Last week I gave a seminar on how to build an Internet marketing campaign. I received feedback from one company that was represented that the content was “light” – not enough meat. Later on I visited that company to help them with their Internet marketing campaign.
Here is what I learned:
- The seminar covered a lot of high level things like setting goals, creating a strategy to attain the goal, deciding on tactics to implement the strategy, implementation and measurement.
- People like activity which for the content of the seminar translates to implementation.
- Skipping goals, strategies and tactics may seem like a good idea because then you are “busy” doing stuff.
- “Doing stuff” without having a goal, strategy or tactics usually leads to nothing being measured which then means no value being generated or no understanding of the value being generated.
- The high level stuff might not be very “sexy” in the realm of Internet marketing but it is absolutely indispensable.
- Helping people be ready to think about the high level marketing plan is not a good task to tackle in a 90 minute seminar.
Here’s what I hope I can help you understand from our experience:
1. Don’t skip the important stuff.
2. Spend time to determine where you are going and what you intend to accomplish BEFORE you start.
3. Determine how you will measure success.
4. Pay close attention to your metrics.
5. And, because it’s so important, let me restate it: Develop a plan. Create a Strategy. Devise Tactics. THEN you’ll be ready to implement.