Internet Marketing Methodology

The two main goals of Internet marketing are to create awareness for your products or services and then convert that interest into business opportunities. For two decades, Market Vantage has helped organizations accomplish these goals.

In addition to web-based promotion and lead generation, your Internet marketing strategy may include reducing operational costs, increasing customer loyalty, partner or channel development, and market analysis. Because we are experienced and versatile marketing pros, we can share our many years of experience in these areas with you to help you make wise choices and avoid the many common pitfalls.

Our methodology can be summarized as follows:

  • Define business goals, target audiences, and messaging per audience
  • Measure existing Internet presence and programs
  • Define / refine Internet marketing strategy
  • Implement
  • Measure results

Internet Marketing Goals, Target Markets and Strategy

We always begin our client relationships by asking a lot of questions. For example, what are you selling? What are the various buyer personas? What “pain” are potential customers experiencing that your product or service addresses? How do they typically find out about products or services like yours? If buying decisions involve more than one person, what are their roles? Who is your competition and what are their strengths and weaknesses? What are your unique competitive advantages? Who are your potential partners or affiliates?

Define / Refine Internet Marketing Strategy

Once we understand the fundamentals of your business, we explore how you could better leverage the Internet to enhance your sales and marketing efforts. Who are the audiences / personas that should visit your website, what is your message to each audience, and what do you want each audience to do before leaving your site? Are you tracking visitors to your site and measuring the results of your online campaigns? When a sale is made, can you attribute that sale back to the campaign or campaigns that triggered the initial visit or contact?

Implementation

Part of our value to you is our experience with Internet marketing technologies, vendors, ad platforms, and best practices. We draw on this experience to develop a plan and provide implementation support from assistance to full development if you need it. Some of our clients want to handle all or part of the implementation themselves, and that’s fine with us. We work as your partner and bring in our team of digital marketing strategists, copy writers, ad platform experts, web developers, and technical talent as needed. We remain intensely focused on limiting your costs and maximizing your profits through our work.

Measurement

One of the advantages of Internet marketing is the quick availability of results from your campaigns. The results of even a minor tweak to your website, for example to increase conversion rate, can often be seen in a matter of hours or days, making it easier to fine-tune and incrementally improve your site and your campaigns. Given this fact, it’s surprising how few companies actually have an effective process in place to measure the results of what they’re doing and feed that information back into the cycle. Market Vantage can implement the measurement technology, figure out “what it means,” and provide you with the resulting observations and recommendations to help you continuously improve your company’s Internet marketing performance.

Let us assess your website traffic needs and determine the best set of website marketing programs to achieve your desired results. Please contact us in confidence by calling +1-978-482-0130 or completing our Information Request Form.

Newsletter Sign-Up

Sign-up for our VantagePoint newsletter to get insider tips from our team of agency experts on SEO, PPC, Web Analytics, marketing automation, and Social Media Marketing.

Free Download: Marketing Automation Playbook

Get the ultimate guide to marketing automation

Google's Malicious Software Policy is Changing

Expansions Made to Google’s Malicious Software Policy

Google has announced updates to their policy on malicious or unwanted software. The changes, which will be finalized May 9, 2023, are likely intended to boost user confidence following the disastrous launch of Google’s AI chat function, Bard. But that’s not all – shaken by recent volatility in cryptocurrency value and consumer outrage over irresponsible advertising practices, Google is planning new restrictions in financial advertising on the search engine.  Google’s Malicious Software Policy The original policy has been shrunk to cover only the intentional distribution of malware, which Google defines as software that harms or gains unauthorized access to a computer, device, or network.  The …
Read More
in-person display advertising

Banner Ad Specifications

Banner advertisements (or display ads) are images appearing on the top, bottom, and side margins of webpages. They’ve been ubiquitous on the web for twenty years, and despite the shifting landscape of online marketing, purchasing this space for your business is as valuable today as it ever had been. However, because each platform has its own specifications for things like aspect ratio, size, and image quality, it can be frustrating to figure out how to place ads on different sites. We’ve compiled this guide with specifications from every major social media site and app to give you all the info you need …
Read More
AI Search assisting human

AI Is Changing Search Engine Advertising

Last week, the race for search engine supremacy tightened as Bing and Google each announced AI enhancements to their search functions. The back and forth between the two has shaken the tech world (and resulted in Google losing $100 billion in a single day), but here we’ll focus on its impact on search engine marketing.  Bing Chat Competes with Google Bard  First, a recap: Google has been struggling to filter AI-generated spam from its search results. Microsoft, partnered with OpenAI, has integrated ChatGPT with Bing to provide conversational responses to users, which could result in higher quality search results.  Last week, Bing released …
Read More
Is Google Search getting worse, or is the web degrading?

Google Search Is Getting Worse

A recent trend in Google Search has users appending “Reddit” to their queries with the hope that they’ll receive a thoughtful answer written by a human – just one of many attempts to treat the underlying (and growing) problem: queries on Google Search are not being answered.   Users of the most popular website in the world are noting an uptick of garbage search results. Some links are simply irrelevant, but an increasing quantity send searchers to sites with confusing AI-generated content designed to maximize exposure on search engines.   SEO Content by AI, for AI  These articles scan as legible from a distance, but …
Read More
email messaging

Three Changes Coming to LinkedIn Ads in 2023 

Last month, LinkedIn announced several upcoming features to the LinkedIn Ads platform. Now that some are being rolled out selectively, we’ve got a clearer idea of how advertising on LinkedIn will change in the coming months.  Focused Inbox  Like most email providers, LinkedIn is adding a tabbed inbox ostensibly to make messaging on the site more intuitive. In reality, the Focused tab will be used to prioritize the most relevant sponsored messages while the Other tab will contain “the remainder of your conversations.”  According to LinkedIn, sponsored messages will end up in the Focused tab for users who have a higher propensity to …
Read More
Observing the future

3 Google Search Changes Coming in 2023 

Predictions in online marketing often feel like shots in the dark, especially with the meteoric rises (and abrupt slumps) of large platforms. However, some hints were dropped recently during the Search On Google 2022 Webinar. These tidbits point toward not just the future of Google, but some possible upcoming changes in the greater digital marketing world.  Google’s Enhanced Multisearch  If you haven’t heard, Google’s Multisearch beta combines text, voice, and their reverse image search. You can now input a photo (e.g. a blue shirt) alongside a prompt (“red”), and Google will attempt to procure the synthesis of the two (a red version …
Read More