By Gail Z. Martin
What, specifically, is your vision for your online marketing? If you don’t have clear intentions for your online marketing, it probably isn’t working as hard for you as it could.
Online marketing includes your web site, any paid ads you run online such as banner ads or Facebook ads, your presence on blogs and podcasts, online press releases, web videos and audios you’ve created, teleseminars and online events—everything about you on the web.
Does your online presence tell a consistent story? Do all the pieces reinforce your position as an expert? Are you showing yourself in your best light?
In order to have a clear intention for your online marketing, you need to focus on your top business goal and your #1 target audience.
Everything you do should support achieving your top business goal by successfully connecting with your #1 target audience in a way that moves your audience to take strategic action.
What is the action you want your audience to take? Do you want them to move down your sales funnel from free download to expensive consulting product? Do you want them to sign up for an upcoming event? Are you hoping they’ll invite you to speak? It’s OK to want all of those things, but you’ll need a carefully structured online effort to reach multiple audiences with multiple goals.
Start simple. If your #1 target audience did just one thing to make the biggest impact on your bottom line to help you achieve your top goal, what would it be? Once you know, align all of your online marketing efforts toward encouraging your audience to take that single action.
