Creating an Effective Web Marketing Mix
Marketing your business or organization online is not a simple proposition. You can’t just put up a website and hope that potential customers will trip over it. No, you have to reach deep into your bag of marketing tricks to attract customers online, sway them in your direction, and persuade them to do whatever it is you want them to do to become aware of your brand, purchase what you’re selling, and so on.
Compare the different vehicles available and how they’re typically incorporated in a marketing mix.
Search Engine Marketing
Search engine marketing is the act of optimizing your website to rank higher in the search results from Google and other search engines. This is the most common and undoubtedly the most important component of most companies’ online marketing mixes.
The second most important web marketing vehicle for most sites is also related to search engines. Pay-per-click advertising buys placement on those same search results pages for your text and image ads. You purchase a specific keyword, and your ad appears whenever someone searches for that keyword.
Display advertising is usually less a factor than PPC advertising, at least for companies desiring direct click-through results. The problem is that display ads, when compared to search engine marketing or PPC ads, have much, much lower click-through rates. Many people see a display ad and move right past it. Even if the ad registers, they don’t bother to click through, which results in click-through rates in the low single digits.
If you offer goods or services for sale over the Web, email marketing should be an essential part of your marketing mix. That’s because email marketing is a form of direct marketing in that you’re using the emails not to increase brand awareness or simply drive traffic to your website, but rather to solicit direct sales of a particular product or service.
Blogs are becoming more important to savvy online marketers especially those that recognize that a company blog can be an effective channel of communication between a company and its customers. In this regard, blogs let companies talk to and with their customer bases, and they can use the blog to convey the company’s message or to solicit input from interested customers. It’s a great way to research what’s on the minds of your most active customers.
Social Media Marketing
Social networking, which is the biggest subset of all the social media, is the new big thing on the Web, and most of the hype is justified. A surprising number of consumers sign up to follow their favorite companies (and celebrities, of course) on G+, Twitter, Facebook, and the like.
Online Public Relations
Public relations is always a key component of your marketing strategy, whether you’re talking traditional or web marketing. In some aspects, online PR is no different from traditional PR; you’re trying to get as many outlets as possible to mention your latest product or service. But online PR involves many new and different channels you need to address, from blogs and social networks to topic-oriented communities and message boards. It’s not as simple as sending out a hard copy press release.
If you want to cover all bases with your online marketing, you need to create both audio and video components in the form of podcasts and online videos.
Done right, these elements can bring in lots of new customers and help support your existing customer base.
The last component of your online marketing mix has nothing to do with computers. Mobile marketing involves those activities targeted at users accessing the Web from their smartphones. There’s a big market of just iPhone users, factor in all the other mobile phones with Internet access, and you can see how large this market is.
Of course, all these elements revolve around yet another key marketing vehicle your website. You need to design your website so that it ties in to all your other marketing efforts, as well as serve as a home base for everything you’re doing online.
That means creating a website that’s rich in content and that mirrors your ongoing image and branding efforts.
As we've previously discussed, it should also be search engine friendly that is, optimized for search engine marketing.
And it needs to include separate landing pages for all the ads and links that drive traffic to the site.
All that’s a tall order, but it’s vitally important. In fact, your website is the most important part of your web marketing strategy.
Everything you do starts with your site, and everything you do leads to your site. It’s the hub of all your web marketing activities.
See the following article to learn: Pay Per Click Bid Management