Online Marketing: Is There a Magic Bullet?

April 24th, 2007

Attitudes Towards Web Based Marketing Strategies

Let’s face it, most of us are followers. As such, our ideas are a reflection of our associates. Nowhere does this seem to be more true than in our attitudes and behaviors related to advertising and marketing initiatives. So what are the trends in attitudes towards Web based marketing these days? I’ll make some observations based on my experience, and welcome you to contribute to the discussion.

Mediocre: It seems to me that most “normal” (companies outside of new media) small medium size businesses view online marketing as something that, like newspaper advertising, must be done but cannot be expected to produce results. These companies half-heartedly use a small portion of their budget to maintain a neglected Web site and may spend a small amount on mis-managed pay-per-click campaigns. As expected, they get no little or no return on their investment.

Zealots: A less common and more transient group of businesses are searching for a magic bullet. This group spends a great deal of money buying links from Web sites, running poorly conceived pay-per-click campaigns that direct large amounts of traffic to a single landing page that doesn’t continue the conversation started by their pay-per-click ads. They also keep an eye out for the latest trends and adopt them all, one by one. This group gets some results, but because they are frenetic in pursuit of a magic bullet, their ideas are never fleshed out. The return rarely pays for the investment.

Let’s face it. I’m over generalizing. Nobody really fits into a “camp.” At least only a few. I’ve taken both approaches mentioned above. I’ve gotten both manic and discouraged about online marketing. Is there a better way?

I think so. Here are a few components of a successful online marketing strategy:

A plan for sustainable, original content created to target the needs of your consumer base. Add to the content intentional engagement with the relevant social media tools available. This will drive traffic to your site and create relationships with potential customers, and all this without having to pay-per-click.
A careful strategy to create relevant incoming links from other Web sites (directories, related businesses, blogs, press releases, article syndication sites and more - especially social media sites). Only the bravest should (in my opinion) hire someone to purchase links. But many disagree with me.
Research based, targeted and focused landing pages that offer your company’s products in a way that meets a potential customer’s felt needs. These should be targeted around a conversation that begins either in natural search engine results or pay-per-click advertising.
Speaking of pay-per-click advertising, this strategy has great potential! However, it will never be realized without spending many hours in research, testing, and development of both landing pages (mentioned above) and copy writing for the pay-per-click ads. All campaigns should include a seamlessly developed set of ads that link to landing page that continue the conversation and expand the offer. Taking this route should more than double your response rate (hoping a few “magic bullet zealots are reading).

These ideas are a start towards a coherent online marketing strategy. Do you have any to add? Please comment below.

Entry Filed under: Internet Marketing, Signposts