Would you build a house without first laying foundations? Of course not, however the vast majority of Irish SMEs are doing the equivalent with their internet marketing campaigns.
PPC, SEO and referencing you website in offline marketing materials is pointless if you have not already done Landing Page Optmisation (LPO). You must find out your optimal value proposition, page layout, type of media to use e.g. video (if any) and web form layout.
In order to do this, you must must run a number of Internet marketing experiments. This is the single most important component in any Internet marketing strategy. Increase landing page conversion and you increase your website’s profit and Return on Investment.
Work done here will improve the performance of all other aspects of your Internet marketing strategy. If you have a website and you haven’t put it through the Landing Page Optimisation process you are losing sales by the bucket load.
As I always say, without Landing Page Optimisation you are relying on pure luck to makes sales online. You may as well take the money you spend on online advertising and start buying lottery tickets instead.