Directory Critic

Introduction

Ian Lurie is a well-known digital marketer with over 20 years of experience in the industry. As the founder of Portent Inc., a digital marketing agency, Lurie has worked with numerous startups and small businesses to help them establish their online presence and grow their businesses. He has also authored several books on internet marketing and is a frequent speaker at industry events.

Defining the needs of a startup or small business

Startups and small businesses face unique challenges when it comes to internet marketing. Limited budgets, lack of resources, and fierce competition are just a few of the obstacles they need to overcome. Ian Lurie understands these challenges and takes a pragmatic approach to developing marketing strategies that are tailored to each business’s specific needs. He believes in focusing on what works and avoiding unnecessary tactics that drain resources.

Understanding the target audience

To develop an effective internet marketing strategy, it’s essential to understand the target audience. Ian Lurie emphasizes the importance of conducting thorough research to identify the audience’s needs, behaviors, and motivations. By doing so, businesses can create content and messaging that resonates with their target audience and drives engagement. Lurie also stresses that it’s crucial to maintain a customer-centric approach and prioritize the audience’s needs over the company’s goals.

Developing a marketing plan

Once the target audience is identified, Ian Lurie recommends developing a comprehensive marketing plan that outlines the tactics and channels to be used. He suggests starting with the most effective channels and gradually expanding as the business grows. Lurie also emphasizes the importance of setting measurable goals and tracking metrics to assess the effectiveness of the strategy.

Building a website

For startups and small businesses, a website is often the first point of contact with potential customers. Ian Lurie stresses the importance of creating a website that is user-friendly, visually appealing, and optimized for search engines. He recommends focusing on the essentials such as clear messaging, intuitive navigation, and mobile responsiveness while avoiding unnecessary features that can slow down the site.

Content marketing

Creating valuable content is a key component of any successful internet marketing strategy. Ian Lurie emphasizes the importance of developing content that provides value to the target audience and aligns with the company’s goals. He recommends using a variety of content formats, such as blog posts, videos, and infographics, to engage with the audience and establish the company’s expertise.

Social media marketing

Social media platforms offer a powerful way to reach the target audience and build brand awareness. Ian Lurie recommends identifying the most relevant platforms and creating a consistent brand voice across all channels. He also emphasizes the importance of engaging with the audience and responding to comments and feedback in a timely manner.

Measuring success

Measuring the effectiveness of internet marketing strategies is essential for making data-driven decisions. Ian Lurie recommends tracking relevant metrics such as website traffic, engagement rates, and conversion rates. He also stresses the importance of regularly reviewing and refining the strategy based on the data collected. By doing so, businesses can continuously improve their online presence and drive growth.