In online sales, it is very important to form and constantly see in front of you a comprehensive strategy for promoting your business on the Internet.
It often happens that the owner of an online store, due to the lack of a comprehensive promotion of his business, grabs individual tools and assigns them goals that are not characteristic of them. For example:
- SEO is launched and sales are expected in 2-3 months;
- The development of profiles in social networks is being launched and sales growth through this channel is expected;
- YouTube videos are being launched in advertising and sales are expected to grow through YouTube;
- At the start of the project, email marketing is launched and it is expected that this channel will immediately give 10-30% of all sales.
There are many such examples of a narrow understanding of Internet marketing, as well as many examples of assigning goals to tools that are not inherent in them. Because of this approach, a business from the start loses the possibility of any promotion on the Internet, as well as successful online development.
Integrated Internet marketing is the management of a set of various digital tools at various stages of interaction with a potential and existing client, with the achievement of the tasks set for the tools at each of these stages, with the aim of making a sale, and in the future – making repeat sales.
Therefore, Internet marketing is a strategy, a comprehensive vision of interaction with your potential and existing client. Any one-sided approach with the substitution of goals does not have a high chance of successfully developing in the long term in the face of ever-tightening online competition.
Let’s analyze complex Internet marketing using the example of a specific online store.
The main components of integrated Internet marketing
The main elements of integrated Internet marketing:
- Sales funnel.
- Matrix of all internet marketing tools.
- Customer Journey Map (CJM).
- Competitor analysis + SWOT analysis.
- Dashboard of performance metrics for each tool and each stage of the CJM.
If you, as an owner or Internet marketer, want to effectively manage your online business, all these elements should be in front of you at all times. It’s like a pilot’s dashboard – you should always be able to assess the overall situation at a glance – whether you increase the altitude and speed of the flight, or some components of your aircraft are unstable.
A fundamental element of any online business is the Sales Funnel. Let’s analyze it in detail.
1. Sales funnel
There are many variations of a sales funnel, but they all boil down to the following 4 main stages:
Initial Acquaintance (Awareness)
Study and comparison (Research + Consideration)
In our work, we use this approach to determine the sequence of the client’s passage through the sales funnel
2. Matrix of all internet marketing tools
You must always have before your eyes a list of what you, as an Internet marketer, have in your arsenal – what tools, in principle, you can use. Also, this tool table must always be updated, whether you use this new tool or not. You should be aware of all the possible potential tools that we can use and, moreover, apply at one stage or another of the sales funnel!
Therefore, it is very important to distribute each Internet marketing tool according to belonging to a particular stage of the sales funnel.
YouTube commercials are aimed at reaching the target audience, at increasing brand or new product awareness, therefore they belong to the “Awareness” stage.
Dynamic remarketing is aimed at returning the audience of your site, therefore it belongs to the “Research and Compare” stage (Research and Comparison).
Trigger email is a reminder that a lot of time has passed since the last purchase and you need to order a new consumable (for example, lenses). This stage belongs to the “Retention” stage.
Therefore, it is necessary to have at your disposal a list of all possible Internet marketing tools and at the same time distributed between the stages of the sales funnel.
Such a visual distribution is necessary so that you can analyze whether all stages of the customer’s sales funnel are closed, whether there is a lot of concentration at one stage and a complete lack of tools at another.
3. Customer Journey Map (CJM)
Customer Journey Map (CJM) (a map of customer interaction with your business – online and offline) is an individual map for each business. An Internet marketer needs to register CJM with its individual stages, taking into account the characteristics of the business that he runs.
Each stage of interaction with the client, within the framework of CJM, must be rethought.
- CJM structure:
- Client Goals
- Client needs
- Points of contact with the client
- Internet Marketing Tools
- Stage KPI
- The task of an Internet marketer and a delivery service
- Possible obstacles at the stage for a potential client
- Ideas for improving and optimizing the stage
CJM must be developed and visualized for each business so that it is possible to:
- see where the “bottleneck” is: at what stage customers are lost or at which stage customers are not “pushed” to the next stage (push and pull principle),
- understand at what stage the client has barriers that need to be eliminated;
- analyze each stage of CJM according to individual criteria and KPI of this stage.
constantly supplement and adjust CJM – constantly improve the processes of interaction with your potential and current customers.
An Internet marketer is a key figure in the formation and implementation of an online business promotion strategy. The success of the promoted project depends on the ability and skill of an Internet marketer to achieve a synergy effect from the use of various online tools. Therefore, it is always necessary to strengthen your skills and knowledge of an integrated approach and strategic implementation of plans.