Strategic Internet Marketing

As our business evolves we see more and more companies coming to us seeking Internet Marketing Strategists to help them drive their online success to the next level. These companies typically have created an array of internet assets that have grown substantially and are in need of a broad approach to increase their continued success. This is because they have grown their online business and presence to a substantial level and have difficulty in organizing and managing assets in a cohesive fashion with consistency and control. Hence they need to implement a comprehensive Internet Marketing Strategy.

Phase 1- Discovery

To assist these clients, we first break down each Internet Asset through an initial discovery phase that sets the framework for a comprehensive strategy. During discovery we typically audit:

• Business function and competitive landscape
• Website(s) content management system(CMS), flow, functions and statistics
• Search engine optimization
• Social media presence, construct, integration and statistics
• Marketing campaigns and promotions performed or intended
• Analysis of pay-per-click campaigns
• Content creation and management
• Reputation research

The outcome of discovery can take 2 weeks to a month depending on complexity. We then create a detailed baseline of data and strategy which identifies:

• The “current state” of all the digital assets
• Identification of areas within each asset that require attention
• The amount time, effort and delivery schedule required to implement the strategy
• Timeframes to roll out campaigns

Phase 2- Strategy

From the data that is analyzed after discovery the formulation of the Internet Marketing Strategy is created. Consultation and communication with the client is key as they should confirm and endorse the strategy that we lay out. We then map out a project plan that establishes tasks that address each part of the strategy. Every client strategy their goals are different and can span a whole host of requirements. An example might be:

• On-site development / enhancements to improve flow and appeal and/or to incorporate new pages/areas for content. Create mobile version of website(s) for accessibility by mobile devices.
• Search Engine Optimization of website(s) which can span anywhere from full effort down to just some cleanup depending on the state of their website(s)
• Creation an execution of promotional and informational campaigns across all digital assets
• Search Engine Marketing (pay-per-click). Sometimes it’s important and required (i.e., new product launch) or not advised at all because data tells us it won’t be real effective
• Social Media (becoming more critical for search ranking) creation / cleanup / enhance and ready to become the conduit for new marketing and promotional campaigns. Ensure posts/pins/videos point back to website(s). Maximize “likes”, “followers” and “sharing”.
• Content management – blogs, press releases, promotions, articles, whitepapers, newsletters, periodicals, publications, etc. Ensure array of content is SEO’d and accessible. Ensure content is fed into social media cohesively.
• Plan / conduct email marketing schedule and execution

Phase 3- Execution

The execution of the strategy is conducted through a comprehensive project plan which is shared with the client. All tasks / roles / responsibilities are identified. Each task is tracked and reported. The client should have full transparency to understand:

• What needs to be done
• Who does what
• Status of each task
• Results

All too often the client is unaware of the details of the execution of the strategy due to poor visibility of the project.

Phase 4- Analyze / Track and Adjust

One of the most important aspects of Strategic Internet Marketing is learning from the deployment of the strategy. All too often results are not clearly measured and quantified. Analytics across all Internet assets need to be measured against the baseline. Often, adjustments need to be made from understanding what’s working and what needs improvement. The array of assets needs to be examined to ensure the results are being maximized. At the end of the day the clients want as many visitors, followers, leads and sales from their strategic Internet Marketing investment.

Strategic Internet Marketing is changing how companies invest in their digital assets. They need a comprehensive approach because their growth has leveled off and their assets have become too big to expensive to manage on their own. In order to reach new levels they need expertise Internet Marketing Strategists to get them there.