Internet Marketing

What Are The Core Components Of An Internet Marketing Campaign?

Market Research

Most online marketing campaigns get started on the wrong foot. Companies start with unclear business objectives for their websites and limited market understanding of the pain points to which consumers are actively looking for solutions.

By reviewing traffic, conversion rates and monthly financial objectives for your site, you can start to map out a strategy that will lead to a successful marketing campaign.

This all starts by reviewing the questions your existing customers are asking and questions that you may have overlooked in various platforms like zendesk, yahoo answers, quora and other areas of the web where consumers are having a conversation and looking for answers to their pain points in blogs, social media and other sites.

By aligning your answers to the pain points that users are looking for wherever they might be in the buying cycle, you will increase your chances of generating more traffic to your site, leading to increased conversion. This is because the consumer will find highly relevant information on your site; you have clearly answered all the questions and objections that consumers are looking for, making your site the only viable option. Whether it’s your branded social media sites, blog or main website, you are meeting the consumer on their own terms.

Marketing is math so take the necessary time to ensure that you have worked out the numbers before making a heavy investment in developing a web site and internet marketing campaign

Keyword Research

Before you reach for any keyword research tool you should be asking yourself:

  • What is the goal of this page?
  • How do I clearly state the conversion event and call to action?
  • Why would that visitor want to follow the intended call-to-action?
  • Have I answered the primary pain points that users are looking for with this page?
  • Are the keywords relevant to the users’ intent?

Site Structure

The key to a successful site hierarchy is mapping your keywords based on themes around the solutions to the pain points your visitors are looking for on your site.

A thematic approach to this might look like the following:

By clustering your keywords into themes on your website and internally linking the articles to the categories and the categories to the themes or silos, you end up with a site that will require fewer inbound links to support it compared to traditional website structures.

Organic SEO

Search Engine Optimisation contributes to the overall rankings of your keywords through on-page factors like proper titles and meta descriptions, site speed, link building, technical on-site seo and many other factors that contribute to a well optimised website or blog.

Content Marketing

Content marketing is about using a variety of media sources from video, text, pictures, ebooks, podcasts, press releases, content curation syndicated across the web through third party and branded social media properties. ‘Really Simple Syndication’ can also be used to to promote content throughout the web.

Social Media Marketing

Creating branded social media profiles on Google Plus, Linkedin, Pinterest, Twitter, Facebook and many other third party social platforms assures that you will be building awareness, interest, desire and action while interacting with users on their own terms.

Conversion Rate Optimisation

Conversion optimisation is about make small changes to the color of a button, re-positioning a call to action, changing the look and feel of a specific landing page versus another design variant of the same landing page and then monitoring how users interact with the changes to see which page elements help to improve overall conversion of a specific area on which there needed to be focus.

Email Marketing

Email can contribute to a better customer experience with your website by using autoresponders to interact with users for various queries they are making on your site whether it’s an opt-in or signing to subscribe to your newsletter.


Measuring the goals that you have initially set out for your company in the market research stage of the site development and how those key performance indicators are aligned to the profitability of your business objectives.

The ultimate goal here is to extract actionable insights on a monthly basis that can help you to make small incremental changes to your site that will ultimately lead to stronger long term profitability.