To people outside the online marketing industry there seems to be some confusion over what is internet marketing. When you think of marketing on the internet the most widely known and publicised discipline is SEO or search engine optimisation closely followed by social media.
So what is Internet Marketing
Internet marketing is very much like traditional marketing the only difference being the channel and the medium used. Unlike SEO whose focus is on rankings and traffic from the search engines or Social Media whose focus is on increasing followers or “friends” Internet Marketing focuses on putting all the disciplines together and using them to create a desired outcome normally an increase in profit.
Internet marketing can be divided into a 3 section system
Traffic is the process of getting people to a online location to view online advertising. Online marketers go to great lengths to generate focused relevant traffic and will use multiple channels to do so. traditional SEO focuses on gaining traffic from the search engines but the search engines are not the only game in town.
Other sources of Traffic
- Search Engines
- Social Media
- PPC (pay per click)
- Email Marketing
- Display Advertising
- Media buying
- Video Marketing
As you can see there are multiple options for traffic generation when an internet marketeer starts a campaign he or she is looking at the different channels and deciding which ones will produce the most relevant targeted traffic at the cheapest CPA. The decision process may be done from the particular marketeers past experience with the channel or may be arrived at by using all the available channels and eliminating overtime the non performing assets.
The Importance of Targeted Traffic
Not all traffic is created equal Targeted traffic are people that have a high likelihood of buying your product now or in the future. Once you have the traffic on your site you need to do something with it, so you need them to leave their contact details with you. This is the first conversion and is very important as once you have their details you have them in your sales funnel The ideal situation is to have an email address that has opted in. Also other ways that they can
The term customer engagement has come to be a buzzword for social media but the type of engagement you get with social media is different from the type of engagement you need for selling. For social media its all about brand building and increasing awareness but for you, trying to build your business, it’s the presell. For some products or services you may not need a presell normally the low ticket products or emergency services such as a repair services. For the higher ticket items that require consideration before buying you really should try to engage with your prospective customers. Customers in the research phase of a buying a product rely on online information about the product or service to help them come to an informed decision
Why Engage at All
You are looking to show you, your product or service in its best possible light. There are many ways to do this. If you’re promoting you, you’re looking for people to see you as an expert in your field. If its a product or service you need to make it the best fit for their needs.
- White Papers
- High Quality Photography
- Direct Comparisons
- Email Courses with the focus on your product or service
- Blog Posts
You may see a few of the methods overlap from the traffic generation section. Once a person is in your “traffic funnel” its more about indoctrination (as Marketeer Frank Kern puts it) or education with your product or service receiving a positive light.
Conversion is the last step in the process its the point where a person becomes a paying customers or what I call a full conversion. (The process of getting people into your sales funnel can be classed as a conversion and the same can be said for every time they perform an action that takes them closer to becoming a paying customer) If you have engaged (or Indoctrinated) properly you should have people willing to purchase.
Ask for the sale
Way back in the history of my life I was involved in sales and one of the things many new salespeople forgot to do or felt uncomfortable doing was asking for the sale. You do all the great stuff and produce the customer get them to love the product and then nothing, you expect the customer to ask you to buy. Ask for the sale
The Call to Action is like Asking For The Sale
A call to action is simply the online version of asking for the sale. this can be a button saying “sign up” or “Buy Now” or telling the client to Call You. A lot of research has been done on increasing conversion rates of pages / websites. By tailoring your message to appeal to your target demographic you can make more sales with less traffic. Find out what your customer wants and give it to them.
The Final Part To Internet Marketing
Analyze/ Refine/ Repeat
By knowing what channels led to the most impact in your online marketing, you can place more effort into those assets. Looking at the page design of your landing pages adjusting to see if it has a positive impact or negative impact on signups and conversions(Split Testing) you should always be striving to improve the results.