Pillars of Internet Marketing
If you Google ‘Pillars of Internet Marketing‘ you’ll get hits like 5 Pillars of Internet Marketing or 7 Pillars of Internet Marketing or even 13 Pllars… etc… Results like 13, also include the mechanics and technology of Internet Marketing. Things like choosing a website name, web host and whether it will be a WordPress or html based website.
That’s fine if you are learning everything from scratch, but in this article, I just want to focus on the real reason why people go into Internet Marketing in the first place.
It’s to sell stuff to customers, start making a little money from it and eventually get to the point where it is possible to make a full-time living out of it. That’s really no different from any other type of business, because if it wasn’t for customers, there wouldn’t be any businesses at all whether on or off-line.
The 7 pillar model is all about the customer and this is why I have chosen to go along with it in this article. Of course, it is important to know the basics about any type of business and with an on-line Internet Marketing business, having some knowledge about websites and hosting etc.., will at the very least help to avoid being conned by unscrupulous people.
Picking a niche market, researching the competition, the keywords to target and driving traffic are also fundamental to success. And indeed are part of the overall ‘complete package’. However, I would put all these aspects under the heading of ‘Mechanics and Technology’.
The Customer Focused 7 Pillars of Internet Marketing:
Make sure you are aware of who your customer is. Who, where and what is the target market for your online business? These are important first questions that relate to demographics. The age, sex and social status of your target customer.
As an example If you target the mid-teenage to mid-20’s age group, then you should consider how they access the internet. They would most likely use a mobile device like a phone or tablet, so ensure that your website shows up correctly and is easily accessible on mobile devices. Also consider that this age group is more likely to spend most of their time on social media sites like Facebook or Twitter, so make sure you also have a presence on those sites. And as you are also defining your brand, ensure the look of the page is consistent with your website.
Stand out from your competition and make sure that you choose page titles and descriptions on your website and social media pages that would most likely attract your target audience. Invite them to feedback and review your products or services. Testimonials from customers of the same demographic are powerful persuaders for others considering doing business with you.
Someone accessing your website is most likely looking for a product or service that has brought them to you from a search or recommendation. Ensure that they land on a page showing or describing the product or service they are looking for. The landing page should attract their attention and be persuasive enough to make them want to buy from you. Think about a Unique Selling Point (USP) or value proposition and re-enforce the reasons why you are the best place to get it.
Make customers want to buy from you or willingly give you their details. Discounts or free shipping for sales, a free ebook or other downloadable gift in exchange for their name & email address. The sales or signup process should be straight forward, with all relevant information clearly visible. Ensure the process of sales or name & email collection is as smooth as you can make it, so they are compelled to follow through.
Never take your customers for granted. There is a tangible cost associated with their acquisition, whether it is discounts, free shipping, SEO or just your time. Deliver what was promised in the stated timescale. Be pro-active and call them if there are problems. Communication is key and is essential for establishing yourself and your business in the minds of your customers, as someone they Know Like & Trust (KLT).
Remind your customers about your business. Help to keep it at the forefront of their minds with regular newsletters. Avoid bombarding them with sales emails every day of the week. Find an appropriate balance in your specific niche. Ensure your emails or newsletters also have good informational content and are not just cluttered with stuff you want to sell to them.
So there you have it, the seven Customer FocusedPillars of Internet Marketing. And as I wrote earlier, there is a whole other side of Internet Marketing that is also considered as additional Pillars.
David Bain is said to have started the whole ‘Pillars’ thing an he has a free e-book of what is now called the 4-Phases of Digital Marketing.
Actually, to have Marketing Plan Phases is quite a common strategy for any business, so the use of the word in IM is probably more of a re-alignment with the regular world of business.
The 4-Phases of Digital Marketing covers all the aspects that are required for a full grounding in Internet Marketing.
Click any of the blue links to get hold of a free copy.
The video below is of David Bain talking about the 4-Phases of Digital Marketing, which is the framework behind the 26-Week Digital Marketing Plan – a step-by-step online marketing plan which helps marketing managers, business owners and entrepreneurs to significantly improve their internet success.
26-Week Digital Marketing Plan founder David Bain gave this seminar on 6th December 2012 in London, UK:
David Bain talking about the 4-Phases of Digital Marketing