A Comprehensive Guide to Internet Marketing
A Comprehensive Guide to Internet Marketing
“Being first in the search result organically in Google is the dream of all website owners.” – Dr. Chris Dayagdag
About This Post
A brief history of the Internet
Because this article’s salient point is “everything you need to know about Internet marketing,” with the outcome being that, once you have read this article, you will know to implement successful Internet marketing strategies, let’s first consider a concise history of the Internet.
As a result, the first question that begs is: Who Invented the Internet?
The first actual feasible prototype was developed for the US Department of Defense and is known as ARPANET. Succinctly stated, ARPANET uses packet switching so that many computers can communicate on a single network.
In the 1970s, scientists Robert Kahn and Vincent Cerf developed the technology known as TCP/IP or Transmission Control Protocol and Internet Protocol, “a communications model that set standards for how data could be transmitted between multiple networks.”
This communications protocol was implemented by ARPANET in 1983, leading to the development of the modern World Wide Web model by Tim Berners-Lee in 1990. The digital or online world uses this model today.
And, in summary, the Internet or World Wide Web is nothing more than a worldwide network of computer servers that stores websites, online documents, and other data which are accessible by hyperlinks or websites and web pages connected to one another by linking URLs (Uniform Resource Locators or website addresses).
Digital marketing versus Internet marketing
Internet Marketing: A framework for success
It forms a core part of the Internet marketing model, and it is calculated as follows:
ROI= (Cost of Investment / Net Return on Investment) ×100%
Revenue = Website Traffic x Conversion Rate x Customer Value.
Ergo, “revenue from digital marketing is directly proportional to how many people visit your website, how many of those people convert into customers, and how much those customers are worth to your business.”
In other words, there are three ways to grow your brand’s revenue and improve ROI figures to your digital marketing spend:
Bearing this in mind, let’s now consider each one of these four pillars:
The need to drive targeted, focused traffic to your brand’s website is not only the first pillar but the starting point of every successful online marketing campaign.
Without website traffic, your campaigns will fail before they are even implemented. Thus, this is the first place to start.
It is also important to note that the traffic to your site must be targeted and focused. Consequently, part of this traffic-generation exercise is to determine your brand’s target audience. It doesn’t help driving traffic to your website if the subsequent visitors to your site have no interest in answering the site’s CTA.
Website conversion rate
Once your brand’s target audience has been motived to visit your online presence such as a website, the next step is to seek conversions. Without conversions, there will be no income. But without traffic, there will be no conversions. Therefore, these two pillars go hand in hand with each other.
For example, let’s assume you have a blog called Opinion & Facts. It is a new blog, and you would like to increase the blog’s traffic because you have signed up with Amazon affiliate marketing as a “work-from-home” income generation stream.
Therefore, your CTA will be to ask visitors to your site to sign up for your email newsletter. As a result, your blog’s Internet marketing campaign will be to drive visitors to your website so that they can answer the CTA. At this juncture, it’s critical to remember that when designing your Internet marketing campaign, you need to define your target audience; otherwise, the risk of reaching the wrong audience is high.
The calculation required to determine how successful your campaign has been is as follows:
Customer value versus the cost of marketing
Customer value is often the unicorn in an Internet marketing strategy. Unfortunately, many businesses ignore this metric. However, it is a crucial part of the Internet Marketing strategy that meets all four requirements (or pillars) as highlight above, namely, revenue, website traffic, conversion rate, and customer value.
Possibly the best way to describe customer value or the average marketing cost per customer is to continue with the example described above.
Apart from a conversion rate of 2%, let’s assume that each customer is worth $10 (USD). In other words, the average revenue generated from the Amazon affiliate program per customer is $10.
The calculation to determine the average marketing spend per customer is as follows:
It is essential to keep track of the metrics attached to the three pillars highlighted above. Otherwise, how will you know whether your Internet marketing campaign is successful or not?
A step-by-step-guide to Internet Marketing
There are basically two types of SEO
On-page SEO deals with the optimization of the website or blog itself. It includes aspects like keyword research, rich content, implementing usability and user-friendly web design best practices, and ensuring that your website provides the opportunity for visitors to answer the site’s CTA.
As described above, content marketing forms a fundamental part of off-page SEO. Succinctly stated, content marketing is a process where high-quality, relevant, authoritative content is published on third-party links.
Let’s consider the following example:
You have a content marketing startup known as Firecrab Words. You have written a blog post on the top tips on how to write authoritative content. And, you’d like to rank on the keywords “authoritative content” on the SERP.
The way to leverage content marketing to improve your brand’s exposure is to ask an authoritative blog in the same niche to publish an article linking back to this article. Google will add this link’s authority to your brand, also known as link juice. Consequently, your brand will rank higher on the SERP.