How to build an online marketing strategy
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 of you 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? Is it to drive more sales, to generate leads, to build your email list, to expand your brand, to engage more with your audience, or is it 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 that you’re targeting or you might have a number of them.
This step is critically important to get right because it defines who you’ll be targeting online.
And why is it important? Because a big part of any online marketing strategy is social media.
and with social media you target people based on their demographics, their interests and their 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, their gender, their interests, magazines they read, websites they visit, their hobbies, their passions, if they are married with kids or single, how they make decisions, the stuff that 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 that 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, 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 that we invest in each channel.
For example, if our goal is to build engagement with our audience, then we'll put a much bigger focus on Facebook, Instagram, content marketing and email marketing.
On the other hand, if our focus is to drive sales for an ecommerce store, then we'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 that 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.