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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