Idea :: Solution :: Delivery                             


Got a great website but few visitors? Here's how to turn herds of Visitors into Customers.

The web has fundamentally changed the way our businesses interact with our customers. Customers and potential customers now typically first look on the web for your business and if they don't find it or can't get what they want there, they typically go to your competitor. And increasingly it doesn't even matter where those competitors are situated, local loyalty is a thing of the past.

Internet Marketing is our preferred way of drive potential customers to business websites. It has a number of advantages over traditional marketing media, among them:
  • It is the same media that customers are using to find your business - they're already there
  • You can narrowly target potential customers with interest within your business niche
  • You can accurately advertise to customers who are looking at competitors
  • You can influence search engines to list your entry high up in the results
  • You can have immediate call to action and get immediate sales. 

"What's a technology company doing in marketing?"

That's a question sometimes asked, but if you think about it for a while the answer isn't hard to see: Internet marketing requires web-applications in order to fulfill the sales cycle.

Let's examine the process:

1. A set of marketing techniques is used to funnel customers to your web site. This is akin to newspaper ad getting customers into your shop.

2. The customer can peruse the goods and see what's actually in stock. This is akin to the customer looking around the shop and viewing the actual goods on display.

3. A targeted sales page is used to persuade the customer to purchase a product. This is akin to a salesman on the shop floor.

4. Once the customer decides to buy the product, he is taken to a checkout page where he enters his details and paying by his chosen method. Nothing much different here to a shop teller, except that you get the customer's details as a matter of course. But what do you do with them?

5. The details of the sale are sent to the back-end sales system which records the order details and set in motion the dispatch procedure, and the accounting system is updated. This is looking more like the physical shop scenario - with a good back-end order processing system.

Take any of the steps away and the whole process doesn't work. It is vital that an integrated marketing/technology approach be adopted in order to maximise sales.

Sillero is involved with every step of the process:

1. We use the latest proven Internet marketing techniques, including Web 2.0 technologies, niche research, video production and streaming, product launches and SEO optimisation.

2. We integrate back-end stock systems and communicate with them in real time. Typically we use web-services and SOAP.

3. We use the best practises for producing sales (or "squeeze") pages, including testimonials, guarantees, giveaway enticements and call-to-action. These pages are continuously tested to establish what produces the best results.

4. We integrate with many payment gateways so the customer can make payment with minimum fuss. We can also advise on which payment gateways to use given the circumstances.

5. We produce middleware software that links the website to the back-end production systems. This software leverages the marketing potential of customers, maintains real-time account information (integrating into the main accounting system) and processes affiliate information.

"But we don't have a shop - we are an organisation with a serious on-line presence"

While it is true that a shop can be very much more targeted and simple website, it is equally true that any website needs to be marketed.

Corporates usually spend a great deal of money on their websites. Those with big marketing budgets and recognisable brands use different media and campaigns to market the offerings, including their web presence. But not everyone can do that.

It's a big world out there with millions of web sites. To be heard requires careful targeting of Internet users who typically use search engines, contextual advertising and social networking to discover your site. There is no Field Of Dreams scenario: putting up a website, in whatever form and for whatever purpose, requires marketing if you want visitors.

It is our experience that even a closed Intranet site will not be used adequately unless it is properly and continuously marketed to the users. The importance of marketing to unknown visitors on the Internet is far greater.

Putting up a website, any website, requires marketing that website.

Please contact us to discuss marketing your website.