When it comes to Internet marketing strategy implementation, it’s tough to know where to begin. Internet marketing is such a huge topic. It’s easy to feel a little lost. But putting internet marketing strategy into practice can be simplified by breaking it down into smaller components, each of which builds upon the last.
Define Your USP
Your unique selling point (USP) is what makes your product or service better than the competition. Do you have an outstanding warranty for your incredibly reliable product? Does your customer service exceed expectations? A USP is best when it is a single sentence. Clear, concise, and to the point. But don’t let the small word count fool you. A solid USP takes time to brainstorm and construct. But this is part of the foundation of your marketing strategy, so lay it down carefully.
Relate To Your Target Audience
Who, exactly, is your target audience? The better you know them, the more effective your internet marketing strategy implementation will be. While a USP benefits from brevity, an accurate description of your audience should be more involved. Age range? Income? Occupation? Geographic? Demographic? Those are excellent details to have. But ultimately, that’s just data. To really understand your audience, you need to “get” them on a more human level. What’s important to them? What drives them? What do they like or not like? Not just as it relates to your product, but in general? You should feel comfortable with the idea of bumping into a member of your target audience on a bus and striking up a friendly conversation with them off-the-hip. Because you relate to them that well. And like a dependable USP, defining a target audience takes time.
Redefine Your USP As A Benefit For Your Audience
Now that you’ve got your USP in one hand and your target audience in the other, it’s time to bring them together. This is the final step in setting the foundation of your internet marketing strategy. Everything stems from this point, so don’t rush. Put yourself in your audience’s shoes. Look at your USP through their eyes. How does your USP benefit them? Probably in more than one way. Write down all the ways your product or service benefits your audience. (For an introduction to the difference between features and benefits, click here.) Redefine your USP as a benefit that makes your target customer’s life better.
Assess Your Budget
Budgets. Yuck. Nobody really enjoys this stage, but your time is valuable. There’s simply no sense in looking at a resource that is too expensive or can’t handle your workload. On the bright side, there are tools and resources out there for literally every budget. For example, you could try one of these affordable SEO packages.
Select Content Generation Method
Whatever internet marketing strategy you practice, you’ll need content. Ads must be written, graphics designed. Depending on your budget, you may be able to hire a marketing consultant. Or you may prefer to do things in-house. Whatever you choose, make a list of what you can do in-house and what you need to hire outside help with.
Define Short, Mid, And Long Term Goals
What do you want to get out of your internet marketing strategy? Your goal is like your USP, in that is should be specific and concise. “More profits” isn’t terribly specific. (Though it is brief.) “Design a new web page and achieve a conversion rate of 7%” is much better. You want to have a few goals. 3-5 is great. That lets you plan into the future without overwhelming yourself. Too many goals lead to overextension. Realistically, as you push forward and make progress, you’re going to learn a lot along the way. Your goals will change as a result. Totally normal. So don’t over-invest in goal setting, because they’re likely to change. On the flipside, don’t set too few. You run the risk of purchasing a tool that solved an immediate goal but doesn’t have enough versatility for you to grow into. 30 day, 90 day, and annual goals are an ideal place to start. They present a healthy balance between looking ahead and staying adaptable.
Select Your Metric
How will you measure that goal? Conversion rates? Website traffic? Subscription sign ups? Purchases? Forbes magazine has a fantastic article about online marketing metrics. Study it to get a clear idea of how you will measure success.
Choose Your Tools
Congratulations. By defining your budget, in-house capabilities, goals, and metric, you’ve successfully focused your selection down to a manageable level. You no longer have to stress about wading through the hundreds of thousands of options on the internet. With your carefully defined criteria in hand, select the software packages you need, marketing consultants, or ad agencies. Need help understanding the difference between a marketing consultant company and an agency? Click here.
Establish A Deployment Plan And Automate When Possible
At this point, you’ve got a clear of idea of what needs to be done, who’s going to do it, and with what tools. Now you need a deployment plan. How often will you post your content? Where will you post it? Lots of tools have ways to automate posts, ads, and social media content. Develop a deployment calendar and use automation to your advantage whenever possible.
Assess And Adapt Your Internet Marketing Strategy
The gates are up, and you’re off! While it would be nice if you could put your feet up and relax at this point, nothing is further from the truth. Internet marketing strategy never sleeps. You’ll need to monitor your metrics closely to see if you’re reaching your goals and adjust your content and deployment schedule from time to time. It’s certainly a lot of work, but anything rewarding is. And with a solid internet marketing strategy implementation plan, you have the knowledge, tools, and adaptability to succeed.
How do you practice internet marketing strategy implementation? What content deployment scheduling tools do you use? Post your comments below.