What Is an Online Marketing Strategy?

An online marketing strategy (also known as a digital marketing strategy or an e-marketing strategy) is an overall marketing plan designed to guide the decisions you make about your digital marketing efforts. It should include both the online and offline marketing activities that you will perform, such as SEO (search engine optimization), PPC (pay-per-click), e-mail marketing, and social media.

What Is the Difference Between SEO and SMO?

SEO (search engine optimization) is the process of improving your website’s content to make it more useful to search engines like Google. Your website’s content – including the text on its pages, keyword-optimized headlines, and blog posts – needs to be concise, relevant, and unique in order to achieve great search engine results. You can think of SEO as the technical aspect of your online marketing strategy.

SMO (social media optimization) is the process of improving your online presence through social media channels like Twitter, Facebook, and Instagram, in order to gain greater exposure and grow your audience. The content you create for social media should be concise, relevant, and engaging in order to drive users to take action and convert them into paying customers or engaged fans. You can think of SMO as the strategic aspect of your online marketing strategy.

Why Is Content Relevant to an Online Marketing Strategy?

In today’s digital world, content is everything. If you want to succeed as an online marketer, you need to understand that your customers – and potential customers – are consuming content every day, on social media platforms like Twitter and Facebook, blogs, and websites. In order to attract, engage, and retain loyal audiences, you must provide content that is valuable, consistent, and relevant to their needs.

The Importance Of Website Content

With so much content consumed on digital platforms, it is imperative to have compelling and valuable content on your website. Having said that, you must have the right kind of content to succeed as an online marketer. When developing your content strategy, you need to ask yourself the following questions:

What is the goal of my content?

What do I want my audience to do after reading/watching/listening to my content?

This is most important question because it helps you develop content that is both beneficial and relevant to your target audience. When you answer this question, you will develop a clearer picture of the buyer persona (or buyers) you are targeting with your content strategy. You can also use your audience’s answers to further refine your content strategy.

To put it simply, you are using content to build trust with your audience. You are establishing yourself as an expert in your industry and creating a space for customers to come back again and again for more. You want your content to be valuable, authoritative, and unique—all qualities that make for high-quality and trusted content.

Who Is my audience?

Who are you targeting with your content strategy?

Knowing your target audience – both in terms of persona and psychographics – will give you the opportunity to create relevant and valuable content for them. By understanding their needs and desires, you will be able to choose content that encourages them to engage with your brand or business. You can find more information about your target audience in your analytics.

You should also ask yourself the following questions:

How will I acquire my audience?

What channels will I use to attract and retain my audience?

There are hundreds of ways to attract an audience, from SEO to content curation to influencer marketing to paid advertisements. You must decide which one you will use to grow your business.

What actions do I want my audience to take?

What actions can my audience take after reading/watching/listening to my content?

The action you want your audience to take depends on the content you create. If you want them to make a purchase, you will have to create content that encourages them to visit your website or opens up a dialogue that leads to them clicking a call-to-action (like a button or link to a purchase page).

You should also ask yourself the following questions:

Why do I need an online marketing strategy?

Why do I need an online marketing strategy and what is its goal?

As an online marketer, you will be responsible for the growth and management of your company’s digital presence. This means that you will be creating content, performing SEO, and establishing a web presence from scratch or from an existing platform (like WordPress).

The goal of your online marketing strategy is to generate revenues through various forms of monetization – most typically, through display ads (such as Google Ads) or referral fees (where people are directed to your site through an affiliate program such as Amazon Associates, which earns you a commission when they click a monetized link or buy a product that is promoted on your site).

The Evolving Role of Online Marketing

The role of online marketing has evolved significantly over the last few years. When you first started your marketing journey, most of your efforts would be focused on SEO and PPC (pay-per-click). Over the past five years, social media has exploded in popularity and today, digital marketers must have a strong presence on social media platforms like Twitter, Facebook, and Instagram.

As a digital marketer, it is your job to stay abreast of the shifting sands of digital marketing and make sure that your strategy stays relevant and viable. One of the best ways to do this is by revisiting your strategy and conducting A/B tests (sometimes called A/B/G tests) to see which content and platforms are most effective. The beauty of this is that you can continually refine and improve your strategy as your goals and tactics change over time.

The Importance Of SEO

SEO (search engine optimization) is the process of improving your website’s content to make it more useful to search engines like Google. Your website’s content – including the text on its pages, keyword-optimized headlines, and blog posts – needs to be concise, relevant, and unique in order to achieve great search engine results. You can think of SEO as the technical aspect of your online marketing strategy.

You can optimize your content using a variety of techniques, from on-page SEO (such as optimizing your website’s copy for keywords) to off-page SEO (such as backlink building and creating content that is valuable, authoritative, and unique).

To get started, simply create a free account with Google AdWords, take a few minutes to learn the basics, and begin experimenting with a few A/B tests.