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Internet Marketing Methodology
The typical goal of Internet marketing is to attract prospects on the web and then get those targeted prospects to enter into a relationship with you once they are on your website. We are experts in website promotion and website visitor conversion.
But there is a lot more that the Internet can do for your business. In addition to web-based lead generation, your Internet strategy may also include reducing operational costs, increasing customer loyalty, partner or channel development, and market analysis. Because we are seasoned, versatile marketing pros, we can share our many years of experience in these areas with you, to help you make wise choices and avoid pitfalls.
Our methodology can be summarized as follows:
- Define business goals, target audiences and messaging per audience
- Measure existing Internet presence and programs
- Define / refine Internet marketing strategy
- Implement
- Measure results
Internet marketing goals, target markets and strategy
We begin our relationship with you by asking a lot of questions about your business. What are you selling? Who are the buyers? What ¡°pain¡± are they experiencing that your product or service addresses? How do they typically find out about products or services like yours? If buying decisions involve more than one person, what are their roles? Who is your competition and what are their strengths and weaknesses? Who are your potential partners or affiliates that you want to most attract?
Define / Refine Internet Marketing Strategy
Once we understand the fundamentals of your business, we explore how you could leverage the Internet to enhance your sales and marketing efforts. Who are the audiences that should visit your website, what is your message to each audience, and what do you want each audience to do before leaving your site? Are you tracking visitors to your site and measuring the results of your on-line campaigns?
Implementation
Part of our value to you is our experience with Internet marketing technologies, vendors, government regulations and best practices. We draw on that experience to develop a plan and provide implementation support from assistance to full development if you need it. Some of our clients want to handle a portion of the implementation themselves, and that¡¯s fine with us. We work as your partner and call on our team of copy writers, graphic designers, marketers, web developers and engineers as needed. We remain intensely focused on limiting your costs and maximizing your profits through our work.
Measurement
One of the advantages of Internet marketing is that results of initiatives and campaigns are generally quickly available. The results of even a minor tweak to your website, for example to increase conversion rate, can often be seen in a matter of hours or days, making it easier to fine tune and incrementally improve your site and your campaigns. Given that, it¡¯s surprising how few companies actually have an effective process in place to measure the results of what they¡¯re doing and feed that information back into the cycle. Market-Vantage can take care of the measurement, figure out ¡°what it means¡± and provide you with the decisions and recommendations that result, helping you continuously improve your company¡¯s Internet marketing performance.
