Marketing Alignment – The Right Customer to the Right Product
When working with website owners who sell their wares online, the mistake I see time and time again is the misalignment of who they market their products and services to.
Simply checking to determine if the website traffic being generated is in the market for what’s actually being sold can produce huge results in increased revenue. Not only can more targeted marketing yield an increase in revenue, it can also help avoid spending wasted marketing dollars. A few metrics can help determine if you’re on the right track:
- What is the bounce rate on your landing page? (Your website does use landing pages right?)
- What is the average number of pages your customers view when on your website?
- Where is your traffic coming from? (You know where your marketing dollars are being spent right?)
- Why is it in your customer’s best interest to spend their hard-earned money on your website? (Do you know the answer? Better yet, do your customers?)
Lastly, have you ever put yourself in your customer’s shoes when evaluating how your marketing is being completed? What is their mindset when clicking on a link or engagement point to your website, and is your copy catering to that mindset?
By answering these questions your site will start moving forward with increased revenue or lead generating.