How Integrative Marketing Works
Companies who have been spending money on marketing and advertising off line for years are often reticent to join the online marketing party, especially if their off line marketing is continuing to be effective. That’s understandable. But Reciprocal Consulting has been watching the Internet marketing space for several years now and we’re seeing some interesting trends.
First, more and more companies are moving some of their marketing budgets to online marketing tactics and strategies. Those companies that are already using online marketing channels are beginning to spend more on those channels. There is a reason for these trends. Online marketing works.
However, there are quite a few online marketing channels that may or may not work for your business. It’s important to focus on the tactics and strategies that have the greatest potential.
When you plan your Internet marketing strategy, focus first on the least expensive tactics that historically have the greatest return on investment. Obviously, if you don’t have a website, then you’ll need to focus on website design before anything else. But then what?
Your next step should be to improve your website’s search engine optimization. A well optimized website can give your business a boost that lasts for years.
Pay per click marketing is another online marketing channel that delivers results. It might cost more in the short term than other marketing tactics, but you’ll often see more immediate results, which can be very encouraging if you are new to Internet marketing.
The idea is not to make a big bold leap from off line marketing to online marketing, but to gradually shift your marketing dollars from staid old ineffective strategies off line to better, more effective strategies online. By integrating your online marketing efforts with your successful off line marketing efforts, your overall marketing strategy should be stronger and more effective.
Is Internet Marketing Really All You Need?
If you are a small business operating locally and beginning to take an interest in Internet marketing then you probably have a ton of questions on your mind. You’ve likely done some off line marketing and have probably achieved mixed results. If you’ve done any newspaper advertising recently then you have probably not done so well. What else is there?
We’re not so bold to say that Internet marketing is all you need. You should probably do some off line advertising, but you have to be picky about where your money goes. Internet marketing can generally deliver better results on fewer expenses than print advertising or other off line alternatives.
Still, it’s best if you augment your Internet marketing efforts with a few off line or print ads, carefully selected, of course. Make your website the hub of all of your marketing communications and branch out from there.
How To Build Relationships Through Internet Marketing
Internet marketing has been around long enough now that just about everybody knows somebody who does it or has done it. It’s a bit of a misunderstood term, however. Internet marketing can refer to any type of marketing online and there seems to be a bit of a mystery around it. I’d like to dispel some of the mystery.
There are some common elements between Internet marketing and traditional off line marketing. The tools and techniques may be different, but the goals are the same. You’re building relationships.
So how do you go about building relationships online with people you may never actually meet in person?
That may be the mystery I was talking about earlier. It’s not really hard. First, you be yourself. Secondly, you show up at places where people you’d like to meet are hanging out.
If you are single and want to meet new people to date then you might go to a dance club on Friday night. Why? It’s crowded, people drink, single members of the opposite sex (or the same sex, if you are into that) are there looking for the same thing.
On the other hand, if you don’t like to dance then you might go to a sci-fi convention or a business networking meeting. Maybe you’d prefer to roller skate on Friday night.
Whatever the case, you do things that you enjoy and meet people who enjoy the same things, right? Well, that’s largely how online relationship building is done. You go where the people are: Facebook, YouTube, Google … and you engage, get to know them, let them get to know you, one thing leads to another.
Is the mystery gone? If not, keep reading this blog for more great insights into Internet marketing tactics that shine.
What Compliments SEM?
Search engine marketing, or SEM, is any kind of marketing that targets the search engines. SEO, social media marketing, pay per click marketing, or paid inclusion are types of SEM that have been popular now and in the past. Are there any other forms of marketing that compliment SEM well and that should be used alongside search engine marketing to increase your brand’s online presence?
Truthfully, almost anything you do online, if it involves creating new content, can be considered SEM. That leaves off line marketing. But can it compliment SEM?
Yes, it can. Why shouldn’t it?
That’s a good question. Why shouldn’t it? Off line marketing is a great compliment to search engine marketing and provides opportunities to reach the right market for your business in ways that online marketing can’t. It’s the perfect compliment to search engine marketing. We call it integrated marketing.