With millions of websites offering similar content competing for the same visitors, web site marketing strategy often overshadows both the company and its product. Many solid companies with useful products have failed due to lack of an online presence. Meanwhile, marketers with a knack for attracting visitors earn millions with a few pages and nothing else besides.
Most of these super-successful strategies have the same components. There will surely be an expert doing both SEO and SEM, the company/website will be popular on social networks, and it will have a blog with a large pool of daily customers/loyal community members. There are many resource sites offering detailed instructions regarding practical implementation of each of these components.
The overviews below might provide some direction about how to proceed. Search engine traffic is the motherlode which all webmasters work so hard for, and it comes in two forms – unpaid or organic search traffic, and traffic from a keyword based SEM campaign. The only way to be successful at both SEO & SEM is to hire an expert or allocate a lot of time for building traffic.
Another huge spigot of traffic is from social networks. There’s no strategy here that doesn’t include ongoing engagement, but apart from this a company can also run viral campaigns on twitter, facebook, youtube and other networks every so often. These campaigns entice people to follow the company’s accounts in order to get rewards or product discounts.
Blogs are also a big magnet for attracting and retaining a loyal core of community members. The secret is to write posts with a strong sense of humor and a unique point of view. It is vitally important to respond to comments and encourage visitors to participate in debates.
End of the day, every web site marketing strategy is about stacking up as many eyeballs as possible. The bigger the count, the more the sales go up. This can then be tweaked and maximized with metrics, traffic analysis and ROI data so that future efforts can be directed towards successful strategies.
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