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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.
Suggested reading:
*
Network
Marketing: Attracting Success, Money, & The People Who Want You To Have
The Same
*
Marketing is top level management and sales is second level management an
analysis.
*
Why You
Should Be Getting Involved With Internet Marketing
* Search Engine
Optimization and Internet Marketing Tips and Tools
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