While many internet marketing tactics are fairly obvious — SEO (search engine optimization), SEM (search engine marketing), content marketing, social media, etc. — they are not necessarily right for your business or organization. What tactics to use should be decided by understanding the audience you are trying to reach and where they are online. An internet marketing strategy creates a plan of action based on your business objectives and audience to make the most effective use of your budget and resources.
Move in the Same Direction
Using different marketing tactics without an overall strategy can create chaos and interference. Many online tactics can actually benefit from each other (or hurt each other). For example, search engine marketing is influenced by search engine optimization which can be affected by content and social media marketing. Having an overall strategy ensures that all your marketing tactics are working together to move your business in the same direction.
Knowing What to Measure
Part of any good internet marketing strategy is measurement, which should be based mainly on your business objectives and the key performance indicators directly tied to those objectives. Understanding what you are trying to achieve with each marketing tactic will help you understand which metrics to use. Key performance indicators are those metrics which tie your tactics directly to your business objectives. Secondary metrics will help you understand how each tactic is performing.
Understanding What to Improve
Marketing tactics can always be improved. An internet marketing strategy sets up the plan for what tactics you’re going to use and how you’ll use them. Since you know what you’re trying to accomplish and how, it’s much easier to understand what to measure. When you know what to measure, you’ll be able to see how your tactics are doing and analyze the metrics to figure out how to improve your tactics.
Save Time & Effort
Having an internet marketing strategy first means that you’ll be able to understand your audience and your business objectives and how to use various marketing tactics to achieve those objectives. This ends up saving a lot of time and effort in the long run because you wont’ be running in circles trying various tactics and not knowing what’s working.
