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Frequently Asked Questions about Internet MarketingThese are the most common questions our clients and prospects ask us about marketing in the Internet. If your questions are not addressed from the list below, be sure to contact us and we will be happy to discuss this in more detail:
How is Internet marketing different from traditional marketing?It isn't very different. You still have to create awareness, interest, preference and choice in order to support a purchase decision. Your web site content design strategy is similar to planning a booth at a trade show. You will want to answer similar questions. How will we attract visitors? When they "walk" by, what in our booth will make them want to stop and talk to us? What is our value proposition? The main differences are: speed, cost and metrics. What used to take weeks and months now can be accomplished in hours, days and possibly minutes. What used to cost tens and hundreds of thousands of dollars is now only hundreds or a few thousand dollars. What was previously measured in subjective terms, now can be specifically quantified and valued to the penny. Is Internet marketing only for B2C? Can I market a complex B2B product online?Internet marketing is a viable tool for any product sold to buyers who use the World Wide Web and e-mail. Today, buyers of complex products prefer, in fact demand, to do their research on the web. B2B companies can leverage their website to support the sales cycle by allowing visitors to self-educate and self-qualify. A B2B can maximize the efficiency of their direct sales force by making the web site filter qualified prospects. Read about B2B and B2C Internet marketing success stories. Is Search Engine Optimization (SEO) the only tool for Internet marketing, especially of complex products?SEO can be a key element of any Online marketing program, but it is by no means the only tool. Research shows that at any given time, less than 10% of the total potential market for a given product is actually in an active buying cycle. Many of the active 10% can be reached with a combination of SEO and listings in relevant directories (e.g. Yahoo, CNET, ZDnet, etc.) The other 90+% can be reached only through active promotion techniques, or passive promotion, which is effective for building brand, but less effective for lead generation. What about passive promotion i.e. e-zines, webcasts, portal sites?Passive promotion is more or less, the online equivalent of traditional PR. This includes participating in online communities, appearing in or writing articles for e-zines and web portals, participating in webcasts, and participating in product reviews or awards programs. These activities will help you build your brand, and help reinforce your active promotions and even helps you build your ranking with the search engines by adding to your link popularity. What active promotion techniques should be part of my Internet marketing mix?Active promotion techniques that may be effective include newsletter sponsorships, opt-in email, and online event sponsorship i.e. webcasts. How can you leverage Internet marketing to increase B2B sales? Maximize the efficiency of your B2B direct sales force by using your web site to allow your prospects to self-educate and self-qualify. Effective online marketing tactics that market to the right audience with a focused message that encourages conversion will reap the qualified leads your direct sales force demands from marketing. How do you make your sales leads qualify themselves?Promoting the right “web draw” conversion collateral will attract visitors and motivate them to buy sooner. Make the virtual environment of the web into a personal experience. Produce web draw materials such as educational webcasts or white papers that speak to visitors. Provide a forum for your customers or clients to share their story. Making your web site a community will encourage visitors to return to your site as a known source of useful information in their buying decision process. The goal is to convert the browsers into qualified prospects for your sales force maximizing their efficiency. How do you measure the ROI of every marketing campaign dollar spent?Now here is a scary statistic, according to the consulting firm of Accenture, nearly 3/4 of marketing executives believe they are unable to measure ROI on a program investment. This doesn't have to be this way! The Internet environment provides an extensive set of tools to track behind the scenes from the early browsing stages to actual purchase. So how do you measure your ROI? Discipline, organization and proper planning that we call by the technique of Internet Performance Marketing. How do you leverage your Internet presence to shorten the sales cycle?The key is leveraging the broad reach of the Internet to draw your prospects to your web site. Once they arrive, your site should provide the education and information your prospects need to ultimately draw the conclusion to choose your products and services. Your web site should support and be an integral part of your prospects vendor selection process. Following our own methodology, Market-Vantage strives to provide the information you need for the right Internet Marketing Service Provider that will help you achieve your business goals. You want to provide the information your prospects need to make an educated buying decision. Promoting the right “web draw” conversion collateral that will encourage your visitors to convert to a call to action and motivate them to buy sooner.
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