Holistic Internet Marketing
Holistic Internet Marketing
Holistic simply means all-encompassing, including the whole, and leaving nothing out -- the total approach. Success is inevitable when you leave nothing to chance and account for everything in your planning. Before you spend money on banners and other paid advertising to market your Web site, it will be crucial to lay a foundation so that every ad will reap the maximum effect for sales.
The Total Approach
To generate maximum sales of any product or service, your marketing efforts should support every step toward a sale. If you carefully examine the changes in the minds of your buyers as they move toward a purchase, you will find 10 steps in an endless cycle. A well-designed Web site and marketing plan will work together to reach your buyer at every point of the process and encourage each step along the way:
Buying Cycle:
1) Need -- circumstances for need are created in the life of the prospect
2) Perception -- need is seen and recognized by the prospect
3) Realization -- prospect realizes the need has a viable solution
4) Recognition -- prospect sees your product as the best solution
5) Purchase -- prospect purchases your product to solve the need
Referral Cycle:
6) Use -- buyer uses your solution in life
7) Enjoyment -- buyer enjoys benefit of your solution
8) Enthusiasm -- buyer feels more than satisfied about your solution
9) Referral -- buyer tells friends and acquaintances about you
10) Need -- buyer creates a need in the life of a new prospect
If you notice something interesting about numbers 10 and 1, you are correct. They are the same. The purchase cycle starts over again when you have effectively used your marketing actions to support every step toward a sale. Proper marketing generates sales as well as word-of-mouth and referrals.
How It Works
A good marketing action plan will use every branch of the Internet. Let's look at a real example from a site that sells diamonds on the Internet. To affect every step along the way, such a site would:
Buying Cycle:
1) Need -- supply love poems and e-cards to promote the relationship
2) Perception -- offer an interactive questionnaire: Are You Ready to Take the Leap?
3) Realization -- publish articles that explain why Internet diamond prices are lower
4) Recognition -- use media to show that your diamonds are the best value (most crucial step)
5) Purchase -- make it easy and secure to purchase through e-commerce or a toll-free number
Referral Cycle:
6) Use -- offer a newsletter with marriage proposal ideas to make it easy
7) Enjoyment -- contact recent buyers to answer questions and ensure a positive experience
8) Enthusiasm -- follow up with useful information for lovers to ensure lasting good will
9) Referral -- offer incentives to encourage referrals and generate word-of-mouth
10) Need -- use advertising copy to support contact from enthusiastic customers
For a comprehensive approach, an online marketing action plan should include or at least consider strategies for all of the following: targeted discussion groups, opt-in e-mail lists, portal listings, expert directories, traditional search engines and directories, pay-for-position search engines, articles in e-zines, partnerships, strategic links, newsletters and other online methods to collect e-mail addresses of prospects, affiliate programs, customer incentives, free handouts, as well as traditional print and electronic media as appropriate for your particular market and product.
Though the Internet might seem daunting, it will be worth the effort to learn and execute these basic tricks of the trade and lay a foundation for success.
Properly used, the Internet can be the most inexpensive and effective tool for influencing every step in the buyer's mind and generating online sales.
Holistic Internet Marketing - To learn more about this author, visit Thomas Young's Website.
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At its most fundamental level, effective Internet marketing is not so different from traditional marketing. In fact, there is one fundamental law of nature at the root of all great strategies in life, and it can be stated in a word: holistic.
Holistic simply means all-encompassing, including the whole, and leaving nothing out -- the total approach. Success is inevitable when you leave nothing to chance and account for everything in your planning. Before you spend money on banners and other paid advertising to market your Web site, it will be crucial to lay a foundation so that every ad will reap the maximum effect for sales.
The Total Approach
To generate maximum sales of any product or service, your marketing efforts should support every step toward a sale. If you carefully examine the changes in the minds of your buyers as they move toward a purchase, you will find 10 steps in an endless cycle. A well-designed Web site and marketing plan will work together to reach your buyer at every point of the process and encourage each step along the way:
Buying Cycle:
1) Need -- circumstances for need are created in the life of the prospect
2) Perception -- need is seen and recognized by the prospect
3) Realization -- prospect realizes the need has a viable solution
4) Recognition -- prospect sees your product as the best solution
5) Purchase -- prospect purchases your product to solve the need
Referral Cycle:
6) Use -- buyer uses your solution in life
7) Enjoyment -- buyer enjoys benefit of your solution
8) Enthusiasm -- buyer feels more than satisfied about your solution
9) Referral -- buyer tells friends and acquaintances about you
10) Need -- buyer creates a need in the life of a new prospect
If you notice something interesting about numbers 10 and 1, you are correct. They are the same. The purchase cycle starts over again when you have effectively used your marketing actions to support every step toward a sale. Proper marketing generates sales as well as word-of-mouth and referrals.
How It Works
A good marketing action plan will use every branch of the Internet. Let's look at a real example from a site that sells diamonds on the Internet. To affect every step along the way, such a site would:
Buying Cycle:
1) Need -- supply love poems and e-cards to promote the relationship
2) Perception -- offer an interactive questionnaire: Are You Ready to Take the Leap?
3) Realization -- publish articles that explain why Internet diamond prices are lower
4) Recognition -- use media to show that your diamonds are the best value (most crucial step)
5) Purchase -- make it easy and secure to purchase through e-commerce or a toll-free number
Referral Cycle:
6) Use -- offer a newsletter with marriage proposal ideas to make it easy
7) Enjoyment -- contact recent buyers to answer questions and ensure a positive experience
8) Enthusiasm -- follow up with useful information for lovers to ensure lasting good will
9) Referral -- offer incentives to encourage referrals and generate word-of-mouth
10) Need -- use advertising copy to support contact from enthusiastic customers
For a comprehensive approach, an online marketing action plan should include or at least consider strategies for all of the following: targeted discussion groups, opt-in e-mail lists, portal listings, expert directories, traditional search engines and directories, pay-for-position search engines, articles in e-zines, partnerships, strategic links, newsletters and other online methods to collect e-mail addresses of prospects, affiliate programs, customer incentives, free handouts, as well as traditional print and electronic media as appropriate for your particular market and product.
Though the Internet might seem daunting, it will be worth the effort to learn and execute these basic tricks of the trade and lay a foundation for success.
Properly used, the Internet can be the most inexpensive and effective tool for influencing every step in the buyer's mind and generating online sales.
Holistic Internet Marketing - To learn more about this author, visit Thomas Young's Website.
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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