Web Marketing: Stop Spamming the Masses and Start Building Relationships

One of the problems with web marketing is that thousands of dollars are spent to bring in new visitors but only a small percentage of this is used to retain and nurture these visitors once they come to your sites.

One reason is the difficulty in building and targeting pinpoint messages, promotions, and campaigns to web visitors. Companies tend to focus all of their effort on getting the company message out to the public. The problem is "the public" is a very broad group so the content is watered down for consumption by the masses. This is not what most of your visitors are interested in.

Another reason is how difficult it can be to manage, maintain, and update content for individual web visitors. The people in the company who would best manage this content don't have the tools and resources to access the web site and track how well campaigns and promotions are doing. Instead, they must fill out a web request form to get added to the queue. On the other hand, the web team is busy creating new pages for a product launches, managing Google Adwords campaigns, or analyzing web site statistics. They have tools that assist them in managing all of these tasks but they don't have a tool for efficiently managing campaigns that are targeted to individuals.

A third reason is how easy it is to setup a Google Adwords campaign, show how many click-throughs your site is receiving, and stop there. You can get your ads out to the masses in just a few minutes. Then, every few weeks, you justify this spending because you can see the results in real time using the web interface or through nicely printed reports. This is great but it's only half the battle. Wouldn't it make more sense to take all of this great traffic you are getting from Google Adwords or search and continue to assist your visitors in finding what they want once they're on your site?

This is why I built Marketing for Mavens. It's a unique web application which puts the power of marketing to web visitors into the hands of those who are most capable of maintaining these campaigns. The web team can choose to keep control over the content management of the campaigns or give access to people in marketing programs or other groups within the company to handle this themselves. In addition, Marketing for Mavens tracks and tags each individual based on the pages they visit so now your company can ensure that your campaigns are matched up with right person at the right time. With Marketing for Mavens you know who your top visitors are and you can customize your messaging to them leading to quicker sales and improved visitor satisfaction.

If you are curious as to how this works please feel free to check out the demo. Marketing for Mavens is scheduled to launch a beta release in June so please sign up if you are interested in taking part.