How To Create an Online Marketing Strategy

Jacob Brain


Are you looking to create an online marketing strategy that will guide your growth into the next stages of your business? Creating a successful online marketing strategy will require you to put the right steps in place to reach the goal.

Step 1: Define Personas

The first thing you must do with your online marketing strategy is to define clearly your ideal buyer/visitor so that you can target your messaging and efforts towards the group. Things that you might discuss in that persona would be demographics (age, etc.) and psychographics (desires, drives, etc). The more you understand about your buyers, the better you will be able to target them online – from your groups on LinkedIn, to your messaging on the website. It all hinges on how well you know your customer.

Step 2: Create Website

The center point of all your online marketing will be your website. The website is not the end-all-be-all for your sales process, but it will be the primary resource for a customer to learn and engage with your company. There is so much to website design and messaging that we can’t possibly put it all here. But we have a bunch of resources on our site, you can view in our blog under website design to fill your bucket with good ideas.

Spend a lot of time in the process of creating a good website so that you can campaign well. If you already have a website, you’ll want to think about how your website can be leveraged to bring additional leads to your website. Having a strong focus on conversion optimization will help you get more from your traffic in terms of details. Your efforts in driving traffic to your site will be in vain if your site is not able to do the job of converting.

Lastly, your website needs to be able to scale, and that is primarily the function of having a blog on your site. To publish good content, in increasing scale to the keywords and messages you need to push out in the marketplace.

Step 3: Identify Channels

Now that you have a great website, you’re ready to start driving traffic and increasing your online opportunities. But with so many channels, which one should a B2B business choose? There are tons of options, but there are a few easy wins for the road that can help you achieve good success to start.

  1. Email: Every company needs to have and grow an email list. This is the first guidepost in the journey of your growth. Without a solid customer and prospect list to engage with, you’ll constantly be searching for an audience and have no way of creating a scalable success model in marketing. If you don’t have one, start building an email campaign today and get your customer list integrated.
  2. Social Media: Yes, you’ll need to be on social media. All of your sales people and principals will need to be on social media and engage with customers. This does not mean they have to do it themselves, but they must be active.
  3. Pay-Per-Click: To drive traffic quickly, you’re going to want to engage in some lead generation with paid. Though it is expensive, its quick. And over time, you’ll replace paid with earned organic traffic from your blogging and content that you’ve developed.
  4. Content Development: Start writing good content for your site. This will help you attract more traffic with SEO terms, and allow you to flex your muscle when it comes to being an expert in your field.

Step 4: Think In Campaigns

Once you have all of your channels in place, you’ll organize your channels in the forms of campaigns. Campaigns are the “what” you are trying to generate from your marketing. If you want to do a lead generation campaign, the what is lead generation. You might want to do an HR, or brand awareness campaign, which you would focus different messages on your channels to that end effect.

Build and manage the activity in those channels for each campaign. Do social posts for your lead generation campaign, and for your HR campaign. Try to separate the objective from the channel. Many people get stuck thinking a certain way about a channel, when you need to think more dynamically. With a campaign first focus, you can start thinking of the tools towards the goal, rather than the tool being the goal.

You Are On Your Way.

If you’ve checked the box on the following then you are well on your way to a successful marketing campaign. Maybe you realize that you need help to achieve those goals, and we’d be happy to assist you. Let’s have a brief conversation on the details of your online marketing strategy over a quick call. Fill out our Free First Step Marketing Review form, and we’ll set up a time to discuss your needs and the first step to reaching your goals.

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