 |
#DGTLMRKTNG: Story of a Website // +hshdshDGTL // #hshdsh |
// Company // Products // Keywords // Content // Optimization // Social Media // Emails // Analytics // Conversions //
 |
| Optimizing Content Strategy |
A company brands its products with content marketing strategy
in the digital domain via websites, landing pages, micro sites, social media
& emails. Story of a Website is an extension of web marketing mix via content optimization strategies.
Content marketing is the key and push content strategy the fuel
to drive authority over the web page. Authority to rank in search engine result
pages (SERP) is based on the keywords feed within a webpage content mapped by
search engine robots.
Content // Optimization // Search Engines
 |
| Content Optimization |
Every lead who hears about a brand or a product looks for
the same on search engine via keywords. How we perceive what keywords the
searcher will search is the key in devising how webpage content should read.
Ranking websites with search engine optimization (SEO) techniques is what we
see on Google when we search and is referred as organic results. These are
results of website optimization process followed over a period of time to build
authority and social signals.
How authoritative the webpage content is to the
searchers at large are the new search algorithm attributes that decides which
websites to rank higher for keywords.
PPC // Search Engine Marketing // Bid for Rankings
 |
| PPC Bids for Rankings |
Ranking websites on the top results pages determines
visibility to searchers and another way to be seen on search results is via
PPC. Pay per Click campaigns are bidding of keywords by websites to rank them
higher on search results along with organic results.
Although the general trend
of higher click through from paid results are much lower to organic search
listings, the demand for its marketability has risen by leaps & bounds.
Google Adwords and Yahoo PPC Ads are the two known giants that offers paid
campaigns for keyword searches.
Website Analytics // Campaign Monitoring // Visitor Profiling
 |
| Website Analytics |
Who visits a website, how long were they on a website, what
are the pages they visited, what are the demographic details of the visitors
are some of the factors that are attributed with the use of Google Analytics.
Advanced analytic set up allows conversion analysis to attribute social selling
factors for websites.
 |
| Social Media Optimization for Social Signals // +blogs4bytes |
Social Media Optimization // Social Signals // Social SEO
Increasing website visibility is attributed also by social
media marketing. Social signals also called as social SEO is the technique of
attributing ethical link building factors to gain authoritative impressions of
websites and campaigns tagged, mentioned or updated using keywords. The more a
website post or update is seen on social networks, the more authoritative the
social signals become.
To boost “be seen” factors on social networks and
increase social authority for ranking, deploy paid marketing campaigns on
Facebook PPC ad network. Other options include Promoted Trends on Twitter,
LinkedIn Ads, Google Post Ads, YouTube ads and in general display advertising. Similar
to Google Analytics, we have Facebook Analytics and Twitter Analytics that too
helps measure performances from social campaigns on these networks.
 |
| Email Marketing // Responsive Email Design // +Pallab Kakoti |
Email Marketing // Responsive Email Design
For most businesses if not all, email is a typical means for
everyday business communication. Email marketing therefore too holds the key in
increasing website visibility and garner authoritative impressions in the form
of seeding virality factors. Shaping qualitative email campaigns boosted with
inbox deliverability based best practices is the primary key for email
marketers.
“Above the fold” technique that underplays the role of scrolls in
the body of the email design attributes for higher CTR (click thorough rates) from
email campaigns. Responsive email design that determines the device first and
then optimizes the email design layout to the reader is an emerging trend that
has attributed higher open rate & click rate from email campaigns.
Latest
trends also indicate the rise in mobile devices as compared to laptops or
desktop computers to access a website giving more grounds for responsive design
strategy.
Website Engagement // Social Conversions
 |
| Website & Social Conversions // #blogs4bytes |
There are many other things that can be done to extend user
engagement and conversions from a website other than the things we have
discussed so far. In a nut shell, we have covered how content play the crucial
role in defining targeted visitors to a website via on page & off page
search engine optimization.
Various website performance indicators from Google Analytics
report further helps undermine the detailed visitor flow and the list out the
individual report card for web pages like average time on the site, average time
on individual web pages, bounce rate – people exiting the site the moment they
land, number of unique visitors, number of total page views, etcetera.
 |
| Website Analytics Optimization // #hshdsh |
Analytics Optimization
Analysing these reports help webmaster and page curators to
define what is working and what needs to be bettered on a website. Balancing
high percentage of bounce rate from a website by adding conversion rate
optimization kit that sets automated timer bound messages with a compelling offer
or sales pitch works well. Listing high performance web pages from the site
index and social media curation on them drives better engagement & returns
on optimization efforts. Similarly paid social media campaign analytic and
email marketing performance evaluations delivers crucial data to curate
perfectly optimized website marketing strategies.
Conclusion
 |
| Conclusion: Story of a Website // #plbkkt |
Story of a website cannot be summed in such few words and
only references about strategic content development planning can be instigated.
Content is the key and has always been for marketing right from the print era
to the digital domain. Website is an extension of web marketing blended with
rich visual storytelling attribute to keep the visitor engaged with intent.
Intent can be influenced with catchy writing & appealing visuals to define
click through, the first step towards social selling. Intent will keep
influencing the visitor as they click though the social conversion cycle of a webpage
drawn to define conversion analytic. Conversion is a scope of lead generation
by deploying efficient funnel based marketing strategies optimized with the
right content message and easy to engage call-to-actions. Attractive returns on call-to-actions by
visitors create scope for long term associations and brand loyalty. In the end
it’s the impressions of the brands content delivery model that elevates the
goals for marketing.
#plbkkt // follow the conversation
Title:
#DGTLMRKTNG: Story of a Website
By:
Pallab Kakoti | Author Bio
Category:
Digital Marketing
Published:
18 May 2014
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