Stage 1 Attract new and existing customers to site

For new customers, the goal is to attract quality visitors who are likely to convert to the site using all the online and offline methods of site promotion described in Chapter 8, such as search engines, portals and banner advertisements. These promotion methods should aim to highlight the value proposition of the site and it is important to communicate a range of incentives such as free information or competitions (and others shown in top left box of Figure 6.7). To encourage new users to use the one-to-one facilities of the web site, information about the web site or incentives to visit it can be built into existing direct marketing campaigns such as catalogue mailshots.

Lead generation offers

Offered in return for customers providing their contact details and characteristics. Commonly used in B2B marketing where free information such as a report or a seminar will be offered.

Sales generation offers

Offers that encourage product trial. A coupon redeemed against a purchase is a classic example.

Search Engine Manifesto

Search Engine Manifesto

Rank Your Web Pages HIGH in TOP Search Engine Popular Results For Maximum Exposure. Search Engines and How They Work Search Engines are special sites on the Web that are designed to help people find information stored on other sites.

Get My Free Ebook


Post a comment