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Internet marketing doesn’t have to be complex or expensive. We can work one on one with you to identify what platforms, targeting, and budget make sense for your business and its goals. Below we’ll explain what goes into building a successful internet marketing campaign and how to get the most ROI from any advertising effort you choose.
Internet Marketing & Advertising Basics
Internet Marketing – The goal of internet marketing in a nutshell, is to reach the right people, in the right places, at the right times, with the right message to turn an impression into a conversion!
- An impression happens when your ad, post or content is shown to someone that meets a specific set of criteria that is predetermined based on the targeting settings that you decide for your campaign.
- A conversion takes place when the person interacts with the impression by clicking on it and taking some action on the website, landing page, or call to action that you have presented to them.
- A CTR or Click Through Rate is the comparison between the amount of conversions with total impressions. If there were 100 impressions and only 10 conversions then your CTR would be 10%
Content Marketing VS Traditional Advertising
Good internet marketing starts with quality content and meaningful delivery, nobody wants to see annoying ads or spam.
Content Marketing speaks to the specific needs or wants of a particular audience. Traditional Advertising is less intentional like a billboard or a door to door salesman where the strategy is more about frequent visibility and high pressure sales tactics. When done properly content marketing can be less expensive and achieve better results.
Internet marketing & SEO have evolved over recent years from annoying irrelevant popups and banner ads on websites to more intentional and meaningful content thanks to audience targeting. Making sure that your ad or content speaks to the person you’re trying to target s is not always as easy as it sounds. It can take some research and maybe a little role reversal to get it right. Creating valuable content and allowing prospects to take action on their own terms will generate warm leads and ultimately make for a more pleasant sales process for both you and your prospects. Do not try to use a single campaign for all of the services or products you sell. If you sell a variety of services or products you should have a separate campaign with specific content and targeting for each one that you are trying to promote. For example Easy Biz Tech also provides tech support and graphic design services. The targeting and content for both of these services will be very different. By promoting both services within the same campaign the chances of converting an impression into a conversion will be more difficult to accomplish.
Segmented Audience Targeting
With targeting you can choose to include or exclude several characteristics to identify your target audience.
With paid advertising campaigns you pay per impression and per click. Because of this it’s important to buildout separate segmented campaigns specific to a particular product or service to dial in your audience targeting so that the money you spend on ad impressions is not being wasted by showing it to people that you believe will not take action on your ad.
There are several demographics and characteristics that you can include and exclude depending on the platform allowing you narrow down or segment your target audience maximizing your return on investment, increasing your click through rate (CTR), and ultimately resulting in a new customer or sale.
Use the drop down list below to learn more about the different types of targeting available to identify your target market audience for an individual campaign.
Targeting Criteria Catgories
You can target audiences by including or excluding specific locations. You can limit your reach to a small service area or a specific zip code, city, state, or region.
When someone uses the internet on a phone, tablet or computer it is capable of determining your location by GPS or your IP address automatically. This location information can then be used to target or ignore specific geographic locations.
Thanks to the data collection capabilities of search engines and social media platforms you can target specific demographic attributes like age, gender, marital status, education, religion, race, income, occupation, and family size.
It doesn’t take too long to realize how beneficial it can be to target or exclude a specific audience with this information.
Behavioral attributes come from insights you gather from your analytics or the analytics provided by an individual platform you choose to advertise on. These types of insights identify how an individual user has interacted with your brand, website or any other digital real estate that you are collecting analytics on. Some examples would include if a person has ever been to your website or if took a specific action such as initiating communication, conducting a transaction, or how long they have spent on your website or other digital real estate.
Psychographics focuses on your target audience’s personality traits, values, interests, lifestyle choices, opinions, and motivations, and associations. Much of this data is collected by a combination of sources from likes and affiliations on social media and other online platforms related to
Call To Action & Lead Generation
This ^ ^ Is a call to action
One you have your content made rather it be text, image, audio, video or a combination of them and your audience targeting is in place, the next step is the call to action. This is usually presented with a button or link to direct them to a landing or product page. Now that you have successfully converted an impression of your ad to a conversion its up them to take action. Your call to action should speak to the problem your trying to solve for them rather the product or service your presenting. By connecting with the emotional side of decision making people are more likely to take action.
One you have your content made rather it be text, image, audio, video or a combination of them and your audience targeting is in place, the next step is the call to action. This is usually presented with a button or link to direct them to a landing or product page. Now that you have successfully converted an impression of your ad to a conversion its up them to take action. Your call to action should speak to the problem your trying to solve for them rather the product or service your presenting. By connecting with the emotional side of decision making someone is more likely to take action.
Sales Funnels & Customer Journey
- Brand Awareness – Someone will usually enter your funnel from an ad or a call to action on a piece of content related to your brand or business.
- Website Visit – Your website can have multiple landing pages that are not directly connected to the main site. With the right website design these landing pages can be found organically with good SEO or with promotional efforts like ad’s. This is usually where you will find a sales funnel but your individual pages describing a specific service or product can also be presented as a sales funnel.
- Show Your Value – Instead of jumping into a sales pitch start off by educating and communicating your understanding of their needs or wants related to your product or service. Add value by making them aware of other pain points they may be experiencing and then provide meaningful information on how your product or service can solve these pain points. Focus on building trust and understanding their point of view.
- Turn Visitor Into Lead – At the bottom of your landing page or sales funnel there will be a call to action for a user to make a purchase or you may just be interested in using it as a lead generation tool where they just provide contact information for more information or to book a sales call.
- Lead Marketing – Once they are willing to volunteer contact information its important to capture it in an organized manner via an email list to build a marketing campaign with or a CRM to track and document the sales journey. There are many tools and integrations that can automate most of these efforts. You can learn more by visiting our Integrations & Automations page.
- You Make a Sale – If the call to action at the bottom of your page results in a purchase then congratulations you have made a sale! If you are just capturing contact info then you will want to reach out to them to book a sales call or use an email marketing campaign to deliver valuable and engaging content with a series of emails related to the product or service that the lead came from until you can guide them into taking whatever action you are hoping to achieve. Learn more about email marketing by clicking HERE.
- Memorable Experience – Go above and beyond to deliver a sales experience that reduces or eliminates buyers remorse. This can be done in so many ways but some examples of things could be offering what is referred to as a “freemium”. This is usually something that a low cost to you in terms of price or time but shows that you appreciate the business that was just given to you and creates a lasting memory of the transaction. It can be a physical or digital product that you deliver to them, a satisfaction guarantee, or an incentive to conduct further business with you.
- Loyalty Building – After a successful transaction be sure to conduct after sale follow ups and routine communications that continue to add value and build loyalty. It is usually easier to solicit future business from a prior customer than a new one so don’t miss out on potential future business by not maintaining a relationship with someone after a sale is made. People that have already done business with you are the best rescore for generating referral traffic if properly nurtured through loyalty relationship building and incentives.