Marketing is the process of connecting people and products. With proper implementation, technology enables connections. We are the midst of a marketing paradigm-shift. There are new marketing tools that allow for low-cost direct connections between organizations and their constituents.
The challenge is knowing how, why, and when to utilize these new marketing tools.
The Eight Critical Steps to Internet Marketing Success Are:
- Marketing Plan
- Target Audience
- Press Releases
- Email Marketing
- Social Media Sites
A marketing plan is essential because it will allow you to think about strengths, weaknesses, opportunities, and threats ahead of time. The marketing plan will help you:
- identify and set goals;
- determine your budget;
- target specific audiences;
- create and prioritize messaging;
- identify the most efficient and effective distribution medium; and
- create a time line for implementation.
Identifying a target audience is critical. Internet marketing is particularly well-suited for a highly segmented target audience. If you want to take advantage of this opportunity, however, you need to know the socio-demographic characteristics of your audience.
What is the most important thing you want to say? What is the most concise and attention-grabbing method of saying it? That is your message.
What is the best way of distributing the message? There might be several different ideal mediums – website, email marketing, press releases, pay per click advertising through Google AdWords, for example.
There is no excuse for not having a website. Any organization that wants to interact with customers online must have an online presence. Generally, less is more. Websites are no longer repositories for data. Audiences expect better and will judge you based on the quality and presentation of your site. A site that looks like a dollar store in a seedy neighborhood should not be trying to communicate with an audience that doesn’t shop in dollar stores.
Online press releases can be extremely effective.
Email marketing campaigns using Constant Contact are a very good way to communicate directly with, and develop, existing relationships with your constituents.
Social Media Sites
There are more Facebook users than the U.S. population. If you have time to focus on social media sites, this can be a very effective way to leverage the Internet for free. The key is spending time, however.
To learn more about effective Internet Marketing, visit Connect4 Consulting. Connect4 Consulting is a full service marketing and technology communications firm.