by | Jul 2, 2014

We are often asked how much on-going work is required to optimize results from online marketing.

The answer is: lots!

Online marketing is not about building a website and hoping customers will come (in fact, if you build it…they may not come). Success requires consistent execution, analysis, and refinement.

As practitioners, we know you must be committed to relentless execution for online marketing activities to have a positive impact on revenue growth.

On-going activities include, but are not limited to:

  • Content development and distribution
  • On-page SEO activities
  • Off-page SEO (link building) activities
  • Social media management
  • Lead nurturing, conversion and post sales activities refinement
  • Online advertising management
  • On-going analysis and improvement

Let’s define these in a little more detail…

Content Development

The key to online success is to continually develop relevant, compelling content that enhances online relevance and authority. This is essential from both a search engine ranking and a user perspective.

Content Distribution

You must manage all content distribution activities, including posting blogs to websites and social networks, email distribution, online PR, and so on.

Search Engine Optimization

Perform on-going keyword research/analysis to determine how people are searching for specific products or services, as well as on-going 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 evaluated and optimized.

Engage in off-page SEO link building planning and execution in order to develop credible and valuable inbound links over time.

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.

Lead Nurturing, Conversion, and Post Sales

Once leads are generated, they must be nurtured and converted. Execute lead nurturing and conversion strategies using appropriate 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.

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.

The Bottom Line
These crucial activities must be worked on day-in and day-out, and closely monitored for effectiveness.
In a world where “digital” keeps gaining importance in influencing buying behaviours, those organizations that commit to consistently executing, monitoring, and refining online activities will ultimately have a distinct competitive advantage.

>> Does it seem overwhelming? Don’t worry! Core Online Marketing can handle all of your online marketing activities. Attend our free online marketing seminar to learn more about online marketing, or contact us today to get started.

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Ben Molfetta
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