Six Strategies for Web-Centric Marketing™
In 2003 Jason Tweed coined the phrase Web-Centric Marketing™ to describe a marketing strategy which relies on websites to close sales, and other marketing techniques to focus attention on the corporate website.
Web Centric Marketing has become even more crucial in the era of social media. It’s nimble strategy gives small to medium-sized companies great return on investment, particularly when marketing dollars are thin.
A decade later the strategy has been refined to incorporate a broader range of marketing techniques.
At Mediastead we recommend clients choose three strategies, and become very astute, with the central goal of connecting each with a high converting website.
Three online strategies:
Content Marketing – Content marketing is the concept of creating original content and proprietary data, and using it to leverage search engines, social media, and to mold perceptions. Content marketing requires a heavy investment in time, but relatively small capital investment. The biggest disadvantage to content marketing is that ramping up awareness is slow, however, once established the content builds upon itself for long-lasting value.
Social Media – Social media is the least expensive, however it often requires a high degree of creativity. It also requires diligence. Unlike content marketing, social media requires constant attention for success. Thoughtful planning and creativity, and an insatiable appetite for data are a must.
Online Advertising – Search Engine Optimization (SEO), search engine advertising and content advertising have one critical component… Analytics. Whether your budget is a shoestring or multi-million dollar, analysis and evaluation are critical. Find the right mix, and grow your business exponentially. Find the wrong mix and flush your money away just as rapidly.
Three off-line strategies:
Advertising – Old-school advertising still works! Web centric marketing doesn’t mean eliminating traditional advertising. It means tying traditional television, radio, direct mail, signage and trade show exposition to your website for improved tracking and increased value for your dollar.
Public Relations – Good PR travels at the speed of light today. Traditional public relations strategies still work well, but their speed and impact have been greatly improved via the web. Creating a sense of goodwill around your company has never been easier. Unfortunately, bad PR travels just as quickly. Make sure you have a twofold strategy for promotion and crisis management.
Direct Sales – Selling hasn’t changed. Deals are still made face-to-face. Gone are the days of door to door marketers, but networking, inside sales and outside sales are thriving. Developing online strategies that support your off-line sales makes your sales team more efficient and more productive; keys to success.
Not every strategy works with every business. Businesses that sell products have different strategies than businesses that sell service. Direct to consumer companies have needs very different than wholesaling or business-to-business strategies.
Growing a business in an increasingly competitive marketplace is a magical blend of strategy, planning, creativity, productivity and analytics.
Mediastead helps your company find that blend, and put it to action!