FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 9 This is the only way you can make sure that the efforts you make will be profitable for you. For defining your targets you can use the well-known SMART formula: S Specific (Be specific with your target definition.) M Measurable (Think about how you want to measure success. You need metrics for opti- mal comparison between target and result.) A Accepted (Define attractive, desirable objectives.) R Realistic (Set realistic and possible targets.) T Timely (Set a time when the goal should be achieved. You need a time frame to take into consideration when you are measuring the results.) Step 5: Take action You have created marketing packages and identified potential target groups accordingly. The next step is to choose from the pool of potential online marketing channels those that are appro- priate for your purposes (Chapter 2.1 Basics). Of course, you don't need to use all channels. It's not about randomly publishing all the informa- tion you want to communicate on the Internet. This can work, but it can also result in high costs, lack of results or even scare away your target audience. You need to plan! Aim of your planning should be to use your content in the right steps at the right time. You will find that each marketing channel has its advantages and disadvantages. So if you have com- pleted collecting materials, it is time to organize them and determine a budget. Arrange your content according to different factors such as importance in relation to, for example, revenues, earnings, season, target groups and costs. Take all the experience you have already collected and begin to focus your planning. Start slow and plan step by step. The most important thing is, that your fortress is present on the Internet. An informative website is therefore almost a must. In this context, first SEO 1 measures should already be taken. Your programmer should give you detailed advice you can use to take simple measures that lead to immediate effects. Whether you opt for SEM 2 , e-mail marketing, affiliate marketing or social media should depend on your target group and your marketing content. Consider: what online marketing channel can most successfully reach your target audience? You should start your campaigns with these channels. At the same time you can still use other channels to increase the reach of your cam- paigns. Test what works for the individual target groups and what does not. 1 Search Engine Optimization (see Chapter 5) 2 Search Engine Marketing (also known as Search Engine Advertising) see Chapter 5