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by Barry Welford
Power Webmastery and
The Website 12-Step High Performance Tune-Up
Launching your website is not an end in itself. Sales will not suddenly flow in. You should not leave the job of making your website perform to a webmaster, who is located in your IT group and who is not a marketing expert. Rather you are now at the beginning of an exciting process for leveraging sales growth through your website. This 12-step proactive program will help you do that.
When launched, the website was as good as your team could make it. Experience will indicate how it can now be tweaked for even better performance. [If you're not sure how good your website is, then first check it does not breach any of the Website Ten Commandments for increased selling effectiveness. A Website Selling Reinforcement Plan will provide full details on needed improvements.]
More importantly, things change. Stay ahead of the crowd by seizing opportunities. Your website is the driving force in your Internet Marketing. Internet Marketing will give a ROI (Return on Investment) many times greater than other traditional methods of marketing or selling. For many companies, the effort and resources they put into their website in the first year after launch will exceed what it took to get the website online. This is where the company should invest the major part of its marketing efforts.
There are some useful tools and resources on the Web, that the power webmaster will set-up and/or use. Here are some of the most important ones:
- Google Analytics
- Google Webmaster Central
- Traffic statistics as provided by the hosting ISP
- Google Adwords Learning Center if doing Adwords PPC advertising
- Google Conversion University
The 12-step Tune-up for High Performance is given below. Every one of the steps must be considered at the frequency shown below. Not all steps will require effort every time but they should be considered. More details can be found in SMM Newsletter #34 - Make Your Website Four Times More Selling Effective.
DAILY
1 - Website Visitor Traffic - Failed links / referral websites / visitor numbers
2 - Paths through the website / Conversions to Sales
WEEKLY
3 - News on key competitors
4 - Keywords used by visitors *
5 - SERP (Search Engine Report Pages) performance re keywords and versus competitors
MONTHLY
6 - Monitor Competitors' websites
7 - Seek more Backlinks
8 - Develop New content and Blogs
9 - Submissions to Directories
QUARTERLY
10 - Newsletters & E-mail mailings
11 - Press Releases
12 - Trade Shows
* For some manufacturing and service sectors, there is strong Internet Marketing competition and PPC (Pay per Click) Advertising may well be justified. This possibility can be evaluated in Step 4.
BPWrap
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