Comprehensive Internet Marketing

Comprehensive Internet Marketing

5 Key Issues

 

    1. Competitive (product, service, website)Internet marketing must offer a competitive product or service.

      Comprehensive internet marketing includes considering competition, planning, your website, visibility and visitor tracking. Because of the Internet’s highly competitive nature, which so easily enables comparative shopping, a detailed competitive strategy is critical.

      The word, “competitive”, is used here in the broadest sense and is meant to convey much more than simply having a competitive price.

      Having excellent reviews, important details on quality control, service,  turnaround times,  warranties, and, your company’s reputation can be more significant to your prospective buyer than price. 

    2. Planning

      Even today, it is amazing how many companies look at their entire internet strategy as something like,;  “Yeah, we have a website” and “Yes, we get some business from it”.  But such a view virtually cuts off tremendous opportunities for growth.

      Internet marketing requires as much planning as any other part of your business and begins by asking the all important questions.However, Internet marketing requires as much planning as any other part of your business and begins by asking the all important question:

      What do you want the Internet (Website, Search Engines, Social Media) to do for your company?

      Even a simple answer to that question like ” We want to SELL!” requires a detailed plan. Selling directly via e-commerce/shopping cart? A simple, but effective, pre-selling presence? A Showroom? A 24/7 availability of technical resources for your sales force?  Online product demonstrations via diagrams or videos? A Price and Features comparison chart?

      An excellent website can produce significant results from the first day it is launched.

    3. Sales Effective Website (Current or New)

      Internet Marketing means your company's website needs to be visually appealing, easy to navigate,  engaging, informative, authoritative, competitive, mobile device friendly, optimized for the Web,  and measurably effective in producing sales.

      Whether starting with an existing website or a new one, the initial goals are the same. It needs to be visually appealing, easy to navigate,  engaging, informative, authoritative, competitive, mobile device friendly, optimized for the Web,  and measurably effective in producing sales.

      Sounds like a lot and it is but you are actually building a complete store with showrooms, or a beautiful office building with a worldwide presence and 24/7/365 availability! 

      Done correctly and well a website will be the most cost effective investment a company can make with a net ROI of 100%  within the first year.

    4. Visibility  (Search Engines & Social Media)

      A well planned, well built, competitive website, with rich and relevant content, is the first and most important step to achieving Internet visibility. A well planned, well built, competitive website, with rich and relevant content, is the first and most important step to achieving Internet visibility. This is because it is also key to providing excellent search results (SEO) for keyword searchers, and, therefore what the Search Engines themselves are looking for and who will then rank your pages higher on their results pages (SERP).

      A good and active Social Media program supports your website’s “authority” which is another very important key to good SEO.  As Facebook,  Blog, and Forum users, find relevant content in your postings, which also contain “Links” back to  pages on your website, your site develops increased “Authority” and page ranking by the Search Engines. (see also our important page on “Link Building”) 

      This is what good SEO (Search Engine Optimization) is all about and well worth the effort because these highly ranked pages are listed freely on Search engine results pages and can save many thousands of dollars in advertising costs.

      Internet Visibility can also be achieved by a good, ie. cost effective, online advertising program like the Google Adwords PPC or other online advertising (Facebook, Pinterest, etc). Many marketers report a definite “synergy” when both SEO is used for Organic (free) positions together with other online advertising. There is also a certain “page dominance” achieved when you have both a paid ad and an organic position on page one.

      So Visibility is achieved in many ways but most effective and competitive when several methods are used to achieve it.

    5. Visitor Tracking (and Analysis!)

      Tracking visitors to your website is achieved by tracking software that is installed on your website pages in the source code. There are many software programs that will do this but Google Analytics is the best.Tracking visitors to your website is achieved by Tracking Software that is installed on your website pages in the source code. Although there are many, one of the best of these is Google Analytics which is also free..

      Tracking visitors is not simply a matter of counting visitors to your site but many other extremely important items. Among the many other pieces of data that tracking will provide is where your visitors are coming from (cities, countries, IP addresses), the specific pages of other sites that they came from, how much time they spend on your site, what pages they visited, pages where they exited your site, did your visitor send you an email or submitted a form, the particular device they used to access your site (IPhone, Droid, IPad, Desktop), and a host of other useful pieces of information.

      Regularly, but especially in the first year or two,  this important data needs to be analyzed. What are the most important pages of your site being visited? How many visited your Contact Us page versus how many actually contacted you, How many visited your home page for only 2-3 seconds which may suggest the question of “why”, and what  pages may need to be  tweaked  for added interest and effectiveness.

      For paid advertising “Conversion Tracking” will let you know the number of actual contacts made to your company or your website via your advertising program and the cost to get them. If the conversion rate is low (“Clicks” or visitors versus actual contacts) your advertising program may not be cost effective or at least, needs to be changed (Ad Copy, Landing Page effectiveness, Price, etc)

      The bottom line here is that Visitor Tracking does not end with simply a count of visitors but can be extremely useful on a host of issues related to your Website’s overall effectiveness.