Internet Marketing Strategy

The first and most important step of a website and website design is to develop an internet marketing strategy. This seems simple enough, but you would be surprised at the number of top level executives and marketing people that charge forward with their website design and internet marketing without having a solid plan with goals and objectives.

Spectrum is focused on developing and executing an internet marketing strategy to:

  1. Increase sales

  2. Increase market share

  3. Increase and develop your brand

Spectrum will help you develop the information to answer these questions:

  1. Identifying your market - Developing a good understanding of who your customer is and what they need is important. What are the market segments or industries? Your customer could range from the direct buyer/end user be it a consumer, to the business to business decision maker and/or influencer. You also need to identify indirect decision makers, and again in business to business environments, resellers and/or distributors. What are the processes which your customers go through to make a decision? You need to examine your current website to see if you have acquired any new customers from the web. Do they fit the mold of the plan we have just reviewed, or do they come from others markets and/or geography which you were not focused on?

    What geography are you selling into? It is important to understand where your customer is. Understanding the country, state and even cities where your customers are is important. If you are reaching out internationally, it is important to identify the countries.

    What are your products and services currently and in the future, and what problems do they solve? It is easy for most of our customers to provide a list of their products and services. However, we typically find that when we start doing our research to identify the demand on the internet, it is not the names of your products that are being searched. But rather, what's in demand is the problem your customers are having. This one of the reasons why we need to break down all of your products and services by their names, the problems they solve and the types of customers which use them.

  2. What is the competitive landscape? - We don't believe you should drive your marketing by following your competitors. However, having a good understanding of who your competitors are is important. You need to sit in the chair of your customer and not only see who has a dominate position on the internet, but examine your value proposition against those competitors. What this means is simple: If you were the customer, would you buy your product and services before choosing what is being offered out there?

  3. What are all of the traditional media and means which you use to sell and market today? - It is important that your internet marketing supports and is consistent with your current marketing methods. But, in addition, there are a lot of uncovered opportunities and efficiencies available here:

    • Identifying all of the associations, organizations and public out-reach in which you are involved.
    • Identifying places and methods which are used for advertising: online publications, magazines, trade journals, user groups and forums.
    • What brochures, literature, catalogs are being used currently?
    • Do you have sales people, and how do they find leads? How do they manage leads, and how do they manage the selling process?
    • Do you have order processing? How is order acquisition tracked? How is the customer developed from the initial order that is received?
    • Do you maintain an active customer database?

  4. Develop a baseline - It is important to know where you are starting from so you can tell if you are moving forward. Here are some of the questions which we help you answer:

    1. Where is your business now?
      • New customers
      • Existing customers buying repeatedly
    2. What is an average order in dollars?
      • What is the average gross profit of that order?
    3. What is a new customer worth in dollars?
      • Amount of business per year
      • Amount of gross profit per year
    4. What marketing methods are driving this business?
    5. What are the marketing costs of driving this business?
      • What does it take to generate one new customer?
    6. What is your current website producing?
      • Keyword position
      • Current leads
      • Current sales

  5. Research and intelligence - With the collection of this data, Spectrum's internet marketing team is able to use our tools, research, databases and resources to compile intelligence to allow our teams to make informed decisions.

  6. Developing your goals and objectives - Throughout this process, Spectrum will be researching and compiling information to focus the internet marketing direction and identify the market opportunity. Working together, your team and our team will be able to identify and quantify the market, and have the opportunity to increase your:

    • Sales
    • Market share
    • Brand
In This Section:

Identifying Your Market

Keyword Research

Competitive Market Analysis

Traditional Marketing Integration

Brand Development

Marketing Goals

3 Ways To Contact:

Client Spotlight:

American Mattress

American Mattress

Increased conversions by 300% within 2 months

The objective of the new Website Design and Internet Marketing Campaign was to drive more traffic into their retail stores and to generate e-commerce conversions.

View the website design and internet marketing case study.