CONVERTING WEBSITE VISITORS
Internet Branding is another way of describing conversion, the process of engaging website visitors and converting their INTEREST into ACTION.
My SEO Source are experts in this area.
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Internet Branding Defined
As with Traditional Marketing, branding online is the final result of your marketing efforts, in terms of look & feel, consistent core messages, addressing specific target markets, and more. However, Internet Branding within the context of a website has another meaning, it is the way you engage and convert interest.
The first step is to identify the different ways (levers) that can be used (pulled or pushed) to gain conversion. To illustrate this concept we can compare a Traditional Marketing model with an Internet Marketing model as shown below.
Providing visitors with a great online experience blended with specific calls to action and timely encouragement will improve conversion.
Internet Branding Model – 5 Components
Your website is a two-way communication tool with the ability to provide individual messages for different target market groups encouraging engagement. Identify the levers that can be pushed or pulled to gain conversion in each component of the Internet Marketing Model.
There are 2 main ways of gaining online traffic;
Promotion
Search Engine Marketing plays a significant role in developing new business by driving qualified traffic to your website using organic and paid search terms. Driving qualified traffic has made Search Engine Marketing one of the most powerful new marketing channels available today. Furthermore, organic rankings (natural rankings) have the added value of being authentic, which adds legitimacy to websites that are presented by search engines at the top of their natural search results, especially Google.
Recognition
Gaining a response from interested people usually leads to a new connection and potentially new customer relationships. Keep in mind that specific messages or topics are what bring qualified traffic to your website. Social Media and Email Marketing lead the way, while blogs and press releases can also be used as the starting point for a new relationship. Brand recognition becomes a critical tool for building awareness when developing these new relationships.
There are 5 Main Components for the Model;
Communication
Tailored messaging aimed at your Target Market Groups is the foundation for Solid Messaging. Offering each Target Market Group messaging they can relate to increases the probability that they will stay long enough to give you the opportunity to convert them. Ultimately, this means connecting customer requirements with relevant solutions at the appropriate time.
Community
A Community really consists of many sets of relationships, built on shared interests that are interwoven through communication exchanges. Today, these online exchanges consist of Social Media Networks that grew from the basic chat rooms or community sharing websites. Your Target Market Groups who are already participating on these Social networks will tend to gravitate to places that are relevant to them. Simply put, you need to be there.
Product
Having informed customers requires a new approach of presenting products and services, especially when they can be combined to provide a complete solution. Furthermore, continuous customer input provides a feedback channel that was not previously available. Feedback can be used for new product development, clarification of existing products, clearing up any misunderstandings regarding products and services, as well as for customer service purposes.
Price
Individual interaction and a dynamic online environment will allow the seller to quickly adjust pricing and buyers the opportunity to compare pricing instantly. In general, there is more flexibility on both sides of the exchange in a dynamic online environment.
Distribution
The Internet itself offers a new distribution channel. However, like pricing the environment is more dynamic than traditional channels and offers the ability to deliver products and services in new ways. Distribution can be dynamic and tailored individually.
Traditional Branding Model
COMMUNICATION VEHICLE: One-way broadcast media with a focused message.
Product
Fundamentally, products can be classified based on their position within the product life cycle (Introduction, Growth, Maturity, or Decline) and their Class (B2B or B2C). From personal experience, government can be considered as another Class.
Price
Commonly we hear the term Value pricing, or perceived benefits and how these change over time. Objectives of the seller, based on Brand Equity & Product Class, Market Penetration, Bundling along with Sales Targets, ROI, and Partner Discounts are all major factors when determining pricing strategies. Naturally, market demand is the other portion that completes the pricing equation.
Promotion
B2B tend to have specific marketing avenues like trade shows and magazines that culminate in a personal or direct connection, while B2C has a larger array of marketing options available. The goal in both cases is to match the customer buying decision with an appropriate marketing message.
Distribution
Marketing Channels that make the product or service available for purchase is the focal point. Channel structure & organization, strategic alliances and partnerships along with agents & brokers must be factored into this portion of the model.
Traditional & Internet Branding Models Differences
In general, Internet Branding is a DYNAMIC, NON-LINEAR process based on TWO-WAY communication exchanges that happen in real-time. Traditional Branding rely more on ONE-WAY communications.
Promotion is done outside of the Internet Marketing model meaning, more attention is placed on what can be done to convert website traffic once it arrives at your website.
KEEP IN MIND that driving traffic to your website, either organic or paid, is a critical step for success.
Two new components: Communication & Community
The Internet Branding model shows that specific encouragement in each section can reinforce your conversion path. Giving your visitors a great online experience and making each step of your conversion path easy, friendly and empowering will lead to higher levels of conversion.
We understand that there are many ways to tailor the communications at your website.
Our efforts help create two-way communication with visitors, which creates a relationship that leads to conversion.
Two new components: Communication & Community
The Internet Marketing model shows that specific encouragement in each section can reinforce your conversion path. Giving your visitors a great online experience and making each step of your conversion path easy, friendly and empowering will lead to higher levels of conversion.
We understand that there are many ways to tailor the communications at your website.
Our efforts help create two-way communication with visitors, which starts a relationship and leads to conversion.
Promotion is done outside of the Internet Marketing model meaning, more attention is placed on what can be done to convert website traffic once it arrives at your website.
KEEP IN MIND that driving traffic to your website, either organic or paid, is a critical step for success.
We Can Help Increase Your Online Conversion
Conversion is critical because without converting visitor Interest into Action, it will be difficult for your website to achieve expected results.
Experience has demonstrated to us at My SEO Source that specific encouragement, or messaging, to your Target Market Groups in each main component of the Internet Marketing Model will increase conversion rates.
Giving your visitors a great online experience and making each step of your conversion path easy, friendly and empowering will also lead to higher conversion rates.
Make Visitors Feel That Their Search Time is Being Valued!
Ask us to show you how
My SEO Source Are Internet Branding Experts
We understand that there are many ways to tailor the communications at your website. These efforts help create two-way communication with visitors, in other words – start a relationship. We ensure the right encouragement is provided at specific points of the communication to increase conversion.