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Aligning Your Business Strategy With Your Internet Marketing Strategy: Plan, Monitor And Adjust!

Dec 25, 2007
Every successful business has an intelligent strategy, and online businesses are no different. However, given the many additional marketing avenues that the internet provides, it is easy to develop tangential campaigns that are not complimentary to your overall business strategy.

In order to reap the great benefits of the online economy, it is important to ensure that your internet marketing strategy is properly aligned with your overall business strategy. By verifying that all of your online marketing efforts compliment your corporate message, you will be able to reap the full profits of branding.

Avenues of Internet Marketing Branding

o PPC keywords and ad copy should espouse your marketing punch line.

o Online press releases are most effective if they point out the benefits of your business website, and these benefits should be congruent with what you are plugging in your messages and slogans.

o Directory articles submissions should be related to your message.

o Blog submissions should not only discuss how your product or website is new and innovative, but also reinforce your branding message.

o Email campaigns need to be handled delicately to ensure that they are not viewed as spam, but if you can include information that is value to your reader, in addition to your marketing message, this is an effective tool.

o Banner ads provide that great visual element, where you can use imagery and text to drive your message home.

o Website content is very valuable in helping the search engines increase your rankings, as well as compelling your visitors to convert through your branding message.

Stage I: Planning

After you have developed your overall business strategy, it is time to develop your internet marketing plan. The first stage of internet marketing planning begins with your domain name. The choice of domain name is critical, and it will follow your business regardless of what future marketing changes you may implement. All other marketing avenues can be changed, but your domain name cannot. Thus, choose wisely and carefully, with your business strategy in mind.

After you have selected the appropriate domain, it is time to develop the look of the website and ensure that it properly espouses your vision for the business strategy. Even the simple use of different colors may or may not compliment what you are attempting to strategically achieve.

Once you have built the fundamentals, it is now time to plan your marketing strategy. Develop your budget, research your target audience, find the right keyword and begin creating the perfect copy for your advertising campaigns. At this stage, you can experiment with different combinations of kewords, copy, and any relevant copy, as long as they are still within the bounds of your business strategy.

An effective tool to research and test your keywords is ZamDoo.com, an innovative PPC management software that tracks both your campaigns and your competitors' ads. ZamDoo allows you to conduct split-testing of your ads and their copy to determine the higher ROI, as well as run tests on your keywords before you have to take money out of your PPC budget.

Stage II: Monitoring

This is an incredibly critical part of your online marketing strategy, yet most often overlooked. After you have pushed the go button on your marketing campaigns, it is important to monitor what keywords, banner ads, landing pages, and ad copy are effectively yielding you a good ROI. Are there certain combinations of copy and keywords that are generating you the most conversions?

Managing dozens or hundreds of keyword campaigns is a tedious, time-consuming task; in addition, to the naked eye, it is difficult to see the trends and true ROI between your campaigns. Utilizing ZamDoo, all of this monitoring and analysis is automatically done for you, which leaves you with more time to focus on the overall internet marketing strategies for your business.

The more online marketing avenues you have, the more important it is for you to monitor all of them to effectively ascertain which ones are working best for your business strategy.

Stage III: Adjusting

After you have researched and monitored your internet marketing results, act swiftly to adjust to the information you receive. The quicker you can react to the internet marketplace, the better your profits will be. Dump marketing venues that are not giving you high ROI and instead focus on the keywords and campaigns that are working for your business strategy. ZamDoo provides you with real-time analysis on what is happening for your keywords, as well as your competitors' ads; thus, you can act quickly to the changes and increase your company's ROI and profit.

By planning, monitoring, and adjusting, you can effectively ensure that your online marketing strategies will optimize your overall business plan. Online marketing is powerful advertising avenues, but the diversity of its audience, changing results of interaction, and intricacies of its psychological tools require your attention to ensure that your message online is clearly branded with the one you have for your overall business plan.
About the Author
Dave McDuff is the co-founder of the ultimate PPC ad research tool on the market - ZamDoo. With ZamDoo (http://www.zamdoo.com), internet marketers can research the PPC ad space on Google, MSN & Yahoo, and discover which ad text, positions, keywords and time of ad placement are the most successful. Having this information before starting a campaign means marketers can enter a new market (or refine existing campaigns) with rich data on their competitors.
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