Which to choose from? They are both excellent platforms in their own right however which one best suits your needs? This article is going to explore the realm of internet marketing and in particular Google Marketing (Search Engine Optimization and Adwords), Social Media Marketing (Facebook, Instagram, Twitter, Google+, Linkedin, Pinterest, Youtube, etc.) and Email Marketing Campaigns. The two hemispheres of the internet marketing world are neither good nor bad. They are interchangeable and flexible in their use. However, each one has a unique approach the user should be aware of. I will attempt to address the weaknesses and strengths of each program as concise and clear as I can without too many acronyms or technical jargon. I will start from the beginning – planning and move through the whole process to finally closing the sale – acquisition as outlined in the list below. This article is the first of some items to be issued. So, please sit back, relax and enjoy:
(1.) Developing your marketing plan
(2.) Managing your Marketing campaign
(3.) Google – Adwords
(4.) Google – Search Engine Optimization
(5.) Social Media Marketing
(6.) Support Software
- Google Analytics
- Google Drive
- Keyword Planner
(7.) Selling Products or Services
(8.) Selling Software
- Big Cartel
(9.) Email List Building
- Landing page
- Video Integration
(10.) Raising Capital
(11.) Customer Relationship Management Software (CRM)
#1 – DEVELOPING YOUR MARKETING PLAN
The success of your marketing is directly influenced by how much you plan it out. No plan – just a wing and a prayer and you will get what comes blowing your way – usually nothing. Have a plan – chart your course and keep clear of the roadblocks, potholes, and landslides – usually success. Every successful individual or corporation generally has a plan for their marketing needs. The purpose of this is to identify what is needed, how to acquire it, the cost involved, the people needed, the work required, the time frames and finally the R.O.I. – Return on investment. Makes sense doesn’t it?
But and this is a big but why is there so much failure in internet marketing? I have gleaned over the years through expensive trial and error it is a combination of factors that include: 1.) no plan, 2.) no knowledge, 3.) no experience, 4.) starting at the wrong point, 5.) not keeping abreast of new developments and 6.) unscrupulous marketing agencies or individuals. I want to suggest a book for you to read or at the very least use as a reference guide as you move through this tangled web of internet marketing. The title is Social Media Marketing All-In-One for Dummies by Jan Zimmerman and Deborah Ng. It can be a bit technical however they have dumbed it down enough for a layman like myself to understand, and I hope you will find it very helpful as well.
So…the marketing plan.
First, start with your goals at the end of twelve months for your endeavor. Beside each goal put the dollar amount required to implement it and the dollar amount you expect to receive as a result. Also, include timelines. Give yourself reasonable time frames. It isn’t helpful if you set yourself up to fail. Break your goals down into 90-day objectives. The objectives are the specific steps you are going to take to get to the target. Put the objectives under the goal. Include dollar amounts and time frames also when added together the two should match the over-all goal data. There are good planning software programs available such as Sprout Social and Hootsuite.
Second, outline the different marketing services you are currently using and why. Try to determine if internet marketing can or should be integrated with your current marketing strategy. Address the different types of internet marketing, ie, Search Engine Optimization, Google Adwords, Social Media, Email, Affiliate and Direct Marketing, Banners, PPC ads (pay per click), Press Releases and Blogs like this one. Choose one, two or all of them if you so desire however it may be more advantageous, to begin with, one approach and gradually branch out as you become more adept at understanding the process and see the results. Internet marketing can quickly grow very expensive if not kept in check.
Third, target, target and target some more. Match the marketing service to the market you are trying to get in front of. If you do not identify your target market it is like yelling into the wind, no one hears you (internet marketing is more like screaming into a hurricane). Do you want to reach children, young adult, twenty-somethings, families, retired people, poor, wealthy or affluent people and/or companies? Drill that down to the specific type, age, socioeconomic, interest, language, profession and geographic location of the groups you desire to be in, etc. Once you have identified your target market write your headings, banners what-have-you with that market in mind. Keep in mind that you have to tailor your website or landing page to target the specific market you are after. This is called funneling and a topic I will approach in a later issue.
For now, plan out your marketing strategy and have some fun knowing you are approaching it the correct way and I look forward to seeing you back here for issue #2.