To get the most our of internet marketing, your company's web presence must be both deep and broad. A broad internet presence is one with a large audience, such as a high number of twitter followers. A deep web campaign, however, is one in which includes proprietary content that offers up helpful content that gives people confidence in your expertise. You need both.
To have internet marketing that is both broad and deep, make sure you have a best-practice internet framework for breadth then push your own "deep", innovative content through it.
The framework in your internet marketing should be assembled with email, search, and social media components that are benchmarked to be better than your best competition. You need to create a lot of tentacles reaching out to internet users to make for a clear path for the them to grow closer to your company one step at a time: first, learning about your service or product, then engaging your company, then becoming a repeat customer.
Once you have these channels built, then the challenge is to create differentiation by using them to propagate your company's innovation in ideas, services, products and thereby teach interested prospects the distinctive benefits of doing business with you.
Here's a model we use to illustrate this process visually to Pensarc's clients:
The top level of this model is your vision of serving your market flowing into the "Innovation Studio" where they are forged in the crucible of tangible and distinctive benefits. What are doing or can you do that helps your customers in ways nobody else can? How can you communicate this in way that empowers your client to derive more benefit?
These ideas then get pushed into the "Content Factory" of packaging it into forms that your target market can digest. For example, there can be videos, blogs, free reports or other media that describe the innovations.
This content then gets pushed through the interconnected multiple channels of email, social media, and search (Cross Pollinated Channel Propagation). If your channels are build broad and deep enough, your content will get found by your audience and give them a path back to where they can engage your company in steps that can lead them to becoming customers.
The loop gets closed by analyzing the numbers to see which of your ideas and innovations people best respond to. For example, we watch the numbers in web traffic, email click throughs, and social media engagement to see which of our clients' innovative ideas connect most with the marketplace. Then we expand those that do, and deemphasize those that don't.
It doesn't help your company to have great customer benefits that nobody knows about. By the same token, if you have a large social media audience and email subscription list but only push others' content through those channels, you aren't telling your audience about the special things you do for them.
You get the greatest marketing benefits by utilizing every part of the model- creating innovation, packaging it into digestible content, and pushing it through well-built pipelines of internet media.