From the course: Building an Integrated Online Marketing Plan
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Getting the big picture
From the course: Building an Integrated Online Marketing Plan
Getting the big picture
- [Instructor] Up to this point, I've presented a lot of the front-end marketing to get people to your site. However, we need to pull back a little bit and understand a bigger picture of what we can do to build our business. In driving people to your website, most people will not take any actions whatsoever. Search will provide a significant amount of visitors to your site, but a lot of them are going to leave as soon as they get there, maybe because they saw their answer, or maybe because they didn't. In general, only a very small percentage of people will take action on our website and register, subscribe, or buy something. And a lot of that is dependent upon how they found the website. You see, content marketing is just the beginning of the process. It gets them to the site, but here's the key. When they come to the site, it produces data. Now, this data is important because what happens is that a small file called a cookie is placed on the visitor's browser. Now, a cookie tracks…
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