Executive Suite: What Is Internet Marketing?

Business people today are overwhelmed by articles, webinars, books, solicitations and just general hype about the Internet. They are awash in information, swimming in an infinite sea. The difficult part of all this is determining how the Internet can become a marketing channel to be used for our business.

We all have two choices here: We can pull the covers over our heads and stay in the 20th Century, or we can exploit this fantastic new medium to improve our businesses.

If you are still reading you are interested in the second choice so, "What does it all mean?"

The process is complex but we will begin with a few fundamental elements. They are fairly simple to outline. Once you understand them you can start building your impact.

Goal

First, and above all, keep the goal in focus. It is to present attractively on the Internet so your company can be found easily and draw customers and prospects.

This is important for two reasons.

Customers will visit your website to get information about your company before they will call with a question. The basic information about location, products, service area, specialties, testimonials, geographic location and contact information is critical content for your website.

The Internet is the best place for potential new customers to find your business. So, creating a web presence that allows your company to be readily found when prospects are looking for new sources is critical to your success.

For services like printing that must have a reputation for service and quality, the Internet is the best place to tell your story and motivate people to choose your company. It can also help you retain existing customers.

Five Elements

There are five important elements in developing and maintaining a competitive Internet presence and they are: Take a good look at these and if you used the Internet, you can begin by grading yourself on this criteria.

Website

Establish credibility with high quality professional design. Catch attention.

Capture more leads with effective website landing pages. Landing pages are huge.

Search

Attract the best prospects using targeted paid online advertising.

Increase traffic by implementing a high quality search engine optimization program.

Social Media

Use social media sources that make sense for your business.

Ensure you are getting the right exposure with proven online reputation tactics.

Mobile Contact

Send a message to your customers when they are on the move and ready to act.

Stay connected with customers on tablets and smart phones with mobile friendly designs.

Freshness

Add new information to your website, blog and social sites to build your reputation as an expert in your field. Just adding the information will strengthen your image as an authority.

The printing industry runs mostly on quality, service, and reputation. That is all we have to sell. Tout your quality and service, and establish a reputation—an identity, one that differentiates you positively from the rest of the pack.

The Internet offers a perfect venue to tell your story and differentiate your business from competitors. Make that story attractive and compelling. Let the world know what you are all about, you're your mission is and how you are succeeding in living up to it.

When you Implement the above items, you can you can control your marketing message by telling your own story, not letting your competitors do that for you. You build your brand---your unique identity. People know who you are. Most important, you are attracting the prospects that are best suited to your specialty products and services.

Source: Executive Suite: What Is Internet Marketing?