However, it is not easy. New channels and media are increasing on the web every day, and technology is evolving at a rapid pace. Search engine algorithms are also updated quickly. Marketers must constantly keep up with changes and trends, connect with potential customers, and choose marketing methods that produce results.
However, it is true that web marketing can achieve more consistent results than real-world marketing because it allows for more precise targeting, advertising is greece telegram phone number list mainly based on performance, and there are many free methods such as SNS and blogs. It is essential for marketers at companies with limited budgets to improve their web marketing skills.
In this article, we will explain the basics of creating a web marketing strategy and effective web marketing methods.
What is web marketing?
Web marketing is a marketing strategy that uses the Internet to sell products and services.
*Web is an abbreviation for "World Wide Web" (www in URL), and originally refers to an interconnected system of public web pages accessible via the Internet . However, since the term Web is generally understood to mean the Internet, it is fine to use the term Web marketing to mean marketing on the Internet.
Differences from digital marketing
Digital refers to electronic devices that connect to the Internet, such as computers, smartphones, game devices, CRM, SFA, and more recently AR, VR, and blockchain. It can also be interpreted to include offline electronic devices such as televisions and radios.
So, digital marketing is a broad concept that includes CRM marketing, AR marketing, billboard marketing, and in some cases TV commercials.
On the other hand, web marketing is just one area of the vast digital marketing.
Digital Marketing and Web Marketing
As IoT advances in the future, digital marketing will likely expand further, including marketing using smart speakers like Alexa and marketing methods using IoT home appliances (such as cleaning machines).
Basics to understand when considering a web marketing strategy
Here we will explain the basics when creating a web marketing strategy.
First, let's understand the position of web marketing in the overall picture of B2B marketing. It is the area that corresponds to the "inbound type" in the diagram below.
We identify potential customers online, turn them into leads, select them, and finally acquire cases that can be handed over to sales.
The structure of BtoB marketing
Understanding the quantitative discrepancy between the current situation and the goal
When formulating a web marketing strategy, the first thing you should do is to "set appropriate goals." This may sound like a no-brainer, but it's surprising how often people don't set appropriate goals. This is especially important for web marketing and digital marketing, where measures can be easily implemented and there are many options.
For example, for a B2B company, a typical exhibition strategy to maximize the number of business opportunities generated from business cards acquired is characterized by the fact that there are relatively few easy-to-understand variables that influence business opportunity generation, such as increasing the number of general exhibition attendees who stop by the booth, increasing the number of people they talk to, and increasing the number of business cards acquired.
On the other hand, in web marketing, whether it is advertising or website-based measures, web visitors search at will, look at social media, and visit websites. It is possible to consume a wide variety of content, and the variables increase endlessly, so it is necessary to set clear goals.
So how should you set the right goal? Just like you need to know your weight before you start a diet, you need to know your current level in web marketing. What is the current state of web marketing?
If you are using Google Analytics, a tool to measure monthly SEO search volume, a tool to measure SNS impressions, etc., try to compile important indicators (number of leads generated, traffic, CVR rate, etc.) in numerical form.
Then, after understanding the current situation, we draw the ideal numbers and ideal situation. It is useful to use the framework "As Is" and "To Be". Clarify the current situation and the ideal (goal), and write down specific measures to close the gap. This will help you know what to prioritize.
