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4 steps to follow when creating your internet marketing strategy.

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2 Essential elements for your internet marketing campaign

Your Website:  You must have a web site and it must be well optimised for search engines to crawl. The website is your online office where you can control and customers can find what they need.  Your website is the final destination of all your online campaign. Unlike your other social networks, email newsletters and advertising campaigns your website is static. Being a reference point to your staff, business partners, customers your website is the sole part of your web that is devoted to your brand and marketing message.

Web analytics:  For an internet marketing campaign to succeed you must track, analyse and report these data and information. There are so many web analytics tools to used for example Google analytics  and Woopra. Web analytics helps you monitor your users and visitors. With analytics you can optimise your website by changing content or call to actions after viewing the statistics on your user/ visitors behaviour. You can also formulate a sales and marketing campaign from reports on the data in the web analytics. With web analytics you monitor future trend and monitor your competitors. You can use web analytics to calculate your online marketing profit contribution. Some web analytics tool like Woopra can help you see real time data of visitors and also help you keep up to date with social media activity.

A practical approach to your internet marketing strategy.

It is very essential to have a good internet marketing strategy. Such as a great product, a web site specifically designed to sell and a killer internet marketing strategy

For Example you are the marketing manager of a financial institution that is trying to grow its student client base. The financial institution is well known for its business banking services but is trying to cultivate a more youthful and approachable image by running a contest during the summer holidays for potential student clients.

Two main objectives for thisinternet marketing campaign.

  1. To increase database and customers of a certain demographic (students): to have at least 100 email addresses by the end of summer through the contest on Facebook where participants will be offered a free quotation.
  2. To increase brand awareness: to have at least 200 likes on our Facebook page by the end of the summer holidays for the 10% discount offer for new clients.

The target market will include detailed demographic information.

  1. Gender: Male and Female
  2.  Ages of 15 – 30
  3. Interest:  Reading, sports and travel.

The tone of language and degree of formality to use in the campaign.

The tone will be chatty, personal and informal; a much lower degree of formality will be used. This is so because it will blend into the pages content and at the same time be informative, factual and relevant.

The strategy outline for this scenario is as follows;

  • Specific tool used: Give the name of a specific online tool or application that you will use for each part of your strategy, e.g. “WordPress” for a blog, “Facebook PPC” for advertising.
  • Frequency of communication: How often will you post new content or contact your target market through this medium? This is not applicable for the online advertising.
  • Call to action: What is the main call to action in each specific marketing approach? This is typically a line of copy in your chosen channel, whether it be an email, a post on a social website, or a text message. Express your call to action as a direct statement (e.g. “Click here now!”).
  • Link to website page: Assuming your business has a website, which specific page of your website will you send visitors to once they’ve clicked on your call to action link in your chosen channel (for example, by clicking on the “View our products now!” link in your email newsletter)?
  Specific tool used Frequency of communication Call to action Specific website page address where you’ll send visitors
Social media Facebook Once Everyday Good Join us and get a free quote for opening an account www.website.com/

quotation_entry_page

Email Promo via Constant contact Once a Month Read more about our student promo of 25% discount rate. www.website.com/

Services_page/student_promo

Online advertising Facebook PPC

NOT APPLICABLE

Enter now and win a Bursary worth R100, 000 www.website.com/

Competition_entry_page

Mobile Coupons through sms Once every two weeks Open an account now and get 10% discount http://www.website.com/

Creating_ new_account

3 tools to drive traffic to your website


Search Engine Optimisation – SEO will drive traffic to your website. Both paid and natural advertising will bring traffic to your website.

Online Advertising – will drive interested and potential customers to your website both paid and free.  Examples of paid platforms include Google Adwords

Facebook Adverts

or Yahoo

Social Media – Through social networks customers are constantly and subtly being reminder of your marketing message due to the community it builds who refer back to or are located on your website. Some of these include social networks, forums, blogs and Aggregators, social sharing, converging media and collaborative creations like Wikis

4 steps of a holistic internet marketing Campaign

Attraction what you have to do to attract visitors to your website. In order to drive traffic to your website you must advertise online. Pay per click (PPC) in particular will drive interested visitors to your website. Search Engine Optimisation (SEO) will also generate traffic to your website. Viral Marketing is another tool that will drive a large number of new visitors to your site.

Retention How to keep these visitors on your site and how to make them return. With a good web copywriting and a good user experience and user interface you can keep customers on you page and even make them return for more. Your email newsletter will also make customers to repeatedly visit your website. A blog will also keep visitors on your website and cause them to revisit your website.

Conversion or purchase how to get these users to respond to all your call to action and to eventually buy your product/services.  A good web copywriting and blogging will convert potential leads to potential customers. Also a good web design will also increase conversion rate due to the good user experience it creates.

MeasurementHow to record, keep track, and analyse these users’ activities in order to improve on your website. With web analytics you can track and analyse user data so as to better project for the future and improve on your product/services