The world of web marketing where various methods and concepts exist. When you want to achieve your goals through the website, there are not a few web staff who are worried about the measures they should take now, such as "SEO? Web advertising? SNS? Owned media?" The
In this article, we will introduce information that can be used as a hint by those troubled Web staffs who "determine what measures should be taken now". By all means, "or company that for what goals you want to achieve through the Web site?" Please read while confirming once again.
After reading this article, you will find the following:
○ Overview of web marketing and the most important thing
○ Types and usage of web customers ○
Specific examples of content marketing
1. What is Web marketing?
First about web marketing. The overall picture of web marketing can be explained as follows.
When the goal that the company wants to achieve on the website is set as the “purpose” (assuming inquiries and purchases in the diagram below), the series of actions to achieve that goal is called “Web marketing”. First, user data is collected and analyzed using tools such as Google Analytics. Based on the results of the analysis, measures are taken for the purpose, attracting customers on the Web and returning to data collection ...
Data collection and data analysis to achieve the goal is of course important, but data cannot be collected and analyzed without attracting customers. For example, if you say, “You can't analyze data on a website that is viewed by only one person a day (= you can't achieve the goal),” it is quite natural. In any case, “collecting customers, that is, getting many users to access their website” is the most important issue in web marketing.
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2. How to attract customers to the website
In the previous chapter, we explained the importance of attracting customers in web marketing. There are three main types of attracting customers.
(1) Paid media: Paid advertising in general: Wide spread (
2) Owned media: In-house managed media: Spread to customer base (
3) Earned media: SNS, etc .: Spread to fan base
Web ads such as Google ads are effective as a way to earn a lot of access at once (= attract customers), but it is not very suitable as a method for attracting customers to the company's own site over the medium to long term. As you know, web ads can expect a certain number of access increases while they are running, but if you stop the ads, the normal access will almost always drop at once. In other words, since advertisements are generally “expenditure” and not “assets”, it is recommended to build a mechanism for attracting customers using owned and earned media as a measure that can be implemented for a long time at a low cost. is. Nonetheless, I want the explosive power of Web advertising to spread new articles and trending content.
It would be good to aim to operate a system that can attract customers without relying on advertisements, while also utilizing advertisements as needed .
▽ Thorough explanation on how to use Google Ads
3. What is content marketing?
Now that we understand how to attract customers, the next topic is “content” for attracting customers. In the above, “② Owned media” was mentioned, but one of the materials for attracting customers to the website is in-house media (blog).
As shown in the diagram below, content marketing refers to marketing activities that aim to achieve the goals of the company by distributing content such as blogs and providing value to users. One image of web marketing is content marketing.
Content marketing is a very useful method for attracting customers in the modern society where it has become commonplace to find the information you want from the vast amount of information on the Internet. This is because, if you usually try to remember that when searching on the Internet, it is rare to click a URL that says "advertising" in the top of the page, "in addition to advertising, towards the top I think there are many cases where you click on a page that seems to be close to the information you want to see . This is where content comes to life.
[Example]
Goal you want to achieve on the website of a used car dealership website:
Keywords you may search for inquiries / visit reservations from the website : "Used car cheap" "Used car assessment criteria"
article: "Used car assessment criteria "Three tricks for high-value appraisal"
Path to achieve the goal: Search → Article → LP → Inquiry
As shown in the example above, `` Rather than aiming to achieve the goal directly (= inquiry), provide the information that the user wants to know '' to `` find '' your site and lead the article to the goal at the entrance This is a specific example of content marketing.
In addition to the articles listed here, there are various types of content such as quiz pages, videos, and white papers. Let's find the fusion point of the theme that the user may be interested in and the information that the company is likely to provide, and first aim to create content that can be found by the user.
Finally
Up to this point, I have introduced web marketing and content marketing, though it is simple.
The goals you want to achieve on the website, such as product purchases, e-mail magazine registration, and inquiries, vary depending on your company's services and business. It ’s important to identify that your site is n’t enough to meet that goal. Is there a problem with the ability to attract customers? Is it possible to attract customers but not reach the goal? I would like you to decide the next move after correctly understanding the current situation.
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