5 Ways To A Successful Internet Marketing Promotion
Running an Internet marketing promotion is always a challenge, especially if you’re doing it for the first time. Regardless of what type of promotion you’re running – search engine optimization, PPC, email marketing, social media – there are some general principles that help guide a good promotion to success.
#1: Identify Your Audience
The one thing you absolutely must do before launching any form of online marketing promotion is to figure out who you’re trying to reach.
Focus and get right into the details of who your target audience is:
- Income level?
- Education level?
- Hopes, fears, dreams?
Your job is to get a clear picture in your mind of what your ‘ideal’ customer looks like. Then what he or she wants to buy from you.
You don’t have to pay massive amounts of money to a market research company to find this information. Market research can be conducted quickly and easily online. The Market Samurai keyword research tool for SEO campaigns is a good place to start.
Also check out Google Insights if you’re simply trying to figure out what’s popular within your market. It will also give you ideas on the best angle to use.
Pay attention to trending topics on Twitter. It lets you take an up to the minute temperate of your target market.
In addition keep your finger on the pulse of the major blogs relating to your market to see what people are interested in.
#2: Set Your Goals
Knowing who you’re marketing to is half the battle. Once you’ve determined that, you can start formulating some coherent and achievable goals.
What those goals are will obviously depend on your market, your product, and the nature of the campaign you have in mind. But remember – your goals may also influence the nature of your promotion.
For example, after determining your audience and setting goals, you may decide that SEO is a more appropriate marketing avenue than the PPC campaign you originally planned. Be prepared to adapt the promotion as you gather new information. Be flexible and ready to pivot based on the data you have collected.
Good goals ought to be specific, measurable and achievable, but challenging.
#3: Organize Tracking and Measurement
Setting goals is ultimately useless if you can’t track and measure results. This will mean different things depending on the type of promotion you’re running.
If you’re launching a product or creating a new sales page, then obviously sales conversion metrics are key. Remember to also pay attention to email list subscriptions.
If you’re setting up a Google AdWords campaign, make sure you familiarize yourself with the reports you can see in the AdWords interface to optimize your campaign. If you don’t know how to do this, make sure you have someone on your team who does.
For email campaigns, you want to have an interface that lets you keep track of your open rates for each mailing. It should also allow you to see who has and hasn’t opened a particular email. This is feedback to act on that leads you to send appropriate follow-ups to the right people in order to boost response.
#4: Hire the Right Internet Marketing Experts
Chances are, you’re going to require outside help to make your promotion successful. Start by assessing what you can do yourself, in-house, and what you can’t. Then start comparing options.
A professional copywriter should help you with the strategic planning for a campaign, as well as content creation and copywriting. They will also have a network of contacts with graphic design or link building expertise if you need these as well.
#5: Geo-Target for Local Internet Marketing
If you’re running a locally-focused Internet marketing promotion, it’s important to ensure you’re taking the proper steps to target the right geographical areas. The Internet lets you market to the whole world – but if your service is only available in a particular area, marketing to the whole world is a little pointless and wasteful.
In a PPC campaign, it’s fairly easy to target the campaign according to a country, group of countries, or even a particular radius within a country.
You can also do this when optimizing your website. Using local keywords like the city and country name in your META tags can help a lot – you also want to include a physical address in your target town on the website. This should be above the fold of your landing page and in the footer.
You can also set up geo-targeting via Google Webmaster Tools. Under the “Site Configuration” tab on the left hand of the Webmaster Tools interface, you’ll see a “Settings” link. In this section you can set a geographic target for your site.
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