Creating A Topical & Relevant Website Content Strategy for 2013 Will Drive Higher CTRs
Creating A Topical and Relevant WebsiteContent Strategy Will Drive Higher Click-Through RatesBy Lorél Marketing Group
Many brands try to cover theirwebsite’s poor performance byadding other features and brand-centric content to the site instead ofaddressing the key issue.Brands need to fix the problem andnot mask it.Lorél Marketing Group hasidentified core components for yourwebsite planning.
Core Elements• Develop Multiple Websites forMultiple Needs … As Long asThey are Topical and Relevantto the Target Audience.• Search Strategy - target users atdifferent stages of theconversion process.• Drive Branded and UnbrandedVisibility with Online Media.• Your Web Analytics Plan DrivesSuccess.• Monitor Blogs / Social Media forReal-time Insight.
The User ExperienceWebsite design strategy needs to support customersand prospects throughout the entire buyingcontinuum process. Interested and qualifiedindividuals need the optimal architecture to “holdtheir hand” during the information-gathering andbuying experience.• Identify Your Segments. Quickly identifythe visitor based on their worth and statuswith (visitor, segment a, segment b,segment c, etc.) to deliver the best andmore relevant experience.• Target Your Segments. Segment andtarget the visitor based on where they arealong the engagement process.• Provide Relevant Messaging. Payattention to the target segment’s habitualpatterns, past behavior and site navigationto leverage them toward conversion.• Provided Added Value. Present valuedand relevant information at each touchpoint to move them along the continuumprocess.• Be a Customer Resource. Position thewebsite as an active vehicle for themultichannel program.
Product PositioningA brand’s website should position the product offeringthrough topical sections to maximize the userexperience. This site organization enables a visitor toview the issues from her perspective and not a product-centric view.• Conduct a topical conversation and offerthought-provoking questions to a• visitor to help make the most informeddecision.• Use an online community area or anothersocial media channel (e.g., Facebook) todistribute local information and resources suchas a list of local seminars/events. - Provide anonline dialogue area for questions to othermembers and prospects.• Have multiple ways to contact the brand forsupport, sales or service — such as atelephone number, a click-to-chat function, anemail address, a Twitter address, a forum areato post questions, etc.
Targeted WebsiteContentWith specific products targeted forspecific consumers, it is critical topresent the available options in a morenarrow and segmented way via websiteto maximize the information-gatheringand buying experience.• Create “Presentation A” and“Presentation B” for product-specific websites to target aconsumer based on her status inthe buying continuum.• “Presentation A” might containmore information providingcontent for the researchingconsumer• “Presentation B” might containmore of a pricing and offermessage to close the sale.
A Closing Remark:A brand’s site needs to consider its corestrategy, the overall user experienceinfrastructure and the delivery oftargeted and relevant information toprovide the right information at the righttime to drive the best results!
Want to jump start your marketing strategyand programs?Lorél Marketing Group can help you get started with a no-costdiscovery meeting that can align your goals with a vision for yoursuccess. Care to learn more? Contact us today at firstname.lastname@example.orgLorél Marketing GroupGraphc Arts Building590 North Gulph RoadValley Forge, PA 19406(610) 337-2343www.lorel.comFacebook: www.facebook.com/lorelmarketingTwitter: www.twitter.com/lorelmarketingLinkedin: www.linkedin.com/companies/lorel-marketing-group