The Five Elements of All Successful Internet Marketing Plans By John Utz

If there is one thing that drives the success of internet marketing, it is a coordinated, well thought out plan. A plan that starts with content and has a clear objective, focus, value proposition, defined mediums, and a set schedule. While these may sound like the driving elements for success of any plan, there are nuances specific to internet marketing. Nuances that can make or break your internet marketing.
It all starts with content
One of the critical points that most newbies and many experienced in internet marketing fail to realize is that to be successful, you want to focus on content. What it comes down to is that there are only two reasons people go online - for information (content) and to connect with other people. Advertising is a means to an ends.
Therefore, to be truly effective and catapult your marketing above the noise - you need to focus on either content or community. As building a community can be costly, I recommend that you focus on content.
All this means is that instead of creating traditional advertising, you create advertising with a content twist. Basically, instead of smacking potential customers in the face with an advertising message, you do it in a more subtle way. You provide valuable information that they might be searching for, based on keyword research , that relates to what you sell and close with a short blurb about you and a link to your website.
Article marketing is a great example.
Step One : Decide on your objective
If you don't know what you want to achieve, how can you be successful? Without an objective you are just dabbling. In the words of Steven Covey, "Start with the end in mind". When it comes to internet marketing, this means focusing on at least one of three key metrics.
* Traffic - I want [x] number of new visitors to come to my site.
* Conversions - I want [x] number of people to do [y] on my site such as download a free eBook.
* Sales - I want to generate [x] numbers or [x]% in new sales.
Be clear and hold yourself accountable.
Step Two : What's the focus of your marketing?
This is the what and who question. What are you selling and who are you selling it to? The internet provides an excellent means to target specific groups both through keywords and geographic search. All you need to know is what product or service you want to sell to which customer base. Be specific. I want to sell my firms executive recruiting capabilities to HR managers in NJ. Well if that is the case, you would target keywords around "executive recruiting" using the geographic filter of New Jersey. Unlike all other mediums, the internet provides a means to provide laser focus to your marketing.
Step Three: Define the value proposition
In all cases, marketing should focus on the value proposition to the customer. The benefit(s) they will receive after buying your product or service. However, when leading with content and marketing on the internet, you must also consider the value of the content itself. As a result, there are two key questions you need to ask yourself:
* What's the value of what I have to sell to the customer?
* What's the value of what I have to say to the reader?
It is taking the perspective of the reader, the consumer of content, into account that makes marketing on the internet differ.
Step Four : What tools and mediums are you going to use?
Again, it comes down to focus. There are so many tools and mediums available (insert link) that you could literally spend years figuring out how to use them. Instead of trying to leverage them all, pick two or three that really align with your business. As an example, if you are a local retailer who can ship across the country, three points of internet marketing might be:
*Local search advertising and listings on Google and Yahoo.
* A local search optimization effort including a local blog on your website
* A series of well placed articles in ezines related to what you sell
Once you have determined which you will use, write down how and when you plan to use them. Integrate them into your plan. Determine what you will expect from each of them... how you will decide if they are working.
Step Five : Put it in a schedule
If there is one thing that I see constantly killing internet marketing plans its a lack of schedule. Once you have a plan, you need to know when you are going to execute it. Too often I have seen people fail at internet marketing simply because they failed to create a schedule which holds them accountable. Build a schedule and stick to it.
In addition, build in regular checkpoints. When are you going to stop and measure if and how well your plan is working? Stop and evaluate regularly to ensure that you are meeting your objectives and headed in the right direction. If not, adjust.
In Conclusion
Successful internet marketing is predicated on a well thought out plan.. A plan designed for the internet. A plan that holds you accountable. A plan frequently reviewed, measured and adjusted.
John Utz, is founder, chief evangelist and managing editor of SBIMOnline - sbimonline.com. SBIMOnline is a publication dedicated to helping small businesses market online effectively.
In collaboration with SBIMOnline, John has published the official small business guide to internet marketing, available exclusively at http://www.sbimonline.com/content/learn-how-successful-small-businesses-grow-sales-almost-no-cost
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