Internet marketing is a blend of two things; social science and technology. I think I do a better job at understanding the technology, but may be not so much at understanding the social science.
Think of SEO; you need to have certain technical knowledge. You need to know about XML sitemaps. You have to focus on reducing time taken to load the site and the techniques used to do so such as caching, CDN, Ajax, SSL, minifying JS and CSS, etc. You may need to learn about link juice, focus keywords and how that works. By the way I’m not the best resource for SEO. So, I recommend you to read the techniques from an actual SEO blog.
For social media, you may need to learn about the techniques used to have a higher reach and distribution in the newsfeed and other areas such as using the right hashtags/location tags. You’ll need to learn about different ways to post such as photos, videos, stories etc. You may have to compare their distribution insights and learn what to post where and when and how many times a day etc. You may have to reverse engineer the exact method by looking at your virals to have your content appear more often in watch tab, newsfeed etc. In other words, this may require time, experience, data and technical knowledge.
The other side of internet marketing is social science, and I can’t stress enough its importance. Point is, no matter how much you get the technology part right, if you’re unable to understand the human behavior and psychology, you’re unlikely to do well. This is especially true for social media. Viral marketers often train themselves in to producing and recognizing content that is going to break all barriers, and is going to spread like wild fire. You’ll find infinite examples of how people have made viral content, repeatedly, without having enough seed views, influence or followers. They also didn’t follow any traditional SEO/SMM strategies. They are able to do that because they get the social science right. Our ISI case study was certainly about getting the social science right. I learnt this from my friend Zeeshan Shafquat who does an incredible job at understanding human behavior and psychology.
So if you’re going to venture in to internet marketing or already do it, I highly recommend that one of the co-founders need to understand human behavior and social science better, while the other focuses more on technology.