Website Marketing – A Tool, Not A Strategy

Think twice the next time you want to market your enterprise with a website. There is a lot of distorted information in the business world about Web Marketing. Many IT or Web Design consultants profess themselves as marketing experts. They tell you that creating effective web content or using the right key words will get you more customers. They tell you that higher ranking in search engines will draw more attention to your site. While having a website is important to gain exposure on the internet, and it adds credibility, a website alone is not marketing. Your website is only one tool used in marketing strategy. If you rely solely on your website to do all the work, you will soon find out that you are missing out on opportunity. Even some of the best E-commerce sites still need to apply a marketing strategy to draw people to their site.

Web designers and Search Engine Optimization (SEO) experts do offer valuable services for building an effective web presence, but their services must be aligned with the marketing goals and strategy. Take note here - these IT professionals are schooled and trained mainly for information technology and not marketing. Marketing is a discipline of business administration. Only true marketing professionals know how to strategically position your products and services in the marketplace. The marketing matrix involves Product, Pricing, Promotion, Placement, and Distribution. Research and analysis are required to make sure you are targeting the right market segments to promote your product effectively. Marketing professionals will carefully analyze your business situation, your budget, your market demographics and behaviors, your product(s) appeal, and all (internal and external) resources available to attract more customers. A marketing professional will identify how to use your website as a tool, not just the only resource.

Buyers are not looking only for your product or website - the market is filled with competition. You must reach out to your prospects with proactive and strategically sound methods. Your messaging must address Value, Differentiation, and Singularity. Your enterprise (and products) requires development of Branding and Recognition. Once you create awareness, your goal is to use various selling methods to convince people your brand is what they want to buy.

You worked hard at developing your website and you should feel proud about it. However, you must know how to use your site to attract business. Even if people find your site easily, what is your strategy to convert visitors into buyers? How do you know the right target audience is finding you? There is much more involved in marketing your product than creating a great looking website or using key words to attract visitors. Your marketing plan must be developed around your operations, your product(s), and your vertical targets.

The next time you seek help in marketing your enterprise, talk to a marketing professional first. Let your marketing strategy work with and control what your website does. Knowing the difference between Marketing and Website Promotion will set realistic expectations and help you grow your enterprise far more effectively. Remember, your website is only one tool in your strategy.

By, G-Michael Homa
© 2009