Online Marketing Strategy Blog

Online Marketing Strategy Foundation Advice To Improve Your Web Presence

Michael Pulo - Wednesday, March 11, 2009

Talking with many people about their Online Marketing Strategy every day, we see a common theme of issues 
they face when starting out to improve their web presence.

The common issues which you can address yourself are:

Domain Name Management set up correctly

Ensure your website domain name (Or URL) works with and without the "www.".

For example our website works for and This is important 
because both search engines and people don't put www. in front of your domain name.

Do this now and you will see the error that occurs if your domain name management is not set up correctly.

If you have a problem, contact your domain name management company.

Does Google Know About Your Website?

If Google doesn't know about you, your great content is not being seen by anyone searching in Google.

To check this type in the Google Search bar "cache:yourwebsite" eg;, and you will see 
if Google has "stored" or "cached" some of your website.

If there are no results, you need to:

1) Register your website with Google
2) Get a Google Web Master Tools account and submit your sitemap.xml

Have a sitemap.xml compliant file in your website

By placing this file into your main directory of your website, you tell Google and other search engines what
pages you have in your website. It also suggests the pages they should visit so you can begin ranking in
search engines.

If you do not have one, talk to your web developer about how to automate this process. Many good website
platforms do this automatically for you, without the need for a developer.

This is important because this file will need to be update daily or weekly for best results.

Install website analytics

Website analytics gives you the facts about your visitor behaviour on your website. Before a redesign, your
visitor behaviour should be analysed. This will help you discover where the problem areas are in your
design, taking the guess work or opinions out of the process.

Google Analytics can be installed for free, if you have access to your web pages and templates, or ask your 
website designer to install it. Google Analytics is a great starting platform for those starting out on improving their website presence.

Title, Keyword and Description tags

These tags should be relevant to your business, more importantly they should reflect the terms people are 
using to find you on the internet. You should have access to these and be able to edit them, to help your 
rankings in Google.

If not, ask your web site designer to take a look at it for you. However, many good webs platforms allow you 
to do this automatically with no coding needed.

Focus on Marketing versus Design

A great website is relatively inexpensive to design and build these days. Ensure your website is built on a 
platform that allows you to execute low to no investment marketing. You should not need a developer to 
change your website for internet marketing and maintenance activities.

Whatever your budget is to kick off your improved web presence, 80% of the budget should be allocated to the 
internet marketing side versus design. Otherwise you will end up with a great looking website that doesn't 
get the results you want.

Copying a competitor's website

Copy their website and you will copy their mistakes too. Last week we spoke to a client who was focusing 
their designers on a website they like.

Once we completed a detailed analysis, they were shocked to find out that they were about to make the same 
mistakes! use elements that you like but ensure you are making fact and experience based decisions.

Don't invest more than you have too

Educate yourself on all the possibilities that are out there, along with what you need to achieve. People are 
surprised to find that they can have a fully functional internet marketing platform and supported website 
for free (Apart from hosting). Depending on the time you or your team have available.

Don't look at your website design in isolation

Your website and platform is part of your marketing and business. Look at the big picture and integrate your 
website into it. Everyone knows that a website can help grow revenue and profit. Did you also know that it 
can help you reduce marketing expenses, measure your marketing and increase the amount of qualified 
prospects you are exposed to.

Ensure you address these areas and you will be on the path to Online Marketing Strategy success.

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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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Strategic Internet Marketing - Many "talk' strategy, how do you get it right?

Michael Pulo - Friday, May 23, 2008
After a very busy year last year, we have finally launched our strategic internet marketing website. Welcome to everyone we know, competitors, clients and those who are just interested in us!

You know, I hear about Internet Strategy, Digital Strategy, Web Strategy and all the other names out there that people call Strategy. What is it really, what's the difference between them and how do you do it right?

Whether it is designing a new website, revamping and existing one, wanting to increase on line traffic, wanting more leads or building a complete strategy which incorporates CRM (Customer Relationship Management) or Sales Force Effectiveness - a solid foundation and strategy will always help you execute faster with less cost.

If there is one thing I do know, it is that the more you learn the more there is to learn. Especially in the digital space!!

The satisfying thing is that time honoured principles do not change. So no matter what new tactic or fad comes in, if your principles and facts are sound you will always do the right thing, at the right time, the right way.

So where do you start? How is a strategy built?

1) Know your business goals. You need to understand what you need to achieve - for most the end game is dollars in the bank.

2) Can the internet support these goals and is there a gap? Keyword research and competitor research will give you the answers to this. Ensure it is fact based - what are the search volumes for your products and services?

3) Conduct a competitor analysis.

How are the competitors actually performing: How many visitors a day do they get? Are they effective at engaging their visitors - leading them through content on their website?

Are they geared for improving their sites through analytics and do they use it to focus their sales efforts on the right prospects?

What weaknesses do they have in their approach so you can exploit them in your strategy?

What is your competitor positioning and how do you present as unique rather than a 'Me too"?

4) Put together your strategy to suit your business goals. This involves four key areas: Design, Content, Call To Actions and Traffic driving activities.

Sounds tedious doesn't it? The better question to ask is "Is it worth it?" For example, a client last year came to us who had just spent around $200,000 on a new website. They had it built with impressive graphic design and a very sophisticated CMS (Content Management System). In all, quite state of the art. The problem...

No leads were being generated. After going through the above process, a recent followup proved that the right analysis and strategy has put millions of dollars into the sales pipeline! Their sales problem has shifted from a "Lack of prospects" problem to a "lack of sales resource" problem. What a nice problem to have!

What challenges do you have? Please feel free to ask any questions and I will attempt to build more clarity for you around effect Strategic Internet Marketing...

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