by | Aug 8, 2014

You can’t be passive if you want your online marketing activities to drive tangible business results.

Online success requires consistent execution of varied activities to generate website traffic and inbound leads, improve brand reputation, increase market reach, and drive conversions.

Here are 8 execution activities that you absolutely must do to drive success: 

  1. Content Development

The key to online success is to continually develop compelling content that enhances online relevance and authority with potential buyers and search engines.

  1. Content Distribution

Content must be distributed through multiple channels, including blogs posts, social networks, email, online PR, etc.

  1. Keep Your Website Current

Perform on-going keyword research and

8 things you must do to drive online marketing success

 analysis to determine how prospects are searching for specific products or services. Based on this analysis, ensure all on-page SEO (website structure and content) elements are constantly evaluated and optimized. You must also keep your website content up-to-date.

  1. Link Building

Consistently engage in link building planning and outreach to develop credible inbound links that increase your online authority. This helps with search engine rankings and increases conversion.

  1. Social Media Engagement

Social media is a critical component of the online marketing mix. It can enhance search engine rankings and create online visibility with prospects and influencers.

Use social media to consistently disseminate content, develop online relationships with prospects and influencers, generate inbound links, and increase online authority. These activities must be consistently executed and measured for their effectiveness.

  1. Lead Nurturing, Conversion, and Post Sales

Once leads are generated, they must be nurtured and converted. Execute lead nurturing and conversion strategies by using appropriate processes and technologies, and measure results to maximize effectiveness.

Lead nurturing and conversion tactics and technologies can include offers, calls to action, landing pages, and marketing automation systems.

These same processes and technologies can be used to optimize the post sales process so that relationships with the existing customer base are enhanced and leveraged.

  1. Online Advertising Management

Online advertising is appropriate in some situations, and can be effectively used to drive traffic and inbound leads.

Develop and manage online advertising campaigns using vehicles such as Google AdWords, Facebook or LinkedIn advertising, banner ads, etc.

  1. Analytics

Analytics is critical to online success. Activities and results must be constantly reviewed in order to make the refinements necessary to maximize return on investment.

Analyze results against pre-determined metrics, track competition and search engine rankings; then refine online tactics based on insight gleaned from analytics.

The Bottom Line
Online marketing success requires caring, feeding, and nurturing. You must consistently engage in these activities – and never stop! The organizations that are the most relentless with their online marketing efforts will be the winners in the battle for mind share and market growth.

>> Need help relentlessly executing online marketing activities? Sign up to our free seminar to learn more about online marketing, or contact us today to discuss your company’s needs.

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Ben Molfetta
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