Marketing allows you to connect with key audiences using various channels, where a channel is the way that a message is carried to its recipient such as snail mail, radio, TV, digital and mobile, including permission based and interruption style methods.
The internet has enticed many individuals and business to market their products and services on-line, but many of the ideas and hang ups from the dot com era still prevail and people continue to believe that the web is just another on-line catalogue or shop, which couldn’t be further from the truth.
With the maturity of search engine technology, the web has become an information tool, allowing people to search for information or find information using on-line networks using key internet technologies which makes it an ideal digital marketing tool.
However, whether a prospect is researching for themselves or asking others for referrals there are 3 critical factors that will ensure you are found or that people are directed to you.
Don’t Promote – Campaign
The most powerful use of the internet is allowing people to write and broadcast a stream of information on any subject. The more useful and compelling that information is, the more likely people will read it and refer to it. When writing you are also given the opportunity to link back to a source of further information which can be your own company. This allows search engines to understand how information links together and how relevant that information is and also to allow people to follow it.
The quality of your article will determine whether people read it, refer to it or redistribute it which will further impact the response and long term monetary return you achieve from this activity.
Writing can be in the form of articles, blog posts, comments, press releases, papers, short presentations and all sorts of written media that people can use and reuse for online marketing purposes.
Don’t Push A One Sided View – Engage In A Conversation
When people are searching for information to help them make buying decision there are certain questions running through their mind in the form of a conversation. These may also reflect the conversations occurring in a given market because of trends or community issues where problems, interests and ideas are shared and discussed.
By entering into these conversations in a way that shows understanding and allowing others to engage or respond, you are reinforcing and shaping a view in-line with your key audiences. This can be done on your own media such as a blog as well as other sites like forums or article directories helping you to begin forming relationships with people at a distance they can choose.
This principal is a key part of any successful marketing campaign that aims to truly influence a market.
Don’t Guess Or Hope – Build A Conclusive Return
Marketing on the internet is really digital marketing, and because of its digital make up it is much easier to track and measure the effects of your writing automatically. This can be done with traditional marketing methods but its not as conclusive as with digital media.
As well as being easier to track its also cheap to distribute and broadcast your content when compared to traditional media and combining your costs against your return in terms of leads, orders and profits you will be able to maximise the return from your online marketing efforts and ensure its an essential component of your marketing programme. Measurement results are a key of information that will enable you to make better marketing and business decisions.
A marketing consultant that specialises in highly effective lead generation and conversion strategies, Nic Windley is an experienced business builder as well as marketing and sales strategist. You can find out more about business development, sales and marketing at the Business Growth Blog