Internet marketing is a complex of activities aimed at achieving high sales results on the network. This complex covers all phenomena, starting with the development of the strategy and ending with the methods of retaining customers.
Strategy development includes 4 elements:
⦁ Target Audience and Demand Analysis;
⦁ Market research on similar competitors’ products;
⦁ Site positioning;
⦁ Marketing efforts to promote and sell the product.
To think of a product, that’s half the work, a marketing strategy must be devised, or things will not work. In order to attract potential buyers to your site, you need to determine your target audience. Clearly, if it were a toy store, the target audience would be young mothers, not older men, without children.
You need to know your competitors, discover their weaknesses, mistakes and victories in order to use them in your online business (but not fanatically, users need originality, not a branch of another company). It is also necessary to analyze the prices of the market for such products in order to make the value adequate and attractive to potential customers.
Before starting any specific action, it is necessary to make a clear plan: for whom the product is needed at all, for who is it needed, what will it satisfy (customer benefit), value, what channels will be used for promotion, why exactly?
The truth is that the previous stage of developing promotions is ignored by many as initially, everyone wants more customers as soon as possible, and then they will already decide what to do with them.
This is a wrong and pointless approach, since spending money to attract customers can be many, but there will be no benefits.
The main purpose of internet marketing is to attract potential buyers and persuade them to buy because if there are no customers, there will be no sales.
Leaf / Contact Generation Tools
⦁ SEO, search engine optimization
⦁ Contextual paid click advertising, natural search engine optimization;
⦁ Targeted marketing on social networks;
⦁ Internet advertising on the Internet;
⦁ Email-based mail;
⦁ Subscribe to news on the Internet resource;
⦁ Useful marketing (creation and distribution);
⦁ Viral marketing (videos, photos, texts);
⦁ Promoting through discussions and forums;
⦁ Movement in the professional community;
⦁ Affiliate programs;
⦁ Link exchange;
⦁ Combining online and offline advertising;
⦁ Creating discount coupons in electronic format;
⦁ Contests, games, surveys – everything that does not strain the brain and help potential clients to relax;
The promotion is not in one place and the list is constantly being updated with new methods. In addition, methods are changing, and search engine ranking principles are also constantly changing, so you need to keep up to date with changes on the Internet.
Collection and analysis of information
Just to know how to design your site, what content to publish, it is not enough to navigate your web site confidently. You need to learn how to use web analytics systems, they show all the changes that have occurred with the site.
Internet marketing analysis means:
⦁ Analysis of the position of resources in search engines;
⦁ Audience Analysis, Site Traffic;
⦁ Surveys, heat maps will help determine the behaviour of site visitors;
⦁ Analyzing people’s actions: number of purchases, subscriptions, opening emails, etc .;
⦁ Analysis of the resource statistics, identification of further actions and their implementation to improve the site.
Efforts to keep a customer engaged with marketing tools such as discounts, loyalty programs, bonuses, and more are called financialization.
Thanks to this, it is possible to resell and increase the value of the average check.
How to achieve such results?
⦁ The site must be constantly optimized, content added, and kept up to date;
⦁ Send newsletters with useful information, such as notification of upcoming promotions, from time to time to the resource subscribers;
⦁ Keeping in touch with subscribers on social networks: organizing interviews, creating interesting conversations, replying to comments;
⦁ Discount cards and customer loyalty programs;
⦁ Preparation of a list of recommendations