Web Site Marketing, Sales and Marketing Strategy

Executives know that they aren't getting enough for their marketing dollars, especially in relation to online sales and online lead generation. e-MI's research and experience have shown that these problems can often be traced to the following killer mistakes:

1. Internet marketing to increase traffic, not sales

   Web sites that try to increase sales by targeting general traffic lose because:

   • First page web site search engine rankings with general keywords like "insurance" or "travel" are very competitive and difficult to get and hold. This puts businesses at a severe disadvantage against big name web sites that get the most general traffic because of page volume and off-line advertising.
   • The lower traffic, more qualified searching with longer, more descriptive keywords like "term life insurance" or "romantic singles Caribbean cruises" give higher sales conversions because these prospects have decided what they are interested in, and you can prepare in advance to sell them what they want and achieve better web site ROI.

2. Lack of authoritative and affordable e-Market Intelligence

   If you don't know exactly what your prospects and customers want, and how they want it, you are crippling your Internet business marketing decisions:

   • Knowledge of total interested market size—10,000 visitors can be good if the total market is 100,000, or very bad if there are 1 million qualified prospects searching NOW.
   • Web sites that try to sell by marketing with their own product and service names instead of the terms their customers are using—e-MI's e-Market Intelligence data tells you exactly the terms to use to match your prospects' searches and assure them that they have come to the right place.
   • e-MI Online Sales' e-Market Intelligence generates measurable customer data, and our Sweet Spots target the best traffic, tell you what your prospects are looking for and how they want it, and help you create the right web site search engine keyword rankings with the right messages and offers.

   Spider blockers that prevent the search engines from "crawling" and ranking your web site:

   • Flash or Java Animation or navigation on Home pages or major section pages. Also make sure to have your company name and your logo art in spider-readable text.
   • Any kind of sign-in, zip code locator or other qualifier that requires user input to go further
   • On e-Commerce or any dynamic web site, lack of spider-accessible links to the product database

3. Not tracking and improving online sales conversions and online lead generation based on prospect market value

   Measuring and tracking web site traffic does little good if there is no e-Market Intelligence:

   • How can you know how many prospects are looking for all the different products and services you offer? What about the increased targeted traffic your web site is not getting?
   • At best, all a web site can do without e-Market Intelligence customer data is to measure conversions from existing traffic. How can you improve qualified traffic and online sales conversions if you don't know exactly what your prospects are looking for?

Contact e-MI to learn about our integrated web site marketing solutions for online lead generation & online sales.