Running an Internet marketing promotion is always a challenge, especially if you're doing it for the first time. Regardless of what type of promotion you're running - search engine optimization, PPC, email marketing, social media - there are some general principles that help guide a good promotion to success.
If there's one thing you absolutely must do before launching any form of online marketing promotion, it's this: figure out who you're trying to reach.
You can't be vague about this. Get right into the details of who your target audience is:
These are all things you need to consider. Try to get a clear picture in your mind of what your 'ideal' customer looks like - and what he or she wants to buy.
You don't have to pay massive amounts of money to a market research company to find this information. Market research can be conducted quickly and easily online. I recommend the Market Samurai keyword research tool for SEO campaigns.
If you're not doing SEO and you're simply trying to figure out what's popular within your market and the best angle to use, check out Google Insights, pay attention to trending topics on Twitter and keep your finger on the pulse of the major blogs relating to your market to see what people are interested in.
Knowing who you're marketing to is half the battle. Once you've determined that, you can start formulating some coherent and achievable goals.
What those goals are will obviously depend on your market, your product, and the nature of the campaign you have in mind. But remember - your goals may also influence the nature of your promotion.
For example, after determining your audience and setting goals, you may decide that SEO is a more appropriate marketing avenue than the PPC campaign you originally planned. Be prepared to adapt the promotion as you gather new information.
Good goals ought to be specific, measurable and achievable-but-challenging.
Setting goals is ultimately useless if you can't track and measure results. This will mean different things depending on the type of promotion you're running.
If you're launching a product or creating a new sales page, then obviously sales conversion metrics are key - but chances are you'll also be paying attention to email list subscriptions.
If you're setting up a Google AdWords campaign, make sure you familiarize yourself with the reports you can see in the AdWords interface to optimize your campaign. If you don't know how to do this, make sure you have someone on your team who does.
For email campaigns, you want to have an interface that lets you keep track of your open rates for each mailing, but also allows you to see who has and hasn't opened a particular email, so you can send appropriate follow-ups to the right people in order to boost response.
Chances are, you're going to require outside help to make your promotion successful. Start by assessing what you can do yourself, in-house, and what you can't. Then start comparing options.
We can help you with the strategic planning for a campaign, as well as content creation and copywriting. If you need something else - like graphic design or link building - just let us know and we'll recommend a trusted provider from our business network.
If you're running a locally-focused Internet marketing promotion, it's important to ensure you're taking the proper steps to target the right geographical areas. The Internet lets you market to the whole world - but if your service is only available in a particular area, marketing to the whole world is a little pointless (and can be wasteful).
In a PPC campaign, it's fairly easy to target the campaign according to a country, group of countries, or even a particular radius within a country.
You can also do this when optimizing your website. Using local keywords like the city and country name in your META tags can help a lot - you also want to include a physical address in your target town somewhere on the website (usually the footer).
But beyond that, you can actually set up geo-targeting yourself via Google Webmaster Tools. Under the "Site Configuration" tab on the left hand of the Webmaster Tools interface, you'll see a "Settings" link. In this section you can set a geographic target for your site.
Need help putting together a successful Internet marketing promotion? We can help you with consultancy and putting together the copywriting elements of a marketing campaign. Contact us now to see how we can help.
Author: Tom McSherry
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