Running the Internet Marketing Bases

1st Base:  Web Presence

Websites establish an online component to your business that is essential for any business.  Your website is a 24-hour, year-round billboard aimed at your customers and prospects.  A well-designed website is also crucial to enhancing your brand image.  It can build consumer confidence and increase their willingness to buy.

2nd Base:  Be Found

Search Engine Optimization (SEO) is the process of altering a website so that it ranks highly in the search engines (e.g. Google, Yahoo!, MSN) when someone (your customer) searches for a word or a specific phrase as it relates to your site or your business.
It is imperative that your website ranks well in the Search Engines.  What’s the use of having a website if no one can find it?

Pay per Click campaigns allow businesses to create an online ad and pay Internet publishers (Google and Yahoo!, for example) based on the number of clicks the ad generates.  This method of advertising also allows you to highly target your ads to specific geographic locations using specific phrases.

Social Media Optimization
(SMO) focuses on generating traffic, buzz and brand awareness by participation in various social media Web sites.

3rd Base:  Measure Results

Web Analytics provides data on the behavior of website users on your website.  Use Web Analytics to learn which online marketing initiatives are cost effective; make informed site design improvements, drive targeted traffic, and increase your conversions and profits.

Home Base:  Multi-Channel Marketing

Personalized URLs (PURLs) allow consumers to respond online to direct mail offerings with a single click of the mouse.  PURLs provide relevant and highly customizable landing pages that users are directed to once they have typed in their personalized URL; and they accurately track every web response to direct mail campaigns.

Email Marketing enables you to proactively communicate with your existing customers and prospects instead of passively waiting for them to return to your Web site or storefront. You can easily target your emails by source, interest, or list.  Overall, email communications sent to your prospect and customer lists, can single-handedly improve the ROI of all of your lead generation and customer retention programs.

Surveys allow you to keep abreast of your customer’s needs and wants.  They also help you make more informed business decisions because you have a broader, more representative view of what your customers think about your product or service.