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The 6 phases of Webmarketing


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If Webmarketing is executed correctly and completely, it has six distinct phases. These phases will be described in the following paragraphs and illustrated by examples.

1. Capture Phase

The first phase of Webmarketing is what can be called "Capture Phase." The objective of this phase is very simple, it is to bring visitors to your site. But unless you're a site that lives only by the number of visits and through advertising (such as portals or the ezines), you might want to not that everyone and anyone who come visit. You are on the Internet to do business, to sell products or services and what you are on the look out for, they are potential customers. These customers, we can call them "customers value-added"! Here are three methods to get them to visit your website.

A. People are discovering the sites, above all, thanks to search engines. One of the reports of Ernst & Young "indicating that half of those who purchased on the Internet have found their product through search engines. You have to necessarily learn how to optimize your ranking in search engines.

B. The other way that can be found on the Internet is through a link. You can register either in an exchange program of banners or establish your own reciprocal links with other sites. To discover the persons associated with you, you can try at the request form at Infoseek, this "link: www.yourdomain.com"

C. Use banners and advertising on sites a large audience is really popular. The response rate does not always follow through against. Each population, each country more or less reacts differently depending on the kind of banners used. Some design, some form, some text may cause a positive reaction in France, no reaction in Quebec and a normal reaction in Belgium. You should know from the outset what kind of audience you want to target for the design of the banner and the choice of site or advertisement is made.

2. Phase Control

This may be the most difficult phase. The website should reflect the needs and desires of your visitors and not projecting the benefits and qualities of your products. To simplify, your website must be a mirror of your visitor and not a presentation of your company. Here are a few features taken into account to facilitate the control of your visitors.

A. Each of your different visitors with its own level of knowledge of the Internet. Be not take experiment for the ignorant and the beginner, for a specialist. Therefore propose several approaches.

B. Repeat so that your site promotes the interest of your visitors. It is their desire to go further, learn more about you, your products.

C. Give enough choices to your guests to match as often as possible to their needs and interests.

3. Qualification Phase

Once phase control is done properly and skillfully analyzed the information obtained is a result enough to make an initial qualification of your visitors. This is simply to have your site, choices, options, possibilities as you learn, every time, more about your visitors. A kind of journey that you can separate your visitors into different categories corresponding to your products, services. This is a time to define your visitors, if they are "customers value-added" or not!

A. Create options These may seem very interesting but that will, above all, a get rid of visitors who do not fit the profile of the client sought. (for example, visitors to visit directly from your links page, you can certainly become a potential customer).

B. Also create very specific choices, corresponding to a request, has a potential for individual well defined. What is necessary to do is separate your visitors according to their needs ... those who walk, to see history does not interest you and the other, they must be separated to better understand, better know and meet their demands by offering the product offers the most suitable.

4. Constraint phase.

This new phase aims to motivate your clients value-added "to do what you want them to do. It can be: sign up to your mailing list, buy products or services, contact you, load a trial version of software that you offer or any other action you deem important in your sales. We can consider that there are three basic actions that you want to see your "customer value-added" make, here in order of importance:

A. Purchase. If you have makes your work while respecting the needs of your visitors in your proposal of products, your customer buys forcement in one visit or else he will begin the cycle lie a purchase if it is not possible to buy your product or service online.

B. Register. Make your registration form a simple and accessible throughout your site.

C. Bookmark It's surprising how few sites suggest to their visitors to add their bookmark. In any case, rule number one of any marketing approach is "if you want a person to do something, tell him to do so."

5. Phase of Contact.

Once your visitors leave your site, what is the program and tactics developed for recontact? How do you re enough for a return? Do you have a simple, practical, no maintenance work to keep in touch and be accepted by your visitors? Here is an approach to response.

A. A warning by email if your site is updated. There are many sites that offer perl scripts that have this feature and of course, free.

B. For your customers potentially important, you can offer them a small custom page on your site. It is not very much, it asked not enormenent of your document and allows for further tightening of links!

C. Finally, a monthly magazine that you send by email is an important communication tool.

6. Phase Capture.

This last phase is the same as the first with a small difference. We must bring back your visitors but why not bring them back on sites tailored exactly to their needs. You are, for example, a publishing house, you edit all kinds of books but, among other books on the history of France. Take back your customers interested in this topic on a site just dedicated to the history books!

Your activity, the nature of your potential customers, the structure of your sales cycle, the price of your product (and a dozen other strategic elements) are all important points that allow you to determine the tactics used to manage your site.

The method in 6 phases you should apply to discover the majority of possible situations and planned by a company seeking Webmarketing do


 



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