An Internet Exposure Campaign (IEC) is a results driven effort to bring in tangible real results for the target client which can be:
- Increased Rank of the website
- Increased traffic to the website
- Real new sales (Business Growth)
- New leads
- Investment Capital in a project or in the equity of the company itself (Capital Raising)
Every business is different – so campaigns need to be customized a little bit. It’s not a one size fits all type of scenario. However, internet marketing methods are similar for any business whether it’s a local restaurant, car dealership, or a huge multi-national corporation.
Elements of any IEC should contain SOME of each of the following:
- Search Engine Optimization (SEO) including on and off page optimization
- Social Media Marketing (SMM)
- Paid Per Click Marketing (PPC) / (SEM)
- Branding (creation of nice looking creatives, image SEO)
The reason for this is because there is no ‘magic’ formula that can absolve you of the need to use digital marketing services. Google has become the largest company in the world by their core revenue product; Adwords. So Google provides Webmaster tools, guides, and best practices articles – but their bias is that you use Adwords. So why not? And it works. However just throwing money at Adwords can be wasteful, so a professional firm should manage this as well as the traditional SEO.
IMPORTANT NOTE ABOUT SEO: ALL SEARCH RESULTS ARE INDIVIDUAL! This went into production in 2009 and is called Google Personalized Search:
Google Personalized Search is a personalized search feature of Google Search, introduced in 2004. All searches on Google Search are associated with a browser cookie record. Then, when a user performs a search, the search results are not only based on the relevance of each web page to the search term, but also on which websites the user (or someone else using the same browser) visited through previous search results. This provides a more personalized experience that can increase the relevance of the search results for the particular user. Such filtering may also has some side effects, such as or creating a filter bubble. Changes in Googles search algoritm in later years put less importance on user data, which means the impact of personalized search is limited on search results. Acting on criticism, Google has also made it possible to turn off the feature.
There was a time period in the ‘early days’ when being top ranked in Google really meant ‘top ranked’ for EVERYONE. If you were in the top 5 it was the same result system wide. This is no longer the case. So the simple page rank algorithm can’t be ‘hacked’ like it could be back in the day. Now, Google SEO compliance and other white hat recommended methods only will put you in the same boat as all other sites – not give you any advantage.
The point here is that there are 1,000 firms doing traditional white hat SEO and they are all good, but they aren’t going to give you an ‘edge’ on the tens of thousands of clients they have.
WHAT ARE SOME EXAMPLES OF AN ‘EDGE’ ?
- Having content ‘go viral’ getting mass unintended exposure
- Having exposure for your site in a number of different channels, not only search, social media, others..
- Incorporating your marketing strategy with something free that people will use and remember, the digital equivalent of having branded pens. For example sponsoring a free Battery Saving app for phones, with your advertisements inside.
An Internet Exposure Campaign (IEC) should be custom, it should optimize use of your budget, and achieve the most results with what you have to invest. Methods used may be unconventional, but that’s what works, what delivers the most value per dollar. If you want to go with the mainstream, simply get TV and newspaper ads, what companies have been doing for generations. Digital advertising is not for every business.
But for companies that want to achieve extreme growth for example, it may be the only option. For companies with limited budgets, it may be the only option. And for companies that want to distinguish themselves from the herd, it may be the only option.