Website Marketing

 Overview

November,  2024

The objective of website marketing is to connect with your target audience, whai are the characteristics of people or businesses that you have designated as having a need in your products or services. To put it another way, the presentation of your marketing is to demonstrate, with different media in your website pages, the problems your potential client has now, or may have, and then simply explain and illustrate how your product or services solves or eliminates that problem or issue.

 Reputation Management

Successful website marketing functions to manage your business reputation. There are several components and your website format needs to take all computing devices into consideration, which is also called response design.

When you are creating you web pages and social mead material be sure to use proven SEO techniques. This helps you content before visible to your target audience, along with producing organic search results.

 Content Marketing

Effective content marketing will use different media formats in different locations. For example videos which are placed in YouTube or Vimeo, along wig being used in blog posts and social media posts. The same strategy applies to images or photos and verbiage.

Video marketing is easy because research shows that website visitors prefer to see videos where they are learning about a specific topic. The process of video marketing involves four steps:

1)  COLLECTING the video material;
2) PRODUCING a video from collected material;
3) PUBLISHING the video;
4) MARKETING the video.

Sometimes steps three and four go together but they still involve distinct processes.

One example for video marketing are service contractors. I have done plenty of videos on individual projects showing progress from start to finish. Landscaping contractors is another topic great for videos since it’s so easy to collect before the project and after the project photos or video on a phone and then add some music.

I did use a drone years ago and that was a lot of fun but nowadays there are so many restrictions on flying and license requirements that it has become a very specialized business. I do keep using the drone footage I collect from that time period. If you can, use a drone and you will be happy once you get over the learning curve.

Videos discussed in this article are designed to showcase business products and services. This is not an article about creating videos for Hollywood or a feature movie.

A quality video is made from video clips and/or photos. Both the videos clips and photos need to be high resolution. I you are using video make sure it is captured at a 4k resolution which is minimum go 30 FPS (frames per second). On photos make sure they are the large file size.

If you need video software to preform more serious edits i suggest Final Cut Pro (FCP) and/or DaVinci Resolve. Both are comprehensive and well liked software used to create masterful videos. DaVinci Resolve is free but the DaVinci Resolve Studio does have a one time purchase fee.

Below are guidelines for pricing I have put together, over the years, from start to finish: creating and publishing videos. Let me add that these are website videos to showcase products and services. These prices do not represent a professional video that requires actors, specialize equipment and/or lighting and so forth.

 Social Media Marketing

Don’t forget that all the content I discussed in the section above is material that can be used in social media marketing.

The first action is to determine what social media is a good location to connect with your target audience. Wikipedia has a list of all the social media platforms and characteristics of their users. For example, the last time I check Instagram was likely to have more women users then men.

When you know what platform you are going to create a channel in, be sure to add links to those platforms on your website pages. This allows your website visitor to easily open that channel and make a post.

Your social media must be related to your Brand. A while ago I remember seeing a client Facebook account, before they became my client, and the people they hired to do social media were post regular news that had nothing to do with the products of the client.

The four elements of your brand include vision, mission, values, and objectives. Those articulate your purpose. This is going to take us to these questions:

• What is the purpose of your business?

• What are the objectives?

• What is your mission statement?

By answering those three question you have compiled your values and vision.

 Marketing Automation

Marketing automation has different degress in a variety of processes. I will talk about three processes: a landing page, collecting customer testimonials, and providing access to your brochure.

In website marketing there are three types of links: inbound marketing and outbound marketing. An inbound link originates at another website to you website. And an outbound link originates at your website and goes to another website. the third type of link is within a website. Here are two examples using text links: my Support page and SEO page..

LANDING PAGE

This type of web page is designed to walk the website visitor through a process of learning about how they benefit from your service or product. Included in the learning content of this page there are multiple Call To Action (CTA) opportunities. A Call To Action can be many items but the common feature is that it requires some type of action by the website visitor: click a button, click a video to watch, click a text link, and there are other actions.

You, the website owner, or person you hire to do marketing - maybe me - places link to your landing page in social media channels, press releases and so forth. It’s easy to see in your analytics who is going to the landing page and what they do or don’t do while visiting the page. From those results you tweak the landing page content to gain a different response which you can measure in the next analytics report.

People pay big money to have someone make a landing page. This can be an effective marketing technique or a complete waste of money.

The point is this is a completely automated process. Once the landing page is setup all that’s needed is placing the link in websites - to create inbound links - and then reviewing the analytics to see page activity.


CUSTOMER TESTIMONIALS

Its easy to automate collecting testimonials from a client. This can be done by hiring a service, or setting up your own system.

When you setup a system you simple type the client name and phone number, or email, into a form. When you click the send button a message is sent to their phone or email. The message is created by you and includes your logo and contact info.

When your client responds to that text or email you distributed their message, a testimonial, is saved to your database in your system. The person working on your website - maybe me - will collect the testimonials from the database and use them in your website pages and social media posts.

BROCHURE

Making an 8.5x11 inch color brochure is an effective marketing technique. When you save it as a PDF, and make a link to it in the footer section of each web page, you have automated distributing your brochure.

Any website visitor and click that brochure link to easily save or print your information about the benefits they receive using your product or service.

Those are three easy and proven methods to get started with automating your marketing.

 Anaytics

There are two analytics programs that I use. One os Google Analytics and the other is Matomo. If you do your won research you will find other analytics programs out there.

Google Analytics

This isa free analytics. Google has been fined for not adhering to the GDPR, General Data Protection Regulation. They may be find again for the same reason.

But, if you want to accomplish SEO successfully in Google you must use thier analytics. Believe me, I have tried it both ways: with and without install Google Analytics. If your goal is to produce organic search results, and I hope it is, then make sure you use Google Analytics.


Matomo

I pay for this service and it’s based in Germany. They adhere to the GDPR.
There is no bif difference between the two. I believe that website visitor privacy is important and I want to support a company doing it: Matomo. I have been with them for a while and they just keep getting better and better.

If you want some help figuring out analytics there are good videos on YouTube and Video covering the subject in depth. Or send me an email.

SUMMARY

My intention is that you learned something to benefit your business website operations and online marketing knowledge with this article. If this content was not helpful to you, send me an email and tell me.

~ Steu Mann