E-Marketing Strategy: Avoid a Major Mistake in Online Marketing
Now that everything online is sharable, your Web content has the ability to travel beyond your site and out into your ideal audiences online. Make sure your content is valuable enough that people will want to share it with other like-minded folks. Providing valuable content is a targeted sales pitch.
STEP 4: Prioritize Content and Define Audience Tracks
Prioritizing your content can sound daunting, but it is actually rather straightforward. You've already defined your goals, audience and content. In this step, you simply decide where to place your content so that it will lead your audience toward your site goals.
Your site's home page requires special care and should provide some content for each of your audiences. The placement and space devoted to each piece of content should be determined by the priority of the audience. The goal of your home page is to filter your audiences into the tracks of your site that have been designed for them: the bookstore track for individuals; the sales materials track for booksellers; and so on. Each audience should have a clear track to easily access what they want.
On the remaining site pages, the visitor's next step toward the track's site goal should always be obvious and easy to follow.
STEP 5: The Tracking Tools
The final step is installing the tools that will—months down the road—let you know if all this work is performing as it should. I recommend two tools to start. Google Analytics will give you the long view of your Web traffic—it updates every 24 hours and provides an exhaustive amount of valuable information about your site visitors. And, to watch folks poke around your website in real-time, check out ChartBeat.
I'll cover how to use these tools in a future column. The important step for now is simply to install these tools so that they can begin their tracking. BB