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 I have written this short overview of ‘Online Marketing’ to assist with the planning of your marketing activities for your website. It is also to flag up the requirements for a committed online marketing campaign – it is not sufficient these days to simply publish a website and wait…,
I’ll be very happy to supply more detailed information on any point or technique outlined.
We call it the "CAD-Q" formula - Communication, Automation, Dissemination & Qualification - Click to Download Now!
The humble website is essentially the foundation of your online marketing campaign, the technology available today which can be incorporated into your website will allow it to perform many functions for your organisation.
 Communication
This aspect of the web site is what I consider to be your outgoing message, these are the points you want to make about your organization and the things that you want to press home so that people understand your point of view.
Automation
It is now fairly straightforward to design systems which operate from your website to automate many of the relationships between your organization and the user. Perhaps this is one of the greatest uses of a web site because it minimizes the requirement for human intervention between your organization and the users until a certain goal is achieved.
For example users can self register, choosing their own username and password, then to receive a confirmation e-mail with which to give their permission for further e-mail based marketing.
It is also possible to (securely) offer the facility where people can create profiles and update images to the web site. You can also offer the opportunity for users to submit new content for the web site and to enter it directly into the system, this content would not appear on the web site until it has been moderated by an administrator.
Dissemination
A web site is a great portal which can distribute documents and images which you only have to handle once. The creation of special pages which list and make available documents (normally in portable document format – PDF) is a very good way of allowing users to interact with your organization and to pass back information.
Qualification
Sorting out the ‘wheat from the chaff’ is a role that your web site can perform if you incorporate interactive forms and a stepped level of gathering information from your users. It is quite possible to have publicly available forms on the web site which will gather the basic information, then for the user to receive further feedback via an automated e-mail which guides them to register with the website and to complete further information which resides behind a password protected login form. This has the effect of deterring ‘time wasters‘ and gives you vital information with which to judge the applicants commitment.
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