It has been over a year since I first wrote this article and at the time I didn't connect to the possible local aspect of it. Local Internet marketing is where most of you small to medium businesses owners make your livings. Therefore, I am offering the article to you again with a localized twist this time along with information about your marketing mix so you will be ready for the year ahead. As always if you see anything that you want to talk to me about, please feel free.--Jaco
The right online marketing strategies have the ability to transform your local business. Rather than chasing and interrupting prospects and buyers for your products and services, you are able to use a variety of approaches to attract them online.
The world of local Internet marketing is filled with all kinds of sexy, shiny marketing approaches you can use. There is blogging. Facebook, Twitter, viral video using YouTube, email marketing, webinars, photo sharing on Instagram and Pinterest. It's easy to lose sight of the fundamental local marketing strategies and getting your marketing mix right online.
Let's look at the difference between a local Internet marketing strategy versus the local marketing mix, and how you can figure out what works for your business.
What Is Internet Market Strategy?
Your local Internet marketing strategy establishes your overall goals for your products and services. Your strategy identifies your local target market, determines your position in your market, and how you will distribute your products and services.
Here's an example: You are a full service plumbing and heating contractor who operates in Metro Denver. Your local target market is upper income neighborhoods in the southern suburban areas of Denver. Your position is fast, reliable, service at a premium price. You use your own employees, rather than subcontractors, to deliver your service.
Using this information for your local internet marketing strategy, you define and set the goals for results you want to achieve in your business. What are the Sales Volume, Number of Customers, and Market Penetration results that drive the business?
A Look at Marketing Mix
The traditional four "P's" of the marketing mix are: Product, Price, Place, Promotion.
Using the example of the Denver Plumbing and Heating business, let's examine these elements of marketing mix.
Product- Based upon the marketing strategy chosen, what products and or services fit? On the service side, perhaps it's 24-hour emergency service that arrives at the home within 30 minutes. On products, the business decides to carry and use top grade Kohler plumbing fixtures.
Using a local internet marketing strategy, the business uses a free e-book to educate the homeowner about the value and benefits of these products and services.
Price- What's your Price position in the market? Based upon the local target market you've chose, are you the discount provider, mid-range, affordable option, or the premium price business? The Denver Plumbing business operates using premium pricing in their marketing mix.
Place- Place is both where you offer your products and services, and where you will market your business. Going back to the Denver Plumbing business, they target the South Denver Upper Income neighborhood to provide their services. Many of these homeowners are busy, two-income professionals who use the Internet, social media, and mobile phones to locate local businesses. It makes sense for this business to use online marketing to reach these homeowners.
Promotion- What media will be used to deliver your marketing message? The Denver Plumbing business decides to use paid online ads, search engine optimization on the website and blog articles, and social media to spread the message about their products and services online.
Where Marketing Strategy and Marketing Mix Meet Online
Use the right marketing mix of Product, Price, Place, and Promotion that works for your business, keeping your local internet marketing strategy in mind.
Deliver content that informs and engages prospects about your Product and reasons for your Price. Find your Place to distribute,this content- your blog, special reports, webinars, and email messages.
Amplify your Promotion with PPC ads, sound SEO practices, and social media. In addition, offer coupons, free trials, guarantees, and limited time bonuses as part of your Promotion. When you have a sound local internet marketing strategy and a clear marketing mix you're positioned for success.
What sort of collaboration between your marketing strategy and your marketing mix have you created?
Jaco Grobbelaar is the owner of BroadVision Marketing. BroadVision Marketing works with business owners to put in place inbound and outbound marketing strategies that consistently secure new clients. The BroadVision Marketing Training Center is located in Petaluma, CA and primarily serves companies in the San Francisco Bay area.
Jaco can be reached at jaco@broadvisionmarketing.com or 707.766.9778 or connect with Jaco on Facebook - www.facebook.com/broadvisionmarketing - and LinkedIn - www.linkedin.com/in/JacoGrobbelaar.He can also be found at Jaco+.