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Strategic Internet Marketing |
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Just because Internet marketing is new doesn’t mean that you can ignore the fundamentals of effective marketing. With our extensive marketing experience, Chair 10 Marketing can help you build a strategic Internet marketing plan built on solid marketing fundamentals. Or if you already have a marketing plan, we can review and add detail and depth to the Internet marketing aspects of it. Key items to research and decide on for any strategic Internet marketing plan:- Target Customer: Without a basic understanding of your target customer and what needs they are looking to satisfy, you are operating blind. Demographics, how they spend their time, where they spend their time on the Internet, best ways to reach them – all are key items to understand about your target customer so that you can maximize the ROI on your marketing spending and position your product correctly.
- Competition: What competes with you for your customers’ spending? What types of Internet marketing are your competitors doing? How do your competitors rank within the major search engines? What kind of traffic do they get from their web sites? Using the right tools, all of this valuable information can be found about your competitors.
- Product Positioning & Messaging: What problem does your product or service solve for customers or what benefits does it provide? In what ways will you best describe this benefit? Clear and consistent messaging, built on a solid understanding of your product’s positioning in the marketplace, is extremely important to all your marketing efforts both offline and online.
- Cost Issues: How much can you spend to acquire a customer while still being profitable? What is the expected lifetime value of each customer you acquire? These are key questions that you need answers to in order to judge the effectiveness of any Internet marketing program you run.
- Pricing Strategy: For your category, what is the competition charging? Does your product have features that would allow you to charge a premium? Should you charge a one-time fee or use a subscription model? Should you offer a free trial of your product? If you offer a free trial, what kind of conversion rate to purchase should you expect? Pricing decisions are never easy, and are unique for every company. Research and testing are key in establishing your pricing model.
- Marketing Channels: Search engine optimization, pay-per-click advertising, email marketing, affiliate marketing, public relations, blogs, article writing & submission and more. There are numerous ways to market your product on the Internet, and often it takes the synergies between them to make your product a success.
- Promotion Strategy: How will you motivate prospective purchasers to buy? Price discounts? Free giveaways? Contests? Sweepstakes? Free related products? Consumers, especially on the Internet, are increasingly promotion driven. You need to think in advance what kinds of promotions you plan to use to drive sales.
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Strategic Marketing