Email Campaign Tools

1.  Implement and Maintain Current Web Content Management (WCM) Technology

It wasn't that long ago when a basic function calculator could be purchased for $9.99.  Today, walk into any drug store and you can purchase the same calculator for $1.99 or buy a super deluxe scientific model for $9.99.  With most technology products you get more for less over time.  The same principle applies to enterprise web content management.

The web content management market and industry has changed considerably over the last few years and continues to evolve at a rapid pace.  Best-in-class enterprise web content management systems are now at the core of successful online marketing strategies and do much more than simply manage online content.  These systems now include interactive tools that will help you achieve online marketing objectives, such as increasing conversion rates.

To keep your organization ahead of the game and maximizing business results from your online channel, plan on upgrading WCM technology every three to five years.

2.  Frequently Update Website Content

Adding fresh content on a regular basis to your website will improve your search engine rankings plus has the extra benefit of keeping customers coming back for more.   Use dynamic content to deliver an enhanced visitor experience, build brand loyalty, and drive conversions.

3.  Personalize Website Interactions by Using Landing Pages

One of the quickest and easiest ways to increase the personalization of your online channel is to incorporate the use of more landing pages.  Landing pages should generally be directed at one target audience with one message and have one call to action.  By segmenting your target audiences you can channel them to the landing pages with content that best fits their profile.  Personalized content increases conversion rates.

4.  Conduct A/B Testing of your Website Content

I am the first to admit that marketing is as much an art as it is a science.  And while there are best practices for virtually every marketing tactic, the truth of the matter is that we never know for sure what will work and what won't work.  That is until we've tried it.  When you find out what works, do more of it.  A best-in-class enterprise web content management system will have A/B testing with functionality that makes this kind of testing simple.

5.  Use Old School Segmentation for Target Audience Marketing

Segment your Target audiences into groupings that make sense for your business and deliver persuasive content tailored to each group.  Best-in-class enterprise web content management systems will have this capability.

6.  Personalize the Website Experience

Website personalization is very similar to Segmentation, however here you are personalizing the web experience for individuals rather than groups.  Next generation web content management systems have the ability to deliver personalized content to individual website visitors based upon explicit and implicit behaviors.

7.  Integrate Web Content Management with Other Systems and Platforms

A best-in-class WCM system should easily integrate with CRM's, ERP's, email campaign tools, and other software and solutions.  Integrating your enterprise web content management system will  significantly improve efficiency, help marketers deliver more relevant content to their target audiences, and assist with website optimization, testing, and analysis.

8.  Establish a Social Media Presence with Cross Links to Your Website

Develp and execute a social media strategy.  At a minimum, set up Facebook, Twitter, and Linked In accounts with links to and from your website.  Post relevant content to these social media sites on a regular basis.

9.  Engage Customers Across Multiple Channels

While the website is at the center of the interactive universe and effectively managing online content vital to success, it pays to reach out to customers and prospects across multiple touch points including email, print, mobile, and RSS.  Leverage multiple channels to drive traffic to your website.  The best enterprise web content management systems will have online interactive marketing tools as well as multichannel marketing functionalities.

10.  Measure, Analyze and Improve Website Content on a Regular Basis

I read somewhere that "whatever it was that made you successful today will not make you successful tomorrow".  I'm not sure if that quote fully applies here, but I like it anyway :)  Regardless, in my humble opinion, quality is an ongoing process, not a final result.

Use website analytic tools, learn from the reports they provide, and take concrete steps to improve your metrics.  Measure, Analyze and Improve on a regularly scheduled basis (like monthly or quarterly).  Oh, did I mention that the SDL Tridion enterprise web content management system provides an excellent set of website analytical tools?