Questions? (877) 643-7244
FutureNow Post
Monday, Nov. 2, 2009 at 9:00 am

All Aces: Overlapping your Marketing Efforts for Better Results

By Melissa Burdon
November 2nd, 2009

acesGenerating targeted traffic and conducting website optimization are critical to increasing online sales. Ok, yeah, you already know that ;)

But did you know that traffic generation and website optimization aren’t mutually exclusive? There are tactics that will help you accomplish both goals at the same time, and one FutureNow Partner recently spoke to me about a tactic that’s working well.

Our Partner is a software development firm that specializes in web-based applications and good old web development and design. They are currently gaining leads and sales by being very active with their marketing mix: radio, billboards, PPC, SEO, etc. They identified that there is a clear separation between their leads based on the lead’s motivations and, more importantly, their budgets. Some leads are looking for a small and simple web site with a custom design, with an approximate $500 budget. Other leads are looking for very complex web sites with a lot of tools and capabilities with a much higher budget in the $5000+ range.

The marketing team recognizes the difficulty in trying to effectively speak to these very different segments on a single site. Even using landing pages, there is the possibility that one type of visitor may be turned off by content they read that was written for another type.  (FutureNow has a whole methodology for writing copy and mapping out buying paths for different types of visitors on a single site, but this takes a focused expertise and experience.) On top of trying to speak to all types on their main web site, this company creates completely different buying experiences on separate micro-sites for each segment. This drives more targeted and qualified traffic to these micro-sites. The micro-sites speak more directly to the segment and therefore move them through their buying process more effectively, without possible distractions from content that doesn’t speak to their motivations and needs.

Rocket Web DesignThey generate the smaller budget leads via radio ads. These radio listeners are driven to a micro-site in order to follow through on the messaging from the radio ad.

Utah Web DesignThey also generate leads who are primarily interested in finding a web design/development firm in Utah via PPC ads with keywords such as “cheap web sites utah.” They send these visitors to a different micro-site and speak to their interests of a local company that can meet their web design needs.

As you can see, they send these very different prospects down customized buying persuasion paths based on the buyer’s motivation and need. By doing this, they are driving more targeted traffic to sites that have been more effectively optimized for a particular segment.

You can segment your traffic by the different products or services that they are searching for.  Or, you can segment your traffic by the different problems they are experiencing, or solutions they are looking for.  Are you driving all traffic to specific landing pages, or simply a single homepage on a single web site? Are you optimizing your site based on different motivations? These are good questions to ask yourself in order to get started optimizing your primary web site.

On top of optimizing your primary website, you should consider the micro-site tactic in order to drive more targeted traffic to your company and quickly turn this traffic into leads or sales. This tactic is applicable to multiple online business models; whether you’re e-commerce, lead generation, or a brochure site.

Note: Micro-sites are entities that can become part of your overall marketing strategy and shouldn’t be created and then forgotten about. Along with your other marketing efforts, micro-sites need to be continuously optimized and improved.

Are you ready for the challenge?

Add Your Comments

Comments (36)

  1. Creating a micro-site for each segment of prospects sure seems a good idea.

    As an independent webdesigner, my friend experienced a similar issue: how to make clients trust you when you’re such a small business?

    So he decided to make his firm look like he was several persons: on person per skill. It actually worked then.

    Now, he feels it’s time to get back to his core business, and simplify his offer on his website.

    What this experience taught me is that usually, clients think something like “who can the best can the least”. I tend to think that clients trust bigger firms, rather than one multi-skilled little firm.

    So my question is that: by separating the big-projects clients and the small-projects ones, aren’t they loosing a good way to gain the small-projects clients trust?

    On the other side, I noticed the messages leading to the small-projects site are very particular (like “cheap web sites”), so I guess it’s working as well.

    But I’d be curious to have your opinion on this trust issue.

    Thanks for the post!

  2. I agree that such an approach could bring better results in most cases. It looks to me like brand management however on web sites – it seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.

  3. This is a very interesting tactic.

    Just today I was in a meeting trying to figure out for a fashion designer how would could expand on what her brand does, without inundating possible customers with stuff they don’t need to see (Men shopping for just men’s clothes. Women just looking for accessories, etc.)

    Thanks for this tip.

  4. absolutely right, Mel. With this Aces, we will get best result!

  5. [...] billboards, PPC, SEO, etc. They identified that there is a clear .. View original post here: All Aces: Overlapping your Marketing Efforts for Better Results … Share and [...]

  6. agree with it !

  7. Just today I was in a meeting trying to figure out for a fashion designer how would could expand on what her brand does, without inundating possible customers with stuff they don’t need to see (Men shopping for just men’s clothes. Women just looking for accessories, etc.)

    Thanks for this tip.

  8. #

    absolutely right, Mel. With this Aces, we will get best result!

  9. Great article. Personally I’ve tried radio ads and I was quite doubtful as to whether I’d get my money back in the long run, yet I did. Most definately was worth it.

  10. Nice article. Very much agreed that this approach brings good results. I tried radio ads as well and was most successful.

    Also media buys are a viable option as well.

  11. This sounds like taking niche marketing one more step and developing a USP for each niche. It is applying old proven methods in new ways.

  12. Just today I was in a meeting trying to figure out for a fashion designer how would could expand on what her brand does, without inundating possible customers with stuff they don’t need to see

  13. We sell UGG Boots sale with competitive prices and
    without sacrificing the legendary superb
    quality and splendid after sale services will be offered to you

  14. You’ve listed useful ways to gain positive results on extreme marketing efforts. We must always remember that in order to be successful, we need to try different strategies in marketing.

  15. It’s tough when you’re a start-up though because of budget constraints. Getting past that beginning stage can get frustrating but like Winston Churchill said, “never ever ever quit!”. : )

  16. Absolutly, im agree with you, sale boost, no sacrifice.

  17. Aces = Result!

  18. Many people gets confused while choosing a web hosting provider for their small business. To make it easier, following points should be consider to get a quality service.

  19. Well creating the micro sites will help their cause.It will also be a good from seo point of view.You do not compromise with quality as well.

  20. Thanks for sharing the wonderful post.

  21. A good traffic can help you to boost results in google (means that someone must stay at your site at least 30 seconds)? It is true?

  22. I’m a big believer that all marketing activity should be considered as integrated. I mean, seriously, where’s the benefit of treated everything as distinct and separate? That path leads to isolated departments who eventually fail to communicate with each other!

  23. Micro-sites are definitely valuable and are something we have been using over the years to help our clients focus their diverse content to target their unique and very specific audience groups. There are many reasons to use micro-sites but as you point out it is imperative to understand that they are websites that need on-going search engine optimization, content updating, tracking and reporting, and overall maintenance. As always, cost of ownership needs to be evaluated and balanced with return on investment. A business that is too small to absorb the costs involved would be better served by a single website that effectively communicates to each of their distinct audience groups from the homepage, smoothly guiding them to the section that will keep their interest. That will require excellent copy and a strong design. Each section can then be treated separately to reach and convert potential customers. For example, to reach those using the search engines, keyword research and optimization would be done separately for each section. If you are a very small business you are probably not spending $8000 – $10,000 a month on radio ads anyway but if you are you can still send listeners to your homepage and tell them to click on a graphical element that corresponds to their interest (e.g: Premium Web design – for big spenders; and Low Cost Web Design – for those looking for a low cost solution). The information behind each link will be enough to satisfy those distinct targeted groups.

  24. Thanks for sharing the great post.

  25. Thank so much,Very Good Article

  26. I thank you for this informative article. And I thank you for this I follow your vendors. It’s verry good. I wish you continued success.

  27. I absolutely agree with you in the micro-site tactic.

  28. I absolutely have to agree with you, getting traffic is one thing. Making money of that traffic is always a whole new curve in marketing strategies.

  29. Driving traffic to different pages for specific requirement is good but it should be clear and simple. Otherwise single homepage on a single website is the safe option.

  30. I absolutely have to agree with you, getting traffic is one thing. Making money of that traffic is always a whole new curve in marketing strategies.

    :) :)

  31. Specific advertising for different micro-sites sounds like a great idea. But if you already have a very niche website, does that approach still work? Do you breakdown your niche even more?

  32. Micro sites definitely generate more conversions simply because they are targeted toward a specific thing, as opposed to other sites that are all over the board – some consumers can get overwhelmed by all of the other options. If you have a targeted micro site, you will be able to better suite your potential clients needs!

  33. Thanks for that innovative approach in this tricky field. A good piece of Practical advice.

  34. It all comes back to “targeting” in the most laser like fashion.
    “Without possible distractions from content that doesn’t speak to their motivations and needs,” … that’s the key!

  35. Its true that a url redirect change your page rank ?

  36. I agree that such an approach could bring better results in most cases. It looks to me like brand management however on web sites – it seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.thank you for your post

Add Your Comments

 

Print this Article
Share

Melissa is a Senior Persuasion Analyst at FutureNow.

More articles from Melissa Burdon

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: