It’s the perfect time of year to start planning your 2019 internet marketing strategy. Most businesses invest a significant amount of time and thought into their budget. Instead of just looking at marketing as a line item, why not make 2019 the year you grow your business through successful internet marketing? Here are 4 easy steps you can take today!
Step 1: Goals & KPI’s
Before you consider how many blogs need to get written, or which social platforms you need to up your game on, step back and focus on your goals. What are you trying to achieve through your internet marketing efforts? Many businesses will say, “that’s easy, our goal is to grow.” I’d challenge you to ask more questions. What kind of results am I getting today? How much do I want to grow? What’s worked in the past to get me this kind of growth? If I were able to grow that much, how much time and financial resource would I be willing to invest to get there?
KPI stand for “key performance indicator.” By tracking KPI’s you’ll be able to measure if your efforts are successful. Some simple KPI’s that will help you start tracking your internet marketing performance are:
- Volume of visitors to your website each month
- Percentage of visitors who convert to leads by filling out a form
- Percentage of online leads who convert to customers
Need some help visualizing these conversions, and what would happen if they increased? Download our SMART Goals Planner to help:
Once you know these basic metrics, you can start to focus on how effectively your internet marketing tactics are working. For example, if you’re investing in pay-per-click advertising (PPC), you’ll want to know how many clicks you’re getting each month, and your cost per click. Or, if you’re using social media to attract website visitors, it will be important to know how much engagement (likes, clicks, comments) your posts received.
Step 2: Your Marketing Budget
Remember, marketing does require effort; both human and financial resources will need to be dedicated to be successful. Many business owners as us how much their marketing budget should be. On average, businesses spend 8%-12% of their annual revenue on marketing. Your marketing budget could go toward outsourcing the work, or paying someone internally to execute it. Remember, this budget is intended to make you money, which means you need to track marketing success. It’s a large investment, and if you haven’t seen a return in the past, it might be time to consider doing something different next year.
Step 3: Strategize
Here at Filament, we always focus on the strategy before we implement internet marketing tactics. Remember the Inbound Funnel to Success? Here’s where to apply it. Give yourself a little self-assessment, and be honest about it.
Are you currently using your website as a marketing and sales tool? If not, You probably need to start at the beginning, with a focus on the “attract” phase of the pipeline. Search engine optimization (SEO), PPC, blogging, or social media might be great tactics for you. Or, if you’ve already got lots of traffic, but not a lot of conversion to leads, you need to focus on conversion. Better calls-to-action, easier to fill-out forms, and more offers may help you win more business.
Time and again, the delight phase gets forgotten. In 2019, remember that your current customers are one of the most efficient and effective ways to grow your business. How can strategic marketing help you earn repeat business and massive promotion from your current customers? (Hint: asking them what they think can go a long way; surveys, email marketing, and social media interaction are great ways to do this).
Step 4: Choose Your Tactics Wisely
Now that you’ve identified your internet marketing strategy, you can put a practical plan in place for execution. A detailed content calendar can be extremely helpful. Remember, build your tactical plan in alignment with the inbound funnel in mind.
Tactics that Attract website visitors:
- Social media
Tactics that Convert visitors to leads:
- Downloadable content/offers
Tactics that Close new business:
- Email marketing & automation
- Case studies
- Pricing guides
Tactics that Delight your customers:
- Email marketing & automation
- Social media engagement
Strategy + Tactics + KPI’s = Success
If you’ve thought about your internet marketing strategy for 2019, budgeted enough resource to execute your tactics well, and are tracking progress through KPI’s, you’ll find internet marketing success. Remember, this is a process. Because you’re tracking KPI’s, you’ll be able to identify what is and isn’t working, and adjust your plan accordingly.
As Filament’s owner and Chief Ideas Officer, I’m passionate about helping businesses grow and thrive through internet marketing. I’m Hubspot certified. I love cooking, yoga, and my three cats: Bebe, Coach, and Coco. Contact Filament today to see how we can make your brand shine!