With online marketing, one plus one equals three; success requires the seamless integration of a number of tactics, technologies, and processes.
Consistent execution is vital. Sporadic, unfocused activity without clear objectives will not produce tangible business results. The greater the level of meaningful engagement, the better.
In order to execute the right activities consistently, various skill sets must be brought together, with everyone working towards the same end goals to assist a business in gaining more online visibility and credibility in pursuit of revenue growth.
In general terms, these are the “job functions” that must be performed to optimize online marketing effectiveness.
Business Analysis
Online marketing success requires sound planning based on business objectives and priorities, competitors, target markets, and the typical buying process. Armed with this insight, the right online marketing strategies and tactics can be developed and executed.
Analysis is also about making sure results are being produced, and if not, the appropriate adjustments are made.
Content Strategy/Development
Content is central to online marketing success – it is the currency that drives online visibility and authority. Online content such as blogs, articles, videos, and infographics must be developed to satisfy the needs of target prospects, influencers, and search engines.
Online Marketing Analysis
This is the technical analysis based on the tremendous amount of data accessible through tools such as Google Analytics. Understanding how to compile and interpret this data is crucial to making business decisions regarding areas of focus and budget allocation. Technical analysis also includes keyword, link building, and competitive research.
Social Media/Content Distribution Specialist
Various channels such as social networks, email, and online public relations must be used to disseminate content in order to create connections and credibility. Effective online content distribution expands reach and visibility, which ultimately drives increased web traffic and inbound leads.
Design and Technology Development
Employing the right technologies with good design is foundational to a strong online presence. Websites and landing pages optimized for lead generation and conversion, email distribution systems with well-designed templates, and properly branded social networking sites are examples of how design and technology (form and function) must come together.
Building an online marketing “ecosystem” is the key to driving consistent business results over the long-term. Whether you build it yourself or outsource it, your online marketing team must work collaboratively and have the skill sets to perform the necessary online marketing functions.
>> Want to learn more about effectively executing an online marketing strategy? Join us at our complimentary Internet marketing seminar in Oakville, Ontario.
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