Understanding the Components of Web Marketing

Dec 1, 2010

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This chapter is from the book 

Ultimate Web Marketing Guide, The

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The Bottom Line

Web marketing is a series of activities that present your product, company, or message to potential customers online. These activities include website creation, search engine marketing and search engine optimization, pay-per-click and display advertising, email marketing, blog marketing, social media marketing, online public relations, and audio and video marketing. Web marketing also includes mobile marketing to people who access the Internet via iPhones and other mobile devices.

How Many People Does It Take to Execute a Marketing Plan?

As you ponder all the different possible components of your web marketing plan, you're probably asking yourself, who does all this stuff? As in—do I have to do it all myself?

The answer, of course, is no. Or maybe it's yes. It all depends on the size of your organization, your marketing staff, and your budget.

In a small company or organization, it's likely most or all of these activities will be handled by a single individual. That might sound daunting, but it's not so bad. Many of these activities only take a little bit of your time each day, and it's easy enough to multi-task such activities as ad campaign maintenance, blog posting, and monitoring your Facebook page. Other activities, such as website SEO, are less regular and can be fit in when you have time. (And you can always hire out those activities you can't do to qualified freelancers or consultants.)

If you're in a large organization, however, you'll want to divide these activities among multiple individuals. Have one person handle your advertising; another your blog posts, tweets, and Facebook updates; and another your email campaigns. Let each person concentrate on a single area of expertise so you don't have everyone trying to do everything. Just make sure someone coordinates all these activities; you don't want anyone going rogue on you.

Basically, there's more than enough here to keep a large team quite busy. Or if your organization doesn't have the resources, you can scale back on some activities to make things more manageable for a smaller staff or even a single individual to do. You'd be surprised how many small companies can achieve the same presence as their larger and more established competitors with just one or two people running the show. On the Web, it's relatively easy for a little fish to look like a big fish—if a company's smart about it.

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