It wasn’t so long ago that developing a new website required a company to invest tens of thousands, or even millions, of dollars in the development of a custom content management system (CMS). The days of building a site from scratch are over, thanks to the numerous inexpensive and free content management systems available, like Expression Engine and WordPress. Combine these CMS platforms with themes and plug-ins, and you have the opportunity to build an effective, SEO-friendly website. Of course, there are obvious advantages of using design firms and developers to develop a site that meets your specific goals.

12% of the world’s websites are currently using WordPress. (Stat contribution from one of our clients. Thanks, Jami.) That number may sound insignificant, but let’s put it into perspective–it's just under 60 million websites as of 9/23/2011*.

Technology is leveling the playing field.

This shift in web development is just one example of how technology is driving online marketing by removing barriers to entry in the digital space. The growth of Google Display Network and Google AdWords, both self-serve platforms, is another example. Marketers at companies of all sizes can now economically play in the same space.

Online marketing strategy will separate the winners from the losers.

To plug another stat from a former agency colleague, 83% of research starts online. This means your customers’ first interaction with your brand is most likely on the web. So, regardless of what platform you build your site on, or what technology you use to drive traffic to your site, success starts with a sound online marketing strategy that is based on a real understanding of your target audience. Big brand or small, global retailer or “mom and pop” shoe store chain in New Jersey, you better make sure you understand your customer, where they are, and what they need to make a buying decision.

To create a game-changing online strategy, consider the following:

  • Know your customers. Conduct research to understand how they interact online.
  • Define goals for your site.
  • Create conversion funnels, so that customers understand what action you want them to take on your site.
  • Use analytics for planning and optimization. Make sure you have the ability to measure what’s driving engagement. Use the data to optimize the site to increase overall performance.
  • Design your website with user experience in mind. Don’t design something for yourself, think of users at all times.
  • Make sure your site is crawlable. It’s ‘free’ traffic, so why not take advantage of it.
  • Promote your site. It’s an island without marketing—nobody knows it’s there.

 

*http://en.wordpress.com/stats/