By the Entrepreneur Business Centre
strategy which ensures that a visitor stays within your site can be
said to increase the site's "stickiness". The stickier the site, the
more you increase your chances of raising revenue from it.
Likewise, strategies that encourage your visitors to return to your website are just as valuable.
strategies can range from the simple links that help your visitor
bookmark your site to a well-planned operation, which includes building
a customer database and marketing directly to those customers.
an online section to your business calls for a specialised marketing
strategy. This is because the Internet is a totally different medium in
which to conduct business, and conventional marketing strategies just
In a "bricks and mortar" business, for example, you
can draw up a profile of your customers, work out what attracts them to
your business and fine tune your product, advertising and marketing
With a potential global audience,
however, it is hard to determine who will see your website unless you
design your site to attract a certain type of customer. Your marketing
strategies, therefore, will have to be reassessed.
use every opportunity to market and promote your online and offline
business ventures simultaneously. For example, always include your
"real world" details and your web address on all of your advertising.
Knowing where to start
If you have a direct sales catalogue, for instance, you should include
your website address in it and also have information about the
catalogue on your website.
Your website is a powerful marketing
tool and should be used as such. It can reach millions of people, so
take advantage and promote your offline store too.
need to develop a strategy that uses your existing marketing to promote
your online venture, as well as develop a totally new strategy to
attract people to your business via the Internet.
adjustment to your current marketing doesn't need to be expensive, but
will require more than simply incorporating your web address on all
your existing promotional products and advertisements.
It is important to consider what is required for marketing on the web - often called e-marketing or electronic marketing.
e-marketing, you will need to know how search engines work so that you
can gear your website to take advantage of them.
also means that you will have to understand why and how people use the
search engines to get information, and as a result, how to use them to
your own advantage.
In addition to this, you will need to
investigate your other e-marketing options. Selling products is not the
only way of raising revenue through your website. There are other
opportunities such as affiliate programs, linking and banner
At the same time, you should consider the benefits
of collaborating with other businesses. Once you have worked out how to
get people to your site, how do you get them to stay or even come back?
E-mail programs, chat rooms and bulletin boards are all
effective marketing tools which will help you attract and keep
Of equal importance is your ability to track
customer visits and their behaviour once at your site. In order to
enhance your site and build an effective marketing strategy, you need
to know how people came to your site (through search engines, banner
ads etc) and what they found most or least interesting once they were
Using bookmarks to bring people back
Giving customers to ability to bookmark your website is frequently overlooked by web designers.
you would like your visitors to return to your page as frequently as
possible. Browsers such as Netscape Navigator and Internet Explorer
enable the visitor to "Bookmark" or add your site to their "Favourites"
very easily. However, your visitor has to remember to do this.
you add a special feature where the visitor is prompted to bookmark
your site, you may well increase your number of return customers.
you use web tracking programs, you will be able to identify your most
used web pages. Alternatively, try to identify which page you feel is
most likely to interest your viewers.
Ideally, this will be the one that contains the most information, and provides strong links to your revenue raising pages.
your "Bookmark this site" instructions at the top right hand side of
these pages. Clicking on this link will cause their Favourites or
Bookmark window to open, facilitating the bookmarking operation.
You can then track how effective this feature is through your web analysis software.
visitors have entered your site at one of your "bookmark" pages and not
through the home page or a search engine, you know the bookmarking is
not only working but also that page is proving interesting to your