Internet Marketing Planning Tactics & Channels Reference (SEM)

SEM – Online Internet Digital Marketing Tactics & Channels

Digital Marketing Channels

SEM Paid Marketing

Paid PPC Online Internet Digital Marketing Plan

PPC (Paid Per Click)
NOTE: Importance of Long Tail
– Google Adwords (Google Adwords Signup – IMPORTANT: Do Not Sign Up For Express)
– Yahoo/Bing Adwords (Bing Ads Signup)

Paid Social Media Marketing
– Facebook (Facebook Business Ads)
– Twitter (Twitter Ads)
– LinkedIn (LinkedIN Ads)

Other Paid Marketing
– Amazon Amazon Ads
– Ebay Ebay Ads
– Yellow Pages Solutions
– Display Advertising
– Affiliate Marketing

SEO Link Building

Link Building Online Internet Digital Marketing Plan

Inbound Links

General Listings (support search and links to your site)
– Blogger
– Craigslist
– Kijiji
– Reddit

Industry / Relevant Sites
– Industry
– Suppliers
– Topics / Groups
– Online communities/forums

Social Media
– Facebook Individual
— Facebook Page
– Google+
— Google Individual Page
— Google Local
— Google Page/Business
– Blogs Etc (LOOK to blogging)
— Blogs
— Questions


– Link Trades
– Industry Pages

SEO Blogging (Purpose to gain Back Links & Content Marketing)

SEO Online Internet Digital Marketing Plan

NOTE: One Purpose to Gain Back Links or if You are Lucky a Viral Content Campaign

Blogging Sites / Company and other People
– Blogger (Setting Up A Blogger Page)
– Hubspot (Setting Up A Hubspot Page
– Reddit ( Reddit Signup
– Craigslist (Craigslist Signup)
Google Groups
– Newspaper
– Online PR / Press Releases
– Webinars
– Podcasts

– Become an Expert / Group Leader
– Relevant Forums / Industry Sites / Discussion Groups Etc
– PDFs (Free content – eBooks, white papers))

NOTE for all Sites:
– Narrow Content
– Links

SEO (Search Engine Optimization or Site Optimization)

SEO Online Internet Digital Marketing Plan

Main Website
– Menu
– Hubs
– Urls
– Keyword Based Urls
– Feeder Websites
– Keywords
– Page Structure
– Content
– Back Pages
– Landing Pages (Content Based – A cornerstone of your Organic marketing is building a good landing page for your product pages)
– Search Based Terms
– Relevant
– Tightly Worded
– Long Tail based
– Specific Pieces

NOTE: Test unique content using copyscape

SMO (Social Media Optimization – Organic)

Social Media Online Internet Digital Marketing Plan

Social Media Marketing & Networking
Hootsuite or other SM Manager (Hootsuite Signup)

– Facebook
— Personal Page
— Company Page
– Twitter
— Personal Page
— Company Page
– Google Plus
— Personal Page
— Company Page
– Google Places/Local/Business
— Company Listing
– LinkedIn (LinkedIN)
— Personal Page (Setting Up A Personal Site)
— Company Page (Setting Up A LinkedIN Company Page)
– Youtube Video Advertising (Youtube)
— Personal Page (Setting Up A Channel)
— Company Page (Setting Up A Channel)

SEM Email Marketing

Email Marketing Online Internet Digital Marketing Plan

Create Membership on site
Wordpress has lots of Plugins
Marketing (watch out – don’t want to blacklist your domain)
Rentals that are Behavioral Based

Third Party Sellers
– Groupon
– Living Social
– Wagjag
– Other

NOTE: Good inbound and sending / Mailchimp and Constant Contact

eCommerce Considerations

e-Commerce Online Internet Digital Marketing Plan

– WordPress
— Pro: Can take it anywhere, Can do a lot more
— Con: Have to do your own SEO, Not as simple as HTML site
– HTML Site
— Pro: Clean and fast, Less virus attacks
— Con: On your own somewhat, Harder to get up and going
– Third Party Site (ie. Volusion, BigCommerce, Shopify)
— Pro: Usually Good SEO, Security built in
— Con: Limited customization

SEM Offline Traditional Advertising (make sure to measure)

Traditional Online Internet Digital Marketing Plan

Direct Mail
– Traditional Direct Mail
– Promo Items
– Post Cards

– Community Papers

– Flyers

Coupon Mailers
– Valupak


Website Online Internet Digital Marketing Plan Measurements

– Google Webmaster
– Bing Analytics/Webmaster

Google Ranking
NOTE: Used to easy, not anymore

Google Analytics
– Traffic
– Source
– Sessions / Unique
– Page Views
– Time on Site
– Referrers
– Site
– Keywords
– Landing Pages

Good Traffic
– Bounce / One page and then leave (want that second page)
– Time on Site (want them to stay longer)

Your Own System
– Spreadsheet
– Keywords
– Sources

Site Measurement Service
IBM Watson Analytics

SEO Support
WordPress SEO Tutorial / Yoast

Conversion Rate Optimisation (CRO)
NOTE: Feedback circle, read and react and then read data again, etc.


Also see SEOmoz – which digital channels are right for my business? and Convince and Converts How to Choose the Right Social Channels to Reach Your Customers.

Written by

Garrett Hall is an online marketing & development expert with eosFirst AuroraCon. eosFirst is a website design, online development, online marketing and information technology consultancy.

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