by Bob DeStefano
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Sure your Web site looks great, but are you turning enough Web visitors into leads that your sales force can target? Your answer can be the difference between a site that is a moneymaker and one that is nothing more than a glorified brochure.
Your Web site can offer your company many opportunities to generate leads and cultivate new business. But, to be successful, you should follow the "TCM" approach:
T = Target: Attract targeted prospects to your Web site that are seeking your products and services.
C = Convert: Convert anonymous visitors into named leads that can feed your business development process.
M = Measure: Measure the results of your online marketing efforts to enhance the effectiveness of future TCM campaigns.
Drive targeted visitors
The first step is to target the right audience—the one highly likely to want your products or services. Members of this audience are out there. You know their profile, their interests and their buying habits.
Now the key is to get them to visit your Web site when they are looking for a solution. Below is a summary of the essential methods for driving targeted traffic to your Web site.
Search Engine Marketing
Research confirms that over 80% of prospective Web customers begin by using search engines to locate products, services or information. So, search engine marketing should be part of any marketing program. There are two primary techniques for attracting targeted visitors from search engines: search engine optimization (SEO) and pay-per-click (PPC) advertising.
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