Social Media Marketing – Facebook, Twitter, LinkedIn. Social media is an increasingly important stream for engaging in a two-way conversation with customers.
- Guerilla Marketing – broadly speaking this applies to any low-budget marketing that ‘flies under the radar.’ Using online forums for contacting potential clients is a good example of guerilla marketing
- B2B Marketing Strategy – if you run a business-to-business enterprise, you’ll need a unique strategy, as certain mass-marketing techniques won’t work well for you.
- Email Marketing/List Building – this strategy is about taking traffic generated from SEO, PPC and social media and turning those site visitors into long-term email subscribers. The idea is to increase the lifetime value of each of your customers by selling them on multiple products over a long time span.
That’s a quick look at some of the key strategies out there. Now let’s examine what all good online marketing strategies have in common.
Getting traffic means getting a potential customer to interact with your marketing message. Usually when we talk about traffic, we’re talking about visitors to your website.
Your website should be the central hub of your online marketing strategy. Traffic can also mean visitors to other branded areas on the Internet – your Facebook page, Twitter page or Youtube channel, for example.
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But ultimately, no matter what avenues you’re using, you want to expose your message to as many targeted visitors as possible.
Note the key word here: ‘targeted.’ You’ll see many services offering to sell you thousands of website visitors, Twitter followers, or Youtube hits.
These are worth nothing to you if they aren’t targeted – visitors who may actually be in your market and interested in buying from you. You can’t sell to someone who has no interest in your product.
All Internet Marketing Strategies Should Generate Conversions
The idea of ‘brand building’ online may give a marketer a warm and fuzzy feeling, but ultimately your online marketing strategies must lead to sales or you’re wasting your time and money.
While many online marketing strategies focus on building brand equity, which can be tough to track and relate directly to sales, you need to be keeping a close eye on the bottom line.
Some strategies are designed to run at a loss in the short term, then increase sales down the track (such as using pay per click ads to get people to sign up for a free newsletter, which you’ll then use for long-term email marketing).
But ultimately, you have to assess your return on investment in the medium term and ask yourself if your strategy is leading to increased profits. If it isn’t, it’s time for a strategy change. Changing your target market’s feelings about your brand is great, but it’s only useful if it leads to a positive change in their actions. No action means no sales, which means no increase in profits
All Internet Marketing Strategies Are About Measurement and Tracking
How do you know if you’re successful in the above to areas – traffic and conversions? By tracking and measuring everything, and examining the data.
No matter what kind of Internet marketing strategy you have in place, your success or failure will be largely determined by how well you can track data and respond to it as needed. That means tracking website visits, conversion rates for sales page, email sign-up rates, Twitter followers, Facebook fans, email marketing open rates, and everything else you can attach a number to