Internet marketing in itself is a wide domain supported by multiple theories and tactics but not all of them are effective enough to drive sales. The core idea behind any Internet marketing strategy is to create a web presence by using various Internet marketing services to drive revenue and achieve maximum ROI. The question is what are the key components of Internet marketing services and how can they drive ROI?
To understand it better, we need to first identify what a successful online strategy must be like. A fundamentally strong online strategy should be able to achieve the following:
1. It should be able to drive targeted traffic to your website and persuade visitors to take a decision. This basically means that if a person is visiting your site for a particular product then the availability of the product on your website and the customer experience should end with a sale. You can use web metrics to analyze as well as to measure the behavior of the user.
2. It is not an easy task to drive targeted traffic to your website especially in the age of rising competition. You need to use certain elements of Internet marketing services to drive targeted traffic. Some of the elements include search engine marketing (SEM) campaign. An SEM strategy further includes pay-per-click or PPC advertising and search engine optimization or SEO strategy.
3. Application of the SEO strategy is quite common but the distinguishing factor lies in the type of keyword you choose. It’s important to identify the right keywords that can be used as a part of your PPC and SEO campaigns.
4. Your internet marketing strategy should also include the use of tools like Wordtrackers, which can generate a random list of all possible keywords and phrases perfect for your business. Using a tool like this, you will be able to determine the frequency of search for each of the phrases. Based on the result, you can evaluate the options and identify the strength of the competition. You can select the phrases and keywords and test them by using them for search engine optimization and PPC campaigns.
One of the key objectives of using Internet marketing services is to be able to effectively persuade a website visitor to take the desired action. You can buy a list of newsletter subscribers or offer a free download of a software demo package on your website. These are just minor elements that will draw a visitor to your website and help you to achieve the desired result.
Some of the other attributes that play an important role in making marketing strategies effective include the total design and website architecture. Website architecture will include elements like navigation, design, content & copy and usability. All these elements need to be in sync to help drive traffic to your website.
Let us take a closer look at some of the Internet marketing services tools that are an integral part of any website or online business promotion:
PPC or Pay per click: PPC campaigns have become an extremely popular platform for driving traffic. In PPC, you won’t have to pay for advertising space or the advertisement itself but you will be charged every time a visitor clicks on your advertisement. It is also known as the cost per click (CPC) mode of advertising.
Search Engine Marketing: Also known as SEM, it is an online advertising strategy through which your online business can be optimized. This is an integral part of Search Engine Marketing Services and this strategy will use your business/product/service oriented keywords to create a potential link with various other businesses. This will enhance your website relevancy and get your website listed among the top 20 or 30 search engine result page (SERP). A good SERP will increase the number of visitors to your page and will also help in converting them to customers.
Banner Advertising: A couple of years back, this was one of the top Internet marketing services but since the advent of SEM, it is not as critical but still is considered as a key factor. In banner advertising, you have to pay for the banner space. You can also display your banner on another website through a banner exchange.
Email Marketing: Email marketing includes mostly newsletters, mailers etc, which can be sent to a group of subscribers or customers and is used to inform them about the launch of a new service or product.