1. Online Marketing: Science and Art

The online marketing needs the help of a great strategy to generate sales. Buying expensive tracking is not going to make your online marketing better – How you use it to understand your analytics is what helps you improve, learn, leverage success, etc. Go back to basics. Who is your target audience, what are success criteria, what tools can support you, how will you track/optimize ???

Go back to your web analytics and review the sources of your traffic, leads and sales. Look at the numbers, and take the extra step to understand what you need to do. Create a baseline report that you review at least monthly and go one step further and test new ideas.

2 Online Marketing and Commitment

Blogs do not run themselves and analytics on your website do not magically optimize marketing. The people make online marketing matter if they commit to the process. Online marketing tools, campaigns, strategy, etc require constant attention, optimization, analysis, management and effort.

Put your marketing energy into efforts that count. Your analytics will help you prioritize. Leverage what works, optimize what doesn’t. Create campaigns, execute and monitor. Rinse, repeat…it’s an ongoing process.

3. Websites and Web solutions

Websites are no longer something you build then go off and buy advertising for. The successful websites need to be web solutions. Web marketing is just that. A Web of solutions to create awareness, distribute information, create connections, help prospective and current customers connect with your organization, offer customer service and sell.

Think credibility, usability and visibility – Serve multiple purposes. Marketing can and should MULTI-TASK for you! Everything in online marketing has had its moment – email, pop-ups, paid search, etc. No matter what, trends will come and go, the core rules/classics of marketing (to serve, support and sell) is here to stay.

4. Online Marketing and Relationships

Invest in online marketing. The real meaning of “marketing” = maximizing exchanges (leads, inquiries, connections, etc. Online marketing is NOT online advertising. Advertising is a tool. Paid search, affiliate marketing, contextual ads, etc.

Online marketing is about the WHOLE picture. Social media, Online PR, content, video, relationships. The Relationships are everything in marketing. The relationships help you to grow your brand and gain the trust of people. Securing relationships lasts the lifetime of your business.

5. Online Marketing Ideas

Many marketers have new ideas about marketing but they don’t know how to make them a reality. Think real vs. ideal. How to execute new ideas well? Strategy first – Execution second. Think the whole process through start to finish.

Before you start with an online marketing effort, make sure the execution plan is set; the management is in place and the tracking/optimizations resources are in place.

6. Online Marketing and Multi-Task

Multi-channel marketing is now multi-tasking marketing. You have relationships, sites, emails, tools, internal resources, alliances. Use them in multiple ways to reinforce other efforts and attract current/prospective clients!

Repurpose your online marketing efforts. If you have an email newsletter, you can repurpose that into blog content. Your blog can be fed into your LinkedIn profile, auto-populate twitter, pin your posts on pinterest, sync to your Facebook pages. Popular posts can become podcasts.

7. First Give then Gain

Giving away tips, tools, downloads, valuable white papers, free ebooks, free trials, blog content, podcasts, videos, etc all work to build trust, connection, educational empowerment, etc. Find your value and give some away to learn. Sharing is your treasure.

8. Online Marketing and Changes

The rules of online marketing evolve every day. What worked for you a few months ago may not work well now. The wild, wild west of the web will always be uncharted territory, stay educated, test, track and get in there and try new things. Marketing is about taking calculated risks – your biggest risk is not taking a risk.

9. Have Fun!

The best campaigns are fun! They offer fun activities, share fun news, etc. This is why Facebook, blogs, podcasts and twitter are huge – they are easy and fun.

Have some fun into your online marketing strategy – it will pay off. People want to play with the fun people; this comes through in blogs, social media, and more. People love to have fun, it’s in our nature.

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