Market Research
Marketing Research is an important component in defining the best and most effective internet marketing strategy for your business. During the process we are able to gather information about the size of your market and your competitors and discover weaknesses and current opportunities.
We believe that only by truly understanding a market, its players, and its relationship to other markets can the full potential of a website presence be achieved. White Chalk Road has both industry leading software applications and the necessary experience to use them well to achieve this goal for their clients.
Business Assessment and Research
The first step into establishing an online marketing plan is to establish clear business goals and then engage in either keyword phrase research or market research or both.
Vertical Market Online Analysis (VOMA)
When looking at any business website in the context of their business goals, we believe in looking at the online market in a more holistic theme-centric view rather than relying only on traditional keyword-centric view. We call this theme-centric approach Vertical Online Market Research (VOMA).
Keyword Pyramid of Promotion
With the growing number of ways to connect with prospects online these days, it may not suffice to come up with a loosely related bunch of keyword phrases that represent your target market, map them to your content and apply them universally. Each online channel has different characteristics. For example, Facebook advertising has a social context while Google Adwords has a commercial one, so the keywords and ad creative content should be different. These channels are more direct and immediate than others like websites and blogs.
In other words, we map different groups of keywords to what we call our Pyramid of Promotion, be that a business pyramid or a social pyramid of promotion. In this way, we get the most value out of a dollar spent, while also supporting the client’s brand reputation or USP across multiple sales channels.
Internet Marketing Strategy
Having established a clear set of goals and researched the target market keywords and their relevance to current online channels of communication, we are ready to determine the broad business strategy to achieve the goals, given a time frame and budget.
For example, the broad strategy might be to sacrifice the immediacy and control of more direct ‘paid search’ marketing channels for the more economic seo/organic or social channels except for new product releases and seasonal campaigns.
Only when an online marketing strategy is set, can a budget and detailed plan be written.