Every business strives to reach to its target market and engage audience. Doing it online requires managing a technology-based process. This process combines various website development and online marketing methods. Though there are tons of contents available that describe different aspects of this process in detail but I want to spotlight its intent only. This is to help business owners and executive management understand the nitty-gritty of different pieces involved.
Your website is a tool to reach to your audience and engage them. Therefore, it has the potential to serve both sales and branding targets. All you need is to understand “PAVE”, a 5-element approach, that covers five important aspects of a website. “PAVE” increases a website’s effectiveness to receive and engage audience and also helps maximizing e-marketing ROI. So, here you go:
If your website is the centre of your overall online strategy then it must be presentable, accessible, visible and engaging. You might be wondering where is the fifth element… it’s your marketing strategy and website contents! Yes that’s inherited in whatever website approach you adopt. If your product or service has a very limited scope then you have very limited chances to achieve success. Similarly, you need competitive pricing and promotion to compete for and win your customers/clients. Therefore, you must refine your offerings continuously to achieve and retain a competitive positioning. Let’s look at the other four elements now.
No one wants to buy from an ugly place. Yes that’s true. Your website is your place to sell to or engage with your audience. Approach it as your online office or an online presentation of your business. It must be presentable to receive and retain audience for longer period of time. With your e-marketing efforts, if you want your audience to keep visiting your website, then it must have a clean look and feel. The layout must support customer experience. The contents must be engaging and properly organized. The flow of information must be logical. The forms must encourage readers to submit details, etc. Click here to read more on this subject.
Accomplishing the aforementioned requires proper planning, good writing and excellent designing skills. At the least, you must perform or take part in planning and writing yourself. You can work with a designer, as happens in most cases, to get you an excellent design. Consultants play a very important role in bridging the techno-business gap. You may want to hire a consultant to get you through the process successfully.
“The power of the Web is in its universality.
Access by everyone regardless of disability is an essential aspect.”
Tim Berners-Lee, W3C Director and inventor of the World Wide Web
Your website’s build depicts the vision behind and determines its accessibility on the front. There are different devices like desktops/laptops, mobiles, tablets and upcoming technologies that people use to connect to internet. Your website must be accessible through different internet-enabled devices. This isn’t just a technical question but has business logic. A more accessible website allows you to reach to more people using different devices thus it increases your market reach. With your e-marketing efforts, you can promote your website to audience using any of the aforementioned devices.
Accomplishing this requires adapting to latest web design technologies. You can either go for different versions of your website for each device or you can go device independent. However, you can still keep the public and private parts of your website to serve different purposes.
“What is visible, sells!” Your website’s visibility stems from its accessibility and your marketing efforts. A website that is being promoted through different online channels like search engines, social networking sites, social bookmarking sites, blogs, PR sites, email, mobile SMS, etc. is likely to get more visibility over internet. Similarly, it can reach to more audience if it’s accessible through different internet-enabled devices too. However, the quality of your strategy and execution is critical to achieve success.
Accomplishing this requires devising and implementing correct accessibility and online marketing strategies to reach your audience. You can monitor the progress using different web tracking tools like Google Analytics, etc. These tools allow you to analyze effectiveness of your website and marketing activities.
Missing this means missing the train. You have already invested your time and money to promote your website over the internet but if it is not engaging then you will miss your sales and branding targets. For instance, a media website is targeted to achieve an increased readership. It can only achieve this by offering design and functional features that can help engage the audience. Moreover, these features must be in alignment with the social media strategy of the media company. This streamlines the promotional activities with the website’s supporting features. Same is true for a business website. Your goal is to get more sales or inquiries from your website. You can only achieve this by having a website that can engage the traffic it is getting from different marketing efforts.
Accomplishing this requires implementing and integrating latest social technologies along with publishing good quality contents. This develops your audience interest in your offerings and it encourages them to respond to your customer communications. Thus engaging them and achieving a unique positioning in their minds. Achieving this unique positioning is what you needed along with offering them with quality products and services to satisfy their needs.
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