Marketing, as it relates to web optimization, is Valitics’ area of expertise. That being said, Marc and I could write a book on the subject, however, I will keep this blog post short. There will certainly be plenty more to come in future posts.

The primary point I want to address in this broad overview we are walking through is that your message has to be consistent from the initial “touch” to the customer satisfaction follow-up. This principle embodies many of the elements discussed in the other disciplines related to website optimization. Here is an example:

Let’s say you meet a potential client at a leads group. They immediately get an impression of you from your conversation, they have expectations. One of two things will happen when they visit the website on your perfectly designed business card — it will either validate their expectations or it will not. A general measure of that will be your entrance page bounce rate (not super scientific, just a question of did the visitor find what they were looking for). I am not claiming that it is a perfect measure, but coupled with additional measures can give you some insight to your “wow factor” as Marc likes to call it.

The same process will occur if visitors come from your paid search campaigns, organic search results, or referring websites. Make sure your message is consistent whenever possible, and you will see increased results from your web marketing efforts. One point to consider is that you need to know your value proposition prior to creating ads and web pages.

This entry was posted on Thursday, October 4th, 2007 at 12:57 pm and is filed under Website Optimization, Organic Search, Paid Search, Web Analytics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.