Iterative Internet Marketing - I.I.M.
Accession Media believes in the philosophy of iteration in marketing. If you’re like most of the rest of the world you have a limited amount of funds, time and energy that you can put into your marketing. Why put all of your eggs in one basket, cross your fingers and hope for the best? The philosophy of I.I.M. contends that the smart marketer spread his or her time, resources and budget over as wide a range of projects as possible to garner the biggest impact. For example, the I.I.M. practitioner knows that it is better to spend a million dollar marketing budget in small weekly amounts for an entire year, rather than on one Super Bowl ad. The long term benefits will be much greater.
We’ve seen far too many companies decide after a few emails from angry customers that their entire website needs to be redesigned. They invest lots of money and time into rebuilding the entire site, usually on top of a complex and expensive content management system, launch it, have a small party, and life goes on. But was it worth it? Did anything change? Did leads or sales or customer satisfaction increase?
Instead of large expensive promotions, or massive sweeping site changes, iterative internet marketing utilizes a cycle of small, focused, ongoing promotions or site improvements over time. Once those small changes are made, the results are analyzed, and based on the results the next round of changes are made or promotions launched. The idea here is to take change in small, digestible chunks allowing you to isolate what works and what doesn’t. The advantages of this approach include:
- Less time consuming
- Less resource intensive
- Really find what works and what doesn’t
- Better end results
Putting I.I.M. To Work For Your Business
So if you’ve bought into the idea of I.I.M., now you probably want to know how can you put it to work for your business. However, I.I.M. is more of an overriding philosophy than any single marketing tactic. Our best advice would be to think about reworking or redesigning just one landing page of your site. Or one contact form. Or just your shopping cart checkout process. Then analyze the results. Before you jump headlong into a massive and expensive site rebuild, let’s see what small changes can be made that create big results.
Also, let’s take a look at what small changes can be made to your site that that it starts to rank better in natural search results for your most important keyword phrases.
Additionally, before you pay another six figured number for another TV or radio ad, let’s test out a pay per click campaign on the internet’s largest search engines, or maybe some of the smallest that are right for your niche. We can throttle the daily spend over a few months and carefully track the results. A small test may garner some great results, and then we can expand the program. Little by little we’ll build up a promotional process that works, rather than dropping a ton of cash on a single ad and hoping for the best.