The Difference Between Web Marketing Channels and Destinations

Sometimes within web marketing, we can be guilty of placing all of our hopes on our favorite web marketing channels, make sure that SEO, sociable networking, PPC or the other brand new method for success. Any procedure for sending traffic to our website is a”marketing” station”. Web marketing, however, is not just about traffic, it’s also about enticing that visitors to behave. As significant as our marketing stations are our marketing destinations. Simply put, “stations” are how we lure visitors to our site, “destinations” are the places we send them to within our website and/or web properties. This article looks at why we will need to think about our marketing channels and destinations as individual sections of an overall online marketing strategy.

People frequently come into web marketing with an excited focus on one, or even more, marketing channels. They have recently read a post outlining why LinkedIn may unlock the potential of any B2B business, or the changes in Google AdWords allow them to follow their B2C customers around the web. Individuals encounter web marketing with the belief that they can get visitors out of whatever popular web marketing channel folks are speaking about now, they will be successful. The truth is that NO web marketing station can be the remedy to all of your business dreams. Marketing channels are great at creating traffic, but once we’ve got visitors, we have to make it as easy as possible for our visitors to find what they are looking for an act.

I Obtain Traffic But No Customers From My Website

Among the most common statements in web marketing is”I get traffic to my website, but hardly ever any leads or new clients. Web Marketing doesn’t work for me.” If we’re getting lots of traffic from some other web marketing channel, but not turn, getting at least a handful of new inquiries, then something has to be wrong with the significance of our web pages together with what folks are looking for when they find us? The most frequent cause for the absence of conversion is the”destination” we send people to out of our preferred web marketing stations. As an example, if people”tweet” about white chocolate, but send folks from that tweet via a link to our website homepage which shows many sorts of chocolate, then we are asking our website visitor to do some job in order to obtain what they had been interested in.

So what if I do?

Let’s look at another example. Let us assume you let holiday homes in some superb beachfront, vacation town. Let us also assume that a few of your houses are dog-friendly. Let us say that ads via PPC run for dog-friendly vacation houses in your town. If everyone who clicks on one of your ads lands on your website homepage which simply shows pictures of holiday homes, then we are requesting our website visitor to filter out the homes from the others. They have to do a little bit of work to get what they are looking for.

Instead, using a bit more work on our part, we could send people clicking on our PPC ads to a dedicated page which just shows your dog-friendly homes. Maybe we show some reviews for each one and possibly include some pictures of happy dogs spending some time at our holiday houses that are pet-friendly? Our website visitor has landed on a page that was appropriate and far more enticing. We have given that the website visitor less to do and, more to the point, show them exactly what they have been looking for. It’s easier for this website visitor to behaves.

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

Thus, destinations and channels? Anything more?

Last week we went over that the gap between”connect” and”buy”. We can use this principle into our work on web marketing stations and destinations. Let us suppose that a number of our website visitors to our homes page are not quite ready today to purchase their holiday. They are uncertain where to go on vacation? Maybe they even want to understand what would be the ideal destination for a holiday? At the moment, if they land on our dog-friendly vacation houses page, we now only have a call to action for individuals ready to purchase. What can we do to”connect” with all those people currently exploring where they want to go on vacation with their pet?

What if we provided a free downloadable guide to”Great Dog Walks In and Around Our Wonderful Seaside Town”? When we offer this guide in return to our website customer’s email address, we have given them an action they can take now that can help them determine whether our town is the place for their vacation. We also obtain the ability to continue communicating with that website visitor beyond this visit to our webpage. Some of our website visitors will not reserve this time however will? Perhaps some may book another destination which we offer vacation homes in? Maybe they researched on behalf of someone else? Whatever their motive may be, by providing them an action to take and”connecting” with them (via our free dog walks direct ), we’ve got the ability to communicate together continually about dog-friendly vacations. The onus is, of course, on us to communicate nicely.

Web marketing has never been only about channels. Social media, SEO or even PPC are never a reply to your online success. To be successful, we need to consider where we send people to and how relevant that would be to their point of interest. In addition, we must consider what we offer individuals as another action to take. If people are ready to buy great, if however, they want to find out more, then we wish to help them do this too. Business is a path of consumer care, when people come to us we will need to look after them every step along the way.