Five Website Marketing Methods
We have compiled this article for our readers to have a wide exposure to website marketing’s differing methods. When reviewing these methods, please think of how each may positively impact your website marketing program and adjust them accordingly to best suit the outcome that you are looking to achieve.
Website Marketing Methods
Sales have dropped, and traffic is slowly dwindling. It looks like you might have a problem on your hands. Does it sound like you might need help with your website marketing strategy?
Your website is one of your most important marketing tools today. The more you promote your website, the more clicks from potential customers can come your way.
With over 1.8 billion websites, including your competition, you’ll need a game plan to get the most results from your website marketing strategy.
1. Define the Problem or Opportunity
The most important part of the marketing research process is defining the problem. To do any research and collect data, you have to know what you are trying to learn from the research. In marketing research, defining the problem, you need to solve will determine what information you need and how you can get that information. This will help your organization clarify the overarching problem or opportunity, such as addressing the loss of market share best or launching a new product to a specific demographic.
Develop questions that will allow you to define your problem (or opportunity), and examine all potential causes so that the research can be whittled down to the information you actually need to solve that problem or determine what action to take regarding an opportunity. Oftentimes, these are questions about who your target market or ideal buyer persona is (for example: “What does our ideal customer look like?”). These might include questions about demographics, their occupation, what they like to do in their spare time—anything to help you get a clearer picture of who your ideal buyer persona is. Consider as many variables and potential causes as possible.
2. Getting Problem Specific Data
- Gathering primary data
The next step after the secondary data research is to plan a formal research project and gather primary data. There are different methods for collecting primary data.
Which approach to use depends on the nature of the problem and how much time and money are available. Since most of the primary data collection is conducted to learn something about the customers, there are 2 basic methods for obtaining information about customers: questioning and observing. Questioning can range from qualitative to quantitative research, while there are many kinds of observing.
- Questioning – Qualitative research
Qualitative questioning seeks in-depth, open-ended responses, not yes or no answers. The researcher tries to get people to share their thoughts on a topic without giving them many directions or guidelines about what to say. The real advantage of this approach in depth. Each person can be asked follow-up questions so that researcher really understands what that respondent is thinking. The qualitative approach’s depth gets at the details – even if the researcher needs a lot of judgment to summarize it all. Focus groups a good example of qualitative questioning.
Qualitative research can provide good ideas-hypotheses. But we need other approaches based on more representative samples and objective measures to test the hypotheses.
Quantitative research seeks structured responses summarized in numbers, like percentages, averages, or other statistics. For example, a marketing researcher might calculate what percentage of respondents have tried a new product and then figure an average score for how satisfied they were.
Furthermore, there are several advantages of quantitative research:
- Structure questioning gives more objective results.
- Fixed responses speed up answering and analysis.
- We can measure attitudes with quantitative research.
- It can be conducted in many forms: by mail, phone, in person, via website…
- Observing – what you see is what you get.
Observing, as a method of collecting data, focuses on a well-defined problem. Here we are not talking about the casual observations that may stimulate ideas in a research project’s early steps. With the observation method, researchers try to see or record what the subject does naturally. They don’t want the observing to influence the subject’s behavior.
There are numerous tools to conduct observing research; for example, video cameras in retail stores and shopping malls or software for tracking visitors on an online shopping store website.
3.  Improve Your Website’s SEO
Having a strong SEO presence online isn’t an option anymore; you either fight for Google’s first-page ranking, or you’re doomed to obscurity (aka the second page).
When most people hear the word SEO, they start to overthink SEO complexities and might even think it’s only for trained experts.
That’s where they’re wrong. At its core, SEO isn’t complicated. It just takes consistency, a sound strategy, and time. You can’t tighten up your website’s SEO in one day and expect results in the next.
Whether you’re an expert or beginner, here are some helpful facts to get you up to speed with SEO.
- Optimize Your Images for SEO: Use High-Quality Images with specific or relevant keywords in the file name or ALT Text.
- Keywords Everywhere: Add specific keywords on each website page or URL
- Check Your Website URL: Ensure that your website URL is your (brand) name, so it’s easier for people to find you.
- Optimize Your Website Pages: Write detailed and keyword heavy meta titles and descriptions for your website or blog articles.
- Add Keywords To Your Content: Whether it’s a video, blog, or your about page, ensure that you add industry-specific keywords so Google knows what your content is about, helping your ranking online and make it easy for people to find.
This one is so obvious. We’re going to look at it first. Paid search, social media advertising, and display advertising (try our Smart Ads Creator!) are all excellent ways of attracting visitors, building your brand, and getting your site in front of people. Adjust your paid strategies to suit your goals – do you want more traffic, or are you looking to increase conversions, too? Each paid channel has its pros and cons, so think carefully about your objectives before reaching for your credit card.
If you’re hoping that more traffic to your site will also result in more sales, you’ll need to target high commercial intent keywords as part of your paid search strategies. Yes, competition for these search terms can be fierce (and expensive), but the payoffs can be worth it.
5. Reach Out Directly
This is one of my favorites. It’s also one of the most undervalued. If you want to understand somebody truly, you really need to talk to them.
When we’re using surveys, email, or analytics, we’re missing all sorts of contextual information. Customers might say they need more money and more time. But which one are they really passionate about? Which one truly keeps them up at night? You won’t know for sure until you hear the passion in their voices as they talk about their problems.
You also want a chance to dig deeper. Let’s say you run a SaaS business that helps freelancers send invoices to their clients. And recently, you’ve been receiving feedback (from your surveys and feedback form) that your customers would like to customize the design of their invoices. There are several possible reasons why they would want to do this:
- Maybe they are designers, and they want another chance to show their skill set.
- Or maybe your current design is just awful.
- They might be looking to change a few key parts, like adding notes at the bottom.
Each of these reasons requires an entirely different solution. If you don’t reach out and talk to your customers, you’ll never learn what’s really going on, and you’ll be trying to fix the symptom instead of the real problem.
You’ll get major bonus points from this if you do it in person. So dive into your customer list and see if anyone is local. Then invite them to lunch and tell them you’re looking to understand how your business helps solve their problem completely. You will get more value from this 1-hour lunch then you will benefit from hundreds of customer surveys.
Article compiled by hughesagency.ca, if you need assistance with your website marketing, do not hesitate to call RapidPage today.
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