So you’ve spent all this money developing a kick-ass website, optimized for search engines and oozing with well-distributed keywords. But where is the ROI? Who is looking at it? Better yet, what kind of conversions are you creating?

Your customer’s search habits are evolving. The way they find you is changing. Take a minute to look at all the possible ways a visitor might locate your website.

One of the key things to keep in mind is what your social presence looks like. Do you have well-developed social profiles that engage your customers and prospects and encourage them to dig deeper, conveniently by leading back to your website?

From an updated content standpoint, have you created blog posts or developed white papers that would add value to a customer relationship, draw them further into your site and keep them coming back?

Don’t forget some of the more traditional tactics to drive traffic. A 2009 study from IProspect indicated that nearly 40% of online purchases are still influenced by an offline channel. In the study, participants were asked what prompted them to search online for a particular company, product, service or slogan. The results were:

• Television advertisement: 44%
• Word of Mouth: 41%
• Magazine/Newspaper Advertisement: 35%
• Radio: 23%
• Billboard: 13%

The key takeaway here is to thoroughly examine ALL channels and develop a truly integrated marketing strategy. Go beyond search engine optimization, but use the same sensibilities - relevant content, frequent updates and that all-important lead back to your URL. Your website and your budget will thank you.

~Nicole, Senior Marketing Strategist