The Importance of Coordinating Your Online Marketing Mix
By Bob Speyer, Web Success Team
2012 has just launched and it’s time to exercise our digital marketing muscles for our clients. In order to achieve the best possible results for them we have found that organizing and coordinating their previous online marketing efforts is the first order of business. Sometimes, it is more than just a Spring cleaning, rather more on the order of a redirect or facelift.
Online marketing has many moving parts that all have to work in concert, i.e. websites, SEO, SEM, SMM, PR, Blogs, PPC, and offline campaigns. First a thorough review of all the online activities is in order, so the left hand knows what the right hand is doing. Often times, we find that the branding isn’t consistent and the messages are diluted or confusing.
The first place to start is the website with on-site SEO in place and tagged with the most effective keywords. This is where a SEO expert is invaluable. We have found that some clients rely on their Webmaster for the building and maintenance of a site, but do not optimize it for search correctly. It is highly recommended to have an SEO review and cost analysis to improve its performance.
Next, content has to be created and/or curated to push out information that will resonate with your target audience. It must be populated with your industry’s keywords. Your message should be consistent with the purpose of educating, informing and engaging your audience. The marketing adage of giving your target audience great content will keep them coming back for more.
Social Media helps push out your message to build your brand through relationship marketing. Getting people’s attention is the first order of marketing. The effective use of the Social Media marketing platforms like Facebook, Twitter, Linkedin and blogging to engage your audience is critical to complete the sales cycle. Get them through the door and offer them value will help generate more leads and sales.
In conclusion, in order to have an effective online marketing effort you need a plan that integrates all aspects of the marketing mix. Be consistent with your message, offer great content, build relationships and give value.
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