Un post de SEOMOZ que je dois absolument faire part dans mon super site web. Ça parle de quels canaux web devrions-nous proposer en tant que conseiller en Marketing Internet. Fantastique. Voici une image représentant bien les canaux en fonction des objectifs du site et du budget du client:
internet marketing objectifs
Ensuite, par rapport à ça, voici une image montrant le degré (approximatif) pour ces canaux au niveau du retour sur investissement (ROI), des coûts et de la charge de travail.
canaux internet marketing
Allez ici, pour voir une description des différents canaux internet marketing
It is important to start a project properly. The following are my top 5 questions that i ask before starting a Internet Marketing Optimization project on an existing site.
1- What’s the model ?
Knowing how your client makes money with his site will help you provide him a better strategy - one that is focusing on revenues. This is the most important in my opinion because it automatically gives you the big picture. At the end of the day, the client must be able to know his profit from how many he spent on you vs how much he made. Should be one of the following:
- Brand Awareness - the current marketplace doesn’t have enough familiarity/comfort with your brand to visit, engage or purchase from you.
- Education - the market for your product/service needs to be created; potential customers don’t yet realize the problem they need you to solve.
- Raw Traffic - your business is monetized with advertising and needs more traffic/page views.
- Sales - your business has clear market demand on the web that needs to be drawn to your site and converted into leads/sales
2- What are the site’s conversion objectives ?
Again it is important to know the site’s conversion objectives in order to focus your strategy on the site’s conversion objectives. For example, if the main conversion objective is the buy button, you want to provide recommendations that will help him to get :
a- more qualified traffic from SEO efforts
b- more qualified traffic from SEM(PPC) efforts
c- higher conversion rates on the landing page that contains the “BUY” button
3- What are the top landing pages for a conversion ?
Maybe obvious that they contain the conversion objectives but sometimes they don’t ! If the client’s landing page leading to a sell does not contain the “BUY” button, there’s something wrong. The same if that same page does not contain a <title> tag like <title>Buy %product% ~ %brand%</title>.
4- What are the top non-branded target keywords ?
The big problem with most of the sites is that they are not targeting the proper keywords (or they are not targeting keywords at all!). Make sure to know what are the client’s non-branded keywords in order to provide recommendations that will help the site getting rankings for those keywords.
5- What’s the target market / geomarket?
Who are the users and where do the users comes from ? When doing linkbuilding of a PPC campaign, i don’t want to create links in India when the target market is located in Canada.
6- What’s the budget
- Very High: in excess of $1 million
- High: $100K - $1 million
- Moderate: $25K - $100K
- Low: $5K - $25K
- Tiny: <$5K
7- What’s the quality level of client’s resources
- Strong Dev Resources - you have technology staff ready and able to make changes to your site to support marketing goals
- Strong Creative Resources - you have writers/artists/brainstormers poised for action
- Strong Search Resources - you have search marketing talent prepared for battle in the results
- Strong Social Resources - you have strong online networkers set to engage the Twit-Face-Digg-o-Sphere