Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Understand Your Web Site's Marketing Potential

Posted by: Rod Kurtz on March 23, 2009

As the economy continues its downward slide and companies slash budgets left and right, marketers are forced to do more with much less. For businesses of all sizes, the Web site can be the most important asset in the marketing arsenal, but it is often underutilized. With today’s user-friendly Web content management systems, even the most nontechnical marketers are able to create, manage, and track Web campaigns with ease.

However, the strategy isn’t quite as simple as, "If you build it, you will succeed." Companies need to be creative and test out new strategies to engage customers and increase sales. While the specific formula is unique to each business, the most effective online marketing campaigns share a few key components:

Make it easy. Over 50% of Web sales are lost because visitors don’t find content that is relevant. Too many companies employ numerous search engine marketing (SEM) campaigns, only to point visitors to the site’s home page, where they might quickly lose interest. Implementing an effective landing page strategy ensures that potential customers find exactly what they want on the first click.

Be specific. Getting users to the appropriate content on your site is half the battle; the next step is showing them what to do once they’re there. Providing a specific call to action—whether it’s a button to buy your product or a link for users to sign up for your newsletter—helps guide visitors through your site and increases your conversion rate.

Don’t be shy. With the abundance of user-generated content on the Web today, many consumers look to feedback from other users to inform their decisions. Encourage your customers to share their feedback and ask permission to use positive reviews on your site. A good testimonial can go a long way toward instilling faith in your business.

Robert Rose
Vice-President of Marketing & Strategy
Los Angeles

Post a comment



Want to improve the way you run your business? Entrepreneurs, academics, and consultants from diverse industries offer practical advice on a variety of topics each business day.

To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.

BW Mall - Sponsored Links

Buy a link now!