The document discusses developing an effective internet marketing strategy. It emphasizes defining goals, objectives, strategies, and tactics. Key points include identifying target audiences and their needs, engaging influencers, driving traffic to websites, and developing thoughtful content. Tactics may include search engine optimization, social media, blogs, videos, and paid advertising. The strategy should be tailored to the goals and drive tactical plans. Metrics help measure success and refine approaches over time based on audience feedback. Overall, an internet marketing strategy is an ongoing process of engaging audiences through thoughtful multi-channel approaches.

1. Developing A Strategic Internet Marketing
Strategy
December 13, 2010
Stowe, Vermont/Hershey, PA 717-715-7158

2. The Web is A Community
Not A Newspaper
Social
Networks
Entertainment Store Fronts
Target
Audience
Needs
Informational Professional
Sources Organizations

3. The Web is A Community of Individuals, Businesses
and Institutions
Target
Audience
Advocates Influencers
Target
Audience
Needs
Networks
Critics of
Individuals

5. The Web is A Community Where Individuals Go To
Fulfill a Need
Knowledge
Entertainment Target Friendships
Audience
Needs
Professional
Purchases
Networking

7. A Solid Foundation Starts With Planning
• Goal – What is my quantifiable goal?
• Objective – What am I trying to achieve?
• Strategy – How am I going to achieve my
objective?
• Tactics – What tools, on what timeline will I
use to develop my strategy?

8. Strategy Drives Tactics
• Reach and Engage • Generate Non-Sales
Influencers Revenue
• Drive Traffic to Website • Establish Private
• Improve Customer Networks to Dialog With
Service Target Audience
• Develop Thought Content • Up sell Customers to
Leadership Multiple Products
• Enhance Sales • Convert Website Hits to
Distribution Sales
• Create Brand Awareness

9. Once Your Define Your Strategy
Identify Target Audience and Create Defined Buyer Persona
Direct Audience Influencers
Find Your Audience on The Internet
Topics, Keywords, Social Groups Blogs, Store Fronts, Articles
Watch, Listen and Learn
Engage Cautiously Develop Tactical Execution

10. Define the intent of your content?
• Sell Products
• Request Information from Prospects
• Create Product Awareness
• Identify New Prospects
• Respond to Negative Publicity
• Generate Advertising Revenue
• Communicate to Existing Customers
• Position Your Company as a Thought Leader

11. Develop Knowledge Based Tactical Plan
• SEO Search Engine Optimization
• SEM Paid Search Marketing
• Advertising
• Blogging
• Social Media Engagement
• Video Marketing
• Public Relations
• Thought Content Development
• Website Enhancements and Features

12. Your Tactics Are Built Using The Tools Available…Now
It’s Time For The Paint Chips
Social Content
Advertising
Media Tools
Facebook Blogs Google Maps
Google Adwords
Twitter Websites
Banner Ads
LinkedIn Squidoo
Paid Search
Vertical Sites You Tube
Affiliate Advertising
Directories, Digg,
Webcast, Podcast, Videos Press Releases
Delicious

13. Example: New York City Boutique
Hotel
Tactics:
-Google
Target Objective Strategy AdWords
Audience • Find and • Utilize -Technorati
• Young Couples Engage Keyword -Paid Search
Influencers Search for -Blog Content
• Retirees
• Increase Influencer -PRWeb
Traffic to Site Development -Facebook
• SEO -Twitter
• SEM

14. Traditional marketing is made up of thoughtfully crafted
messages that you deliver to your target audience
Internet marketing is a two way dialogue between you and
your target audience and by the way you are not alone……
-Influencers
-Raving Fans
-Current Customers
-Unhappy Customers
The good news is that you always know what your target audience
is thinking and experiencing right away.
The bad news is that you always know what your target audience
is thinking and experiencing right away.

15. Thank – You
Any Questions?
Lana Burkhardt & Associates
717-715-7158
fourburkhardts@aol.com