The Internet Marketing Playbook

The Internet Marketing Playbook

We want our clients to understand the fundamentals of what works and what doesn't.

The Internet Marketing Playbook

Learn The Basics

Internet Marketing is a broad term. The playbook of different strategies is ever-changing, and it scales depending on whether you are a local business or an international eCommerce business.

We put together this “playbook” to discuss strategies that we commonly use and think apply to most people who we deal with.

So whether you have never heard of these terms before or if you think you know a bit about the subjects, we hope you find this a helpful introduction to the basic strategies you will see when it is time to put on our pads and step into the marketing arena.


Everything begins with research.  It is critical for us to understand your businessyour market, your competition and your goals before we take action.

It is absolutely critical to building a plan of action upon the foundation of good information, and the success of our Smart Approach campaigns depends on our research efforts.

Marketing Website

Your website is the foundation to your web “infrastructure.”  We create marketing websites within a comprehensive strategy, so that they serve an effective purpose.

Our websites utilize responsive design methods, which mean they optimize the content for the increasingly important traffic that utilize mobile smartphone and tablet devices.

Search Engine Marketing

SEM is something we will list here briefly, but we oftentimes wish this term didn’t exist.  It confuses many people.

SEM is the overarching term for marketing a website on search engines.  It is the parent term to both Search Engine Optimization (SEM) and Pay Per Click (PPC) advertising.  People usually think of SEO and then PPC, but they confuse SEM as a third option (or use it synonymously with PPC).

Search Engine Optimization

SEO is essentially the art of being found on Google – a critical component to building the qualified website traffic that we drive towards our conversion goals.

Good SEO work involves both up-front work when building your website, as well as long-term SEO efforts designed to keep your site attracting new traffic.

Local Search

Local Search, or local SEO, is a way of capitalizing on the resources available to local businesses versions those who operate on a national or international scale.

The tools available to local SEO depend on your business, but there are effective ways of locally targeting the customers that can drive to your business (literally) and connecting them with your business.


Most people don’t need to spend fortunes on branding, so we make it simple for our clients to achieve that extra level of polish without breaking the bank.

Basic brand development, including logo design, is encouraged for clients who have not done this step on their own, as it will help connect with your website visitors and assist conversions.

Content Development

Content is so incredibly important, that it cannot be understated.  Yes, content goes on the website, but it deserves its own section here.


Content that fits into a larger marketing strategy is one of the biggest differences between websites that fail or succeed, as Google rewards quality, authoritative content over weaker alternatives.

Media - Photo/Video

Great media makes a website far more engaging, and you get what you pay for.  Cheap stock photography won’t engage users nearly as well as great custom photography.

Video can get expensive, but quality video opens up a new medium for users to get to know your business and your brand message.

Social Media

Everyone thinks they need social media, but our response is that it really depends on each client’s situation.  It is not the ultimate driver of sales or new clients, because a “ready to buy” customer doesn’t turn to a social network.  They turn to Google.

That being said, there are cases where it pays off, and we will recommend it where appropriate.

Pay-Per-Click Advertising

PPC is an auction-style bidding system for advertising on search engines. You set a bid for what you are willing to pay if and only if someone clicks on your ad.

It can be an effective investment.  It can be a waste, especially when done wrong.  It typically does not produce the same ROI as SEO, and therefore it is not a universal recommendation of ours.


Email Marketing

Have you ever gotten an email from a business, regardless of whether or not you ever remember giving them your email address?  That’s email marketing.

It’s great for staying engaged with your customers.  Just use it with moderation, otherwise your customers will unsubscribe from annoying emails.


The Smart Approach

Don’t get sucked in to people trying to sell you a website, because it probably isn’t going to perform.

If you want to talk to a real professional – not a salesperson – about our Smart Approach method and what strategies can work for your business and your market, then just give us a call.

Give Us A Call: 800.504.9667

The Internet Marketing Playbook

The Internet Marketing Playbook

A foundation in solid fundamentals yields great results, and the Internet Marketing Playbook is our rundown of the core components that we find yield the greatest results for our clients.

Check Out the Playbook

Want to learn how the Smart Approach can help your business?