Multilateral Online Marketing (MOM) - The Battle Plan

Battle Plan: Multilateral Online Marketing - Fathom SEO
Battle Plan: Multilateral Online Marketing Learn How to Lower Marketing Costs and Increase Market Share
In today's rough economy, at the moment in time someone is searching for what you offer, how fiercely are you competing to be found? You've got to pull out all of the stops to stay ahead of the competition or survive at all. Are you really doing everything you possibly can to keep your business from shrinking? Online marketing options each bring firepower, but you've got to avoid the mistake of treating each discipline as a silo. Coordinate your efforts, look for efficiencies and effectively track your increased leads and sales. We're taking no prisoners with our Battle Plan, a multilateral online marketing program designed to lower marketing costs and increase market share. How does this many-sided program really work? It's a matter of having the right teams, right attitudes and a common interest in sharing strategies, creative marketing materials and data. You must leverage the synergies that becomes apparent when you harness the best of web marketing, including: . Search engine optimization . Paid search (pay-per-click) . Calls to Action . Phone call tracking (unique numbers for your website) . Online PR . Link-building . Social media . Reputation monitoring . Banner advertising . Online video . Opt-in email marketing When all of the above are coordinated around common keywords and goals (visitors, conversions to leads/customers and revenue), victory and success is the likely result. The timing is critical. Unfortunately, the stock market is taking a beating, businesses are closing plants and stores, and thousands of workers are losing their jobs and homes. So how do you stay in the game? How do you fight to win the marketing war and remain profitable in these dark recession days?
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At a minimum, don't make the mistake of drastically cutting all marketing budgets - like hiding in fox holes. Studies have shown that companies that keep marketing during downturns grow four times faster than businesses that just quit. As Joelle Gropper Kaufman recently put it at MediaPost, "Savvy marketers realize that it is because many marketers cut advertising spending during a recession that a recession is the best and least expensive time to gain market share through advertising."* It would be wise to use limited marketing resources more intelligently and to ensure that they measurably contribute to the health of the business. To make this work, you really need a unified Battle Plan with a well-timed emphasis on the heavy artillery. Whether you're working in-house or for an agency, it requires a deft touch and considerable planning. The best results are possible only when everyone's on the same page, and the best ideas get maximum input from every online marketing service you have mastered. Here are key ways your business can embrace a Battle Plan: Put your best forces in motion Create a bigger sales impact sooner by quickly activating paid search, organic search and link-building along with banner ads, online video and e-mail marketing. Orient all these activities around strategic keywords and corporate goals for increasing sales on critical products and services. Save time and expense Shared reports and frequent, fast-paced meetings will be the order of the day. You can quickly save time - and not get caught up with silos and ineffective plans. Put fresh ideas in place across multiple programs that collectively drive more traffic. In-house teams can avoid extra costs by tapping existing personnel. Agencies should be able to charge less by bundling services. Don't let anything sit idle SEO, for example, may take longer to kick in for high rankings, but a flurry of activity on other fronts can pique search engines' interest in a website and attract traffic while influencing organic ranking results. Provide preliminary optimization while solving technical website hurdles. Roll out landing pages right away. You can always revise them based on their performance and insights gleaned from other programs that reflect the same mission. Test, measure and adjust - just on a grander scale than normal. Constantly survey the land and compare intelligence, data See how new visitors are responding t... [download for more]