You have your business website for some time. But, you don’t have time to manage your website and it is in the same condition as you have built it. And you have a product that in the offline world is successfully sold.
All of a sudden you come to an idea: Why don’t I try online promotion of my product?
You say: Let me start paid online campaign for my product?
And you start it. You create the campaign, but you see that you don’t have where to take visitors: to the Home Page, to the Contact Page, where?
So you create a Landing Page. Not a bad idea at all. But…
You have started building your house from the roof.
What does that mean? Where is the Landing Page in this whole picture?
When you are setting up short-term Campaign for some Promotion of your Products, first you create Landing Page with your Offer and then you setup PPC Campaign for driving potential customers to Landing Page.
You can setup PPC Campaign on different platforms:
But, the Landing page and its promotion is the last step of the online sales funnel – it is the roof that you have built.
This is important: You have to satisfy visitors’ curiosity
Buyers are people that, before buying, explore products and companies online. How will you satisfy their curiosity with only a Landing Page?
It is clear that people explore more nowadays on the Internet. They explore products, companies, people. So the sales funnel of your product starts with people exploring it. Exploring the company that stands behind it, exploring the product itself.
If your website is not ready to give them answers to their needs and questions they end up not even thinking about buying the product.
So, maybe let’s say, 10% of your Landing Page visitors will buy the product right away. But what about other 90% that continue to your website to find out something more about it? You may loose them because you have jumped some steps.
Person —> Having problem —> Coming to your Landing Page —> Continuing to your Website to learn more —> Signing up on a email list —> Receiving more information —> Receiving offers —> Buying the product after finding the right answers
This is the whole online sales funnel that you have to have in mind and work on. Anything shorter than this is just warm welcomed.
But, You’ve only built your Landing page and started promoting it and but your website is a mess.
The website is the foundation of your business online. In Online Marketing the Website is a central part for all your marketing activities.
So, my advice is:
Get the foundation done: Make your website online marketing platform for your business.
And it is not a long-term project. It can be done in 15-30 days. And meanwhile you can continue with your other online activities.
If you have strong foundation, things will flow easily.
Here are some guidance steps that can help you:
Step 1. Define:
- Marketing Target
- Segments for Email Marketing,
- Ideal Customer and Buyer Personas
- Website goals according to Business Goals.
Step 2. Make your Website Online Marketing Platform with integrated:
Even after that you can start with short or long term Campaigns on Google Adwords and Facebook Advertising, Amazon Advertising
It may seem like a lot of work but these are important steps. And like I said they are not long term steps, but steps that you can’t go on without. Without these foundation steps you are missing:
- Clear and consistent Marketing Message on all Marketing Channels
- Social Media own voice for attracting right people
- Opportunity for Online Activities to follow fast business Growth
Do you need help in “building your house”? Contact us, if so.