Online Marketing Strategy Blog

7 Online Marketing Strategy Mistakes

Michael Pulo - Thursday, May 14, 2009

Not having a SEO Plan on all terms

Instead of brainstorming 20 to 30 keywords for search engine optimisation, use Google Keyword Analysis. These tools help you find all the terms people are using, to find your products and services.

Prioritise these words into easy, medium and long term ranking goals for Google. Optimising your web pages for all your easy terms will bring relatively quick, free and qualified traffic to your website. You will then set the right outlook for your Online Marketing Strategy, for visitor goals and ranking - helping you focus your time and money in the right areas.

Looking at your design, content, traffic driving and sales process individually

It is the nature of internet marketing that each area affects the other's results.

For example, your design will have weaknesses if you don’t consider how you are going to bring traffic to your website – getting image names and messages incorrect. Choose the right platform to place your design on, or you will impact your ability to conduct search engine optimisation effectively. Ensure your copy writer writes for easy and search engine ranking, otherwise you will have to rework your content to increase traffic to your website.

Not positioning uniquely

Most people look at their competitors to “copy” things they like about their websites. What happens though, when a visitor has you and your competitors websites open, and is trying to decide who to contact? You must position your website uniquely – both in terms of unique buying motives and experience of using your website.

Not monitoring website analytics and testing & measuring to improve

Do you look at your statistics alone, or do you look into your website analytics to discover visitor behaviours? These behaviours might be losing you sales.

Subtle things can make a big difference to your leads and sales generation. Image placement and types used, headings and the traffic you are bringing to particular pages, ease of reading of your content and many other things affect your conversion rates. Use website analytics to find out what you can improve on your website. 

Confusing strategy with tactics

There are over 27 pillars of strategy, and more than 500 tactics, that can be used on the web to increase leads and sales.

An Online Marketing Strategy is a logical plan across these tactics. Planning what is suitable to your business will ensure your tactics and strategy work together effectively. It includes building the capability of your team, implementing the right systems and procedures. 

Making decisions based on price alone

We understand many people find that there is so much information, it is challenging to choose the right solutions.
Because of this and conflicting interests of niche providers such as Web Designers and Search Engine Optimisers, defaulting to price decisions - in the absence of facts you can trust - can seem to be your safest way of managing risk.
In reality, the price may seem low but as you discover your real growth needs, expenses begin to mount and your low price risk management begins to hurt you. Using an experienced online marketing strategy business consultant can help you navigate the information overload and guide you on the right decisions for your business.

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Online Marketing Strategy & SWOT Analysis Overview

Michael Pulo - Monday, February 23, 2009

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9 Steps to Online Marketing Strategy Success

Michael Pulo - Sunday, February 01, 2009
The secret to doing more with less - used by expert Internet Marketing Consultants. An integrated online marketing strategy allows you to achieve:
  • Business growth through increased sales and profit
  • Marketing and sales cost reduction targets
  • Marketing measurement and Return On Investment decision making
  • Rankings improvement on search engines
This can be achieved by:

  • Effectively integrating your business growth strategies and goals into your online marketing strategy
  • Using Google Keyword Analysis, SWOT Analysis and Web Site Analysis to gain insights to your website and your competitors
  • Using Internet Marketing to position yourself as the only obvious choice for your prospects
  • Looking at your website the way prospects do, based on facts so you generate leads online and increase sales
  • Identifying the critical tasks that you need to execute to achieve your goals
  • Resourcing your presence within the constraints you have
  • Identifying the areas of education you should undertake to build your capability
  • Identifying the processes and systems you need in place to execute effectively
  • Automatically measuring performance and gaining real time insights into how to improve your business results

Step 1: Business Goals

Effectively integrate your business growth strategies and goals into your online marketing strategy. Your website presence can go far beyond a brochure and can become a critical business system to support your business goals.

How many leads or sales will you need from your internet presence? How quickly? What organisation goals do you need to achieve?

Step 2: Keyword, SWOT Analysis & Web Analysis

Use Google Keyword Analysis, SWOT Analysis and Web Site Analysis to gain insights into your website and your competitors. A solid online marketing strategy gathers facts.

A complete website analysis and SWOT analysis is the first insight into your market on the web. It gives you the platform to develop your business growth web strategy.

Conduct your online marketing strategy SWOT Analysis across three areas:

  • Find your internet market through detailed keyword competitive analysis – identify market, quick wins and longer term strategic tasks
  • Conduct a SWOT (Strengths, Weaknesses, Opportunities and Threats) comparing your own web presence with your key competitors
  • Review your website analytics

Step 3: Internet Marketing

Use Internet Marketing to position yourself as the only obvious choice for your prospects. Innovate in your marketing, not just product or services. Content, Design, Traffic and Sales Processes – be different to your competitors. There are 27 pillars of internet marketing covering more than 500 tactics.

Search Engine Optimisation Ranking and Paid Search Ranking are just two of these. Keep expanding your internet presence and follow these principles:

  • Innovate – be different
  • Positioning – Make yourself the only obvious choice
  • Apply innovation and positioning across design, content, sales process and traffic tactics
  • Use multiple pillars and low cost, higher return efforts

Step 4: Website Design

Look at your website the way prospects do, based on facts so you generate leads online and increase sales. Content structure, image use and position are just two factors of over 110 that affect your website’s ability to contribute to your business bottom line.

  • Is your content easy to read based on known language formulae?
  • Will your website support all of the critical tasks you need to execute?
  • Will your resources be able to maintain the site efficiently and effectively?
  • Can it be integrated to the rest of your business systems? For example Inventory Management and Customer Relationship Management Systems.

Step 5: Critical Tasks

Identify the critical tasks that you need to execute to achieve your goals. Considerations are:

  • Ensure you do what you have to do achieve the results you need
  • Do your research; Competitive, Internet and Business Analysis
  • Build and drive traffic through multiple online pillars, not just search engines or paid search
  • Your website’s capability will be the more significant factor to business results versus its graphic design
  • Use your website to make offline marketing more effective and measure your offline return on investment
  • Build a database of qualified leads so you can nurture them from prospect to client
  • Use website analytics for business intelligence so you can improve
  • Execute tactics across building the business, not just increasing visitors
  • Use analytics to focus the sales team so they never have to make a cold call again
  • Integrate to other business systems to streamline process, reduce expenses, leverage efforts for improved results and bottom line profit

Step 6: Resources

Resource your presence within the constraints you have. You can insource or outsource. Either way, ensure you know the fundamentals or you will fail. Use systems and procedures to make it easy and fast for your resources to execute your strategy.

Step 7: Internet Education

Identify the areas of education you should undertake to build your capability. Different levels of staff need different education - executive through to graduates. Some respond better to self learning, others a do it approach who could benefit from an internet marketing consultant mentor or coach.

Step 8: Processes & Systems

Identify the processes and systems you need in place to execute effective internet marketing. These systems are normally quite low cost compared to what people think. System areas to consider are:

  • Strategic Business Development
  • Marketing Systems
  • Financial Systems
  • Legal Systems
  • Administration Systems
  • Product Systems
  • People Systems
  • Quality Control and Best Practice Systems
  • Risk Management Systems
  • Systems Improvement
  • Employee Induction
  • Terms & Conditions
  • General Welfare

Step 9: Performance Gaps & Website Analytics

Automatically measure performance and gain real time insights into how to improve your business results. On average:

  • You will need 100 visitors to achieve 1 sale
  • Your bounce rate, or exit rate from the first page a person sees, should be less than 30%
  • People should progress through your sales funneled content
  • Everything you do should have a measurable bottom line impact. Remember to factor in latency from first visit to actually contacting you. Use powerful website analytics and as a first step use the free Google Analytics software to gain insights into your performance gaps to improve.

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