Development of a comprehensive online promotion strategy

Development of a strategy for promotion on the Internet is based on several main stages:

• Formation of goals and objectives of Internet marketing.
• Study of competitors (competitive analysis).
• Segmentation and identification of the needs of the target audience.
• The choice of promotion tools on the Internet.

Formation of goals and objectives of Internet marketing

Setting goals and objectives is one of the key stages in building an integrated strategy for promoting the Internet. Unfortunately, most managers, when they order a site or invest in Internet advertising, rely on a number of common metrics, considering it the goals of their Internet marketing. Under the “pseudo-goals” are often understood: requests for the top-10 search results, site traffic, the number of ad impressions, bounce rate, conversions, leads and much more. All these are not the goals of your business, but some of the metrics that may be applicable to their achievement

Study of competitors (competitive analysis).

They can learn a lot. Many companies neglect the stage of competitive analysis and completely in vain, because thanks to a detailed competitive analysis, you can not make repeated mistakes, build competitive assortment and pricing policies, predict the budgets your competitors spend on the Internet and much more.

The purposes and tasks of competitive analysis include the study of: positioning, price policy and assortment of a competitive site, customer service, promotion tools, budgets, ways to involve, retain and convert visitors to the site.

Segmentation and identification of the needs of the target audience.

The choice of the target audience is not a simple event, as it may seem at first glance. All real and potential customers can be divided into three categories: the heart (core) of the target audience, the main CA and indirect CA.

The heart of the target audience is the backbone, the core. This includes the most active buyers of goods or services, they contribute to a large volume of sales and, accordingly, increase the profits of your company.
The main target audience are customers who have not yet decided whether to buy from you or not. For this part of the CA, it is necessary to conduct advertising campaigns, motivating customers to purchase.
The indirect target audience also participates in the sales process, but is not the main consumer. When planning advertising campaigns this part of the group is given less priority.

When determining the target audience, you need to target both the consumer of the product and its buyer. The consumer and the buyer can be different people.

The choice of promotion tools on the Internet.

• Search engine optimization SEO.
• Contextual advertising PPC.
• Advertising in social networks SMM.
• Display advertising.
• E-mail marketing.

Search engine optimization SEO is the “classic” of online marketing and is suitable for most industries. SEO, whose task is to achieve TOP-ov positions in organic issuance, is different:

This is the cheapest traffic compared to other channels.
There is no fee for each user involved.
Sites that are well ranked in the issuance of search engines are gaining more confidence from customers.

Context advertising RRS. You get targeted customers very quickly. It will allow you to quickly find your products or services. Due to flexible customization options (audience segmentation: gender, age, regionality, etc.) your ad will only be shown to your audience. You pay for the result of specific transitions to your site of potential customers.

Contextual advertising is a win-win option if your tasks are:

Output of goods (services) to the market (where it is still too early to talk about SEO results).
Rapid sales promotion.
Sale of seasonal goods, small volume of products, or special offers.

Media online advertising is a type of advertising that involves the use of visual images: static or dynamic banners, interactive elements and videos.

The advantage of this type of advertising is that it can provide a much larger audience coverage, as well as more effectively promote the kind of product or services that is not yet known (weakly popular) to users, and therefore it is not searched in search engines. That is, media advertising can and should be used to solve the following problems:

Increase brand or brand awareness.
Formation of demand for a product or service.
Informing a wide audience about the product.

Advertising in social networks SMM – a tool through which you form a loyal audience and communicate with it. Informing the audience is the main direction of this channel for today. One of the advantages of SMM, which other tools do not possess, is the possibility of personal contact with the audience, and as a consequence, the formation of immediate interest in the product.

Each company aims to bring itself to the TOP in the market of goods and services, ahead of its

Advertising agency “NikK” Khmelnitsky

• development of strategy and tactics of business promotion of the client in the Internet;
  
• SEO optimization and promotion of sites and online stores;
  
• contextual and banner Internet advertising;
  
• advertising in social networks;
  
• repair and processing of sites and online stores;
  
• creation of turnkey sites and online stores;
  
• comprehensive service;
  
• subscription service.

+38 098-815-20-90 (available from VIBER) +38 (0382) -777-080

net.konsaltingu@gmail.com

https://nikk.com.ua/

Ukraine, Khmelnitsky, Serpankovy per. 5