Covenant Design's Guide To:
Internet Marketing
Leverage The Power of the Internet for More Profit

Marketing is about the image you project, the products and services you offer, and how you deliver those products and services. Marketing is about setting a price as a measure of value and finding a competitive advantage. Marketing is about paying attention to changing conditions and responding in ways that positively improve your business.

Most precisely, marketing is aiming all company policies and activities at satisfying customer needs while obtaining the most profitable, rather than maximum, sales.

Below are the most common questions our clients and prospects ask us about Intnert Marketing. Contact us at 214-703-0360 and we will be happy to advise for your specific needs:

• Is Internet Marketing totally different from traditional marketing?
• Is Internet Marketing only for B2C? Will it work for B2B?
• Is SEO (Search Engine Optimization) the only tool for Internet marketing?
• What about passive promotion?
• What type of promotion should be in my Internet marketing mix?
• How can I leverage Internet Marketing to increase B2B sales?
• How do I make my sales leads qualify themselves?
• How do I measure the ROI of an Internet Marketing campaign?
• How do I leverage my Internet presence to shorten the sales cycle?

How is Internet Marketing different from traditional marketing?
You still have to create awareness, interest, preference and choice in order to support a purchase decision. Your web site content design strategy is similar to planning a booth at a trade show. You will want to answer similar questions:

• How will we attract visitors?
• When they "walk" by, what in our booth will make them want to stop and talk to us?
• How do we communicate our core value to prospects?

The main differences are: speed, cost and metrics. What used to take weeks and months now can be accomplished in hours, days and possibly minutes. What used to cost tens and hundreds of thousands of dollars is now only hundreds or a few thousand dollars. What was previously measured in subjective terms, now can be specifically quantified and valued to the penny.

Is Internet Marketing only for B2C? Can I market a complex B2B product online?
Internet Marketing is a viable tool for any product sold to buyers who use the World Wide Web and e-mail. Today, buyers of complex products do their research on the web. B2B companies can leverage their web site to support the sales cycle by allowing visitors to self-educate and self-qualify.

A B2B internet marketing campaign can maximize the efficiency of their direct sales force by making the web site filter qualified prospects. Let your best prospects find you and qualify themselves so your business can focus on enjoying maximum profits.

Is Search Engine Optimization (SEO) the only tool for Internet Marketing, especially of complex products?
SEO can be a key element of an online marketing program, but it is by no means the only tool. Research shows that at any given time, less than 10% of the total potential market for a given product is actually in an active buying cycle. Of the active 10% seekers, 85% of them can be reached with a combination of SEO and Search Engine Positioning (SEP) in relevant directories (e.g. Yahoo, CNET, ZDnet, etc.) SEO is a passive promotion technique and the other 90+% can be reached only through active promotion techniques. In general SEO is best for building your brand, but less effective for generating immediate sales leads.

What about other passive promotion internet marketing methods — i.e. e-zines, webcasts, portal sites?
Passive promotion is the online equivalent of traditional PR. This includes participating in online communities, appearing in or writing articles for e-zines and web portals, participating in webcasts, and participating in product reviews or awards programs. These activities will help you build your brand, and help reinforce your active promotions and even helps you build your ranking with the search engines by adding to your link popularity.

What active promotion techniques should be part of my Internet Marketing mix?
Active promotion techniques that may be effective include newsletter sponsorships, pay-per-click, opt-in email, and online event sponsorship i.e. webcasts.

How can I leverage Internet Marketing to increase B2B sales?
Maximize the efficiency of your B2B direct sales force by using your web site to allow your prospects to self-educate and self-qualify. Effective online marketing tactics that market to the right audience with a focused message that encourages conversion will reap the qualified leads your direct sales force demands from marketing.

Get the white paper: Focus the Message for Conversion

How can I make my sales leads qualify themselves?
Promoting the right “web draw” conversion collateral will attract visitors and motivate them to buy sooner. Make the virtual environment of the web into a personal experience. Produce web draw materials such as educational webcasts or white papers that speak to visitors. Design your web site to provide a forum for your customers or clients to interact -- to share their story.

Making your web site a community will encourage visitors to return to your site as a known source of useful information in their buying decision process. The goal is to convert the browsers into qualified prospects for your sales force maximizing their efficiency.

How can I measure the ROI of every marketing campaign dollar spent?
Now here is a scary statistic, according to the consulting firm of Accenture, nearly 3/4 of marketing executives believe they are unable to measure ROI on a program investment. It doesn't have to be that way! We can provide an extensive set of tools to track behind the scenes from the early browsing stages to actual purchase.

So how do you measure your ROI? Discipline, organization and proper planning that we call by the technique of 'Internet Performance Marketing.'

How can I leverage my Internet presence to shorten the sales cycle?
The key is leveraging the broad reach of the Internet to draw your prospects to your web site. Once they arrive, your site should provide the education and information your prospects need to ultimately draw the conclusion to choose your products and services.Your web site should support and be an integral part of your prospects vendor selection process.

Following our own methodology, Covenant Designs provides the information you need to choose the right Internet Marketing advocate that best achieves your business' goals. You want to provide the information; your prospects need to make an educated buying decision. Promoting the right “webdraw” conversion collateral that will encourage your visitors to take action and motivate them to buy sooner.

>> learn more: contact Covenant Designs at 214-703-0360