A relatively inexpensive medium, the Internet delivers instant global reach, real-time feedback, and access to millions of people for whom the Web is a primary source of information and communication. It has become a revolutionary force for marketers, and is at the center of virtually all communications in Blue Mine Group's Marketing of Innovation program. In this month's Insights, we discuss how to maximize your Internet presence through the implementation of the following core components:

Web site objectives: A web site is typically the most visible and well-used resource for prospects, customers, channel partners and other key stakeholders. You should use every marketing communications campaign to drive traffic to your web site, and ensure the brand experience on your site is consistent with the rest of your marketing initiatives. Encourage visitors to take some kind of action on your site, so that you can capture contact information, learn more about your customers' needs, and influence visitors to make a purchase or select your services.

Web site design: As with all marketing, the only way to attract and engage site visitors is to deliver real value to them. Site visitors will decide within seconds whether or not your company has something of value to offer, and every additional click required to take action will cause a percentage of visitors to leave your site. The best approach is to look at things from your customer's perspective and purchase cycle. Your site will deliver most value when it provides answers to customers' questions, and allows them to take action quickly, securely and easily.

Methodology: By utilizing web site best practices, you can optimize your entire online presence. Begin by drafting a requirements specification that identifies, defines and prioritizes site development or enhancement needs. From the specification, you can determine the site architecture, programming, design direction and content that must be developed to make your site visually compelling and valuable.

Analytics: Studying web site visitor activity is critical to understanding the interests of customers and prospective buyers. Analytics can also be used to improve site design and navigation, and increase the profitability of online sales. By analyzing your site's traffic patterns you can better understand visitors needs and therefore build a more effective web site to deliver what they want.

Search Engine Marketing: One of the most cost-effective ways of identifying qualified prospects, search engine marketing is unique in that it reaches people actively searching for your kind of products and services. The goal of search engine marketing is to maximize your online visibility. Search engine optimization (SEO) and pay-per-click campaigns can effectively target motivated prospects already researching, communicating, and shopping online.

In the November issue of Insights, we'll share best practices for developing an effective media relations program.

Web Analytics Demystified:
A Marketer's Guide to Understanding How Your Web Site Affects Your Business by Eric T. Peterson

Getting Listed in Search Engines:
American Marketing Association's tips for search engine optimization

Useit.com:
Leading expert Jakob Nielson's online guide to web usability