Internet marketing, web marketing, online marketing, or whatever you want to call it, is generally a means of promoting products or services over the Internet. It’s not just about marketing online, though. It also includes marketing via email and wireless media. It also ties together the creative and technical aspects of the online world, including design, development, advertising and sales. It refers to the placement of media along the different stages of customer engagement through search engine marketing, search engine optimization, banner ads, email marketing, mobile advertising and other strategies.
Why did I find the need to give you a short lesson on Internet marketing? To make it clear that marketing online is not as simple as putting up a website. To make sure your Internet marketing is a success and to maximize your business, you need a plan.
How much of your strategy is marketing online? Which Internet marketing elements do you use? How much importance should you give to your website? These questions can all be answered, but those answers depend on the nature of your business and your budget, and to some extent, your personal traits.
Unless you transact business strictly online, like eBay sellers, you may want to include offline marketing elements in your overall marketing plan. Even those who conduct business only online may consider placing traditional ads in newspapers and magazines or buying local TV spots to attract prospective customers to their website.
Most people dislike spam emails, but there’s a way to make email marketing work for you. If you include a visitor/client registration to your website, you have the vehicles to collect email addresses of interested prospects. You can then send them newsletters as part of your marketing strategy.
Your budget plays a part in your Internet marketing strategy. You have to pay for a domain name, web hosting and, unless you make them on your own, website design and content. If you pay for the content, it should be optimized for search engines when it’s written. Likewise, your website designer should know something about SEO because how your site is designed can enhance or limit traffic.
There are other marketing strategies to consider, such as advertising on other websites, pay-per-click advertising on your website and social media optimization.
All these components of marketing are important to consider as you map out your strategy so you know if you’re actually making any progress with your business. So, how do you measure the success of your marketing work? It’s all about the conversion rate. If your site is generating plenty of traffic and customers are buying your products or services – and you can see profit after spending money on your marketing efforts – then your Internet marketing strategy was a success.
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