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Best Internet Marketing Strategies- Part I
By
Christian Del Monte
Researching the best Internet marketing strategies is a bit of a
task. Why? Because most Internet marketing companies
don’t want to share their strategies with you! Instead
they want to sell them. So scouring the Web usually
leads to lose ends and service puffery. So what are the
best Internet marketing strategies?
Well honestly, the question itself is flawed. Lets think about it.
What works best for one, doesn’t necessarily mean it
will work for another. So lets start with the basics,
shall we?
What exactly is your business model? Are you selling a product? A
Service? Or trying to promote an affiliate? If you’re
trying to promote a product or service, generally
speaking your strategy will be very similar. If you’re
an affiliate, that is one that is promoting a product or
service that you don’t own, the basic strategy is
related in that you are still trying to promote
“widgets”, however your web strategy will be
fundamentally different. Lets discuss products and
services (part I). We’ll discuss affiliate-marketing
strategies more in detail in part II of this writing.
Products and Services
If you’re trying to promote a product or service, we
must first look at its stage in the product life circle.
(I know, you didn’t want to get the marketing book out,
but we are!). If you’re offering is in the midst of the
introduction stage, the need has not been fully
identified yet, even though one may exist.
This is important because most Internet marketing experts will tell
you to start with “xyz” no matter what your offering is.
Generally (PPC) or search engine optimization (SEO)
being the culprit. The reason is usually their general
effectiveness. Yes, search engine marketing is
effective. No two ways about it. However may not be best
if no one knows that your product is in existence. If
this is the case, you might be better suited for some
push strategies such as:
1. Press releases
2. Display ads (banner)
3. Articles
4. Podcasting
5. Traditional push vehicles such as radio or TV
If your product offering is in the growth or maturity stage, search
engine marketing can be highly effective. When
considering search engine marketing, here are some basic
items you may want to evaluate when creating your
strategy:
1. Budget
2. Regionality of market
3. Target audience
4. Core competencies
5. Website (functionality, ease of use, and conversion
friendliness)
Budgeting
Without getting into great detail into each item, budget
comes to mind for most. On limited by budget,
determining what to spend your money on can be a
daunting task. I recommend that even the most budget
minded start with pay per click advertising. My
reasoning is that you can easily test the business model
before you devote massive financial resources to it. In
addition, if your paid advertising strategies soar, this
can be a great guideline to base your search engine
optimization efforts on.
Regionality, Target Audience, and Competencies
Regardless of budget, your website should include a
regional focus (if applicable) and speak in a language
that resembles your target audience. In addition,
content is best utilized if it describes your core
competencies that give your visitors a reason to buy
from you.
The Website
Website functionality and ease of use are a good
foundation to any successful strategy. As a general rule
of thumb, your website should be in keeping of your
competitors and direct the target audience to the action
you would like them to take. The KISS principle (i.e.
keep it simple stupid) cannot be overstated enough in
the above items. Concentrate your efforts on benefits to
the end user and you will reap rewards of victory.
Search engine marketing nevertheless, does have limitations such
as:
· Low regional search traffic resulting in slowed
results
· Local targeting issues (which at the time of this
writing is being best served by Google)
· Keyword targeting issues
· Budget constraints
· Competitive saturation
Shortcomings Of Regional Traffic
Regionally based strategies may fall short due to low
search volume followed by targeting issues. Currently,
Google paid advertising does offer some great local
targeting tools due to their unique ability to target
end users via their IP address. Yahoo! on the other
hand, relies on local keyword filters that are based on
cities that you include in your service area.
Whether you decide Google or Yahoo! as your regional search
partner, you will likely find that some industries
suffer from low traffic volume.
Keyword Targeting Issues
Keyword targeting issues arise when a keyword either has
multiple meanings or the market is sticky to a
particular offering within the keyword scope. For
example, the keyword “marketing professionals” could
imply a business looking for one or an industry
professional looking for a job.
In the case of keyword stickiness, the website owner can find the
market stubborn to buy its offering if its not tailored
to the masses. For example the keyword “pottery” could
imply any price range. However, if 99% of the market is
looking for pottery priced from $1-2 and your selling
exotic pottery for $500 a pop, you may find yourself
paying too much for what the market doest want.
Budget Constraints and Competitive Saturation
Budget constraints are pretty self-explanatory and are
usually tied to competitive market saturation. An
interesting fact about search engine marketing is that
keyword prices are typically tied to market ROI. In
addition, industries that are tough to compete in
generally have a high ROI arbitrage model to blame.
You probably have run across a few of the Websites in question
yourself, such as the “Fill out xyz for 4 free quotes”
or travel websites. Those companies can afford the high
keyword costs due to the fact that they are reselling
the same “xyz” to multiple vendors. This in effect makes
it very difficult for companies marketing exclusively to
compete against the giants.
In Summary
The above only describes some basic guidelines for
effective Web marketing strategizing and is in no way
intended to be the “law of the land.” However, what does
come to light is that basic marketing strategies are the
foundation for triumph in almost any business model and
cannot simply be “cookie cut” from one grand Pooh-Bah of
all online mediums. The best strategeer’s will
continually employ new, measure results, and refine
their strategies according to what provides the greatest
overall benefit. If your looking for the best internet
marketing strategy, scour the web no longer, because the
best Internet marketing strategy lies within your grasp.
Now its up to you to sell them!
Internet Marketing Strategies - 10 Killer Tips To
Achieve ANY Web Success!
By
Anh Nguyet
The main goal of a website is to attract visitors and keep them
coming to your website time and time again. Even when
you build a stellar number one professional website,
there is never a guarantee that there will be a
substantial amount of visiting online users. Here are 10
tips you can apply to your internet marketing approach
that will assist you to succeed with your website.
1) The Internet; the preferred choice for the new millennium.
The internet is a wealth of information that through
technology allows the online user to interact with the
information available at their own leisure and pace. A
very good approach for your website is to provide as
many means to acquire various different options to your
visitors of obtaining the specific information desired.
2) Time is Money
When a visitor is viewing your website you need to grab
their attention quickly and keep them interested in your
product or service. Do not over crowd your website
though, for that can be disinteresting and seem
complicated. A webmaster is most effective if the
information provided is perceived to be clear and
concise to the visitors.
3) Design a Website that is Customer Friendly
The needs of your customers need to be satisfied not the
needs of the company. Always post content that is
beneficial and useful to the customer. Try not to
over-flatter the company for that may seem indulgent and
arrogant to your visitors.
4) Visitors should remain Involved
Keep your visitors involved for they should always feel
like a valued customer. Maintain communication open with
your customers. A good way to achieve this is to ask for
feedback on your website and as well obtain an email.
This way you can always have a registry of your visitors
and try to develop a relationship with all your
potential customers.
5) Always Keep your Information Up to Date
A webmaster should always maintain the most current
information available to their visitors. Although there
should be information on your website that will not
change much, changing information always sparks interest
and warrants a visitor return. Always provide tips and
techniques that solve simple everyday problems.
6) Be Vigilant of Design and Form
Big graphics can sometimes be perceived as an over kill
and often are more appealing to the web designer more so
than to the customer. Always try to be appealing to all
your visitors. Keep in mind some visitors use dial-up
connections and if it takes to long for your website to
load that can often cause disinterest. Do make your
website inviting and exciting, be aware that internet
users commonly enjoy being entertained.
7) Promote your Website
It is always best to use a web form. A common use of
this is to use the Push/Pull method. A website should
pull their visitors in and your websites should push
content back to its visitors in the form of a newsletter
among other materials. Always have a mailing list and
use it.
8) Be Attainable
The Internet is used by millions, when you set up a
website make sure to keep in tune of what is happening
with your visitors and other related websites in your
genre. Always provide an email for direct contact. You
should always be available to your visitors.
9) Attract Repeat Traffic
Always provide contest, newsletters, forums, blogs
anything that would warrant a return to your website. Do
not just provide links that just send potential
customers away, always explain how they relate to your
website as to give your customers an invitation back to
your website.
10) Track your Traffic
Always be well aware of how many visitors are looking at
your website daily. Are they participating in your
forums? Are they spending a considerable time on your
website? The answers to these questions allow you to
fine tune the needs of your visitors. A successful
website always appeases the needs and wants of its
targeted audience.
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