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Effective Internet Marketing – Mapping

What does effective internet marketing mean? Is effective internet marketing limited only to the optimal matching of advertising channels, or are more factors important? Is effective marketing always the same, or does its definition have to change over time as you changeā€¦ basically everything else? Feel free to read – The Paraphrase Online Team hope it will be both enjoyable and useful!

Effective internet marketing – what does it consist of?

In order to map the concept of effective marketing within your own company, you should take into account all the factors that make up it. They will be:

– Target
Target group setting
– Determining customer paths
– Use of optimal advertising channels
– Determining the optimal advertising budget
– Determining the appropriate ad serving time (schedule)
– Determining the appropriate frequency of ad serving (capping by channel)
– Creatives and ad texts
– Adapted content

There are probably other points that make up effective marketing – e.g. the experience of the person who creates individual components or specific conditions of a given advertising channel. For the sake of simplicity and understanding, let’s assume, however, that the above are of paramount importance.

We go deeper

Terget – whatever we would not do in life, we do it for something. A universal principle that is especially applicable in marketing. Defining a good goal is of key importance in the subsequent selection of tools, channels, resources, and even data analysis. Typical marketing goals are, for example, increasing sales, increasing the value of the shopping cart, increasing visibility, website traffic or acquiring leads. A good goal is also expressed in numbers, e.g. acquiring 1000 e-mail addresses from a given landing page, and has a time horizon, e.g. within 3 months.

Target group setting – when building a strategy, you usually want to bring your ad audience closer to your model clients. This means that you need to consider both demographic data, such as age and gender, and the interests or profile of the websites you visit.

Determining customer paths – finding places where the customer looks for information about products and services in your area, as well as places where he can potentially come across and become interested in a given topic for the first time. Generally, therefore, it is about creating a hypothetical path of contact of the client with your message in the context of his readiness to move on to the next stage. Not every company designs its services or offer to suit the client’s path. Some prefer to conform to the classic buy funnel, which is just as meaningful at a general level of understanding of consumer behavior.

Use of optimal advertising channels – no company has a bottomless bag, and choosing the right advertising channels is basically the first step in optimizing our marketing activities. The correct methodology will be to invest in those channels that have the best ratio of budget invested to revenues generated. However, it is worth realizing that a statistical customer on the Internet has a chance to meet our message on many levels. Our experience with Paraphrase Online campaigns shows that combining several channels and supporting each other makes each one more effective than when they function alone.

Determining the optimal advertising budget – It is inextricably linked with the industry, margins, operating costs, but also with the possibilities of a given advertising environment. It often happens that we achieve stable and satisfactory results within, for example, Google Ads and the client becomes interested in expanding the budget. This is generally a good move, but requires mindfulness because the more we target our messages, the more effective the user-to-client transformation can drop. This in turn means a decrease in the profitability of the entire advertising channel.

Example:
The online beauty store invests $ 20,000 a month in Google Ads, and the conversion cost is $ 13, which is an acceptable level for the customer. However, the decision to raise the budget by another $ 10,000 and expand the audience with new groups (assuming good practices when selecting them), however, raises the cost of acquiring a client to $ 20, which already exceeds the client’s capabilities. Of course, work on reducing the cost of customer acquisition may also take place on other levels – such as UX.

Marketing is a system of connected vessels and it is worth testing and implementing solutions in various fields – the main thing is not to be neurotic and implement changes at intervals to distill their impact on the results.

Determining the appropriate ad serving time (schedule) – the most sensible thing to do is to use an example to illustrate what it is all about. It happens that in an online store between 8.00 a.m. – 4.00 p.m. generates a relatively large number of abandoned baskets (people order products at work, but then something distracts them from shopping and they do not end up on private computers). The cost of acquiring a client is then quite high, but it drops sharply after 5 p.m. If your store has a limited advertising budget, then consider setting your ads to run only between 5 p.m. and 11 p.m. and make sure that this framework will keep customer acquisition dynamics within your costs. There is also another method of limiting rates and forcing the system to spend more at certain times.

However, it is worth bearing in mind that many ads in Google Ads or on Facebook are already carried out with the use of self-learning algorithms that independently select the budget for a given time and recipients in the search engine. In Google Ads intelligent campaigns, for example, it is no longer possible to independently determine the duration of the ad display and we have to rely on the system for this.

Determining the appropriate frequency of ad serving (capping by channel) – First, a small note – remember that this is the opinion of the author of the text, not a revealed truth that applies anytime and anywhere.

And the opinion is this: the more often the better.

The average audience consumes tons of text, images and videos every day. Hoping to get a guided missile fired from a big bell is quite an idyllic vision of how marketing works. In fact, we are not able to predict when a potential customer will be ready to buy – often, for example, an advertisement from another manufacturer may eventually convince him to return to your website. So you have to surround him intensively at every stage of the funnel so that he doesn’t run away in a GOOD moment.

Sometimes you will be accused of “spamming” an advertisement or that someone can no longer look at it … Then you have to be tough and grit your teeth, because with a high degree of probability your analyst will show that this approach is effective.

Creatives and ad texts – Does creativity play a leading role in deciding the effectiveness of a banner or film? No. What is key is the correct, aesthetic composition, memory of using the CTA and, above all, consistency with other advertising materials. The average content audience in today’s world is simply bombarded with information. In the previous section, I already mentioned that the frequency is important, but its integral element must also be the visual coherence of the materials. Otherwise, what about the fact that the recipient will display your ad 5 or 6 times, if each one will present a different style or color and as a result will not stay in the memory.

Adapted content – Content is a marketing evergreen. Creating valuable content and its meaningful distribution at different stages of the in principle funnel always turns out to be valuable for business. Content marketing is not only content that supports SEO, but also tools, guides, webinars, infographics, trendbooks or dozens of other solutions with which you can e.g. re-engage recipients or obtain the necessary contact details from them. Remember also that content is a communication springboard for various activities and supports not only SEO or PR, but also paid channels and narration in social media. Therefore, if you think about your business in long-term terms, then it is definitely worth creating a content base that will resonate among customers at various stages of their “life” in the purchasing or after-sales process.

Effective marketing – you already know what, but don’t know how?

Above, we have outlined the factors that, roughly speaking, affect whether Internet marketing will be successful. So you already know what you need, but the question remains, where to get the information to satisfy each of the above-mentioned points? I have some tips for you.

If your business is based only on the Internet, but you have not carried out even rudimentary activities to collect data about your clients or relevant key phrases, then it makes sense to contact an experienced partner who, based on cases with which he has already worked, will be able to advise you on the first hypotheses worth testing.

You may have an idea of, for example, the best search phrases that your customers can type. However, it may turn out that either these are not converting phrases (i.e. those that are not actually entered with the intention to make a purchase), or they are too difficult for the budget allocated to SEO to ever get good positions in the search engine.

The same applies to paid activities – e.g. in the Google search engine or on Facebook. You may find that a certain group of people will be particularly interested in your products or services, but a business practice may indicate something else. Your customers may be, for example, mostly women, but are you sure that they decide about the purchase? Or vice versa – a man buys products, but did he really decide on their choice? Marketing and communication can drift apart at the gender level, and the farther into the forest, the darker it is than the data density.

Choosing a campaign target can also be tricky. Suppose you have a new product, with no brand name built. In this case, will you focus on sales first, or will you focus on impressions, reach and creating brand perception?

What will help you make the right decisions?

– Analytical tools – use tools such as Google Analytics, Facebook, Google Search Console, Keyword Planner, Smartlook, Hotjar, Senuto or even Answer The Public. Thanks to them, you will learn who your customers are, how they navigate the website and search engines, what interests them and what problems they have that you can solve.

– Specialists – if you do not have access to tools or you do not know how to cover it all, you can ALWAYS contact specialists in the field who, firstly, will set up the appropriate analytics, and secondly, they will propose solutions (based on their own experience) that will potentially be suitable for Favorable to you.

– Offline conclusions – basing activities on the Internet based on offline opinions and insights may be confusing, but it is always good for a specialist or freelancer to present a possibly full picture of what the client looks like and how the processes in the company work to match the scale and type of clients as found.

– Business condition – you need to know – and nobody will help you for that – how much money you can spend on customer acquisition and it will be the basic value that you will navigate around.

It is all important. If you don’t get the job done at the beginning, then after months of hardship, you will ask yourself one fundamental question:

WHAT HAVE I DONE?

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