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Like online marketing stands for the marketing of products (or services) via the internet, online marketing strategy stands for the logical and planned implementation of all channels and resources to reach your customers.
That is not just about your website. Although it is the online flagship of your company, it is just one channel. Your online marketing strategy therefore should deploy as many different channels and resources as possible to bring your brand, service or product to the attention of your target group.
A good online marketing strategy starts with what you want to achieve online and how you plan to do that.
It starts with knowing who you are and what your own unique added value is. An open door? Certainly! Still we see a lot of monotone websites and nondescript online advertisements.
That is why in your online marketing strategy not only the identity of your company should be clear, but also your proposition and your unique selling points (USPs). Your company should show its face, be recognizable!
Furthermore you need to know your target audiences, know how you should address them and know the channels that are best suited to reach them. The fact is, marketing is mostly communication, in other words: what is your message? How is your tone-of-voice? This should match across all channels.
When you properly defined all this, you make a proper planning to use all channels and resources regularly and structurally.
A clear online marketing strategy provides direction – after all, you did formulate a number of objectives – and this helps you to take the right decisions. An additional benefit of online marketing is that all results are measurable. You can see precisely how many people have seen your advertisement or mailing, how many clicked-through and what was their behaviour on the landing page or website.
In this way a direct relation is made between the advertisement and the so-called conversion (the purchase, request for a quotation, download, et cetera). Thus you have direct insight in what works and what does not and can you adjust your strategy where required.
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