Specifically, I like the idea of marrying the proactive nature of eMail marketing with the passive ideas associated with the “build it and they will come” ideas that many website owners have when it comes to building their site. Take a look, for example, at a website called www.KiddieCastle.com. This site is one that is flowing gaining awesome ranks on the natural side of search. The site has well positioned links and contact forms to encourage a user to complete an online request for more information. The thing that really sets this site apart from the others, in my opinoin, is the awesome job that it does with auto responders. Every person who completes an online request gets an email right away with more details. After the email is sent out, a third party system is engaged to do additional online marketing to close the loop on the sales process. Emails are sent out to the user 1, 3, 5, 7, 12, 21 and 30 days after the initial request is made. These emails are made using third party systems such as iContact.com. Each auto responder has a different message and is personalized. The idea here is to develop a marketing tool that goes beyond just a click. It’s important to develop a brand and keep the prospect in the cycle in order to make the sale.

Another example of this type of marketing can be found at www.mydivorcedocuments.com where the divorce forms sold online assist parties in every state to obtain a legal divorce without the need for an attorney. You can also check out www.createmywill.com for another example of how a consumer can purchase a do it yourself will and estate planning kit over the web without waiting. Both of these sites use proactive marketing techniques.

Simply put, marketing a website is much more than just getting people to your site. You’ve got to know what to do get them to convert. Marketing is only one half of the process.

Amazon, for example, has a leap between it and other online retailers. Sure, you might be able to mimic part of what they’ve got, but the gulf is so huge, it’s hard to imagine displacing them any time soon.

Nike has spent billions on advertising, sponsorship, manufacturing, technology and distribution. It’s a quantum leap between them and some start-up that wants to compete.

Whether you communicate to your audience via a blog, Twitter or social networking sites like Facebook, the only true way to build relationships with a growing network is to listen, engage and provide content they find valuable.

When developing a social media content strategy, start by asking questions like: “What does my network find valuable?”.

Development of a content marketing strategy that speaks to the target audience plays a key role in successful execution of an overall online marketing program. Companies that embrace the social web as part of their marketing mix need to consider the content created within social media channels just as much as corporate web site content.

Whether you communicate to your audience via a blog, Twitter or social networking sites like Facebook, the only true way to build relationships with a growing network is to listen, engage and provide content they find valuable.

When developing a social media content strategy, start by asking questions like: “What does my network find valuable?”.