Although businesses and organizations have different goals and purposes, most would like to achieve the following:
- increase their online visibility
- drive more qualified prospects to their site
- convert that traffic into business or membership.
These days, almost everyone will agree that a company's Web site is the hub of their marketing; TV ads, print ads, even billboards, will include a URL to drive interested parties to for more information or to order.
While different people have different opinions of what Web marketing is, I feel there are four major components:
- Attraction: How to you drive qualified prospects to visit your site
- Retention: How to keep the lines of communication open after they've left your site
- Conversion: How to get visitors to take a desired action on your site (buy now, picking up the phone, etc.)
- Measurement: How to track your success and continually improve on your site and marketing campaigns.
There are plenty of tools at our disposal as small business owners and entrepreneurs to accomplish this, including search engine optimization, email marketing, blogging and social media to name a few.
If you'd like to learn more in a classroom setting, I'll be teaching Web Marketing for Small Business at the University of Southern Maine starting this Thursday evening from 6 – 8pm, and three additional classes after that.
Just remember to bring the teacher instructor an apple.