Today I will tell you the main rules for the creation of an Internet marketing strategy. It is quite simple but truly effective. You should remember and perform the following steps:
1. Attract the audience to the site
2. Force to perform the target actions you need
3. Return potential clients who are not ready to make a decision right now.
4. Analyze the situation.
Let us analyze every item in detail:
Attract the target audience to the website.
On this stage, you need to work on the audience involvement. Find out the info: target audience demographic and social portrait, search engine keywords, contact points with the potential clients. Make the info coherent with the advertising company adjustment. The client should easily find the website. If you already have any advertising activity – make campaign adjustments and optimize the budget.
What tools to use?
|Contextual advertising||Display advertising|
It depends on the business goals and current tasks, what tool is appropriate for the situation. Of course, you should always take into account the budget, as well as the possibilities for application.
Convice potential clients to perform actions you need.
At the stage, you work directly on the site. It shows in the designed interface schemes (wireframe) for key pages that affect conversion. The main task of the stage is to work out the elements of convincing the visitors to perform the specified target actions. We build the website structure, select ideas for the pages implementation and design interface schemes. In the end, we get a formalized technical task for the website, which describes the main functionality of the product.
At the stage, we rely on 6 components of conviction:
Try to combine effectively all these components and you will create a selling website that solves the problems of potential clients.
Return the users to the website.
A badly performed website loses customers and owner’s money. But even if you have a well-developed website and great conviction material there always be users, that are not ready to immediately buy / call / leave a request. Some users need time to think. Some users are not ready to “buy” right now, precisely today. They may be studying the market and choosing among competitors. Someone could just be distracted or accidentally closed the tab with our site. The listed users are the so-called “losses”. Everyone knows that it is easier to keep a client than to attract a new one. That is why we need to return “fallen off” users with the help of retention tools.
Here are some of the tools that can help us:
Analyze the results of the marketing strategy.
I indicated this point as the fourth in a row, but very often the analytics goes on the stage development of the website, and it’s always performed the creation of the site. To create a selling site, you need to understand the current problems, find the conversion killers, patch the holes. For this, the analytics of the current site is useful – so you can understand the problems that need to be solved and find growth points. In addition, it is necessary to set up target actions, user segments, etc., in order to keep track of specified KPIs (key performance indicators) in time. It’s also important to manage advertising campaigns in a quality manner and optimize them in time. In general, the analytics helps correctly choose the course of the campaign.
It should be noted that only complex scheme results in a working system of Internet marketing. You can do each stage separately, but if you work out a good attraction strategy, but they can be lost on the website and do not perform the needed actions. Or you have an excellent and convenient site, good usability, great design from the studio from the Tagline list, but nobody knows about your site – there will be little confusion. Agree, it is foolish to wait for guests, but do not invite anyone. But this situation happens very often! That is why complex work is highly important.
Who needs this strategy? Startups that go online. People who want to have a selling site. A business that wants to bring a new product. And also all those people who are accustomed to consider ROI.