Online Marketing Strategy: How to Set One
When we say “online marketing strategy,” there is this grandeur to the term that might call to mind expectations of a hassle. Online marketing strategy is actually a quite simple concept. That simplicity does not indicate ease. It is far from easy, and few businesses get it right. But it is simple in the sense that once understood, the path to be taken is clear and unmistakable. Despite the simplicity, it is quite impressively rewarding.
Some might argue against the description of online marketing strategy as “simple.” That is based on the fact that viral online campaigns usually gain that status of virality when least anticipated to. That, of course, is not a very accurate reading of trend setting patterns, to begin with.
How Do Campaigns Go Viral?
Two Key Points on Online Marketing Campaign Virality
- In most cases of unanticipated virality, the indicators that a campaign that went viral actually had that potential are usually present. That is even if they went unnoticed or misapprehended by those who created the campaigns.
- Many of the campaigns that give the illusion of spontaneity and unexpected booming are actually very thoroughly studied with clearly forecasted results.
This subtlety is actually characteristic of successful online campaigns. In all cases, the few (in ratio) instances of unanticipated virality are not the subject of online marketing strategy. What we are concerned with is solid goal-setting and -pursuit based on raw data.
There is a special quality that needs to be inherent in any successful marketing strategy. Changes hit the digital space rapidly. That is why a web marketing strategy’s success is not only determined by the extent of the company’s adherence to it and its ability to fastidiously implement it. Part of the success rather depends on the extent of that strategy’s adaptability.
What are the questions that you need to ask yourself when setting your online marketing strategy? They are mostly similar to those asked when setting an offline marketing strategy. It is the way of answering them that differs in the digital world.
Here are the most important ones.
- Who Are you Selling to?
Like with any form of media communication and in every possible marketing strategy, segmentation is the main pillar. But unlike with offline strategies, you need to beware of the differences in the criteria or the aspects of market segmentation in the online world.
When creating your ideal customer profile, data-gathering is obviously essential. In online marketing, the marketing activities themselves are tools for data collection. That is especially with inbound marketing, where you get to monitor the types of people that are interested in your content, services or your brand in general.
Reasons Why Online Data-Gathering is Key
- It is more relevant than any offline survey you can conduct. It is obviously better to meet your audience in the same place where you wish to sell to them, in this case, the Internet.
- In terms of adaptability, you will have the capability of capturing any changes in the segments that view your platforms in real-time. That will enable you to make the needed changes regarding your targeting strategy.
- Where Exactly on the Internet Can I Find My Targeted Audience?
The digital world has become so wide to the point that it is departmentalized or divided according to lines similar to those present in the physical world. In the latter, if your targeted audience is those who work in executive positions at big corporations, then your marketing channels will include business magazines, as well as hotels and high-end social clubs. You need to know if you are to target their digital counterparts (or versions, as they might be the same people), where you can find them on the Internet. That might include social networks like LinkedIn, or business blogs like this one. It might also include online business forums like “Quora for Business.”.That takes us to the part concerned with marketing tools.
- Which Tools Will you Use?
Online marketing is all about using the right tools. That is why the right strategy cannot lack a clear listing of the tools to be used in implementing it. Online marketing tools are very specific to the channels or platforms that you decide to utilize. Analytic tools are essential regardless of your strategy. Even these differ from social media to email, SEO, etc. At the core of any potentially-successful online marketing strategy is choosing the right analytic tools.
Examples of Popular Online Analytic Tools
You need to set your goals with the highest possible level of clarity in order to choose the right marketing tools. You have to plan with similar clarity what channels you intend to reach your audience through. That is because marketing tools boil down to that level of specificity.
- How Should I Talk to Them?
The answer to this question is what we call a “content marketing strategy.” You can pursue your targeted audience in all the right places, but there is still no alternative to releasing content that would interest their taste. The ultimate goal is that they share your content and ideally interact with it. Otherwise, you will be missing most of them in your conversion rates even if you buy all the right spots.
A sound content marketing strategy is always the element of digital marketing which demands the highest level of targeting and customization among the other elements. Under that umbrella comes everything from the “About Us” page on your website, to your business blog, Facebook page or YouTube channel. Anything related to your brand that people can read, listen to, or watch falls under the content marketing umbrella. That is because these things simply tell the story of your brand. They allow your different audiences to communicate with it and sets their perceptions of it.
- The Synergy Effect
To sum up, in order to really exploit your Internet marketing strategy to the fullest, you need to understand the power of synergy. Combining the different elements of your strategy. The Internet facilitates this more than any other medium that exists today. On the Internet, more than elsewhere, you have an almost unlimited ability to connect your various channel. That happens through embedding, hyperlinking, referrals, etc. An example of this would be a YouTube campaign that you design in some way as to boost the engagement on your Facebook page. If implemented correctly, you can garner results that exceed the value of each of these two outlets separately.