media.

All of these different metaphors missed the primary difference that the web brought into being and that was the search engine. Without a search engine the web would be as useless as a library without index cards. It would be a tangled mess of invisible and unsorted web sites, and the great pool of information would largely be invisible.

Search engines ground the web into a usable reality through the written word when a search is conducted, and then search engines became the eyes of web users for finding their way around in the depths and darkness of billions of web pages.

Search engines give us social media

In the same way that you and I search for information others search for other people and find their groups to belong to. Just as the search engines make finding specific information a reality they also make it possible for groups to form and for people to find the group they have affinity with.

How do people find their groups? How do they search? And why do we need to know how this works in order to develop a web marketing strategy?

Deep Pockets

If your business has deep pockets then you can use contemporary marketing research methods by conducting expensive testing with market research firms. But what if you don’t have deep pockets? And what if your market is anonymous like the web market is? What options do you have?

As you are probably aware, a web market does not provide you with demographic data to help you target a market. Until a visitor to your web site has decided to contact you they remain anonymous and you do not know a thing about them in terms of marketing information. How could you even conduct a proper test if you do not have any boundaries to work within?

Your web market is an intangible, yet very real market. Your web site is simply on a fishing expedition with your keyword signals that you are using for bait. What does your market feed on and what should your keywords be?

Who is your market and where are they?

Are you going to throw your line into the big pond with all your competition and fish with popular keywords for bait? You have to wonder if your market is really in the big pond, especially if you are looking for a niche market. How can you possibly find your market without very deep pockets? And what if you are fishing in the wrong pond with the wrong bait?

I suppose, with enough time and experience, you will find out which pond to fish in and what keywords your market feeds on, but this could take years of gathering information and hours of analysis. And even then you may still be guessing.

Turn the focus inward

So far I have asked external questions and the answers you would get back are not the answers you want to hear. What keywords to use? Where to find your market? Who are they and where are they? The answers are all the same… more testing and keyword research.

What if you turned the questions inward instead? What if you asked questions you already have the answers for? Suppose you asked yourself what you value the most about your business? What is your attitude toward your market? What gives you the greatest sense of reward in running your business?

Answer those questions and you’ve got the beginnings of a marketing strategy to send signals to your market – and let them find you.

On the web, this makes finding your market easier than by using demographics because the search engines do the work for you. For those that have difficulty leaving factual data behind they could use demographic keywords and try to signal income levels, for example, but your business values will cover more ground and work better.

Why do values work on the web?

On the web people find their groups. News Groups were one of the first social networks long before they were called social networks, and people found their groups by the values they shared. The same is true for Facebook, MySpace and YouTube. Add to this list other web connections like blogs and article sources and you see that the web is a unique media for sharing values.

If you prefer to market yourself in true fashion to who you are then you would need to look on the inside of who you are and the values you hold. This sounds easier than it is, and yet it is all about integrity in marketing. In either method you need to play with psychological values, or you need to hire a marketing shrink to sort it out for you.

You can see why most web marketers are sticking to the demographic style of marketing because it feels more tangible even though the web as a medium is anything but tangible.

We’ve discussed briefly why demographic marketing has difficulty dealing with anonymous web users, and why looking inward can provide a marketing strategy to target anonymous market segments.

Seeing Your Web Market As A Resource

Is your market like an iceberg?
I see a picture of my web market and it looks like an iceberg. The small portion above the water line is a group of individuals that are ready to purchase. This is the portion of the market that advertising is aimed at because these people are ready to purchase. It is this ‘ready market’ that consumer advertising feeds on. And because this ready market is constantly renewed as decisions to purchase are made it is like a feeding frenzy for all business owners.

As business owners we want to harvest our share of this ready market, but some companies take the lion share because they have deep pockets. Small business owners mostly get the scraps, or they find a better way to reach their market.

The greater resource
Like an iceberg the greater portion of our whole market is undecided and not ready to be scooped up. We tend to ignore them until they become a ready and mature market. Even our financial resources dictate that we focus on the ready market.

When we are hunting or trapping our markets and attempting to capture that market then this is how we think. And we are all hunting or trapping. Our marketing language tells us that much when we say things like “our TARGET market” and “CAPTURING our market.”

It is in this way that we define our marketing and it says a lot about our own business and the nature of our business. Hunters and trappers have an aggressive mind set, but not all business owners want to be aggressive and spear or trap their markets. But we all want more business.

Are there alternatives to hunting and trapping?
A history of civilizations shows us that cultivation works better in many instances that either hunting or trapping.

It is a wonder that marketing people do not think much about cultivating the greater market share instead of hunting down the smaller market portion that is the ready market.

Your whole market as a resource
It is a simple and practical matter for a web page to cultivate the whole market. There is no limit on the space and content of a web page, but there are necessary considerations on how to deliver information to the whole of the market.

People, which make up your market, simply do not read volumes of information. We cannot know just what stage of the buying cycle a single visitor is at, yet we need to cultivate that member of our market.

From the very beginning of the buying cycle, where members of our market are becoming aware that they have a problem, all the way through research and then comparison shopping until finally they are close to making a decision, takes in the whole of the market our web site needs to cultivate.

No other marketing medium can provide the tools and the affordable means of cultivating a market. In the past it was always the material store and sales people that cultivated the walk-in customer. It was even possible for a talented salesperson to walk a potential customer all of the way through the buying cycle and finally make a sale.

No one does that for a pack of gum
Even in a material reality there are limitations to resources and time spent. Salespeople do not really want to talk to a potential customer that doesn’t see their own problem, let alone talking them through research. Only if the sale represented enough profit is it worth the effort.

Your web site has a onetime effort, for the most part. It is as simple as writing up the content to include every step of the buying cycle. A single page may seem like a mile long and no one is going to scroll down through a wall of text, but the web offers tools for hiding information until it is wanted. A much shorter page without sacrificing needed information is the result.

Farming your web page
Instead of writing content to spear customers in the small ready portion of your market you can farm the much larger portion of that same market. And in doing so you are also including that ready market.

From top to bottom your web page can attract your whole market wherever they are at. And while those that are ready to purchase put an item in the shopping cart others are being fed the information they need take their next step.

When you feed your market and raise them up to be knowledgeable shoppers you have also built a relationship based on honesty and trust. Your web site has helped them and nurture them and in turn most will reward you with their business.

No longer strangers
Marketing people know that the toughest sale is always the first sale. Once that barrier has been broken more sales can be made. Sharing and being helpful builds relationships and in this way you and your market are no longer stranger – even before the first sale.

A web page designed to help your market with useful information is like the farmer fertilizing his farmland. First you put in and then you take out.

Helping and supporting is not a marketing strategy when it comes to skimming off the surface where you bump into all of your competition. Web marketers, for the most part, teach you how to get your elbows out and muscle your way past your competition just to get a line in the water.

And once more you are fooled
Even before we think about marketing we need to think about search engines. The picture of a feeding frenzy on ready buyers doesn’t apply when it comes to search engines. That place where every business is hunting or trapping the ready market is diluted with traffic from search engines.

Your web designer said they would send you tones of web traffic and – even though this is faulty thinking – if they do meet their promise it won’t be what you were expecting.

Search engines are not just available to the ready buyers in your market, they are available to the whole length and breadth of your market. Right off the bat the ready buyer traffic you receive is going to be dwarfed by about 9 to 1 where 1 is the tip of the iceberg.

Your whole market is searching for your solutions, but only a small portion are ready to purchase. This is good and bad.

It’s bad because you need a good portion of the ready buyers. It’s good because you can cultivate all the rest and turn many of them into your own resource.

If you want all of your market you must cultivate that market and make it your own. If you want to know how to cultivate that market look for my article titled, “Farming Your Web Market.”