Putting Together An Effective Online Marketing Strategy

What does it take to put together an effective online marketing strategy? More importantly, what must your company do to ensure that strategy grows your website’s PageRank? In order to answer these questions, think of the importance of matching an online strategy to your company’s business model. Think of how your company’s online pay-per-click, email and mobile marketing campaigns must be built around keywords that best describe your enterprise. Finally, think of how these aforementioned strategies should drive as many qualified leads to your company’s website as possible. None of this is achievable if your company has not clearly defined its overall approach to market. Therefore, the right strategy includes defining your company’s business model, its market and the customers you sell to. So how can your company ensure its marketing message reaches its target audience?

Step #1: What is Your Business Model?

Coming up with that online marketing strategy need not be difficult. Start by defining your company’s market and business model. For instance, does your company operate in a business to business (B2B) market, or does your company operate in a business to consumer (B2C) market? Answering this question is essential to understanding how best to put your marketing plan together. Next, focus on defining your company’s ideal customer segments. If your company operates in a B2B market, should those ideal customers be a certain size, have a certain credit limit, or occupy a certain market niche? In terms of a B2C market, should your customers be segregated by their age, sex, likes and dislikes, marital status, or geographical location? Answering these questions goes a long way to defining how your marketing message will reach its intended audience.

Step #2: What is Your Message?

The next crucial step is to define your company’s message. What message do you want your marketing strategies to convey? Focus on addressing your customer’s biggest concerns. For instance, how does your product or service reduce your customer’s stress? How will your product help your customer, and what need does your product address? Most companies rarely take the time to ask these types of questions. These are the companies that assume marketing is nothing more than a new website, a new brochure or a revamped sales catalog. They are simply unaware that their message is the most important part of their marketing strategy. Their inability to get that message to market is the biggest reason why they fail to grow their market share. Make sure your online strategies clearly convey your company’s message. If you understand that message yourself, then conveying that message through your marketing strategy will be a much easier process.

Step #3: What is Your Sales Cycle Time?

Finally, focus on your company’s sales cycle times. Are those sales times short, or are your company’s sales cycles long and involve multiple decision makers? Understanding your sales cycle times is pivotal to defining your marketing message. Quick sales times involve marketing strategies that provide a definitive call to action. Longer sales times involve piquing the customer’s interest, and getting them to move forward with an inquiry. One is focused on quick and immediate sales, while the other is focused on a long, gradual sales approach.

Growing a company’s online presence requires a well-defined marketing message. Your company should have a clear understanding of how best to reach your target audience. It’s your marketing message that defines your product’s features and benefits. It’s that same message that ultimately provides your customers with a reason to move forward with a purchase. Make sure that message is clear, concise and provides your customers with a reason to move forward.

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