An Integrated Approach to Internet Marketing: Components of a Well Oiled Online Marketing Campaign
About The Author:Solomon Thimothy is the founder and CEO of OneIMS, a leader in integrated marketing. Thimothyhas over a decade of experience helping businesses reach their potential through innovative integrated marketing strategies. Based out of Chicago, Illinois, OneIMS and its sister company, ClickXPosure have been top ranked nationally for quality and performance. Founded on the principles of helping clients achieve marketing milestones, OneIMS works with clients of all sizes in all industries.
If you’re keeping up with the latest trends in marketing, you already know the importance of an Internet marketing campaign. You have also probably tried one or moreInternet marketing channelsas a way to stay relevantand increase traffic to your web site. This is agood start, but having a disjointed online marketing campaign can only go so far.
To maximize your marketing potential and really achieve success, your marketing campaign has to be holistic and integrate all players of online marketing. An integrated online marketing campaign will allow you to tap into all areas of the digital sphere. From organic searches to social networks, a well-integrated marketing campaign will result in higher traffic, increased brand awareness, customer loyalty and more!
If you’re looking to succeed in this digital era, it’s time to integrate your marketing. Develop and implement a strategic campaign that works symbiotically with your other marketing initiatives to achieve your goals.
Search engine optimization (SEO), is an essential part of building your online presence and leaving your mark. By being found organically for highly relevant keywords, you are claiming valuable online real estate. Not only does it mean that you attract more traffic with a solid top position on search engine results pages (SERPs), it also means that you don’t have to rely solely on paid search to land prominent visibility online. By actively coordinating efforts to increase your organic ranking on search engines with your other marketing activities, you gain top visibility and maintain consistency in your marketing message.
A solid SEO campaign should be focused and continuously refined. Intelligent keyword research and constant monitoring of your rankings will help define the next steps in optimizing your website and online content for better placement on search engines.
From adding keyword-rich content onto your site to posting frequent and relevant blog posts, SEO is your long-term strategy for not only reachingbut also maintaining optimal visibility on search engines. Beware though, SEO is not a stop and go strategy. It requires continuous effort and dedication or else you may see your hard-earned work take a dive along with your SERP rankings.
Pay-per-click (PPC) advertising is an ideal way to actively increase qualified traffic to your website. Unlike SEO, a PPC campaign allows you to tailor your online marketing efforts to exactly the audience you want. From restricting your campaign scope to a certain geographic area or precisely schedulingwhen your ads show, a PPC campaign puts you in control.
Successfully built PPC campaigns can get you the right type of leads that can be easily turned into conversions. By setting up a strategic campaign with well-planned ad structure and settings,as well as defining an offer relevant to your target audience, you can easily convert a simple online surfer into a customer. Using custom conversion optimized landing pages with content that is highly related to the search terms, you can further increase your chances of turning visitors into customers.
A PPC campaign can bring you much needed traffic while your SEO climbs in page rank; furthermore, PPC can attract attention to particular offers or promotions as well as ensure top placement on search engines for maximum visibility.
Social media is perhaps the newest player in the online marketing scene. In fact, most business owners are still confused about social media and its power. True, it may not be a direct way to land sales or more traffic, but it has a major impact on your overall online visibility and your ability to reach and connect online.
In recognition of the growing importance of social media, Google updated its ranking algorithm in 2012 to include social signals. That means that the more active you are on social media platforms, the better page rank your website will have in organic search.
When it comes to creating your social media strategy, it’s important to embrace the various platforms and still keep your focus around your brand and overall goals. So go ahead and tweet, add posts to your Facebook page and join discussions on LinkedIn!
The Internet is the fastest growing outlet for advertising all around. While traditional advertising outlets are still effective, we can’t ignore the need to advertise online. With the number of online searches and purchases growing day by day, media buying increases brand awareness and can help recapture lost leads.
From display advertising on preferred websites to retargeting campaigns targeting your recent site visitors, it’s important to include media buying in your overall online marketing strategy. Combined, display advertising and retargeting can reinforce branding and grow your overall visibility on the web.
Email marketing is an undervalued tool when it comes to online marketing. However, email marketing is still one of the most cost-effective marketing solutionsand should not be dismissed. A regularly scheduled email newsletter can work wonders for alerting current customers and prospects about new products, events, promotions or recognitions.
Keeping in touch with your clients is made easy through email marketing. From offering useful tips, helpful advice or new information, email marketing can be an effective client communication portal.By offering valuable information, tips or promotions, you can keep your companytop-of-mind for repeat business while giving you an instant spike in website traffic.
Content marketing—theprocess of creating valuable, relevant content for the purpose of sharing—plays an important role in building your authority online. By producing and sharing valuable content through various channels and platforms, you effectively strengthen branding and increase overall brand awareness. This is crucial to establishing your company as an authority in your industry and your executives as experts in their field.
Case studies, eBooks, infographics, blogs, whitepapers and videos are just a few of the various content marketing assets that can engage and attract potential customers as well as help maintain your current customer base by increasing customer loyalty.
Content is a driving force behind the Internet and social media. The more shareable content you can produce, the more visibility and authority you can build for your business.
According to recent research from ComScore, smartphone users account for 42% of all mobile web visitors. In fact, the number of mobile web users is expected to surpass the 1.7 billion mark by 2013. With statistics like this, it’s hard to ignore the growing importance of mobile marketing.
As mobile technology becomes more sophisticated and the number of smartphone users grows, it’s crucial for businesses to enter the mobile marketing world before it’s too late. Equipped with a mobile website, you can improve user experience for better overall interactions. You can even go further and integrate your other marketing campaigns to your mobile presence such as targeting your pay-per-click campaigns to mobile devices.
Mobile technology is here to stay. Not integrating a mobile strategy in your overall marketing scheme would be a huge missed opportunity that leads to declining overall visibility and market share.
One of the most important tools for any business owner is web analytics. Regardless of what your marketing plan includes, web analytics offers a wealth of marketing intelligence that can help guide your overall marketing efforts.
Web analytics can provide you with raw data that can help you understand visitors’ behavior to help you fine-tune your website and campaigns for maximum ROI. Whether it’s a PPC campaign, a new product or another marketing effort, analytics can provide you with valuable data to help you make intelligent decisions about your marketing strategy. Recent updated in analytics means even more data to digest for a comprehensive view of your online presence and strength.
Analytics provides you with insights regarding web traffic origin and sources, visitor behavior, visitor interest, engagement and much more. It’s also an unbiased way to grade your marketing efforts. This collection of valuable data gives you the competitive edge and is the best tool to drive the decision-making process for maximum results. Recent updates to analytics have resulted in added sophistication andare a clear sign of the growing importance of analytics in marketing decisions.
Analytics is the brain for any Internet marketing strategy. Understanding and using this information actively can result in maximum results.
An integrated approach to Internet marketing is the most intelligent way to achieve success. Just like a body can’t function without all body parts working simultaneously, a marketing campaign is handicapped when only certain parts are active.
Creating a holistic marketing strategy that includes SEO, PPC, social media, media buying, email marketing, content marketing, mobile marketing and analytics is the most efficient way to structure and drive your marketing efforts.
An integrated online marketing strategy is also the simplest way to maximize the impact of all your marketing efforts. By having each and every different medium push out a cohesive message, you gain from the added visibility on multiple channels, growth in authority and overall reach both on and off the web.
Intelligent marketing begins not with one single idea but many ideas working together to produce the desired results. Likewise, a cohesive integrated marketing approach to Internet marketing can make every moving part of your marketing campaign more successful. Keeping up with the latest trends and understanding the various roles different marketing tools play is essential for staying atop of the game and ahead of your competitors.
When planned correctly and skillfully, a comprehensive Internet marketing strategy that combines the biggest players in Internet marketing has an exponential impact on your marketing and business goals.