14 Reasons A Company Should Use Internet Marketing To Increase Sales And Business Cash Flow

by Doug Smith, President, The Woodhaven Group

I envy the manager of today that is  just graduating from business school.  They have a tool available to them that I wished that I had for most of my 30 years as a CEO.  That tool is the Internet.  I can only imagine how this productive tool for generating sales will evolve over time.

It is an exciting time to be the Director of Marketing of any organization.  If your mission is to build brand, generate leads, expand a relationship with your customer, or simply surpass a sales plan, then the Internet must be part of an integrated marketing communications strategy.

For you business owners still not sure whether the Internet is worth spending your company’s marketing dollars this way, then here are a few thoughts of mine on why the Internet needs to be a part of your future:

  1. Pay for Performance:  As a CEO nothing gets better than this.  Using pay-per-click advertising that is  correctly executed allows your company to only pay if a prospect clicks on your ad.  Compare that to a TV spot on the evening news.  You pay for that spot whether your prospect is watching or not.  It’s the same with the newspaper.  Regardless of the location of the ad, you will be writing a check to the newspaper gods even if your prospect is on vacation and did not read the paper that day.  By the way, I predict that all digital newspaper sites will eventually go to pay for performance advertising.
  2. 24 Hour Marketing:  With a website, blog or video on YouTube the Internet offers an around the clock opportunity to deliver your message.  The prospect can log on when they want and you know your message will be delivered.  Compare this to event marketing or a showroom with limited hours, or a radio spot that is only for 60 seconds.  You get more bang for your buck.
  3. Results Can Be Measured:  How many readers really saw the newspaper ad?  How many listeners really heard your radio spot?  How many visitors to a trade show really walked down the aisle of your exhibit?  With Google analytics (read more here about Google)  your company can track how many visitors came to your website, how  many seconds or minutes they stayed, what percent were repeat visitors and on and on.  With analytics for the Internet you will know what pages were read and what pages were not visited at all.  You can even determine what part of the page was viewed.  With good timely accurate information, the Marketing Manager can then make the Internet investment more productive than what is happening with your non-Internet marketing today.
  4. Used To Build Database:  By using such tools as white papers and giveaways, your company can build a database of interested prospects from your website  to then establish a relationship with over time.  This beats buying a list tied to some demographic sampling that maybe could care less who your company is.
  5. Email Marketing:  This is possibly the highest return on investment outside of word of mouth.  For pennies a business can send enewsletters to a pre-qualified database that you generated.  The enewsletters can be segmented based upon the information the prospect wanted so only relevant content needs to be delivered.  The Marketing Manager can judge the performance of this tool by measuring how many readers opened the email and read it.  Email analytics can also tell what day of the week and what hour of the day is best to send the enewsletter.  Probably the most important aspect of email marketing is allowing the company to build a relationship with the prospect or existing customer.  An effective email marketing campaign provides information and a solution to problems of the reader.  It is not just used to deliver a call to action for a promotion.  For more information on effective email marketing go to the website of Exacttarget right here.
  6. Can Reach a Younger Customer:  Instead of hoping a younger demographic comes to your website, you can go where they are.  This can be done by advertising on sites most frequently visited by a young prospect group.  For instance, your company might advertise to young males on the ESPN site or to young female entrepreneurs on a women’s business blog.
  7. You Can Target Market to Almost Anyone:  By utilizing keywords in your organic or pay-per-click marketing strategy your company can send your message to a specific segment of customers in almost any defined geographic market for a predetermined price.
  8. Education Based Marketing:  The consumer is getting smarter and now controls the buy-sell relationship.  Before engaging the seller, the consumer will first take time to educate themselves thoroughly about the product or service they are seeking.  This will be done primarily over the Internet.  Those companies that will take the time to help the consumer by answering their questions and providing good information will gain credibility in the  mind of the buyer.  When she finally decides to purchase, the company that took the time to provide the knowledge she desired will be first on her list to be shopped.  The buying funnel or buying decision cycle has been extended by the consumer spending more time gathering information prior to the buying step.  Make sure your company is the one educating her.
  9. Mobile Marketing:  I predict this will be the most dominant marketing channel in the future.  Consumers are already accessing coupons at the checkout counter on their smartphones.  Will you be ready?
  10. Speed of Message:  In the past if sales were horrible and I wanted to execute a quick promotion it necessitated producing and sending a direct mail piece or producing a TV or radio spot.  If we moved fast enough it might happen in 7-10 days.  Now, if the marketing team this morning wanted to communicate a promotion, it can be delivered via email to the customer database before the sun goes down.  Maybe they would follow-up with another promotion in a couple of days.  Not only is it much faster than before but it is also far less expensive.
  11. Use of Video:  If you want to personalize the message there is no better way than the owner of the business looking into the camera and speaking one on one to the prospect or customer.  Some consumers do not want to read copy.  The video can be used to create traffic to your website, educate the consumer, or be part of a strong call to action.  Video on the Internet tends to be very short in duration and much less expensive than producing a TV spot.  Therefore, video marketing needs to become a strategy in itself.
  12. Build Brand thru Social Media:  All forms of social media such as Twitter or Facebook can be used to build a dialogue with prospects and customers.  This can be the first step in building a relationship that will turn into a sale.  Forums and consumer sites on the Internet can work to the benefit of a business or against it.  Social media is the new word of mouth marketing.  Make sure your company knows how to use it to its best advantage.
  13. Test Headlines and Copy:  By combining analytics with pay-per-click, a company can test various headlines, copy and promotions prior to running a newspaper ad or producing a direct mail piece.  For a nominal investment you will know ahead of time which headlines and promotions the consumer will best respond to.
  14. It’s the Future:  Internet marketing is less than 20 years old.  Yet the estimated dollars to be spent annually in online marketing is expected to surpass $30 billion in the next few years.  At the same time advertising on radio, TV and newspaper is struggling to show any increase.  The message is clear.  Online marketing will continue to outpace other methods of advertising.  A major reason is simply the ability to better measure results from the dollars invested through the Internet.

Will the Internet be a part of your company’s future?

It had better be because it definitely will be a part of your customer’s future.

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