New Rules for Internet Marketing

In the early days of the web, a successful internet marketing campaign was influenced by four factors:  keyword research, search optimization, link building, and sponsored advertisements. When implemented correctly, it was relatively easy to achieve a strong search presence.  Composed mostly of static content, your website was an invaluable tool for traditional marketing goals such as driving awareness, consideration, adoption and purchase.

Today the rules of Internet Marketing are much more complex.  Advertisers and consumers have many more choices such as video, audio files, blogs, social networks, RSS, wikis, podcasts and other digital-media.  As a spa owner, how do you determine which interactive opportunities to pursue? How do you allocate your budget to drive a strong return on investment?

Ad Networks

Ad networks continue to expand, consolidate and mature. Most allow advertisers to target specific consumer groups and reach large audiences amassed from thousands of diverse websites. Advertisers have greater control over which sites display their ads and ultimately can manage ad spending more effectively. 

Traditional Pay-per-click Ads on Google, Yahoo and MSN have also changed.  Major advances have been made in: demographic and geo targeting, day parting, ad creation, landing page optimization and testing – not to mention better reporting, analytics, and tools.

Search Engines

Search engines have evolved to a point where they index everything on your site - from web content (yes, content is still king!) to images, video, RSS feeds, and blogs. In today’s world, it’s possible to have your image show up on a search engine result page (SERP). Try this simple search using Google.

Link building is still important for search engine visibility, however, the source of those links are not limited to link exchange, banners ads or directories. In today’s world, valuable incoming links originate from RSS feeds, optimized press releases, blogs and user created content such as social networks. 

Video and Social Networks

Video and social networks are the hottest new ad formats and are projected to grow at double-digit rates in 2008.  This represents 10% of the total online advertising budget.  Still in its infancy, this media is perfect for enterprising day spas.  Since many of your best clients use MySpace, Facebook, Digg, and Del.icio.us, you should too.

Social networks are viral in nature, and there’s a huge opportunity for marketers to engage with their audience.  Referred to as Social Network Marketing (SNM), marketers engage customers as advocates for their brand. How can you utilize social networks?

Why not leverage your own personal profile page for your search advantage? How about advertising on social networks where your clients hang out? How about creating a special branded application to pique interest in your brand?

Blogs

Blogs have been around for years but few spas seem to take advantage of them. Blogs can be a great source of content, incoming links, and traffic for your website. Blogs give users a chance to interact with your spa brand in a meaningful way. They are a great way to foster an affinity for your brand and create brand advocates.

A word of caution: blogs are resource heavy and represent a commitment of time that may be better spent elsewhere.  If you don’t have skilled writers, a blog post may cause more harm than good.  Blogs contributors may post comments that are not always favorable. If you decide to pursue this vehicle, be prepared to do some reputation management.

New Internet Rules of Engagement

The Internet has forever changed how we communicate with customers.  Your spa must facilitate engaging, two-way communication with customers. Successful sites involve customers with their products, services, and staff to create a memorable web experience.  The new rules of Internet engagement rely on developing strong relationships through affinity, personality, community, co-creation, and advocacy.

A spa's website goals should focus on identifying, caring for, and training advocates (customers) who will help market your products and services to others. The new rules Internet Marketing are about shaping your company's offerings to match the needs of the marketplace.

The Internet is used extensively by every major demographic group, and for a variety of purposes including information, communication and entertainment. More importantly, it facilitates a two-way interaction between customers and marketers that is not found in any other medium. Constantly evolving, the Internet provides invaluable metrics to help marketers align and sharpen their integrated media plans and with their budget. Day spa marketers must adopt the concept of integrated marketing relative to media budgeting and communications planning.

Need help with Internet Marketing or managing your online presence? Call 860-655-2283 or email us at: .