great website but few visitors? Here's how to turn herds of
Visitors into Customers.
The web has fundamentally changed the way our businesses
interact with our customers. Customers and potential
customers now typically first
look on the web for
your business and if they don't find it or can't get what
they want there, they typically go to your competitor. And
increasingly it doesn't even matter where those competitors
are situated, local loyalty is a thing of the past.
is our preferred way of drive
potential customers to business websites. It has a number
of advantages over traditional marketing media, among
- It is the same media that customers are using to
find your business - they're already there
- You can narrowly target potential customers with
interest within your business niche
- You can accurately advertise to customers who are
looking at competitors
- You can influence search engines to list your entry
high up in the results
- You can have immediate call to action and get
"What's a technology company doing in
marketing?"That's a question sometimes asked, but if you
think about it for a while the answer isn't hard to see:
Internet marketing requires web-applications in order to
fulfill the sales cycle.
Let's examine the process:
1. A set of marketing techniques is used to funnel customers to
your web site. This is akin to newspaper ad getting customers
into your shop.
2. The customer can peruse the goods and see what's actually in
stock. This is akin to the customer looking around the shop and
viewing the actual goods on display.
3. A targeted sales page is used to persuade the customer to
purchase a product. This is akin to a salesman on the shop
4. Once the customer decides to buy the product, he is taken to
a checkout page where he enters his details and paying by his
chosen method. Nothing much different here to a shop teller,
except that you get the customer's details as a matter of
course. But what do you do with them?
5. The details of the sale are sent to the back-end sales
system which records the order details and set in motion the
dispatch procedure, and the accounting system is updated. This
is looking more like the physical shop scenario - with a good
back-end order processing system.
Take any of the steps away and the whole process doesn't work.
It is vital that an integrated marketing/technology approach be
adopted in order to maximise sales.
Sillero is involved with every step of the process:
1. We use the latest proven Internet marketing techniques,
including Web 2.0 technologies, niche research, video
production and streaming, product launches and SEO
2. We integrate back-end stock systems and communicate with
them in real time. Typically we use web-services and SOAP.
3. We use the best practises for producing sales (or "squeeze")
pages, including testimonials, guarantees, giveaway enticements
and call-to-action. These pages are continuously tested to
establish what produces the best results.
4. We integrate with many payment gateways so the customer can
make payment with minimum fuss. We can also advise on which
payment gateways to use given the circumstances.
5. We produce middleware software that links the website to the
back-end production systems. This software leverages the
marketing potential of customers, maintains real-time account
information (integrating into the main accounting system) and
processes affiliate information.
"But we don't have a shop - we are an organisation
with a serious on-line presence"While it is true that a
shop can be very much more targeted and simple website, it is
equally true that any website needs to be marketed.
Corporates usually spend a great deal of money on their
websites. Those with big marketing budgets and recognisable
brands use different media and campaigns to market the
offerings, including their web presence. But not everyone can
It's a big world out there with millions of web sites. To be
heard requires careful targeting of Internet users who
typically use search engines, contextual advertising and social
networking to discover your site. There is no Field Of
Dreams scenario: putting up a website, in whatever form and
for whatever purpose, requires marketing if you want
It is our experience that even a closed Intranet site will not
be used adequately unless it is properly and continuously
marketed to the users. The importance of marketing to unknown
visitors on the Internet is far greater.
Putting up a website, any website, requires marketing that
Please contact us to discuss
marketing your website.