|Marketing Asset Allocation
I view web properties like a valuable portfolio the same way I think of my investment portfolio. Research, planning, discipline, execution, and analysis are the same activities needed to succeed. I believe the analogy makes sense for a number of reasons. First of all, your web properties are going to pay you dividends for a long time, why play risky games. Secondly, you need to diversify your investment of time and resources and not put all of your eggs into one basket. Lastly, focus on areas that pay the highest returns and have the highest growth potential.
Take a minute to think about all of the internet marketing components you have created. Continue the thought by writing them all down. How much time do you spend in each area? Are you spending time where it yields the most benefit to your business? This exercise may help focus your time.
When it comes to risk in my portfolio I tend to be more conservative with my assets. There is no reason to rush their development and I am not going to take short cuts that may set me back long term. This is critical when planning to and developing links and a link profile. That means no linking software, linking schemes and reciprocal links. Period. I believe in a conservative linking approach that is going to build the long term credibility of my site. My clients and I are in business for the long haul and the strategy needs to reflect that. Stick to mainstream directory sites, social networking and profile building. This is a key asset to improving search engine results.
I have read article after article of experts touting one tool or another as the only internet tool needed to succeed. Would you bet your retirement on one stock? While there are many tools and websites that can help you grow your web traffic they should be used in support of the businesses primary website and not become it. It is ok if you want another website to anchor your activities but think how to diversify using a number of other platform to support your primary website and blog.
Focus on activities that generate leads and closes sales. No business has unlimited time or resources. Your attention should be focused and specific. Stick with what works. Constantly evaluate and refine your game plan. Maximize your opportunities.
What is the appropriate mix?
The small business owner needs to find the right mix pushing the personal comfort zones following a sensible approach for the business. Capitalize on your strengths and work on and refine the weaker areas of your internet marketing program. If you are unsure speak with an internet marketing professional. Stick to your game plan and budget your resources both time and capitol.
Here is my suggested Internet Marketing Asset Allocation:
Link Building: 20%
Press Releases: 5%
Social Networking: 15%
Email Campaigns/Newsletters: 10%
Search Engine Marketing: 15%
Maintenance – Make sure that your website is healthy on a regular basis. Check for broken links and images, visually inspect the site and test in multiple browsers on a quarterly basis. Do an in depth link check by click through your entire website twice a year or after any upgrades.
Link building – Links are the critical component to search engine traffic. Link building is never done and requires constant effort. Build a great site with quality tools, which provide solutions. Create a website and experience that is worth linking to. Use profiles, social media, and directories to establish the foundation of your link profile.
Blogging – One of the most important activities. It is critical that your primary website has a blog in the same domain. Write material geared to your target market. Do not only think about search engines but address your audience.
Press Releases – This is a easy one to overlook, press releases are a great way to update the world about your business. It is also a great way to build links.
Social Networking – Social Networking is great for promotion, link building, and relationship building. Many people underestimate the value of social networks because they don’t understand how to leverage them.
Email Campaigns/Newsletters – Drip on your clients and prospects. Stay front of mind but don’t overdo it. Never send unsolicited emails.
Search Engine Marketing – Allocate some budget to doing PPC advertising. Test various platforms and ads to see what generates the best results.
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