A Website Alone is Not Enough Pt2

Here is Part 2 of Lisa Blacklers guest Blog Apperance

_____________________________________________________________

Managing Data

It is important to monitor what is happening on the site – how many people visit  from which sources.  This allows tweaking of the site to maximize its potential.  Which pages do people enter the site at – it is not always the home page.  If you learn that the search “long sleeved blue dresses” brings people to the page of blue dresses and they subsequently make a purchase, you can use this information to boost other pages of the site.

Where possible, visitor information should be captured.  This allows further marketing to them in the form of email marketing.

Maximising the Value of Visitors

Capturing contact information from visitors allows you to market to them in the future.  An email marketing campaign allows you to communicate special offers and new product launches and encourage return visits to your site.  It can build a dialogue and a relationship which is often missing from e-commerce sites.  With a relationship, customers feel valued and are more loyal.

If the purchasing data is harnessed, it is possible to use this to upsell in the future.  If they have bought 6 months’ supply of printer paper, then emailing them a reminder after 5 months will be helpful to them and bring them back to your site.

Social Media

Depending on the industry sector, social media can be deployed in different ways to increase awareness amongst the target market as well as to communicate with customers.  Twitter and Facebook allow a conversation to take place – engaging people is a powerful way to bring them onside.  These tools are also powerful for customer service.  Many large companies monitor Twitter for mentions of their products and the best ones will pick up on any issues being talked about and deal with them.  This turns a problem into a positive experience.

Both Facebook and Twitter require time and commitment.  They are about relationships, not about broadcasting.  However, they are inexpensive and powerful tools.  Facebook also has a targeting pay per click advertising system.

Summary

If you build it they will come is simply not true of websites.  To maximize the investment made in site development there must be thought and effort made to make it work as hard as possible.

Lisa

_____________________________________________________________

Lisa Blackler heads up Honesty Marketing and draws together the experience of a vast virtual team of experts to ensure that clients benefit from the very best in marketing, creative and technical knowledge.

You can get in touch with Lisa on 01933 419079 or visit her website http://www.honestymarketing.co.uk

_____________________________________________________________

A Website Alone is Not Enough Pt2