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Business Marketing

The Backside of Internet Marketing

Are you spending your time, energy, or money driving traffic to your website? Now’s a good time to beef up your internet marketing plan and not only save a few bucks but increase your personal profits.

From The Front

See, a lot of folks tend to rely on optimizing their site (keywords, linking, content) for good search engine rankings. Others put their resources towards PPC campaigns (pay-per-click) and media buys. This is what you initially use to engage people – it’s all your front-end stuff.

All of this is good because visibility matters but ultimately what all this front-end stuff ends up creating are really just landing page views.

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The View From The Back

Unless your business model includes selling adspace on your landing page, you care more about the actions and response people take when they hit your landing page than the sheer number of hits. This is your backside of you internet marketing plan and, well, the part that really matters.

Your return on investment (ROI) isn’t measured by traffic or page views, but by the amount of visitors that, upon hitting your landing page, raise their hand and become leads. Leads buy, visitors gawk.

So, if you’ve been heavily focused on traffic programs but aren’t getting the results you want or just want to get more bang from something that’s already working then take a backside approach to internet marketing. Especially if front-end resources are tight.

From the backend, the view looks a bit like this:

  • copywriting – your words need to be persuasive
  • offer – make them an offer and make it good
  • image selection – images control the eye and sell a result
  • page layout – good layout will guide a visitor towards action
  • calls-to-action – tell them what need to happen next
  • form design – make your forms simple and unimposing
  • proof – create user confidence and credibility for yourself

As you can see, your backside creates clients. Go ahead and take a look at your landing pages…

How’s the view back there? What would you like to improve?

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Written By

Mark Eckenrode is a Certified Master of Guerrilla Marketing raised on comic books, punk rock, and Pepsi. He's also the chief marketing trainer at HomeStomper where AgentGenius readers can learn unconventional methods for winning with social media.

1 Comment

1 Comment

  1. Paula Henry

    January 8, 2009 at 12:55 pm

    Mark – I have been busy redesigning both my website and blog with an emphasis on creating “great” landing pages. I have a lot to improve upon – but you know when you say backside – well, let’s just say, I could use some improvement there, too 🙂

    I’ll be contacting you!

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