Place Branding Web Success Series: Key to Stimulating Action by your Target Audiences – Part 3
And, the Web provides a tangible platform for users to take action.
One of the hidden beauties of the Web is that is tells us almost immediately how effective other, more traditional advertising campaigns are working.
The “call to action” for many advertising campaigns is to visit a Web site. So, if an organization or place runs a large advertising campaign, a Web site will you immediately the effectiveness of the site. Web sites are measurable, tangible and the best way to gauge marketing efforts.
If the Las Vegas Convention & Visitors Bureau runs a $5 million advertising campaign in USA Today and the New York Times, it will know immediately whether the campaign was effective. If traffic to the site increases – and thus bookings through the Web site increase – then the campaign was a success.
If the campaign is up and running for a week or two and traffic to the site is stagnant, then changes need to be made to the campaign. Immediately.
Along the same lines, if traffic to the Web site increases dramatically, but sales on the site do not increase, then the Web site probably needs an update. The “visual value” of certain elements is not registering with the user, and changes can be made swiftly.
And, how do you know what to change? The Web site will tell you – truthfully.
Want to know which pages visitors are looking at, the Web site will tell you. If users are going to a page touting “special packages” on the site, but aren’t buying the packages, chances are they aren’t a very good deal. If shows are getting a lot of traffic, but those aren’t highlight on the home page, then you can adjust and give the user what he is looking for.
Three things a home page will do:
- Create an impression: when a user comes to your site, you must impress – and impress quickly
- Establish your position: you are promoting a location or place, literally or figuratively, for a very specific reason; make sure that comes across loud and clear
- Allow users to identify themselves: users visit a site for many different reasons, so design your site to allow all visitors to find what they are looking for in the shortest period of time the writing should match.
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