Developing A Strategic Internet Marketing

Strategy

December 13, 2010

Stowe, Vermont/Hershey, PA 717-715-7158

The Web is A CommunityNot A Newspaper

Social Networks

Store Fronts

Professional Organizations

Informational Sources

Entertainment

Target Audience

Needs

The Web is A Community of Individuals, Businesses and Institutions

Target Audience

Influencers

Networks of

IndividualsCritics

AdvocatesTarget

AudienceNeeds

The Web is A Community Where Individuals Go To Fulfill a Need

Knowledge

Friendships

ProfessionalNetworking

Purchases

Entertainment Target Audience

Needs

A Solid Foundation Starts With Planning

• Goal – What is my quantifiable goal?

• Objective – What am I trying to achieve?

• Strategy – How am I going to achieve my objective?

• Tactics – What tools, on what timeline will I use to develop my strategy?

Strategy Drives Tactics

• Reach and Engage Influencers

• Drive Traffic to Website

• Improve Customer Service

• Develop Thought Content Leadership

• Enhance Sales Distribution

• Generate Non-Sales Revenue

• Establish Private Networks to Dialog With Target Audience

• Up sell Customers to Multiple Products

• Convert Website Hits to Sales

• Create Brand Awareness

Once Your Define Your Strategy

Watch, Listen and Learn

Engage Cautiously Develop Tactical Execution

Find Your Audience on The Internet

Topics, Keywords, Social Groups Blogs, Store Fronts, Articles

Identify Target Audience and Create Defined Buyer Persona

Direct Audience Influencers

Define the intent of your content?

• Sell Products

• Request Information from Prospects

• Create Product Awareness

• Identify New Prospects

• Respond to Negative Publicity

• Generate Advertising Revenue

• Communicate to Existing Customers

• Position Your Company as a Thought Leader

Develop Knowledge Based Tactical Plan

• SEO Search Engine Optimization

• SEM Paid Search Marketing

• Advertising

• Blogging

• Social Media Engagement

• Video Marketing

• Public Relations

• Thought Content Development

• Website Enhancements and Features

Your Tactics Are Built Using The Tools Available…Now It’s Time For The Paint Chips

Social Media

Facebook

Twitter

LinkedIn

Vertical Sites

Directories, Digg, Delicious

Content Tools

Blogs

Websites

Squidoo

You Tube

Webcast, Podcast, Videos

Advertising

Google Maps

Google Adwords

Banner Ads

Paid Search

Affiliate Advertising

Press Releases

Example: New York City Boutique Hotel

Target Audience

• Young Couples

• Retirees

Objective

• Find and Engage Influencers

• Increase Traffic to Site

Strategy

• Utilize Keyword Search for Influencer Development

• SEO

• SEM

Tactics:

-Google AdWords-Technorati-Paid Search-Blog Content -PRWeb-Facebook-Twitter

Traditional marketing is made up of thoughtfully crafted messages that you deliver to your target audience

Internet marketing is a two way dialogue between you and your target audience and by the way you are not alone……

-Influencers-Raving Fans

-Current Customers-Unhappy Customers

The good news is that you always know what your target audienceis thinking and experiencing right away.

The bad news is that you always know what your target audienceis thinking and experiencing right away.

Thank – YouAny Questions?

Lana Burkhardt & Associates

717-715-7158

fourburkhardts@aol.com