1) Selected Channels
As I market my services and products digitally, the channels I intend on using initially are Search Engine Optimization (SEO), Social Media and Viral Marketing and Email and Promotion/PR. All of these channels beneficial and can be implemented with little or no cost.
1. Search Engine Optimization is the fundamental catalyst of thriving online. As a result I will build my website and pages upon this blueprint, to increase my overall efficiency, visibility and marketability as a site.
2. Social Media and Viral Marketing are the vehicles of generating buzz. These are the channels I would use to build and foster relationships with others. In the end these are the channels that will allow me to be engaged and participate with other on a daily bases.
3. Promotion and Public Relations enhances the overall public image of a business if done correctly. Therefore utilizing these channels can be complimentary to building added awareness and trust for my company.
4. Email is still a popular medium with my audience. To avoid excess I will use this channel intermittently and strategically. This channel will be employed on special occasions, such as in promoting a new product or service, or rewarding clients with special offers/discounts.
Presently I will not integrate Affiliate Marketing, Paid Search / Pay Per-Click or Digital Advertising into my Internet marketing plans. At this time my objective is using the most cost efficient means of drawing people without bombarding my audience with advertisements. As a result my primary reasoning for not using these channels are the additional costs and time that can be associated with its use.
2.) Campaign Budget
My Internet marketing campaign budget will probably only consist of about 25 - 30% of my overall budget. The majority of Bahamian business owners are still using traditional means of advertising, so the majority of my budget will be needed to compete in those areas. The funds I will be allocating towards my Internet campaign will be spent on the necessary applications to run these programs smoothly, although most applications are free, such as Google Analytics, Website Grader and etc.
If I were working with a 7,000 marketing budget I would contribute 1,750 – 2,100. I will devote the majority of my budget towards my SEO efforts. SEO will probably consist of 35% of the budget, 30% will be dedicated towards Social and Viral, with 20% allocated toward Promotion and PR and the remaining 15% on email marketing.
The primary expense in terms of managing these channels will be time invested. By managing four channels I would expect to invest a minimum of 3 hours and a maximum of 5 hours a day. The writer of SEO Bible suggests just 1 to 2 hours alone on SEO efforts a day. Therefore I would make sure I am being efficient, strategic and meticulous in my efforts.
3) Campaign Duration
I would like to devote a good seven to ten months towards my Internet campaign efforts. These few months will allow me the opportunity to experience trail and error. I will employ two to three month intervals in my plan to gauge my progress and/or deficiencies. In turn this will alow me a minimum of 3 and a maximum of 5 strategies I can use to achieve my target goals and objectives which are brand recognition and webinar participation.
References
Ledford, J. (2009). Seo: search engine optimization bible . Indianapolis, Indianan: Wiley Publishing.
Scott, D.M. (2008). The New rules of viral marketing . Retrieved from http://www.davidmeermanscott.com/documents/Viral_Marketing.pdf
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