One of the biggest mistakes we see with small and mid-sized businesses, as it relates to online marketing, is they don’t realize they must engage in relentless, on-going activity to drive meaningful business results.
Many are under the impression that if they just build a new website, set up social media, or passively engage in pay per click advertising, results will follow.
This couldn’t be further from the truth. Building a strong online marketing infrastructure is critical, but it must be constantly exercised – it requires care and nurturing – in order to generate a return on investment.
Online marketing success requires a commitment to consistent, relentless execution of online marketing activities. Execution activities include, but are not limited to:
Content Development
The key to online success is to continually develop relevant, compelling content that enhances online authority with a target audience and relevance with search engines.
Click here to learn more about content development.
Content Distribution
Content must be effectively distributed using a number of channels; e.g. posting blogs to websites and social networks, email distribution, online PR, etc.
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Search Engine Optimization
Performing on-going keyword research/analysis to determine how people are searching for specific products or services, and competitive analysis to determine how competitors are ranking for these keywords.
Based on this analysis, ensure all on-page SEO (website structure and content) elements are constantly being evaluated and optimized.
Manage all off-page SEO link building planning and execution in order to develop credible and valuable inbound links over time.
Click here to learn more about SEO.
Social Media
Social media is a critical component of the online marketing mix. It enhances search engine rankings and creates online visibility with prospects and influencers.
Use social media to consistently disseminate content, develop online relationships and inbound links, and increase online visibility and authority. These activities must be consistently executed and measured for their effectiveness.
Click here to learn more about social media.
Lead Nurturing, Conversion, and Post Sales
Once leads are generated, they must be nurtured and converted. Execute lead nurturing and conversion strategies using appropriate online processes and technologies, and measure results to maximize effectiveness.
Lead nurturing processes 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.
Click here to learn more about lead nurturing.
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 through Google Adwords, Facebook or LinkedIn advertising, banner ads, etc.
Click here to learn more about online advertising.
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, and refine online tactics based on insight gleaned from analytics.
Click here to learn more about analytics.
The Bottom Line
If you are not prepared to invest in developing an execution capability, your online marketing infrastructure will be completely underleveraged.
You might build a shiny new website – but no one is going to see it, and it certainly won’t drive conversions – unless you make a determined effort to make online marketing activities central to your business development efforts.
>> No time to execute online marketing consistently? Core Online Marketing can be your full service online marketing team. Attend our free seminar or contact us today!
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