For online marketing to produce desired results and a positive return on investment, businesses must commit to it for the long-term. Online marketing represents a new paradigm; it is a new normal.

And it is a journey. Sustainable results will not come in a week or month, but will only be achieved through a day-in, day-out commitment over time.

Long-term success requires:

Online Marketing1. A Strategic Marketing Plan

Planning is critical to success because it forces businesses to see the world through the eyes of prospects and influencers. By taking an outside-in perspective, businesses can align everything they do with the demands of the market and ensure their communications resonate with potential buyers.

In short, planning is about what Stephen Covey said: “Seek first to understand, then to be understood.”

2. An Online Marketing Infrastructure

An online marketing infrastructure allows for the tactics identified in the plan to be effectively executed.

You will need:

  • A website optimized for search engines
  • Calls to actions and landing pages
  • Marketing automation and/or email distribution technology
  • Analytics
  • Social networks
  • Etc.

Organizations that experience sustainable and predictable revenue growth are those with a marketing machine that is always at work to increase brand awareness and loyalty, connect with prospects and influencers, drive website traffic, generate leads, and optimize close rates.

3. Relentless Execution

Online marketing activities must be relentlessly executed to build momentum and create a “fly-wheel affect”. Businesses must be committed to listening, learning, adapting, and innovating in order to remain relevant – and must drive this learning and innovation into their online marketing efforts.

With online marketing, the whole is greater than the sum of the parts. Businesses must engage in multiple online activities that work seamlessly together as part of an overall online marketing plan.

Once these integrated activities take hold, and the volume of activity surpasses certain thresholds, consistent results begin to happen.

With online marketing, one plus one does equal three.

The Bottom Line

In summary, you must face the realities of today’s marketplace and recognize that the way your prospects behave has changed. Your online presence is essential if you want to remain relevant and create the impression that you are worthy of their consideration.

Organizations that stand still eventually die. This is especially true in the hyper-competitive environment in which we now compete.

>> Need help planning and executing an effective online marketing strategy? Get in touch with us today or sign up for our complimentary online marketing seminar in Oakville, Ontario to learn how to leverage online marketing.

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Ben Molfetta
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