5 Steps to Create Business value through online marketing.

I am not talking about SEO/SEM . But the discussion will be around “How to create Business values by web site optimization and SMO”. The assumption here is, you have already done the SEO and SEM.

1. Site Analysis
   Basic and the formost step. If you have a site, then get it analysed by a proffesional. Most important question to answer are.
   Who are the potential Uses for the site? Is the content / services built around them? What is the average time spent by a user on the site? What is the bounce rate for the visitors? What percentage of users are repeat users? Do we have a feed back form? Are there any dropouts from the registration / transactional page? If yes, then Why? Is the site well prepared for SEO activities? If finding a proffesional is difficult or not under the budget, then i recommend looking into some free tools like Google Analytics and Optimizer. Idea is any user coming to the site, who can be your potential customer, should never be bounced away from the site.
2. Ad and site optimization
   After doing the analysis, its time to use the results for optimization of the Site. Try to map the content with the users of the website. If you have an e-commerce site, then you will only aim to get the online users, who will be your customers. There is no point optimizing the content for users who will never buy your products / services. Advertisement is also becoming a prominient source of income. Try optimizing the site for variour ad formats, Positions, Colors and fonts. do A/B testing to figure out the best combination. Link your web analytics account with your web sense account.
3. Segmentation and Targeting
   Now you have good knowledge of your content, users, inventory. Using some advanced tools for web analytics, the users can be decomposed into various categories or segments. For e-commerce site, the segmentation can be done based on past behaviour or interest / demography. The users can then very well be targeted based upon the profile. The process is very useful for further marketing purposes. The ROI is pretty low on this. For the content sites, this work very well. With Advertisements as major source of revenue for them, they can target the users with ads based on behaviour, geography Age, Gender. 
4. Online interactive Marketing
   Once the segmentation is ready and targeting is going on, it’s time to interact with the users. The start of one-one marketing and interation. Create user forums for thier views, interest and issues. Forums can be sub categorised based upon the demographies and behaviours. Chat with them, talk to them. Understand thier views and consult / advise them. Twitter and other social media sites are very handy in this.
5. Online and Offline interactive Marketing
   Once online interaction is on, it is important to meet your potential users offline. This is to better understand their issues and creating a brand. Here it is also important to link both the activities together. Creating a social group, sponsoring an Event really helps. Creating Brand awareness is very difficult, but the ROI is Maximum, if created.

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