The Core Of Your Online Marketing Plan

online marketing coreNext we’ll work on the core of your system. As the saying goes, “you can’t measure what you don’t track”.

First, we need to do a competition analysis, website analysis and keyword research. Is your competition paying for online ads? If so, how much and which ads are working? What keywords are they using?

Are you putting out ads? Are they working? How do you know?

There are some free analytics tracking tools out there, like Google Analytics, Google Search Console and Mautic. Other tools, like call tracking, heatmap tracking, etc. will cost money, but allow you to see what’s working and what’s not. Our reputation management software will allow bad reviews to stay in-house and promote good reviews to be posted online.

Your main concentration should be on building a mail list. It should be properly segmented depending on what the person is interested in, whether they have purchased from you, how long since they’ve taken any action on your site, etc. That means landing pages and opt-in forms designed for a specific purpose.

You can also set up an autoresponder series for when someone purchases a specific product. Is there any other useful, relevant information you can provide? Ask them questions: Are they using it? Did it meet their expectations? Are they having any problems with it? Would they leave an online review of it?

Previous clients/customers are much easier to sell to than people who have never done business with you before. So you also need a ‘nurturing’ program to stay in contact with people who have purchased say, large ticket items like vehicles or real estate. Every few months or even every year.


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