Internet marketing is a broad term for many different online marketing activities. Some businesses do one type of activity like SEO or E-Mail marketing but to really get to the bottom of what works best for your business you should first ask yourself the following questions.
1. What do I want to achieve?
This a simple yet very important question that sometimes gets overlooked or forgotten by some businesses. They hear they should be doing social media so they do social media. They hear they should have a Facebook page so they get a Facebook page. But what is it you are doing that for? Usually it is one of the following goals.
– Sell more products
– Get more enquiries
– Get more users viewing your information
– Brand exposure
Once you have decided which option it is you can then look at what options you have in promoting your brand.
2. How do I achieve it?
It can be different for different businesses and their target market. Nobody knows your customer better than you, think about which platforms your customers will use. If you sell to trade maybe they will be on LinkedIn or respond to e-mail marketing. If they are consumers maybe they will use Facebook or Google ads?
Sometime the answer is “I don’t know”. When this is case look at what your competitors are doing and see how people interact with them.
3. How do I measure?
The key to all Marketing online or offline is measurement. Are we getting positive results from the effort in time and money that we put in?
The only way to know what’s working is to measure in a number of different ways.
Make sure you have Google analytics or similar installed. This allows you to track the number of visitors to your website along with where they have come from.
Use campaign tracking URLS. This is a URL you can create with a unique link from newsletters or links to add to posts in social media. These show up in your analytics so you can see how effective your campaigns are.
Add E-Commerce/conversion tracking to your website. This can track sales/enquiries on your website and link them to the different campaigns you have setup, giving you a good understanding of where leads are coming from, allowing you more time and effort to focus on the internet marketing that works for your business.
Tom Linn, Project Manager @tomlinnuk, www.thomascoledigital.com