Are your internet marketing campaigns optimized?

Are your internet marketing campaigns optimized?

November 18th, 2009 // 3:05 pm @ admin

B2B companies please pay close attention to and invest more of your marketing dollars into internet marketing. Internet marketing is gaining great momentum and is the future of marketing. Forrester research predicts that 21% of all marketing budgets which translates into $55 Billion will be dedicated to interactive channels such as display advertising, mobile marketing, email marketing, social media and search marketing campaigns by year 2014. This could be considered cannibalization of traditional media.

By investing more into their internet marketing programs B2B companies not only are able to capture more share of the market but also will benefit from greater brand recognition and reputation that only an early adopter can enjoy.

Traditional marketing campaigns were considered successful once they would meet their initial goals set by their marketeers but marketing through interactive channels are an ongoing effort. With the help of new online marketing tools and software platforms available today, interactive campaigns can and should be revisited and constantly optimized in order to achieve their full potential.

Interactive marketing campaigns can be evaluated and optimized in every step of the process. From the time you set out to drive prospects to your website by usage of search engine optimization and marketing, Pay-Per-Click advertising, online ads and Social Media (Pre-click), the time that they click on your web site or landing page and still are not considered a lead (Post-click) to when the prospects share their information and before they become a real customer (Post-conversion).

Optimizing interactive campaigns means something different in each phase.
In the pre-click stage you can optimize your content in order for your web pages and online content to appear in the top rankings of search engines. You can also optimize your keywords in areas of popularity, relevance and competitiveness. Your digital assets, such as images and videos also can be optimized for search engine ranking purposes. Social media content is also searched by search engines and therefore optimizing them for purposes of search engine rankings as well as link sharing is extremely important. Pay-Per-Click campaigns are mainly used as a tool to react to negative results from organic searches. Optimizing them is crucial to every business’s marketing efforts.

Once prospects arrive at your website the post-click phase begins. The prospects need to land on pages that are most relevant and by making those pages most effective translates into increased conversions. Therefore optimizing your website pages and landing pages is of great importance.

In the post-conversion stage, segmentation, automated nurturing and lead scoring are elements of optimization effort that are crucial elements of a marketing campaign and they can be achieved through a marketing software platform.

Therefore, I recommend optimizing, optimizing and optimizing those interactive campaigns.

My last word of advice is to please keep in mind that if an asset can be searched, it can be optimized and be careful not to over-optimize. For example if you use a keyword too many times you will run the risk of getting penalized by search engines for “keyword stuffing” which means using a keyword repeatedly in a list or hidden in text.

Good luck!

Category : Internet marketing & interactive marketing