The Difference Between Web Marketing Channels and Destinations
Occasionally within web marketing, we can be guilty of placing all our hopes on our favorite web marketing stations, be that SEO, social networking, PPC or the other method for overnight achievement. Any method of sending traffic to our website would be a”marketing” channel”. Web marketing, however, is not just about generating traffic, it’s also about enticing visitors to act. Equally as important as our marketing channels are our marketing destinations. In simple words, “stations” are how we lure people to our website, “destinations” are the places we send them to within our website and/or web properties. This report looks at why we will need to consider our marketing stations and destinations as different parts of a general online marketing strategy.
People frequently encounter web marketing with a keen focus on one, or even more, marketing stations. They’ve lately read an article outlining LinkedIn can unlock the real potential of any B2B business, or the way the latest changes in Google AdWords allow them to trace their B2C clients around the web. Often, individuals come into web marketing together with the belief that should they can merely get traffic out of so popular web marketing channel people are speaking about today, they will be profitable. The simple truth is that NO web marketing station can be the solution to all of your business dreams. Marketing channels are great at generating traffic, but once we have traffic, we have to make it as simple as possible for our visitors to find what they’re looking for an act.
I Obtain Traffic But No Customers From My Website
Among the most frequent statements within web marketing is”I get traffic to my site, but hardly any prospects or new customers. Web Marketing doesn’t get the job done for me” If we are getting a lot of visitors from any web marketing station, but notin turn, getting at least a couple of new queries, then something needs to be wrong with the relevance of our web pages together with what folks are searching for when they find us? The most frequent reason for the absence of conversion is that the”destination” we send people to out of our preferred web marketing stations. For instance, if people”tweet” about white chocolate, but then send folks from that tweet via a URL to our website homepage that reveals many sorts of chocolate, then we’re requesting our website visitor to do some job in order to obtain what they had been interested in.
So what should I do?
Let’s look at another instance. Let’s suppose you allow holiday homes in some seaside. Let us also assume that some of your houses are dog-friendly. Let’s say that ads via PPC run for vacation houses in your seaside town. If everybody who clicks on one of your advertisements lands onto your generic website homepage that simply shows pictures of random holiday homes, then we are asking our website visitor to filter out the houses from the others. They have to do some work. Burke & Burke
Instead, using a bit more work on our part, we can send people clicking on our PPC advertisements to a dedicated webpage which only shows your dog-friendly homes. Maybe we even include some pictures of happy puppies spending some time at our holiday homes that are pet-friendly and perhaps also show some reviews for everyone? Our website visitor has landed a relevant and more enticing page. We have given the website visitor less to do and, more to the point, show them precisely what they searched for. It is simpler for this website visitor to behaves.
In this second instance, our web marketing station (PPC) and website destination (dedicated dog-friendly holiday homes page) work in tandem to promote our holiday properties much more effectively. You may have read/heard the phrase”Landing Page”? A landing page is the most widely used term to describe a website destination used online. I prefer the term”destination” because it helps me envisage an exciting location we deliver our website traffic to where we assist them to”do” something they are interested in.
So, destinations and channels? Anything more?
Last week we went over that the difference between”link” and”buy”. We can apply this principle to our work on web marketing stations and destinations. Let us assume that a good number of our website traffic to our houses page isn’t quite ready today to buy their vacation. They are unsure where to go on holiday? Perhaps they want to understand what would be the destination for a holiday that is dog-friendly? At the moment, if they land on our vacation houses page, we only have a call to action for people prepared to buy. What do we do to”connect” with all those people currently researching where they would like to go on vacation with their pet?
Imagine if we offered a free downloadable guide to”Great Dog Walks In and Around Our Beautiful Seaside Town”? When we offer this guide in return to our website visitor’s email address, we’ve given them an action they could take that will help them determine whether our beachfront town is the location for their holiday, or maybe. We gain the ability to keep on communicating with that website visitor beyond this initial visit to our webpage. Some of our website visitors won’t reserve this time but will next? Perhaps some might book another destination which we offer holiday houses in? They were researching on behalf of somebody else? Whatever their reason may be, by providing them an action to take and”linking” with them (via our free dog walks guide), we have the capacity to communicate with them always about dog-friendly holidays. The onus is, of course, on us to communicate well.
Web marketing hasn’t been just about channels. Social media SEO or even PPC are never an answer to your online success. We need to think about where we send people to and that would be to their point of interest, to be really successful. We need to think about what we offer individuals to choose from. If nevertheless, they would like to learn more, then we wish to help them do this too, if folks are ready to buy great. Business is a path of customer care, when people come to us we will need to look every step of the way.