Seeing Your Web Market As A Resource

Are there alternatives to hunting and trapping?
A history of civilizations shows us that cultivation works better in many instances that either hunting or trapping.

It is a wonder that marketing people do not think much about cultivating the greater market share instead of hunting down the smaller market portion that is the ready market.

Your whole market as a resource
It is a simple and practical matter for a web page to cultivate the whole market. We cannot know just what stage of the buying cycle a single visitor is at, yet we need to cultivate that member of our market.

From the very beginning of the buying cycle, where members of our market are becoming aware that they have a problem, all the way through research and then comparison shopping until finally they are close to making a decision, takes in the whole of the market our web site needs to cultivate.

No other marketing medium can provide the tools and the affordable means of cultivating a market. That place where every business is hunting or trapping the ready market is diluted with traffic from search engines.

Your web designer said they would send you tones of web traffic and – even though this is faulty thinking – if they do meet their promise it won’t be what you were expecting.

Search engines are not just available to the ready buyers in your market, they are available to the whole length and breadth of your market.

Farming Your Web Market

Now, don’t get fearful
Perhaps professional marketers have told you not to get personal with your marketing, but that type of aggressive marketing is not what we are talking about here. And ‘intimate’ does not mean private and secretive, it means:

Marked by close acquaintance, association, or familiarity
Relating to or indicative of one’s deepest nature

Most web marketing is done at arm’s length because the marketing people are not clear on the market being targeted. Web marketing needs to use HTML in its marketing to get the most out of the medium and yet the HTML in contemporary business designs is relegated to basic navigation and placeholders for content. Instead, we need to put HTML into our marketing methods and provide choices for all members of our market.

Talking all the way through
We will spend time talking to that portion of our market that doesn’t even recognize yet that they have a problem. All of our marketing stays in place for years and as we build we grow stronger and stronger.

Unlike push marketing that requires constant feeding of cash for advertising, our pull marketing is more like putting money in the bank and building our reserves instead of spending them.

Farming our web market is a very different concept from that of an opportunist feeding off of the market.

Web Marketing Plans

As insurance agencies create their marketing plans for the upcoming year, many will focus on insurance agency web marketing as a key marketing driver to generate insurance agency leads. According to Wikipedia, web marketing “refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies.” This serves as a reasonable definition for our discussion, as we answer important questions relating to insurance agency web marketing: Let’s begin by identifying the key components of an insurance agency web marketing plan:

Agency Web Seminar Marketing
Blogging and Vlogging
Insurance Agency Website Design
Insurance eMarketing Campaigns
Insurance Search Engine Marketing (SEM)
Insurance SEO (Insurance Agency Search Engine Optimization)
Pay Per Click (Google PPC, LinkedIn PPC, etc.)
Social Media Marketing (Facebook, LinkedIn, Twitter, YouTube, StumbleUpon)
Insurance Agency Telemarketing (augments web marketing)

Arguably, insurance agency web marketing always begins with a comprehensive insurance website redesign, unless the agency website was recently completed and is up to date. provides outsourced marketing, sales and lead generation services focusing in the areas of insurance agency web marketing, insurance web seminar marketing, telemarketing, insurance SEO, insurance agency social media marketing and insurance agency websites.

Web Marketing

It happens in web marketing when the sales hype or the boastful language gets too repetitive and turns customers away.

The thing to remember about bragging is that when you really are that good other people do the bragging for you.

Is naked web marketing a frightening thought?

Marketing without pretense should be a welcome idea. For small business web sites we can say the space is limitless because the hosted space is megabytes more than we need.

Our small business web site can pack enormous amounts of info and be accessible everywhere at once. We are conditioned to think that our business web site is going somewhere, like up the ranks with search engines or maybe Oprah will feature our site and it will really get going.

The truth is that our web site is stationary and the only thing that moves is our market if, and when, we attract them.

The web has a huge marketing potential

So why is our business web site not reaching anywhere near its potential? This focus is no longer appropriate for web marketing.

Small business web sites will need to look away from their own self interests and use their web site to cater to the needs of their market. Burnaby Web Consulting is a resource site about web design and marketing info for small business owners.