Wednesday, July 29, 2020

The 5 Mistakes to Avoid in a Web Marketing Strategy


Among the many reasons why a communication agency is chosen, there is also and above all the aspect related to creativity.

Companies tend to choose agencies specialized in a specific product sector, perhaps because they have already done a job (such as the restyling of the website) with a good graphic impact on a reference competitor.

All normal, but you need to pay close attention to other key factors. We analyze the matter step by step, highlighting the errors to avoid by entrusting the Web Marketing to a communication agency , focusing on the errors that can occur, taking into consideration the creation or restyling of a website and its promotion.

Error in a Web Marketing Strategy 1:

Lack of a strategy with Web marketing strategy


We put this first because strategy is always essential . The reason is very simple: a website without the necessary coordinated and support actions (SEO, SEA, connection to Social Networks, DEM, etc.) is the same as a car parked in the garage without petrol.

Unfortunately, to date, only 39% of companies have a Marketing plan in which the website is present together with the rest of the off-line and on-line communication actions.

All this in order to:

1.       Support the entire business strategy in the broadest way;
2.       Focus action on what produces profits;
3.       Select the most suitable resources for the individual activities to be carried out;
4.       Maximize activities.

Error in a Web Marketing Strategy 2:

Creativity unrelated to responsive design and UX

A website today cannot fail to have a graphic design studied on the principles of ergonomics, in addition to having a mobile friendly version: in fact, more and more users are using the internet from their smartphones.

Furthermore, an investment in the UX allows you to make sure that the user finds the content they are looking for in the shortest possible time. A low bounce rate, in addition to maximizing sales opportunities, causes the site to get high scores from Google for the benefit of indexing.

Today the user experience must be the main focus during the construction of a site. The dispersion of energy, resources and time must be limited to the maximum : if we put the user in a position to find the information he is looking for, in the precise moment in which it seeks them, involving it in a positive and pleasant experience, we will have many more possibilities to obtain a conversion and to make the user return and become loyal.

 Error in a Web Marketing 3 Strategy:

Site not integrated with a multi-channel schedule
The  website should be prepared or updated in such a way as to be able to merge with all the company's communication channels , both off-line and online, through multimedia planning.

The Website must therefore become the fulcrum within which all our communication activities converge , but it is not enough, because at the center of the latter we must place the user!

He is the final recipient of all our communications, both aimed at attracting him, and apt to make him stay / return as much as possible within our site.

One of the advantages of an overall strategy that takes into account owned media is the ability to control the entire information about the brand or corporate brands.

This is achieved through the insertion of clear and performing Call to Action, links, fillable forms, increasing the opportunities to interact with customers and acquire new leads.

Error in a Web Marketing Strategy 4:

Do not structure the contents in an SEO perspective

Entrusting the creation of your site to a communication agency does not automatically mean obtaining an optimized site for SEO.

First of all, because not all agencies have a qualified copywriting within them that writes the contents taking into account the indexing needs, is an SEO NYC specialist.

This presupposes a specific investment by the company, to be considered essential now, and to be considered for subsequent web and digital marketing campaigns.

Error in a Web Marketing Strategy 5:

Do not measure the results through specific tools

Building a site without measuring its results is like traveling with lights off and without radar. Beyond Google Analytics, there are many specific tools to analyze the objectives and kpi set during the strategy definition phase.

The heatmaps , for example, allow you to analyze user behavior on different pages, helping to understand the contents that are more performing, but also the key points and touch points (e.g. forms, landing pages) where users find any difficulties in proceeding.




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