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 audienceā€”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.

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image of Bob DeStefano
Bob DeStefano is president of SVM E-Marketing Solutions, a B2B online marketing agency that helps industrial companies use online marketing to produce bottom-line results.

Pro members: Interested in hearing more wisdom from Bob? Be sure to check out this online seminar presented by Bob, How to Make Your B-to-B Website a Lead Generation Machine.