Nordic eMarketing's Holistic Internet Marketing Approach and the Implementation of your New Marketing Strategy
September 2006 - Content strategy
A June 2006 study by Outsell, as reported in TrendAlert:
"2006 User Update - Information managers challenged to supply time-saving solutions and more efficient searches found that corporate and government sectors have increasingly turned to press releases for information, surpassing trade publications. The report cited developments such as Google News Alerts and RSS as contributing factors to the rise in popularity of press releases in business research."
First Thing's First
Before the start of any Internet marketing campaign, it is imperative for companies determine and measure their internal Key Performance Indicators (KPI). Examples of these could be:
- Bounce rate
- Sales leads
- Incoming support emails
- Incoming support phone calls
- Sales leads
Establishing the KPI will give your company some basis from which to judge ROI. By refining online marketing strategies, the company should get more sales leads and gain more conversions. To measure the expected results it is first necessary to know what to look for.
When looking at data from Web analytic tools, key metrics need to be established around your company's objectives for the campaign. By using a good analytic tool, it is possible to better understand the behavior of site visitors and the quality of the visits that web sites are getting as a result of marketing efforts.
Laying the Groundwork
On the top of the KPI's, Nordic eMarketing would recommend that each company that is serious about their online success commission an online competitive analysis. This allows companies to better understand how the competition is using the Internet as a part of their marketing mix. It also helps to refine strategy for maximum ROI. This would be done by getting answers to such questions as:
- Who is driving the competitor's traffic?
- Where are they advertising online?
- What is their Search Engine Marketing (SEM) strategy?
- Are they using PPC (Pay-Per-Click)?
- Which search phrases are sending traffic to their sites?
- Which search phrases are they targeting?
NeM's Recommendations for Online Marketing Strategy
Most companies focuses on push marketing in their campaigns, meaning that all ad spaces are chosen for the likelihood of possible clients seeing/understanding them, clicking, and then being converted to sales leads. Information is "pushed" onto the consumer with the hope that they will act on it. We would suggest that in addition to these more traditional tactics, there are some other very effective ways of reaching customers directly through more cost-effective channels.
Beyond a Push Campaign:
1. Competitive Analysis
Try to find possible ad spaces outside of traditional media.
2. Do a Top 20 Search Phrase Analysis
Find out which competitor's sites come up and explore the possibilities of expanding ad campaigns there. This strategy has often proven successful and very cost-effective.
3. Online PR
A vital part of the marketing mix is implementing an online ePR strategy to target industry professionals directly. This method gets straight to focus groups' inboxes and RSS feeds. NeM is seasoned in developing PR campaigns that reach buyers directly.
Do Search Engine Optimization/Search Engine Marketing on sites to maximize the ROI for the exposure gained through online ad campaigns and ePR. This would have a great impact on future marketing efforts both locally and abroad.
Who Uses News Alerts & RSS?
-Professionals, Consumers, and the Media
Online PR campaigns get your information to the people that are actively pursuing it. You don't force your advertising or marketing on resistant consumers, they seek it out themselves (a "pull" marketing strategy).
Some media companies that acknowledge using search engine news alerts as a resource include the BBC, Guardian, USA Today, Herald Tribune, and FT.com, to mention just a few.
Why is the pull marketing approach so important? Studies have shown that in B2B transactions, the Internet play a major role in purchase making. The same studies have shown that the higher a person's education and income, the more important search engines are in facilitating purchasing decisions. Even so, up to 90% of all users categorize the internet as a "research tool," and a vital part of the decision-making process when considering purchases.
So who is using search engine news alerts and RSS feeds? According to studies done by JupiterMedia, over 1 million users subscribe to news, weblog (blog), or other alerts and RRS feeds - and this number is growing every day. All uses are keyword- and/or industry-related. In other words, searches are performed and updates received based on keywords and categories chosen by the user. This means that they are receiving information that is important to them and that they are more motivated to purchase based on this information. The reach is truly world-wide and immediate.
A Push/Pull Marketing Mix:
Examples of Push:
Examples of Pull:
- Online banner ads
- Newspaper ads
- TV ads
- Radio ads
- ePR - Newswire
- Targeting focused groups
- Target Media
- Industry-specific RSS feeds
- Industry-specific news alerts
- Search Engine Marketing
- One-to-one advertising
By using ePR and SEO/SEM, companies have a tremendous opportunity to break down geographical barriers, targeting B2B/B2C professionals and localizing their marketing strategy to the max.
The internet offers unprecedented insight into user behavior, giving companies the option of monitoring their success through advanced tools and using the information to maximize the ROI of their marketing strategies, thereby improving future efforts.
NeM helps implement and use analytics to understand Internet traffic and refine further strategies. These efforts let companies understand who drives traffic to their sites and allows them to use analytics to maximize sales conversions and spot possible leads.
Online PR Case Study - Invest in Iceland Agency
Increase Iceland's exposure as a tax-privileged location for international business. The goal was to be seen by company boards and management, investors, consultants, and the media.
Write and distribute ePR though appropriate B2B and media channels and reach as directly as possible the appropriate focus groups.
- 160,000 reads in 14 days (nearly 30 countries)
- 2600 media pick-ups, including: Economist.com, RiskCenter, and Guardian
- Over 200% more site visits than usual. Among companies that came directly through ePR efforts in the UK where Pricewaterhouse Coopers, Royal Bank of Scotland, Lloyds, Standard Chartered Bank, London International Bank, UNISYS, Faircount, and Mitsui UK.
- Higher rankings on all major search engines