Most online businesses operate without the support of a concise Internet marketing strategy. What they do is pegged on fate and everything else is left at the mercy of the search engines, the goodwill of the online community, and trial-and-error techniques. On the other hand, there are many people trying to sell whatever they believe are Internet marketing packages, from PPC, and SEO, to online yellow pages and even industry- or sector-specific directory ads. If you operate without an Internet marketing strategy, chances are high that you will fall for these gimmicks, hook, line, and sinker.
It is for the aforementioned reasons that you have to understand the various elements of an excellent Internet marketing strategy. Different people have shared what they believe is the best, but it all trickles down to four important components: content creation, content optimization, promotion, and analysis. Everything else is likely to fall under any of the four.
Element #1: Compelling Content
Creating compelling content is the number one element of a successful Internet marketing strategy. Writing is altogether a skill, an art, and a science, and if you don’t trust your content creation capabilities, then you should find a creative copywriter to assemble the content for you. You might have an amazing website design, but if the content sucks, no one will want to waste time on that site. The nature of content stretches from webpages all the way to blog posts, podcasts, videos, webinars, and ebooks, among others. Typically, any business can start by creating a blog. The bottomline is, if your readers find your content engaging, it will be shared with peers and friends especially on social networking sites.
Element #2: Optimization
Whether on paper or reality, you must work towards optimizing the website’s content for the search engines as well as its users. It is here that proper use of keywords, metadata and other SEO aspects come into play. Always bear in mind that no content goes to waste online, but you should capitalize on it and consider it a great opportunity to boost your search engine rankings.
Element #3: Promotion
Online promotion is diverse, and mainly focuses on ensuring that your website’s content attains broader coverage. There are many ways this is realized, including the use of social media networking sites like Facebook, Twitter, Google +, Pinterest, LinkedIn, among others. Include social sharing buttons after every piece of content or page to encourage sharing. Create professional social media pages or accounts to best promote your online brand identity. If you have a few coins to spare, you can invest in some paid-for advertisement for a wider targeted reach.
Element #4: Analysis
Make good use of available tools like Google analytics to carefully analyze and understand the performance of your website, especially specific pages. Using the analysis, understand what is working and what needs improvement. Scrutinize the audience, traffic sources and how you can improve the keywords to attract more traffic and attain a wider reach.
Understanding the four important elements will go a long way in not only ensuring that you have a working Internet marketing strategy in place for your business, but also in helping you realize your overall business objective.