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I’ve been on-site a lot during the last couple of weeks in talks with one of my clients about their Internet marketing strategy. I enjoy these types of meetings because they are a great opportunity to throw everything at a whiteboard, no idea is too outlandish and everyone has an opportunity to be involved in the growth of their business.

There were some really inspired ideas, some were easy to implement while others required a little more thought and some understanding of the business processes. This is not unusual, what you want when you’re thinking about your Internet marketing strategy is a selection of ideas; some of which can be introduced immediately and have an immediate effect, whilst others you can work on in the background.

We’ve been working with this client for a number of years now, fortunately we know what their objectives are for their site and we can try to ensure that whatever is formally entered into their Internet marketing strategy has a direct impact on this. However it is an interesting point, how often do you see conversations about strategy before the objectives have been agreed.

In our opinion, the question of “Why do you have a web site and what do you want to achieve from it?” is fundamental to Internet marketing. As once you know this anything in your Internet marketing strategy can be linked to achieving these goals. Most companies we speak with understand this, what they are looking for from their digital marketing agency is for them to earn their money and come up with ways to get the most from their site.

So now that you know what you want to achieve from your web site, the question is what does one do from a marketing perspective to meet these goals? The short answer to this question is lots, including the usual SEO/SEM and keyword analysis all the way through to creating video content and content. In fact there is an enormous amount that you can do, so much so that this can be counter productive. There’s so much that can be done, that nothing ever gets done.

This is especially true the mid to large companies where there a sign off is required to implement changes. Often the Internet person is still developing their career so they do not have the experience or knowledge to be able to justify their ideas or validate them with research.

We all aspire to have the perfect Internet marketing strategy, unfortunately we believe that there is a short window to be perfect. The Internet changes, what was perfect 2 years ago might be considered out of date today, rather than stick with what we know there is a whole host of opportunities to try other ways. The great thing about the Internet is that if these new ways do not work; you have the opportunity to fine tune them, tweak them slightly or in the more extreme cases… hit the delete button.

If you would like to talk to us about your Internet marketing strategy or discuss how we can boost the traffic or profile of your web site, please do not hesitate to contact us.

What do you think? Please feel free to comment below.