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Posts Tagged ‘web marketing’

I’ve been working on new community site called WebMarketingTribe.com. One thing we’ve noticed over the years is a lack of a single resource for anything and everything related to corporate web marketing. so I’ve decided to take some time to develop a site to cater to this community.

The goal is to create a single resource that Web Marketers can go to not only learn about the latest news but also use as a reference to find the top historical information. In addition to news information, we’re also working on a resource section for tracking and rating all the tools related to our focus. We’re also looking at how we can better integrate RSS feeds, Twitter, and upcoming event information.

Please take some time to check out the site and let us know what you think. If you’d like to help out please let me know. The more the merrier.

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Recently, I’ve been spending a lot of time working on Marketing for Mavens. This has drastically cut into my time on this blog but I wanted to post a quick note to highlight what I’ve been up to.

Back in June, we launched a beta web application called Marketing for Mavens (MfM). MfM allows companies to match their web content, promotions, and offers to the needs of the web site visitors. This is done by setting up section(s) of your web page(s) where you want MfM to control the content. As people visit your site, MfM tracks the pages they go to and tags them based on those pages. These tags help MfM analyze what visitors are looking for and display the most appropriate content/promotion/offer based on this analysis. There are several benefits to this:

  • Multiple promotions and offers can share the same real estate on a web page. You no longer need to build generic promotions that need to cater to all of your visitors or figure out how to balance or rotate several promotions on a crowded home page.
  • You no longer have to track all your promotions and offers. It is done automatically and the most appropriate content is delivered to your visitors in real-time.
  • Improved web site usability. Your visitors have a better chance of finding what they want since MfM is displaying content, promotions, and offers based on their history with your web site.
  • Better results. People are more likely to respond to your promotions and offers if they are inline with their needs.

Currently, MfM is in beta and will continue to be in beta through the end of the year. During the beta, registration and use of the MfM application is free. You can try out the service for as long as you want, on as many sites and pages as you want.

We also continue to add new features every few weeks which is where a lot of my time is going. In September we added:

  • Better Sales Lead Targeting: You can target content and promotions to select visitors. MfM allows you to customize web promotions that will only be seen by an individual visitor. You select how many times you want this promotion to be shown and it will be displayed the next time this person visits your web site.
  • Referrer Tracking: You can now see where your visitors are coming from and the search terms they used to find you. This gives you even more valuable insight into targeting your visitors, ensuring that you target them with the right promotions at the right time.
  • Link Tracking: You can now track which promotions are the most effective and eliminate under performing ones. A/B Testing of your promotions and offers can now be done as well.

If you’re interested in more information please check out the Marketing for Mavens web site. You can also sign-up for the free beta.

As things calm down on the MfM front, I hope to get back to blogging more frequently here.

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I wanted to extend an offer I made on my Marketing for Mavens blog to a larger audience. The other day I was inspired by the idea that there are probably thousands of people out there with web development, web design, and web marketing questions but have no idea where to go to have them answered. Yes, there are forums out there for this sort of thing but sometimes you just want to have a conversation with someone. Over the years, I have learned a lot from the different communities out there and it time for me to give back.

I have decided that I’m going to donate an hour of each day to helping people with their web related questions. I setup a form that people can use to fill out a quick description of their question and how they would like to be contacted. I can’t make any promises that I’ll be able to answer every question but at the very least I can probably point you in the right direction. If you have a question, then please feel free to submit it to me. Thank you!

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One of the problems with web marketing is that thousands of dollars are spent to bring in new visitors but only a small percentage of this is used to retain and nurture these visitors once they come to your sites.

One reason is the difficulty in building and targeting pinpoint messages, promotions, and campaigns to web visitors. Companies tend to focus all of their effort on getting the company message out to the public. The problem is “the public” is a very broad group so the content is watered down for consumption by the masses. This is not what most of your visitors are interested in.

Another reason is how difficult it can be to manage, maintain, and update content for individual web visitors. The people in the company who would best manage this content don’t have the tools and resources to access the web site and track how well campaigns and promotions are doing. Instead, they must fill out a web request form to get added to the queue. On the other hand, the web team is busy creating new pages for a product launches, managing Google Adwords campaigns, or analyzing web site statistics. They have tools that assist them in managing all of these tasks but they don’t have a tool for efficiently managing campaigns that are targeted to individuals.

A third reason is how easy it is to setup a Google Adwords campaign, show how many click-throughs your site is receiving, and stop there. You can get your ads out to the masses in just a few minutes. Then, every few weeks, you justify this spending because you can see the results in real time using the web interface or through nicely printed reports. This is great but it’s only half the battle. Wouldn’t it make more sense to take all of this great traffic you are getting from Google Adwords or search and continue to assist your visitors in finding what they want once they’re on your site?

This is why I built Marketing for Mavens. It’s a unique web application which puts the power of marketing to web visitors into the hands of those who are most capable of maintaining these campaigns. The web team can choose to keep control over the content management of the campaigns or give access to people in marketing programs or other groups within the company to handle this themselves. In addition, Marketing for Mavens tracks and tags each individual based on the pages they visit so now your company can ensure that your campaigns are matched up with right person at the right time. With Marketing for Mavens you know who your top visitors are and you can customize your messaging to them leading to quicker sales and improved visitor satisfaction.

If you are curious as to how this works please feel free to check out the demo. Marketing for Mavens is scheduled to launch a beta release in June so please sign up if you are interested in taking part.

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