Internet Marketing Plan
An internet marketing plan structures your marketing to provide best ROI. The basic steps of creating a marketing plan are identifying your target demographics, competitors, keyword analysis, SEO, content, paid search and media.
Your online success depends on the internet marketing plan that you put forward before marketing your products and services online. Without a clear and comprehensive Internet marketing plan your business could be rudderless, under-performing and missing out on sales that could have been relatively easily gained.
Internet marketing is very cost-effective, especially when compared to real-world marketing and it is eclipsing other marketing alternatives.
The following outlines the basic steps to creating an effective Internet marketing plan. Keep in mind that not all businesses need to follow all steps due to differences in size, industry, product maturity and other unique factors.
Who are your customers? Make sure that you establish who they are in all Internet marketing channels because they can vary. Make sure that everything you do appeals to your target demographic.
Who are your competitors? What are they doing that makes them successful? Which competitors are doing well and how are they doing it? Which competitors are not doing well that can be targeted? Weaker competitors can be targeted by providing consumers with whatever it is that they are lacking or not doing right.
How are consumers searching for your product or service? Where are they searching for it and what terms are they using to find your product type. Keyword analysis makes sure that you are appealing to the search terms that consumers are searching with. There is no point in throwing a net into a River that has no fish.
SEO is the process of optimizing your website for search engines so that you catch consumers (that you have identified and targeted in step one) that are searching for your products (using the keywords that are most commonly searched as established in step three) online. SEO has the highest ROI of all online marketing options.
You need compelling content that appeals to the visitor and you only have seconds to convince them to stay on your website. Your content needs to convert these visitors into completing a goal such as making a purchase, visiting your store or any other goal you want to create. There is no point in pulling in search traffic if no one buys your product.
Paid Search & Media
Paid search and media are the most frequently used advertising form. Paid search can help to level the playing field for smaller companies as they can buy their way to the top of search engine results. You can set a daily budget and target the specific terms that consumers are searching with.
If you sell online you have undoubtedly developed a large database of customers in your website’s back end. You can use these warm and qualified leads for customer retention and up-selling, and it is the easiest way to pick up easy sales and develop a relationship with your customers. Email marketing is an affordable and effective part of internet marketing.
Measuring and Reporting
You need to measure your marketing campaigns each month in order to make changes and course correct when needed. A simple and easy to read report can provide the data you need in a way that is easily digested.
A monthly or quarterly review is more in depth than a basic monthly report. It provides analysis and actionable insights and a summary on the state of your brand. Reviews are very important in maintaining the success of your online business.
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