In 2010 I’ll be introducing a brand new section to Make Your Marketing Click – a streamline strategic online marketing process termed Click Optimisation.
Having worked within Online Marketing for the past 14 years I’ve witnessed the process by which a website, whether B2B or B2C, attracts and commands the interest of their visitors change drastically. However – the fundamentals of this process haven’t.
Put simply, the role of the online marketeer is to find and attract the right visitors.
Search Engine Optimisation and Paid Search campaigns offer the opportunity to attract new visitors through a mixture of quality content and on- and off-site mechanics. The marketing team is then allowed to track the navigation of each and every customer through the site using analytics programmes and registered site ‘call to actions’. The process is similar whether you’re using affiliate marketing, email campaigns, SEO or display advertising. The entire process is, or at least should be, governed by the ‘click’.
Essentially, the success of any online advertising campaign is judged by the marketeers ability to guide the visitor through a pre-subscribed process;
- The initial ‘Call to Action‘ – the Google click, whether Organic or Paid Search, the email click thru or the banner advertisement click
- The ability to ‘drop’ the visitor on to the most suitable page on your website (based upon that customers search request)
- The incentive ‘carrot’ which takes the visitor from being a ‘new visitor’ to being a ‘lead’ – a request for information, site registration or telephone enquiry
- The persuasion to take that lead and develop new business – a retail sale, software download or confirmed offline sale
The path outlined above is a structure built upon the ability to take that one visitor through a series of clicks to earn your business additional revenue.
Too often each part of the process is managed in a segmented fashion;
- SEO drives the 1st click
- Analytics explain the traffic flow
- Sales engage the customer
My new series of articles will explain how exactly you can manage the online sales or lead generation process through information flow and developing a complete understanding of your online visitor.
‘Click Optimisation‘ provides the business owner or Sales/Marketing Director with a no-nonsense overview of the impact each individual SEO, Paid Search or Affiliate Marketing campaign can have upon your all important revenue generation.
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In the meantime, I hope you have a fantastic Christmas.
All the best
