Development of a comprehensive online promotion strategy

As in any business process, effective promotion on the Internet will not work without the classical stages of planning, implementation, analytics and corrective actions, after which the planning stage is re-enabled and so on.

The development of a comprehensive strategy for online promotion on the Internet is based on several main stages:

• The formation of the goals and objectives of Internet marketing.
• Study of competitors (competitive analysis).
• Segmentation and identification of the needs of the target audience.
• A selection of online promotion tools.

The formation of the goals and objectives of Internet marketing

Setting goals and objectives is one of the key steps in building an integrated strategy for promoting the Internet. Unfortunately, most executives, when ordering a website or investing in Internet advertising, rely on a number of common metrics, considering it the goals of their Internet marketing. “Pseudo-goals” are often understood as: queries in the TOP-10 of search results, website traffic, number of ad impressions, bounce rate, conversion rate, lead rate and much more. All these are not the goals of your business, but some of the metrics that may be applicable to their achievement.

Study of competitors (competitive analysis).

You can learn a lot from them. Many companies neglect the stage of competitive analysis and in vain, because thanks to a detailed competitive analysis you can not make repeated mistakes, build a competitive assortment and pricing policy, predict the budgets that your competitors spend on the Internet and much more. Developing a comprehensive online promotion strategy.

The goals and objectives of competitive analysis include the study of: positioning, pricing and assortment of a competitive website, customer service, promotion tools, budgets, ways to attract, retain and convert website visitors into customers.

Segmentation and identification of the needs of the target audience.

Choosing a target audience is not the easiest event, as it might seem at first glance. All real and potential customers can be divided into three categories: the heart (backbone) of the target audience, the main target audience and indirect target audience.

The heart of the target audience is the backbone, the core. This includes the most active buyers of goods or services, they contribute to a large volume of sales and, accordingly, increase the profit of your company.
The main target audience includes customers who have not yet decided whether to buy goods from you or not. For this part of Central Asia, it is necessary to conduct advertising campaigns, motivating customers to purchase.
An indirect target audience is also involved in the sales process, but is not the main consumer. When planning advertising campaigns in this part of the group, lower priority is given.

In determining the target audience, you need to focus both on the consumer of the product and on its buyer. Consumer and buyer – can be different people.

A selection of online promotion tools.

• SEO Search Engine Promotion.
• PPC contextual advertising.
• Advertising on social networks SMM.
• Display Advertising.
• E-mail marketing.

SEO Search Engine Promotion is a “classic” of Internet marketing and is suitable for most industries. SEO, whose task is to achieve TOP positions in organic SERPs, is different:

• This is the cheapest traffic compared to other channels.
• There is no fee for each user involved.
• Sites that rank well in search engine results receive more trust from customers.

PPC contextual advertising. You get target customers very quickly. It will allow you to quickly find your products or services. Due to flexible customization options (audience segmentation: gender, age, regionality, etc.), your ad will be shown only to your audience. You pay for the result of specific conversions to your site of potential customers; here is an example of developing a comprehensive online promotion strategy.

Contextual advertising is a win-win option if your tasks are:

• Conclusion of goods (services) to the market (where it is too early to talk about SEO results).
• Fast sales promotion.
• Sale of seasonal goods, a small volume of products, or promotional offers.

Online Display Advertising – This is a type of advertising, which involves the use of visual images: static or dynamic banners, interactive elements and videos.

The advantage of this type of advertising is that it can provide much greater audience reach, as well as more effectively promote a type of product or service that is not yet known (weakly popular) to users, which means they are not searched in search engines. That is, display advertising can and should be used to solve the following problems:

Increase brand or brand awareness.
Formation of demand for a product or service.
Informing a wide audience about the product.

Social Media Advertising SMM – a tool with which you create a loyal audience and communicate with it. Informing the audience is the main focus of this channel today. One of the advantages of SMM that other tools do not have is the possibility of personal contact with representatives of the audience, and as a result, the formation of direct interest in the product.

Each company sets its goal – to bring itself to the TOP in the market of goods and services, ahead of its competitors. Selecting the right set of tools in combination with a competent strategy will provide an opportunity to increase the business turnover, popularize the name and, of course, have a stable income.

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