The Single Objective Of Strategic Internet Marketing

Strategic internet marketing is a philosophy for marketing your company

, firm, products and or services in a way that uses all marketing activities to reinforce and support all other marketing activities in order to achieve a singular objective.

What is the response? The response desired by strategic internet marketing creating a relationship with people who visit your store, office or web site. The relationship will meet needs, answer questions and address pains and break down barriers so that person will let you tell him or her about your business, products or services.

According to a 2008 study by eMarketer, "for every $1 in online sales the Internet influences $3.45 of store sales." Even if you are not convinced people will buy from you online instead of in your store, the importance of strategic Internet marketing cannot be overlooked. Even if you operate the kind of business that provides services instead of products, you cannot overlook the power of the Internet to influence buying decisions.

Using strategic internet marketing means that your marketing strategy is to get people to buy from you. In today's environment - more than ever before - people buy from those they know, like and trust. Trust is earned through a relationship that proves trustworthiness. The best place to build a relationship with prospective customers is either face to face or on your website. Strategic Internet marketing brings everyone it attracts to this opportunity.

Because you cannot possibly talk to everyone who sees your marketing, you rely on strategic internet marketing to bring those people to your web site. Your site should be open to your personality and the personality of your company. It should also be welcoming of visitors. No one is made to feel welcome by a banner on the home page that says "welcome." The web site you bring them to must be:

- Comfortable and engaging

- Easy to find your way around and locate what you need

- Reflective of the values and opinions of your business

- Responsive to the needs, pains and wants of customers by providing information and solutions to problems

- Friendly for search engines

In short, your strategic Internet marketing plan should focus every marketing activity on getting the right people to your website. When they arrive, it should be clear that you know who they are, that you know why they came to your site, and you know what they want. Your site should also be informative, fresh, and completely attuned to the needs of your customer.

It is only when you bring those who respond to your strategic Internet marketing to a face-to-face conversation or to your website that you can build with them the relationship that is the precursor to a product or service conversation. Remember - in today's market, the sales pitch can only be made to people who know you, like you and trust you. This is the goal of strategic Internet marketing.

by: Bob Cavanaugh

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