How do you build an online marketing strategy?

There’s always a lot you can be doing in marketing, but without a clear strategy you can lack the direction to really be successful…

And once you build it, it’s important that you revisit it regularly to make sure you’re on track.

So how do you build an online marketing strategy?

Transcript

Hey, this is Alex from Web Profits, and today I’m going to be sharing the process we use at Web Profits to build an online marketing strategy.

Just quickly, for those people who don’t know me, I have a stutter that comes out when I get excited, and this stuff is exciting! So, let’s get into it…

We like to start with the goal. What is it that you’re trying to achieve? Do you want to drive sales, generate leads, build your email list, grow your brand, engage more with your audience, or all of the above?

List out your goals in priority order because that will affect the rollout of your marketing plan.

Then we outline who our target market is. You might have one segment you’re targeting or a number of them. This step is critically important to get right because it defines who you’ll be targeting online.

Why? Because a big part of any online marketing strategy is social media, and with social media you target people based on their demographics, interests and behaviours.

We like to write down as much information about each of our target market segments as possible. We usually try to include their age, gender, interests, magazines they read, websites they visit, their hobbies, their passions, whether they are married with kids or single, how they make decisions, what keeps them awake at night… anyway, you get the idea.

So now we have our goal and we know who we’re targeting. From there we like to outline what channels we’ll be using to get in front of our target market to achieve our goals.

This usually includes search, social media, content marketing, email marketing and online advertising (which includes display ads, comparison shopping engines, social media ads and so on).

We often include most of the online channels and adjust the weighting of how much we invest in each channel.

For example, if my goal is to build engagement with my audience, then I’ll put a much bigger focus on Facebook, Instagram, content marketing and email marketing. On the other hand, if my focus is to drive sales for an e-commerce store, then I’ll put a much bigger focus on email marketing, SEO, comparison shopping engines, product listing ads and dynamic remarketing.

After we’ve outlined the channels we’ll be using as part of the marketing strategy, we then move on to creating a 3 or 6-month rollout plan, where we outline the tactics we’ll be implementing for each channel across the quarter.

And then we get into it.

I really hope this episode of Web Profits TV helped you with your online marketing and I look forward to speaking with you soon.

About the show

Web Profits is a full service online marketing agency with over 80 data-driven specialists. Built on a culture of innovative, strategic and intuitive thinking, Web Profits focuses on achieving successful, performance-based results online.

Web Profits TV is our way of helping business owners, C-level executives and marketing professionals grow a business using online marketing, with a particular focus on social media, online advertising, content marketing and conversion rate optimisation. You can use this information to implement the strategies yourself or to help you know what to expect from anyone you hire to do it for you.

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Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.

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