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The Benefits and Components of an Integrated
Internet Marketing Strategy
By
- Lou Unkeless
Achieving your operational objectives using Internet
Marketing techniques has a number of significant benefits, including being:
It's Targeted-- you
can delivered specific messages to your target market, or any segment of your
target market-by virtually any demographic dimension.
It's Measurable--
you can track all aspects of your marketing spend and campaigns, whether
monthly, weekly, daily, or in real time. There is no more wondering whether your
marketing spend is achieving the ROI and benefits you anticipated.
It's Flexible--
you can plan and execute campaigns more quickly, with shorter durations, with
far less up-front costs than with traditional marketing
It's Adaptable--
with web analytics tools, you can identify trends as they are occurring and
react quickly to modify your campaign, thereby saving significant marketing
dollars and taking advantage of a new opportunities.
It's Cost Effective--
typical Internet Marketing campaign costs are 20-25% of those of a traditional
marketing campaign.
With these benefits firmly in mind, let's take a look at the
major elements of an integrated Internet Marketing strategy.
An Optimized Website-
this is the foundation of your Internet Marketing efforts. I firmly believe that
your website should be the center of the universe as it relates to your
business. By combining relevant and frequently changing content with targeted
messages and offers, you will build a community of prospects and customers that
will return frequently. Add an architecture based on maximizing conversions, and
you have a solid platform to build your Internet Marketing strategy around.
Drive Targeted Traffic to Your Website- A website alone is not an integrated strategy. It is a
place where content resides, where people come to when they are searching for
something, and where they will hopefully take the desired action. Your website
may be a fantastic testament to your company, but if no one knows it exists,
it's value is limited.
One of the most important aspects of your Internet Marketing
effort is to drive targeted traffic to your website. There are a number of
different techniques to accomplish this, including paid search marketing or PPC,
organic search marketing or SEO, and a variety of Social Media opportunities.
These and other Internet Marketing techniques can be deployed
simultaneously, but it is essential to understand how and where your target
market looks for your product or service, so that you can create a plan that
combines the right balance of these techniques to reach your audience with a
targeted message and bring them to your website.
Convert Prospects into Customers- Getting your visitors to take the action you want once they
land at your site is the closing step in the online process. This could mean
registering as a lead, requesting a proposal, making a phone call, downloading a
white paper, making a donation, signing up for your newsletter, or purchasing a
product.
An aggressive Internet Marketing program that drives
qualified traffic to a poorly designed website so that prospects don't take the
desired action is a waste of marketing dollars. Success is getting your
prospects to land on a page specifically designed to drive a conversion and to
take the action you want them to
In a later article we'll talk in depth about the elements of
a website designed to promote conversions.
Create Lifetime Customers-
the old adage is that it is 8 times more expensive to find a new customer than
to keep an existing customer. The expensive "courtship" process is
over, and you have "consummated" the relationship. A key benefit of
Internet Marketing is the ability to continue to engage your existing customer
base periodically with relatively little cost and effort--enabling you to retain
them as a customer so you can cross sell, up sell, and even sell them new
products and services as they become available.
Email Marketing can help you accomplish this, while also
enabling you to stay in touch with and develop prospects who have not yet become
customers. Email marketing is a fine vehicle for continuing to stay top-of-mind
with your customers, and bring them new content and new offers.
Another effective tool is Re-marketing, using techniques like
Display Ads to retarget your message or offer to customers who have previously
expressed interest in your business by visiting your website.
Measure, Analyze, Improve-
perhaps the most straightforward adage is "you can't manage what you don't
measure". A strong analytics tool and a commitment to use it religiously is
an essential part of your Internet Marketing strategy. You can measure every
aspect of your campaigns, at any point in the process, enabling you react far
more confidently and quickly to changing conditions than with traditional
marketing techniques. This will have a direct impact on the effectiveness of
your campaigns while far more effectively utilizing your marketing funds.
A successful Internet Marketing strategy is made up of all of
these components-an optimized website, campaigns to drive targeted traffic, the
right path, message and offer to make conversions easy, a commitment to
nurturing your customer relationships, and the use of analytics tools to measure
and manage you progress and results. And by taking an integrated approach to
marketing your products and services over the internet, not only will you
achieve the benefits above, but you will also increase the likelihood of
achieving your operational objectives for 2010.
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About The Author:
http://www.wsiMarketBuilders.com Lou Unkeless is a certified internet marketing consultant with WSI. His office helps small to medium-sized businesses increase their revenue via the internet, by making them more visible, attracting more qualified visitors, and converting those visitors into cusotmers. Lou can be reached at (916) 933-7414 or Lou@wsiMarketBuilders.com. His website is http://www.wsiMarketBuilders.com.
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