1. Know the quantitative status of homepages (websites)
Start by getting a quantitative understanding of the current state of your site. If you don’t have a website yet, I recommend that you do so as soon as possible. Your website is at the heart of your web marketing, so it should be ready no matter what you focus on.
Google Analytics is a great tool that you can use to find out the current state of your website. Examples of data available in Google Analytics include:
Number of visitors
Number of page views (number of accesses)
Source media
Search keyword
Route of transition within the site
Collect these data and see the numbers. It is important to conduct quantitative analysis with the help of free digital marketing tools rather than making judgments based on vague senses.
2. Understand the problem
Identify problem areas based on the data you collect. Find out where in your marketing funnel most dropouts occur before your prospects make the purchase.
For example, if the number of visitors to your website is low, you need to take measures to increase the number of visitors. It is a good idea to create content with SEO in mind, and increase posts to attract traffic from SMM.
Also, if you have a sufficient number of visitors, it is important to take measures that lead to lead acquisition. In order to connect to download materials and inquiries, let’s set up an internal link in an easy-to-understand place.
If you are not able to acquire leads as you expected, there may be reasons such as “the download materials are not attractive” or “visitors are not aware of the existence of the materials in the first place”. Narrow down the problem areas as much as possible by checking the number of transitions between pages.
4. Associating customer data with the homepage
By linking customer data with your website, you will be able to conduct web marketing more effectively. This is because it will be possible to track the behavior of each and every visitor to the website, so it will be possible to collect more detailed data on what measures are likely to be necessary in which places.
When dealing with customer data, it is a good idea to introduce a customer relationship management system (CRM). You can check the data in an easy-to-read and organized state, and you can use various functions useful for marketing with simple operations.
5. Prioritizing hitters
By following these steps, you’ll be able to get a rough idea of what kind of prospects are viewing your site. Think about ways to improve and prioritize them.
For example, as a result of analysis, let’s say that the person who contacted us from the inquiry form was looking at the article just before.
Then the article may be an important page that is likely to lead to inquiries. If so, you may be able to increase the number of inquiries by devising ways to increase the number of visitors to the article. Here are some ways to get more visitors to your articles:
Increase internal links from other pages
Share article links on social media
Place a listing ad
Consider how quickly you want results and how much budget you have available to decide which measures to prioritize.
6. Quantitatively determine rough goals
When making improvements, it is necessary to quantitatively determine the approximate numerical value to aim for. Set your KPIs and decide how much to spend.
When determining KPIs, it is important to work backwards from the goal to determine the necessary figures. For example, if the goal of owned media is set as a “service contract,” the following calculations can be made.
Number of service contracts
Number of document downloads
Number of visitors to owned media
Article page views
After clarifying the stages in this way, let’s decide the target value of the goal “number of service contracts”. Then, the KPIs one step before the goal can be determined realistically. By thinking step by step in this way, you can set KPIs in order.
7. Execution of measures
Finally, let’s implement the measures we thought. When implementing measures such as content creation and advertising, there are three options for execution methods.
Internal manufacturing
Trader
In-house and vendor hybrid
“In-house” is ideal as it tends to be the most controllable and the least expensive. However, due to lack of human resources and know-how, implementation may be difficult.
In that case, consider entrusting it to a “contractor” after securing a certain amount of budget. In the “hybrid of in-house production and contractors”, we ask consultants to formulate strategies and gather workers to implement measures.
If you want to ask a company to do it, you can find a company by entering the keyword you want to ask and searching on Google. If you are looking for freelance individuals, there are many of them ready to take on the challenge.
Summary
Web marketing is a cost-effective method that you can use to reach prospects who are compatible with your company. There are many small and medium-sized businesses that have achieved results through online marketing. It is a good idea to observe the initiatives of other companies and see if there are any points that can be incorporated into your company.
In order to succeed in web marketing, it is important to clarify the issues of your company and implement measures with strategies. Set quantitative goals and drive improvements based on data.
