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Meitasoft Internet Marketing Effectiveness Audit
In our 10 years of experience helping customers rollout Internet
marketing programs as a vendor, we have witnessed many viable
businesses waste money with a poorly balanced online marketing mix
or with a budget that can never deliver meaningful results. We have
also seen well meaning service providers implement web sites that
could drive two to three times as many visitors (and customers) as they
do because their limited experience in Internet marketing caused them to omit key features.
An Internet marketing assessment is the best way to determine whether your marketing initiatives
are helping you meet your goals in the most efficient, cost-effective and generally beneficial way.
Internet marketing assessments developed by professional Internet marketing vendors like
[Meitasoft] ensure that your initiatives are analyzed and compared with the best solutions
available, which you may or may not have the time or contacts to determine.
Our thorough, step by step, assessment reviews your practices across 4 key areas:
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Basic Internet Marketing practices
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Lead generation and management – can provide net new revenue and cost saving
opportunities
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Marketing Database
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Campaign performance measurement and continuous improvement
The assessment is performed on and off site over the course of 5 days in 2 phases:
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Phase 1 provides an in depth assessment of the current state of Internet marketing
practices and captures desired to be state.
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Phase 2 delivers assessment findings and provides improvement recommendations,
strategies, priorities, and plans. We’ll help you identify what Internet
Marketing initiatives could you benefit from by adding them to your overall strategy.
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Phase 3 is optional. It creates project teams lead by your Marketing leads. Improvement
plans are created and executed. Progress is measured on a weekly basis and on a monthly
basis with the exec team.
What if you have not defined goals for your online marketing? In that case, an assessment will
start you on the path of defining goals that are reasonable given your resources.
Contact us to arrange an initial consultation at no charge to your firm. We will discuss what you
are doing, how it is working and then discuss things you could be doing to help achieve your
business objectives. Call us now at 617-398-0445 or send us an email and ask to set up your
Initial Consultation.
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Meitasoft Internet Marketing Effectiveness Audit
Is your mission statement clearly stated on your Web site?
Is your branding consistently represented through all sections of your Web site?
Can your supporters interact with each other through your Web site?
Do you have dynamic content, such as headline news, that is updated on your Web
site automatically?
Indicate which of the following you are doing:
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Demand Generation
Lead Generation
Lead Scoring and Distribution
Lead Nurturing
Surveys
Event Management automation – invites, registration, reminders, follow-ups
Multi-channel Marketing
Newsletters
Announcements
Cross/up sell
Win back
Subscription management
Automate contract renewals
Automated campaigns and marketing processes
Web forms and landing pages
Call center integration
Launch Readiness Evaluation
Product Pages and eCommerce
Marketing DB Design, List importing/exporting, Profiling, Segmentation
CRM Integration
Source tracking
Campaign Measurement and Analysis Reporting (Web pages & eMail)
Custom reporting
Dashboards for Managers and CMOs
Describe in detail the campaigns above that you do to evaluate whether best practices are being followed or provide
examples for review.
Has your email subscription list grown over the past 12 months?
Do you maintain profiles of your supporters that include records of their Web
activities, along with demographic data and offline activities?
Do you allow supporters to make updates to their personal information (address,
marital status, contact preference, interests, etc.) on your Web site?
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Meitasoft Internet Marketing Effectiveness Audit
Does your Web site change to provide unique or personalized content if a visitor
logs in?
Opt out List
Email Deliverability
Strategic Internet Marketing
Developing Effective Internet Marketing Strategies for Your Business
By Randy Duermyer, About.com Guide
See More About:
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internet marketing strategy
internet marketing mix
online marketing
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(Continued from Page 1)
Finding the Right Internet Marketing Mix
How much of your marketing strategy should be handled online, which Internet marketing elements you use, and the
importance you should give to your website, depends on the nature of your business, your budget, and, to some
extent, your personal traits. All of these considerations are part of strategic Internet marketing decisions that help
develop Internet marketing strategies for a business.
Using Offline Elements with Internet Marketing Strategies
Unless you transact business only online, for example if you are an eBay reseller, you will probably want to include
some traditional offline marketing elements in your overall marketing strategy in addition to the elements in your
Internet strategy in your marketing mix. Even those who conduct business only online might consider placing
traditional ads in newspapers or magazines to bring prospects to their website to transact business online. Perfect
examples of including offline elements as part of Internet marketing strategies are Expedia, Travelocity and
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Meitasoft Internet Marketing Effectiveness Audit
Monster.com. While they are online businesses, they invest heavily in traditional advertising, including radio and
TV advertising, to draw traffic to their sites where the actual business is conducted.
Develop Internet Marketing Strategies You Like
If you have a personal distaste for "spam", which most of us do, you may not want to include email marketing in
your strategic Internet marketing plan. However, email marketing doesn't have to mean just sending out unsolicited
messages to every email address you can gather. If you include a visitor registration form on your website, for
example, or if you exhibit at trade shows, you have the vehicles needed to collect email addresses of interested
prospects. You might consider creating a newsletter and sending it to these prospects on a regular basis as part of
your strategic Internet marketing plan. Or, you might just set up a schedule where you periodically send an email to
your interested prospects to see how they're doing, if you can be of assistance to them, or if their needs have
changed since you last talked. So even if you don't incorporate email marketing into your Internet marketing
strategy, per se, you are still using email as a tool to promote your business.
Your Budget and Your Internet Marketing Strategy
Of course, your budget will also determine the components you use in any of the Internet marketing strategies you
might develop. A website will require you to choose a domain name and register it and to purchase web hosting
services for your website. Both items are deeply discounted, in fact I recently saw an offer for domain name
registration for only $1.99 per year - provided you also purchase other services, like hosting, which is now also
available for less than $10 per month.
Once that's done, you'll need a design and content for your website, which you'll either need to provide yourself or
pay to have a web content professional and/or web designer handle it for you.
Once your content and design are in place, you'll want your site to be found, so you'll want to learn about search
engine optimization (SEO), which is an important part of strategic Internet marketing, whether you do it yourself of
pay someone else to do it for you.
Ideally, if you pay to have web content written for you, that content should be optimized for search engines when it's
written. Likewise, you or your web designer should know something about SEO because how your site is designed
can enhance or limit your site traffic, and in the vast majority of cases, SEO should be a significant part of your
Internet marketing strategy. In both cases, you may pay a bit more, but you'll save time in the long run.
Once your website is up and running, you'll either need to maintain it yourself or outsource the duties to an
independent Webmaster to do it for you.
Pay-per-click advertising (PPC), like Google AdWords can be easy on your budget because you can specify how
much you're willing to pay when someone clicks your ad and how much you're willing to pay per day. You can also
specify whether you want to include your ad only on search pages or on other websites related to your keywords.
You can set geographic and time of the day restrictions on when and where your ads run. Plus, PPC ads are fairly
easy to activate and suspend whenever you need to do so, they're easy to update and they provide near real time
tracking benefits you won't get with most other elements in your Internet marketing strategy. You can also use
images and/or videos with PPC advertising, which may be more cost effective than placing banner ads on other
websites.
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Meitasoft Internet Marketing Effectiveness Audit
On the other side of the coin, you can use pay per click ads to make money with your website, through programs
like Google AdSense, Yahoo Publisher or Microsoft AdCenter.
Tracking the Results of Internet Marketing Strategies
Let's face it: the average home business operator is not awash in cash. If you're going to be spending money on
strategic Internet marketing initiatives, you'll need to track how effective they are. As you do so, you'll discover
which Internet marketing strategies work for your business and which do not. And, you can learn from the mistakes
you make in your Internet advertising campaign to improve your skills and enhance your success. Knowing what's
worth spending money on and what isn't is very helpful in developing Internet marketing strategies as your business
matures.
Strategic Internet Marketing Needs to be Flexible
Keep in mind, in most cases, patience is a true virtue when it comes to tracking the success of a strategic Internet
marketing campaign. Search engines aren't likely to find you overnight and your strategies may not generate
revenues right away.
Because you'll have literally millions of competitors who are also engaging in strategic Internet marketing, it will
behoove you to keep on your toes and be ready to make necessary adjustments in your Internet marketing strategies
when appropriate. However, some knowledge, some capable assistance, and a well-managed strategic Internet
marketing plan can increase your chances for success.
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