The Difference Between Web Marketing Channels and Destinations

Sometimes within web marketing, we can be guilty of placing all of our hopes on our favourite web marketing channels, be that SEO, social media, PPC or another latest technique for overnight success. Any method of sending visitors to our website is a “marketing” channel”. Web marketing however isn’t just about generating traffic, it’s also about enticing that traffic to act. Equally as important as our marketing channels are our marketing destinations. In simple words, “channels” are how we entice people to our site, “destinations” are the places we send them to within our website and/or web properties. This article looks at why we need to consider our marketing channels and destinations as individual parts of an overall online marketing strategy.

People often come into web marketing with an excited focus on one, or more, marketing channels. They have recently read an article outlining why LinkedIn can unlock the true potential of any B2B business, or how the latest changes in Google AdWords allow them to follow their B2C customers around the web. Often, people come into web marketing with the belief that if they can simply get traffic from whatever popular web marketing channel people are talking about today, they will be instantly successful. The truth is that NO web marketing channel can be the sole solution to all of your business dreams. Marketing channels are great at generating traffic, but once we have traffic, we then have to make it as easy as possible for our traffic to find what they are looking for and act.

I Get Traffic But No Customers From My Website

One of the most common statements within web marketing is “I get traffic to my site, but hardly ever any leads or new customers. Web Marketing doesn’t work for me.” If we are getting lots of visitors from any web marketing channel, but not in turn getting at least a handful of new enquiries, then something has to be wrong with the relevance of our web pages with what people are looking for when they find us? The most common reason for lack of conversion is the “destination” we send people to from our chosen web marketing channels. For example, if we “tweet” about white chocolate, but then send people from that tweet via a link to our website homepage that shows many kinds of chocolate, then we are asking our website visitor to do some work in order to find what they were interested in.

So what should I do?

Let’s look at another example. Let’s suppose you let holiday homes in some wonderful seaside, holiday town. Let’s also suppose that some of your homes are dog friendly. Let’s say that you currently run ads via PPC for dog friendly holiday homes in your seaside town. If everyone who clicks on one of your ads lands on your generic website homepage that’s simply shows images of random holiday homes, then we are asking our website visitor to filter out the dog friendly homes from the others. They have to so some work to find what they are looking for.

Alternatively, with a little more work on our part, we could send people clicking on our PPC ads to a dedicated page that only shows your dog friendly homes. Maybe we also show a few great reviews for each one and perhaps even include some images of happy dogs spending time at our pet friendly holiday homes? Our website visitor has landed on a much more enticing and relevant page. We have both given the website visitor less to do and, more importantly, shown them exactly what they were searching for. It’s easier for that website visitor to now act.

In this second instance, our web marketing channel (PPC) and website destination (dedicated dog friendly holiday homes page) work in tandem to promote our holiday properties much more effectively. You may have read/heard the phrase “Landing Page”? A landing page is the most commonly used phrase to describe a website destination used online. I prefer the term “destination” because it helps me envisage an exciting place we send our website visitors to where we help them to “do” something they are interested in.

So, channels and destinations? Anything more?

Last week we went over that the difference between “connect” and “buy”. We can also apply this principle to our work on web marketing channels and destinations. Let’s suppose that a good number of our website visitors to our holiday homes page are not quite ready to purchase their holiday today. Maybe they are unsure where to go on holiday? Maybe they even want to know what would be the best destination for a dog friendly holiday? At present, if they land on our dog friendly holiday homes page, we currently only have a call to action for people ready to buy now. What can we do to “connect” with all those people currently researching where they want to go on holiday with their dog?

What if we offered a free downloadable guide to “Great Dog Walks In and Around Our Wonderful Seaside Town”? If we offer this guide in return for our website visitor’s email address, we have given them an action they can take today that will help them decide whether our seaside town is the place for their holiday, or not. We also gain the ability to continue communicating with that website visitor beyond this initial visit to our webpage. Perhaps some of our website visitors won’t book this time but will next? Perhaps some might book another destination that we offer holiday homes in? Perhaps they were even researching on behalf of someone else? Whatever their reason may be, by giving them an action to take and “connecting” with them (via our free dog walks guide), we have the ability to communicate with them continually about dog friendly holidays. The onus is, of course, on us to communicate well.

Web marketing has never been just about channels. SEO, social media or even PPC are never a sole answer to your online success. To be truly successful, we need to think about where we send people to and how relevant that is to their point of interest. We also need to think about what we offer people as a next action to take. If people are ready to buy great, if however they want to learn more, then we want to help them do that too. Business is a path of customer care, when people come to us we need to look after them every step of the way.

The Art of the Business Web Marketing Email List

As a business owner marketing your business, brand, product and/or service, you know that you need to reach out to targeted individuals on the web. This means that you must seek out and target your business web marketing materials towards those people who might find an interest in what you do. If yours is a company that manufactures wheelchairs, you will obviously want to market your materials to people who require the use of such equipment, or the families of people who do. What if you could gather an entire group of targeted individuals into one area so that you could market to them over and over? That is exactly that business web marketing list building is all about. If you can gather your own list of highly-targeted prospects and customers, your job becomes ten times easier. You no longer have to seek out like-minded individuals, you’ll have them right where you want them: on your subscriber list. Let’s take a look at the art of building a business web marketing email list and how to leverage that list for maximum return.

Email Platforms

You could manage a business web marketing list all on your own, but why when there are many platforms available to you that make the task easy? A few examples of email marketing platforms that are popular with the business to consumer and business to business Internet marketing crowd like include:

  • AWeber
  • GetResponse
  • Constant Contact
  • Mail Chimp

Each platform comes with its own features, price points and extras, but it really doesn’t matter which platform you choose. Each one, regardless if it’s paid or free, will allow you to:

  • Create an opt-in form that you can place on your website or blog
  • Import email addresses that you gather from other means
  • Pre-program email messages (autoresponders) to go out at specific times, such as a Thank You autoresponder that goes out the moment someone opts into your list
  • Test emails that will give you the data you need to improve your campaigns and conversions

These are just some of the features you will receive with most business web marketing email platforms. The more advanced the platform and the higher the cost of packages, the more features you’ll earn.

Email Marketing on the Web for Any Small Business

Once you have selected the ideal business web marketing email platform, you next need to set it up. Most platforms will allow you to tailor your emails so that they can look and feel anyway you wish. For right now, we will focus on plain text emails.

Opting-In

Find the area on the platform you chose that dedicated to form creation. Your opt-in form will go on your website or blog and will allow your subscribers to enter their personal information, usually a name and email address. Some marketers also like to gather phone numbers, especially if they are simultaneously running a mobile or SMS business web marketing campaign.

At any rate, you will want to create your opt-in form so that it matches your website exactly. The closer you get the colors and design of your site to match your opt-in form, the higher your conversions will be.

Free Offer

Most people hate to receive tons of emails. For that reason, most people are very apprehensive to give out their personal information, including their email address. Your job as a business web marketing expert is to entice the click.

Write a short report or get someone to write it for you explaining to your audience how to complete a task, solve one of their goals or anything else they might find useful. If your site provides tips for Brazilian Jiu Jitsu practitioners, for instance, you might write a report titled, “Ten Ways to Avoid Submission that All BJJ Practitioners Should Know,” or something to that effect. Make sure your audience will be interested in the information and make sure the information found inside can’t be found elsewhere online.

If you do have to rehash information found online, put your own spin on it and make it as unique and as valuable as possible for your audience.

Get Creative with Your Business Web Marketing

Once your opt-in form is completed, start sending targeted traffic to the page that is hosting the form, or to multiple pages if you happen to be testing your form. Write articles, spread the news on social networks, blog about your subject and toss in a call-to-action mentioning your free offer, and engage in any traffic-building that will help you build your list with targeted prospects.

Don’t just gather email addresses and contact information from your opt-in list, however. The business of marketing requires you to think outside of the box. Every time you do business with a customer, ask for an email address. Host a local event and place a fish bowl near the entrance where participants can drop in their business cards or come up with your own ideas.

You Have a Business Web Marketing List: Now What?

Once you start building a list, you will want to populate your business web marketing email platform with autoresponders to go out at specific times.

The Business of Marketing With Email: Crafting the Autoresponder

Your first autoresponder should go out when your subscribers opt-in. Most platforms have pre-programmed messages that go out when the subscriber first hits submit after entering their info and then again when they finally confirm their email thanking them for subscribing. You can customize these if you want to and it is recommended that you do.

When crafting business web marketing autoresponders, try to be conversational, edgy, catchy and informative. The rule of autoresponders is no fluff or boring material. People are too busy and their attention spans far too short to put up with lengthy autoresponders that don’t say anything.

The following autoresponder schedule should work for any business to customer or business to business Internet marketing campaign.

  • Autoresponder 1: Please confirm your email address.
  • Autoresponder 2: Thank you for subscribing. You will also want to explain to your subscribers that you will never spam them, trade or sell their personal information or abuse their info in any way. You will also want to explain to your subscribers that you will be sending emails daily, weekly, monthly or whatever schedule you plan to keep. Let your subscribers know what to expect and they’ll remain your subscribers for far longer.
  • Autoresponder 3-8: Take your subscribers through a five-part e-course. Really, you’re just pre-programming five tips, one in each email. Let your subscribers know that they are getting something special and that your tips cannot be found anywhere else. Do not sell during the five part e-course. This is merely for information, to help your subscribers reach their goals and it also positions you as the expert in your field.
  • Autoresponder 9-10: This is when you will want to recommend that product you’ve been dying to sell. It could be your own or an affiliate product. Now that you’ve positioned yourself as the go-to person in your field, let them know that the product or service is one-of-a-kind and it will help them reach their goals. Obviously the product or service had better be good and worth the money if you hope to retain your business web marketing list subscribers.

From then on, you should alternate between selling and tip-giving. Always give more advice, help, tips, updates, news and other relevant information more than you sell. Do not annoy your list subscribers or they will unsubscribe and bail on you.

The business of marketing with email lists isn’t difficult, but it does take patience and know-how. Once you establish yourself as the leader in your niche, your subscribers will be proud to be subscribed and they’ll follow any links you provide as they strive to reach their goals.

If you are selling your own product or service or you’re an affiliate marketer selling someone else’s products or services, an email list is always the way to go.

Farming Your Web Market

You’re going to get your hands dirty
A good farmer scoops up the soil in their hand and smells the earth, perhaps even taste the earth. The thing is that as a farmer you will be getting intimate with your market.

If the crop you plan to raise is made up of web users then your web page is the soil that they will grow strong on. The nutrients you add to your web page have a fragrance, maybe even a certain taste. And the richest addition you can add to your web page is your own personality.

Now, don’t get fearful
Perhaps professional marketers have told you not to get personal with your marketing, but that type of aggressive marketing is not what we are talking about here. To cultivate your market you need to talk to them in ways that nurture, and this means that you care enough to be yourself.

If you wanted to get to know someone based on a feeling of attraction would you analyze how to do this? If you overheard a conversation and the opinions expressed attracted you would you choose to get demographics and contact information before you introduce yourself?

The whole purpose of cultivating a market lends itself to casual and intimate conversations. And ‘intimate’ does not mean private and secretive, it means:

  1. Marked by close acquaintance, association, or familiarity
  2. Relating to or indicative of one’s deepest nature

Most web marketing is done at arm’s length because the marketing people are not clear on the market being targeted. And the word ‘targeted’ is rather cold and disconnected emotionally. Targeting is an odd way to build relationships, but building relationships is exactly what we want to do.

Cultivating the market
The bigger portion of our market that we wish to cultivate is at earlier stages of the buying cycle and we are able to help them and build a relationship in the process. In this way we cultivate a much bigger market than trying to capture the smaller numbers that are ready to purchase.

Those members of our market that are ready to purchase have already been influenced. We cannot reach many of them now. On the other hand, the greater numbers that are early in their search can be cultivated, influenced and helped to make a smart choice and buy from us.

We need to design a web site that will allow us to be helpful and generous in sharing our information. Far too many small business web owners do not know what to share with their market. We are going to be different.

What do we feed our market?
We want our undecided market to choose our solution as their purchase. To do that we need to help them along, and this is where our web design comes into play.

Our page is jammed full of really good information but it doesn’t show everything at once. And then there are other pages doing the same thing. We are using HTML which stands for Hyper Text Markup Language. It is the hyper text that allows us to provide a selection and then deliver a choice.

We are no longer using limited space on paper, nor are we using limited time on TV. Web marketing needs to use HTML in its marketing to get the most out of the medium and yet the HTML in contemporary business designs is relegated to basic navigation and placeholders for content. Instead, we need to put HTML into our marketing methods and provide choices for all members of our market.

Talking all the way through
We will spend time talking to that portion of our market that doesn’t even recognize yet that they have a problem. We are going to help educate them so that they do recognize that their life could be better with our solutions.

We will spend time talking with those that are researching possible solutions and we will help them see all of their possibilities from all sides. We’ll look at the upside and the downside of various features. We’ll bring these people along our path of understanding so that they are ready to look at comparisons.

We will not be afraid to compare our solution with others available on the market. We want to nurture this stage of the buying cycle fearlessly and give them all of the choices available while building a relationship they can trust. We want to keep this stage engaged or they will leave our site looking for comparable products and solutions.

If we don’t feed them right now and right here their next stage of development is to make a decision to purchase and we could lose them at a crucial moment in the cycle.

Farmer or hunter
A hunter fears that the prey will get away. They target and shoot early when they can and short term goals are everything to a hunter. On the other hand a farmer has long term goals and works with the seasons. Six months can go by from planting to harvesting and a farmer knows that nurturing cannot be superficial or provided with impatience.

Our harvest will arrive and it will be our own if we provide the helpful nutrients. Spending time to create the best content is essential and the easiest way for our market to find the right content on our site is also essential. But it can all be for naught if we choke up at the end and impatiently push for the sale.

We need to honor our market and validate their choice even when the choice goes to our competitor. Most choices will come our way because we nurtured that market along and we have build up a relationship. All the rest will take care of itself. It does so because everything about the marketing process is as natural as sunlight and rain.

Pull Marketing
And when we market naturally we are attracting the best interest from search engines. We are providing volumes of our unique and original information that search engines and our market are attracted to. We are sharing information that creates growth while building relationships with our market. We are cultivating our market by solving problems and providing insight for our market. And the bulk of our information is work that does not have to be repeated over and over.

Our web pages may need some tweaking from time to time but our main effort is going to last for a long time to come. And perhaps one of the most valuable assets we develop with pull marketing is that nothing we ever do is lost. All of our marketing stays in place for years and as we build we grow stronger and stronger.

Unlike push marketing that requires constant feeding of cash for advertising, our pull marketing is more like putting money in the bank and building our reserves instead of spending them.

Farming our web market is a very different concept from that of an opportunist feeding off of the market. By farming we control our own market and build a richer relationship rather than rely on just the good seasons or good years to get us through.