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Poor Fit With Marketing Strategies
For some business models, including guest articles in a list of Web site marketing strategies does not make sense. For example, it can be counterproductive to include guest articles on Web sites where
primary goal is to sell.
Service Web Sites
If goal is to generate direct sales and leads for your own services, it doesn’t make sense to dilute message and call to action with diversions. Karon Thackston explains:
"The purpose of my site is to get those in need of copywriting services and SEO copywriting services to contact me in order to do business. People who come to my Marketing Words site, http://www.marketingwords.com , are looking for information about copywriting. They are also looking to hire a copywriter."
Therefore, you will find only material written by Karon on her site.
Product Sales Sites
Some sites have a single goal: to sell product. Every page on site is devoted to product descriptions or copy designed to move a visitor toward a purchase. In these cases, where predominant call to action is "buy product," articles could hurt sales by diverting visitor attention away from products.
Visit your favorite online retail sites, and you are likely to find product descriptions, reviews, photos and other product-driven content - but little or no guest articles. Their absence on many e-commerce sites is an illustration of poor fit of such articles as a marketing strategy for those sites.
Understanding how different techniques support, or sabotage, Web site marketing strategies can be critical to a site’s success. Align your strategies with overall goals, and your business is more likely to flourish.
Bobette Kyle draws upon 10+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com , and Moderator for the Web Marketing topic at highrankings.com forums.
