It’s a common idea that the website is the hub of all digital marketing activity. I happen to agree – making the website work it’s best to convert visitors into customers is certainly very high on list of important parts of marketing a business online. But it’s not the foundation. The foundation is the Digital Market Research that provides the back bone for the website structure and content, and the messaging for campaigns. Digital Market Research is the foundation of the whole Digital Brand Presence. This is where the target audience is developed, and their internet usage and buying behaviors are identified. This is where the keyword themes for the website are uncovered, and the conversion paths are determined. Bust most important – this is where the audience pain points and differentiators from digital competitors are established.
Without this initial research, site maps will meander, pathways to collect leads will be inaccessible, and the impact of the brand’s offering will likely get lost in a sea of way to much information. Did I mention it’s all about audience? Once this piece is completed, the website can be built. This includes not just the lead conversion paths and SEO content, but also the establishment of the email database. It is imperative that every visitor that willingly submits an email to become a part of the nurture campaign that will be built later. After the website comes more content development, this time as items that will add more resources to the website for potential customers to review, and will also be used in the next phase: unpaid content distribution. The very last part is introducing paid channels into the content distribution and lead generation campaigns. Naturally, there is more details for each part of this pyramid, but keep this close when developing your digital strategy as a guideline for where to spend time in this year’s marketing plans.
0 Comments
Your comment will be posted after it is approved.
Leave a Reply. |
Subscribe to our Flipboard Magazines
Categories
All
Archives
November 2014
|