As a company who has been around for many years, it's easy to sound like the old, crotchety grandparent of your industry with "Back in my day, Marketers did this or that" types of quips. However, as Bob Dylan once eloquently wrote, "The times they are a-changin."
For decades, the most successful companies have been those who implement the most practical and cutting edge marketing strategies. Fifty years ago, cutting edge advertising was a giant ad in the Sunday edition of the local newspaper, a billboard on the most traveled metro transit route into the city and a spot on the most popular radio program.
Today, however, instead of picking up a newspaper off their front stoop on a bright Sunday morning, people browse the daily headlines from their home computer. While billboards are somewhat effective, most people on city transit are too busy checking Facebook from their mobile phones and tablets to notice what’s going on outside their windows. Instead of tuning into their favorite radio program to hear new music, people use satellite radio or customizable internet stations.
In other words, whether or not you’re happy with the changes the internet has made in our lives, it’s clearly here to stay. As a business, you need to hang out in the places where your target audience spends the most time, and we’re willing to bet that’s online. In fact, marketing software company Hubspot estimated that more than 75% of the world’s population would be online in 2012. So, in order to truly reach your potential customers, you need to utilize the sorts of expert strategies only understood by experienced and highly skilled internet marketing professionals.
However, locating the right full internet marketing service is easier said than done. In order to choose the best service, take time to better understand the industry and prepare to be able to explain exactly what you want. Here are the top three things you should demand from a full internet marketing service:
Firstly, take time to find out – does your full internet marketing service really offer full service? That is, do they offer the whole range of things you need to grow your online presence effectively? A true full internet marketing service offers more than just a fancy web design and a little social media – you should demand that you benefit from the whole spectrum of services, including search engine optimization (SEO), search engine marketing (SEM), email marketing, website content creation and strategy and careful monitoring of web analytics.
Secondly, your chosen full internet marketing service should have a knowledge of your industry. Years of marketing strategy research has proven that you can’t effectively market to an audience you don’t understand, and you can’t market a product or service you don’t know inside and out. In other words, if you run an air conditioning repair service, you need to make sure your full internet marketing service knows what a condensing coil does – or at least has the capacity to research your industry and target market adequately.
Lastly, a full internet marketing service should be able to show you their track record. A great internet marketing company allows their work to speak for itself and won’t need to do a lot of pushy sales talk to convince you that they can do the job right. They are armed with white papers, case studies and testimonials proving that they have the experience and skill necessary to grow your online presence quickly and efficiently. After all, the ultimate goal of an internet marketing service is to increase your company’s revenue, so they should at least know how to grow their own.
What qualities do you think makes a good internet marketing company?