Online Marketing Strategy

What will an online marketing strategy for your business entail? To a great extent, that will depend on your type of business and your professional goals.

However, every well-designed marketing strategy should include a few set key considerations. Brad’s here to summarise it for you.

What is an online marketing strategy?

What do entrepreneurs, real-estate companies and retail have in common? They all need an online marketing strategy. Yes, need. You would not operate a business without a business plan, so do not make the mistake to run your marketing without a solid strategy. These are the six ground rules for any successful marketing strategy:

1. Develop a Business Brand

You need to know your brand before you can tell anyone else about it. What is your Unique Selling Point (USP)? What are your competitors doing right, what should they be doing differently? Why should potential customers make business with you and not them? In order to sell, you have to be personable, transparent, and, most importantly, trustworthy. Your brand strategy should be a solid foundation upon which your marketing can be build.

2. Take Content Marketing Seriously

According to WordPress, 20 billion pages are viewed by 409 million people each month. Chances are, that many of those pages are articles, blogs, whitepapers, and other valuable pieces of content. When people need information and advice, they will look for it online. The 2018 Adobe Consumer Content Survey found that 42% of customers will get annoyed if content isn’t personalised or irrelevant to their needs. If your customers are searching for answers on the internet, then you should be the one to answer their questions in an informative, branded, and personalised manner.

3. Implement Search Engine Optimisation (SEO)

SEO is all about making it easier for search engines and users to find your content and your business. This includes, at the most basic level, crawl accessibility, and, on the higher levels, keyword-optimisation, valuable content and a great user experience. Ultimately, the latter matters the most. For SEO purposes, you should focus on attracting both searchers and engines to your site. As Google puts it, any optimisation should aim at benefitting the user experience.

4. Run Sound SEM & Paid Social Media Marketing Campaigns

We are firm believers that some type of search engine marketing should definitely be part of your online marketing strategy. Paid advertising will drive up conversions and guarantee qualified leads for your sales department. First, it should be determined what kind of paid advertising campaign works best for your business – be it SEM (e.g. Google Search or Display Ads), paid social media marketing (e.g. on Instagram, Facebook, LinkedIn) or content syndication. Second, only by testing, analysing and then consistently optimising the campaign, you will generate qualified leads.

5. Take Up Social Media Marketing

Social media is vital when it comes to both SEO and building customer trust. Instagram, Facebook, LinkedIn & Co. are great platforms for distributing (a) your location, opening hours, and business address and (b) your online content. Pictures, videos, blogs, articles, white papers, case studies – they can all help you build an online presence through social media marketing. Over time, you can position yourself as an expert in your niche.

6. If In Doubt, Get Some Help

Many small to medium-sized businesses either outsource their marketing completely. Don’t be worried if you need to ask for help – we can have non-binding, no-nonsense chat about your business needs and expectations and then provide you with an individualised offer.

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