WHAT YOUR E-MARKETING STRATEGY NEEDS & SIX TACTICS THAT WILL MOVE YOU TOWARD SUCCESS

Read previous article: GOOD E-MARKETING CAN TRANSFORM YOUR BUSINESS

 

Last month, we explored the importance of a comprehensive e-marketing strategy and outlined what the goals of such a strategy ought to be: namely, to increase sales, decrease costs, build your brand, increase value to customers and build relationships. This month, we look at a few tactics to help you execute on your strategy.

 

In marketing, as in war, a clear strategy with defined, measurable objectives is vital to any successful campaign. You will never achieve the ultimate potential of your business without one, and that’s why it’s wise to consult with experts when designing your strategy.

 

Yet even the best strategy is doomed unless it is well executed and the necessary resources are devoted to it. Would any competent general send his troops into battle without the tools and detailed plans to accomplish their objectives?

 

Those detailed battle (or business) plans are called tactics. Tactics are basically the executable details of a strategy that lead to accomplishing your overall objectives; in other words, they are the day-to-day implementation of specific e-marketing practices that, over time, lead to strategic success.

 

it’s important to remember that each tactic you use in your e-marketing is itself a mini-project that requires forethought in design, implementation and measurement

 

Care is also required in the daily oversight and management of each tactic to ensure it has the best chance for success.

 

So, what are a few tactics that often go into an e-marketing strategy? Among them are:

 

1. website — Without a doubt, establishing an effective website is the foundational tactic of any e-marketing strategy. In fact, it is hard to imagine mounting and sustaining such a strategy without a website. Because of its importance, a website, whether new or a redesign, deserves the utmost attention when it comes to design and reaching your target audience. Don’t skimp here. Websites are where many customers go these days both to make purchases and to confirm a decision to purchase products or services.
   
   
2. strong website articles/content — A website is next to worthless unless it is up to date and remains relevant to your customers. Old information or uninspiring content will send your customers or clients looking elsewhere. Content is king, so keep it fresh and relevant. Informative articles are a good way to attract attention from surfers searching for information in your field, and they offer you the chance to prove your expertise and tout your services.
   
   
3. email/e-blasts/e-newsletter — These can be good tactics for keeping your customers informed and equipped with “actionable” or simply interesting information. Opt-in email can help to connect your customer to your brand and thereby build sales opportunities. One caveat, however, with these types of communications is to make sure your information is not too self-congratulatory or self-serving. Instead, always offer something valuable. Also, make sure it’s easy for people to “opt-out” of your e-epistles, or you risk running them off by flooding their inbox with unwanted messages.
   
   
4. webinars — Are you an expert? Perhaps you can enlighten your audience through a webinar (an Internet based seminar), which are becoming a popular alternative to attending conferences in person. They're relatively cheap and convenient and help establish you as an accepted authority in your field or business. And, nothing connects customers to your brand like YOU. If they can see and hear you, you’ve got a good opportunity to make them believe in your business through your personal credibility.
   
   
5. social media/blogging — Being so new, this tactic has yet to fully prove itself, but it should still be part of comprehensive e-marketing strategy. Jumping into social media to promote your business and raise awareness is cheap and uncomplicated, but requires effort to remain engaged and relevant. Blogging is a great way to remain relevant, but it requires constant updating and with the Blogosphere so crowded, it can be tricky to garner attention and repeat traffic.
   
   
6. search engine optimization — This tactic goes hand in hand with your website and should be included in the design process. SEO basically raises the “visibility” of your website by increasing the likelihood that your site will pop up high in the rankings when someone initiates a search using engines such as Google, Yahoo, Bing, Ask.com or others. The aim of SEO, which relies heavily on carefully selected keywords embedded in your website, is to increase traffic to your website.

 

These are a few of the important tactics within an e-marketing strategy. Chances are you already are employing some of them depending on your needs and audience. However, it is important to remember that your tactics must be flexible, measurable, and changeable. Part of e-marketing is risk management and the honest assessment of outcomes. If a tactic isn’t getting you closer to fulfilling your e-marketing strategy, it’s time to reassess.

written by Scott Wigton