Online Marketing Strategy Blog

CEO's Guide To Boost Your Web Presence

Michael Pulo - Wednesday, March 18, 2009
The internet is fast becoming the research tool of choice – for both business to business and business to consumer purchasing decisions. 

As the CEO, you don’t need to know everything about the internet. However, you do need to know what direction to give your team and a basis for whether your investment in your website and online marketing is working.
 
Knowing the fundamentals will ensure your online marketing strategy is a success.

What are the fundamentals? 
 

Know your internet market

This will help you set lead and sales goals from your web presence, ensuring your marketing team is accountable for their activities. Have your team conduct a keyword competitive analysis, along with search volumes for your target region. You require this to determine which terms are worth ranking for now, in the medium and long term.

Make your website and internet marketing decisions based on facts

Your team needs to have the capability to conduct a detailed SWOT Analysis, comparing you against at least four of your top online competitors. This will cover more than 110 individual elements needed for a successful website and online marketing strategy. Then you can position yourself uniquely in the market place and ensure your website generates leads and sales. 

Measure all offline and online marketing return on investment using your website

This will help you determine which of your marketing budget is working and which is not. Website analytics and linking it to your CRM (Customer Relationship Management) systems will provide the basis for this. 

Put appropriate KPIs (Key Performance Indicators) in place

For example, if you are measuring keyword ranks in Google, ensure the measure is on quality keywords you want to target. It is easy to rank for your company name, however, you need to consider prospects looking for your products and services who may not know about you. Your KPIs should link to your business pipeline and results. They must include the amount of time visitors spend on your site, the pages they visit, the performance of your sales content funnel and actual lead and sale conversions. 

Use your internet marketing analytics for business intelligence...

To focus the sales team on high interest prospects. Cold calling wastes valuable sales closing time. Your marketing team has the responsibility of nurturing leads and business development, automating much of the process and handing your sales team quality leads. 

Ensure your marketing team is implementing multiple online marketing strategies

They must be integrated by using your focused, high search volume, quality keywords. Free ranking in search engines and pay per click advertising are just two of many tactics. 

Your team’s capability maturity in online marketing...

Will determine the sustainability of your online strategy. Have them make educated decisions and assess the return on investment before leaping into any effort – rather than going with the hype of the day.

To boost your online presence, follow these steps and you will have an Online Marketing Strategy built for results.

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Competitor Internet SWOT Analysis

Michael Pulo - Monday, March 09, 2009