The Big 3 Elements of Online Marketing
With a myriad of marketing techniques and tools available, it can be easy to lose track of the core of what online marketing really is, and lose the forest for the trees. Jumping from technique to technique may yield some results, but the best results are grounded on a simple core strategy that includes the Big 3 elements:
A driver is commonly known as traffic generation, getting new views on your website. In an offline environment, a driver is an attractive flyer, a poster, a storefront, or anything else that gets people to walk in the door. Drivers are the source of all of your users. Some examples of drivers:
- Social Media (only when it is targeted to new users, see the Note on Social Media)
- Search Engine Optimization
- Online or offline advertising
Your hub is the central place for the conversion process, turning your views into actions (usually paid customers). On your hub, you will give your users all of the information and persuasion that is necessary to get them to take the action you desire. Usually a hub will include:
- Sales pages
- Expert content to demonstrate you are trustworthy
- Social proof
On a hub, you want a user to do one of two things:
- Perform the action you want them to take (e.g. make a purchase)
- Get connected to a Builder
Up to 95% of the visitors to your site are not ready to make a purchase, but likely will be ready to make a purchase at some point. A Builder is designed to create a relationship with each person who comes to your site. After they are connected to a Builder, you can build trust and rapport with them, so that when they are ready to make a purchase, they will choose you.
The most common Builder is a newsletter that sends out content that you’ve created at regular intervals. The best companies include a wide range of Builders across a variety of channels, including direct mail, phone calls, social media subscriptions, and other creative methods of reaching out to leads.
Note on Social Media
Social media can actually fit into all three of the elements, because Twitter hashtags can be considered a Driver, a Facebook Page can be considered a Hub, and Youtube Subscriptions can be considered a Builder. You’ll need to evaluate which way you’re currently using all of the different social media platforms and how users are responding to them to know which element your particular social media falls into.