Strategic Internet Marketing: Planning & Implementation
Search Engine Marketing Services
A well documented Internet Marketing Strategy is an essential component in the strategic plan of any modern business. The days of "winging it" when it comes to Internet Marketing are long gone, in order to compete in todays competitive business environment a company must implement an Internet Marketing strategy that will facilitate its growth and development via the Internet. Search Engine Marketing - SEM - will have a large role in this strategy.
Small Blue SEO work with clients to plan, develop and implement Internet Marketing strategies that are tailor-made to fit the clients business objectives. These strategies involve establishing and documenting some or all of the following:
- Identifying Objectives
- Achieving Objectives
- Key Performance Indicators (KPI's)
- Budget Priorities
- Time Span
Search Engine Marketing Facts
Online Marketing Fact
Google alone has over 220 'ranking factors' that determine a sites placement in the search result pages. Some of these are more important than others.
Internet Marketing Components
Identifying Obectives
The first step in an Internet Marketing plan is to identify the objectives that the client wishes to achieve - for example, this may be to increase sales through the site, improve brand recognition or interact with customers via social websites. Ultimately it is the objectives that determine the form the Internet Marketing plan will take e.g. Who is the campaign aimed at? Will it implement SEM - Organic SEO or Pay Per Click? Both? Social Media? Top of Page
Achieving Objectives
After establishing the Internet Marketing campaign objectives the next step is to outline how these objectives will be achieved. This section of the plan contains detailed information on the methodologies that will be used in order to meet the campaign objectives. This may include topics such as Keyword Research, an Organic SEO Plan, a PPC Plan, a Link Building Strategy, a Social Media Marketing Strategy and Online Press Releases. Top of Page
Key Performance Indicators (KPI's)
Key Performance Indicators are directly related to your Online Campaign objectives. Implementing KPI's is an integral part of the process as it allows us to measure the performance of the Internet Marketing campaign and take the necessary measures to keep the campaign moving towards its goals. KPI's typically include Page Views, Conversion Rates, Cart Bailouts, Average Order Value and other quantifiable factors that give an indication of the campaigns progress toward meeting its objectives. Top of Page
Budget Priorities
When operating within a pre-established budget we work with our clients to determine which of the Campaign Objectives should be prioritised in order to achieve the best Return On Investment (ROI). This is formalised and presented in the Internet Marketing Strategy document. Top of Page
Time Span
The final stage of the Internet Marketing Plan outlines the time scale for the project. This includes establishing and setting deadlines for the KPI's outlined in the KPI section of the plan. Due to the very nature of Online Marketing it is often difficult to set accurate deadlines in terms of KPI's and other objectives that are based on search engine ranking - however Small Blue SEO can make a reasonably accurate prediction based on previous experience. Top of Page