Author: workhouse123

In the earlier two parts of this chapter, we covered the basics of lead management, from lead generation to conversion marketing, and the basics of web development and content management. In this part, we will look at user experience and related service elements, which make it worthwhile for web visitors to arrive at the firm’s…

To manage the wide variety of content to be shared on a website, firms typically need a web content management system. A content management system (commonly referred to as CMS) is an application or a product which supports content acquisition, creation, collaboration, editing, and publishing to multiple platforms. Systems which help develop and manage such…

To create a useful and effective website, any web-development exercise needs to develop a robust information architecture which can successfully integrate content, site design, organization of pages, and navigation to the best support their visitor’s interests. The first step towards that includes developing a master site diagram that helps plan the high-level scope of the…

Pre-Planning for Web Development The key to any successful and integrated digital marketing program has to involve the development of a brand website which is considered to be ‘THE’ identity for the firm (although in the present period of mobile first, firms are constantly pushing clients to adopt mobile and other marketing apps for multiple…

With an understanding of the basics of landing page, let us now be familiar with the concept of marketing apps which is an emerging form of a landing page. According to Ion Interactive, one of the top ‘marketing apps’ firm, a marketing app is a browser-based digital experience designed for user interaction, which provides an experience even…

Landing pages can be optimized based on inputs from multiple sources. Key techniques include: LPO Based on Targeting LPO Based on Experimentation

We now have an understanding of the key objectives of a landing page and how they need to be developed in a customized manner for specific desired outcomes. For a landing page to be effective, it typically needs to be regularly optimized in terms of its layout, content, images, form, length, and other elements. All…

With an understanding of the basics of lead generation, lead nurturing, and lead scoring, in this section, we would cover how these efforts culminate into action for the marketer in terms of conversion across each of the funnel stages with the final conversion being the product or service purchase. Any marketing activity typically needs an…

In the last section, we understood key lead generation stages and how marketers need to handle and develop each individual who might just be a casual visitor become a serious buyer. The process of this conversion involves two major elements which need to be understood in detail—lead nurturing and lead scoring. Lead Nurturing It involves…

Leads which are generated in the consumer funnel (see REAN Marketing Engagement Framework in Chapter 1) need to be gradually taken to the action level for the marketer to complete the purchase cycle. Activities performed at each of the funnel stages to take the consumer forward include ‘Conversion’ for that particular stage. Let us look at some…