A step-by-step process to Internet Marketing

by Stephanie Weber

in Internet Marketing

It’s part of a business owner’s DNA to wear lots of different hats simultaneously and pick up the latest business buzz words.

So there are not many small business owners that haven’t heard of websites, search engine optimisation, social media and online advertising.

Indeed most will have a website of some description and may have even tried their arm at SEO and social media too. But all in isolation, and not as part of a cohesive plan.

It is much harder to understand how all these marketing strategies and tactics fit together, which order they should be carried out in, and indeed what the benefits of them are in the first place. This all leads the business owner into overwhelm and either doing nothing about it at all for fear of getting it wrong, or trying their hand at tweeting for a few days, only to conclude it’s a waste of precious time.

The following post outlines the process of internet marketing step-by-step, from getting found online, to converting visitors into leads and clients, and finally measuring the results.

Step 1: Develop a Marketing Strategy before you do anything else

Make sure you consider what your goals and objectives are before getting stuck in. It’s easy to get excited by the thought of a new website. However, it’s important to consider what marketing budget you can set aside for the website and subsequent costs to drive traffic to it once it’s live. 

Like a dog, a website is for life, not just for Christmas.

So if you are not prepared to invest in the growth of your business online, wait until you are.

Your marketing plan should include a profile of who your ideal client is and how you can attract them. Consider where potential clients are looking now for companies like yours. What are your competitors doing?

Most importantly, decide how the marketing budget you have to spend is going to provide you with a return on investment.

Step 2: Create and Maintain a Direct Response Website

Your website is the focal point of all your online marketing and where lead generation takes place.

It is important that it is easy to navigate for the visitor, and the benefits to the potential client of buying your products/services should be very clear.

The site should also be search engine friendly and compatible for smart phone users who might be looking for your business whilst on the move.

To find out more about what a direct response website should be, check out this earlier post.

Step 3: Generate Traffic to your Website 

Once you have your website, the fun can really begin.

There are a variety of  techniques such as blogging, social media, SEO and PPC  that are proven methods for bringing new and qualified visitors to your site.

Contrary to popular belief, it is not a case of “build it and they will come“.

Just like a shop that is situated off the main high street, down a little side street, if there are no signposts advertising it’s whereabouts, how would you know it was there?

The shop needs footfall to ensure it’s success, and similarly, good levels of traffic to your website will increase the number of opportunities for visitors to turn into leads and subsequent sales.

Did you know that:

    • a blog will get you 55% more traffic as 400% more indexed pages are produced by blogging
    • Businesses see a 63% increase in marketing effectiveness when using social media
    • 46% of daily searches are for information on products or services
    • 20% of monthly Google searches are for local businesses
    • 30% of the links that search users click on are paid for (ie. pay per click)

Step 4: Convert Traffic to Leads

This is achieved by creating attractive offers and calls to action that appeal to potential buyers at all levels.

Build landing pages that describe the offer/gift, such as a free e-book or a webinar, with a form to collect lead information such as name and email address.

Upon completion of the form, the visitor will be sent the offer via an email generated through an auto responder, and this will allow you to continue building a relationship and trust with the visitor through your sales funnel.

Also ensure that there is at least one Call To Action (CTA) on every page of your website to encourage your visitors to take action immediately.

Step 5: Convert Leads into Sales

Once the lead is in your sales funnel, you need a process to nurture the lead to become a sale.

Leads can be segmented into lists based on the information you collect, allowing you to send targeted messages.

Email marketing can also be used to send regular messages to all the contacts in your system that should add value and lead the prospect to want to buy from you.

What you mustn’t do is bombard or spam the lead with endless email offers as you will quickly turn the prospect against you.

If instead you continue to add value, give generously of your expertise and be patient, your efforts will be rewarded.

Step 6: Measure Everything

Every single element of your internet marketing can be measured. How can you possibly know what is bringing you success, or more importantly, which areas need tweaking, if you don’t measure the metrics?

So few business owners regularly check Google Analytics for example to measure their website metrics such as unique visitors to the site, referring websites and popular pages.

At the very least, every business owner should measure the following in order to ensure a Return on Investment is being achieved:

    • Traffic to Leads
    • Leads to Customers
    • Cost per Lead
    • Cost per Customer

So now that you know the process, how well is your business doing with its internet marketing?

Or what could it be doing better?

Webertek is here to help you. If you have any questions about the process, are getting stuck in one particular Step, or just want someone else to do it all for you, please call us now on 0203 286 0230 for a no strings attached 15 minute marketing healthcheck.




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