5 Types of Online Marketing Strategy

As in traditional marketing we can talk about 5 strategies for online marketing. But before we define what is the strategy of Online Marketing.

It is a channel strategy based on the knowledge of the client’s behavior in the environment and the characteristics of the market in which we play the online activity.

Online marketing as its name suggests comes from marketing but brought to another environment or channel, online. Just like Street marketing is the marketing carried to the street and the olfactory marketing is the marketing “brought to the nose”

Well, what do we think it takes to develop a good online marketing strategy? Marketing knowledge in order to extrapolate these bases, pillars or foundations to other channels.

This post will help us to develop a little more in depth the previous post online Marketing Plan: from strategy to tactics so let’s do it…

An online marketing strategy defines how we should:

– Achieve our goals by defining budgets for acquisition, conversion, retention and customer growth

– Prioritize the products/services we are going to offer through the channel

– Prioritize the audiences that we must reach through this channel

– Communicating our benefits using this channel

The different elements of an online marketing strategy, as described in Web advisory and with which we fully agree are:

– Market and product strategy

– Income generation Models

– Audience selection Strategy

– Offer development strategy (value proposition)

– Communication strategy

A. Market and product strategy

A good tool to make a mental scheme is the Matrix Ansoff, a marketing tool used to explore the possible growth strategies that a company can have.

B. Income generation Model Strategy

In the case of e-commerce-oriented websites, the model is quite clear: most of the revenue will be generated through direct sales on the Web channel. But for other types of non-transactional websites, the definition of income models should be clear:

– Revenue generated indirectly by converting to sales of leads (data forms) Web Origin but closed in other channels

– Revenue generated by subscription models to services or content

– Revenue generated by advertising on the Web site: banners, etc.

– Revenue generated by pay-per-view or download

C. Audience selection Strategy (target audience)

In general, it is always more profitable to concentrate marketing activities into segments as small and specific as possible.

Through segmentation we seek to respond to the following questions:

– Features: Who are they?

– Behavior: What do they do and when?

-Opinions: How do you value your brand and online services regarding the competition?

– Value: What and how much value do they bring to the organization?

– Attitudes: What do you think?

Segmentation process must meet these 3 phases:

1 – Identification: Identifying similar groups of consumers

2 – Selection: Select the groups we want to reach

3 – Positioning: Create the concept that we want to transmit to the selected group

Offer development strategy-MARKETING MIX

At this point we specify the variables that will make up the offer that we are going to propose to our target audience.

It is essential to develop a differentiated value offer or proposal. It is not advisable to simply replicate the existing offers on other channels, but to extend them to benefit proposals only available on the online channel.

It is necessary to define the “roadmap” that will support the executive and operative part of the marketing plan the famous 4p ´ s marketing.

– Product: The tangible or intangible that is offered to a market for its acquisition

– Price: Monetary amount of the exchange associated with the transaction. Here is included: payment forms, credit, discounts, surcharges, etc.

– Plaza (distribution): where the product or service is to be marketed

– Promotion (communication): communicate, inform and persuade the client. Promotion includes publicity, promotion and public relations.

Communication strategy

It defines how visitors are taken to the Web site from other websites or through communications on other channels.

1. Bring visitors to a website from other websites

What we intend here is to communicate with audiences through digital media to achieve business goals.

Focus: Customer Acquisition

Strategy: Attracting visitors to the website or getting brand awareness on third party sites

Tactics: Communicating with segments through interactive advertising, search engine marketing, online public relations, sponsorships, third party agreements, email and viral marketing.

2. Bring visitors to a website from other non-digital media

Objective: Encourage potential customers to use digital channels

Focus: Customer acquisition and migration of current customers to use digital channels

Tactics: Communicating with the target segments through direct marketing, media purchases (publishers, Radio, TV), public relations and sponsorship’s communicating our value proposition online.

3. Take visitors from the website

Objective: To use the online channel to get sales in offline channels

Focus: Get offline Sales

Tactics: Use calls to action in the content of pages or emails to bring the conversion or service requests to other channels.

4. Bring visitors through the website

Objective: Get a sale or sale opportunity

Focus: Get direct or indirect sales through the website

Tactics: First purchase promotions, optimization of website design, optimization of landing pages and home page.

And once we have defined our strategy we get to work with actions, tactics and methods of measurement or control of results.

The 10 LinkedIn Commandments You Should Never Meet

There are many points to consider in order to have a correct presence in Linkedin, the professional network by default. Let’s take a review of ten points that we should avoid if we want our professional network strategy to work. and gift a infografia to summarize to keep it in preferential place.

LINKEDIN profile not up to date, no style and no soul

One of the most common problems we can find on Linkedin is the lack of updating of personal profiles. This is an inevitable action if we want to make the most of this professional network. Therefore, very careful in that headline, photo, latest work experiences, recommendations, videos, not provide visual content…

And above all, be very careful with the lack of updating of our profile. We do not say that we are going to end today in a company and tomorrow we should update our profile, but if we do as soon as possible… To put an example: we have worked in a large company that closed long ago and we continue to indicate that we work in it, do you think that makes sense?

In short, our profile has to have soul to be able to fall in love or capture the maximum attention of the user. If it is a profile not updated or that does not contribute anything to the one who visits it we will be seriously damaging our brand and losing opportunities.Maintain profile are customize the URL

As in any social network, the personalization of the URL is also fundamental. It will Ayurveda us to improve both our image and visibility. Do not settle with the one that you can offer Linkedin and personalize looking for the best name. And if this URL is equal to or similar to other social networks, you’ll have extra ball.

No direct contact Form

An error also very common is the absence of contact data. We must include all the possible data both at telephone level, e-mail, web, postal address…
The absence of the profile photo or include logos

Another fundamental aspect for a proper use of our Linkedin profile is to have a suitable photo… Surely, our relatives will tell us that we went great in the photo of our first communion, but no, not worth…

We will work with an image that transmits and complement our business card. Photography is the first contact of the user with our profile and in many cases can be decisive. If the question goes through whether you should invest economically in a photo book, the answer would be yes.

To do this it is important to choose the right photo. To do this it is important to follow these tips:

  • Don’t be too static.
  • Show confidence.
  • Relaxed, positive.
  • Not a highest close-up, not a distant one.
  • Dress in a coherent way to the work you are looking for.
  • Choose a suitable background.
  • The picture must be quality.
  • The profile photo is seen in different sizes depending on whether they are in listings, is extended for public profiles, etc.
  • Your picture is your picture: No caricatures, no celebrities, no characters, logos…

What if… Our profile is personal even though we are talking on a professional level. We’re people who talk to people.

In short, we must show ourselves as we are, that the interlocutor knows who speaks and who perceives professionalism and seriousness.

Interact with commercial profiles

In the line of what commented previously, we are people who talk to people, so we should not go through the head using profiles with brand name. We should not believe that by doing so we will sell fast and achieve our goals, we will certainly get the opposite.

Request contact without criteria and do not interact

Another common error of a user on Linkedin is to gain contacts as if they were chrome and not interact with the user at all. Of course, when you could really interest the connection with the user is complicated because it has never interacted with that contact.

We must encourage and practice networking, remember… we are people who talk to people.

Request Contact are personalize invitation

In this case, it is equally important to personalize the invitation we make. Otherwise, the user will not know what reason you have to want to contact him. Of course, this action is usually not done because many times the user adds without a specific criterion.

Right now Linkedin makes it easier for us to request a contact without as many restrictions as before, but we should not stop caring for our communication with a potential customer or supplier.
Not to have recommendations or to send them without criterion

In this case, the recommendations are very important because they allow us to gain notoriety and above all it is an added value to your profile in terms of human resources or a possible contract. But so bad is not to have recommendations like asking people with whom you have never worked or you never know. Do you think if you’ve never worked with someone you can ask for a recommendation?

Sell me your book without more, at least tell me hello how about

Something too habitual, ask for friendship and when you accept it send a text predefenido indicating the wonders of our business. Huge mistake, we expose ourselves to receive a fine for SPAM and seriously hurt our brand. Have you stopped to think about how it is better to know the person and know their needs? At least a hello how about 🙂
Do not participate in groups or do not do it actively

A very important part of Linkedin are the groups. If you decide to be in groups, you should study very well how many you can be and where you think they are more suitable for your strategy.

It is also important to do more than dedicate yourself to providing quality content in the groups. Let’s read a little more and certainly you will find a lot of content that you can share, recommend, comment or answer questions that can be presented.

Publish low-value content or be the king of SPAM

And if we talk about group participation and content publishing, the most common mistake is to simply publish low-value content or talk about your “product” without any more. Yes, we do not say that your product can be wonderful, but you can not saturate your audience and in many cases sure that the content is not suitable for the group in question.

Remember that we must interact, collaborate, listen and read… Otherwise you won’t be adding value and your presence will go unnoticed.

Have you made any of these mistakes? If you are interested in learning more about Linkedin or drawing up a professional strategy, just contact us.