Online Media Marketing: How It Works, and How to Do It

So you’ve decided to launch an online media marketing campaign. Congrats! Now, how do you intend to pull off this ambitious venture and reach your target audience?

If you’re reading this, chances are you’ve already embarked on an online media marketing journey. Whether you’re just getting started or you’ve been blazing the digital trails for some time now, you’re no doubt familiar with the ins and outs of the industry.

That said, there’s a lot to learn beyond the basics. With the right approach, information, and resources, you can elevate your game and make a real impact on your target audience.

Here, we’ll discuss the ins and outs of online media marketing, how to develop a strategy, and how to execute it.

Key Takeaways

  • Understand the objectives of your campaign
  • Determine the metrics for measuring the success of your campaign
  • Learn the fundamentals of copywriting, keyword research, and performance marketing
  • Set up automated marketing processes that will reduce the drudgery of marketing and allow you to focus on what’s most important to your business
  • Make sure to learn from others in your industry
  • And finally, build a brandfor life

Let’s get into it.

Objectives Of Your Campaign

Setting your objectives for your online media marketing campaign will be the key to its success. Without knowing what you’re aiming for, it’s difficult to determine the right strategy and measure your progress. So before you begin your journey, it’s important to set some solid goals. Be realistic, but don’t be afraid to aim high.

Your objectives should align with and support the goals of your marketing plan. If you can’t measure it, you can’t improve it. So make sure to set SMART (Specific, Measurable, Achievable, Realistic, and Timely) goals.

For example, if you want to increase web traffic to your site, your website’s homepage may be the best place to start. To do this, you could set a goal of getting 100 new monthly visits within three months. You can then measure your progress by analyzing the number of people who visit your site every day. The more daily visits you get, the closer you are to your goal.

Metrics For Measuring Your Campaign’s Success

After you’ve set your objectives, you need to determine the metrics you’ll use to measure their progress. The better your metrics, the better your chances of determining the success of your campaign. Luckily, Google Analytics offers a host of metrics that you can use to measure the success of your online media marketing campaign. However, you shouldn’t consider these numbers as absolute truths; they are simply statistical indicators of how your campaign is performing.

The more you know about these numbers and how they can be deceiving, the better. For example, the more visitors you have, the less recognizable each one of them is. To put it simply, if you’ve got a ton of visitors, you’re bound to have a lot of noise—a lot of stuff cluttering up the data points surrounding each visitor.

The better way to look at these numbers is in comparison to the total amount of visitors you had before you launched your campaign. Doing this will give you a clear picture of how your campaign is performing and if you’re on the right track.

Copywriting, Keyword Research, and Performance Marketing

An important part of any marketing campaign is the written content used in ads, blog posts, and other places throughout your website. This content, which may include text, images, and videos, will form the basis of your online media campaign. It will either promote your products or services or lead users to additional pages on your site where they can learn more about what you have to offer.

Writing quality content for your campaign is important for several reasons. First, you want to ensure that the content is engaging. People are less likely to stay interested in content that’s been written simply to pitch a product. Instead, offer valuable insights or information that your audience will find useful. Second, make sure to include keywords in your content where appropriate. When someone does a search on an everyday word or phrase, your content will show up along with a series of results. The better your keywords, the easier it will be for your content to be found by someone interested in your services or products.


One of the biggest benefits of implementing an online media marketing campaign is reducing the amount of labor involved in executing it. You don’t need to physically send out press releases or place a call to every journalist in the city to get mentioned in an article. You can automate most of these processes with a few online tools.

You can use automation software to connect with bloggers and other content creators that you’ve invited to participate in your campaign. These online tools will listen for mentions of your product or service and then connect you with the person who mentioned it. They may also allow you to perform a quick Google search on the topic and throw up a list of results—enabling you to find the best person or blog post to collaborate with.

Beyond connecting you with potential collaborators, these tools can help you get quality content published without going through tedious editorial processes or copyediting. This is certainly not to say that you won’t need an editor; you will simply need to be a little more careful about the content you submit to avoid any misunderstandings. With automation, the amount of work needed to get the same amount of content out there is significantly less. It also means you can spend more time doing what you do best—running your business.


A lot of the work in online media marketing is simply getting the content out there to ensure that your target audience sees it. Once you’ve established a small following, you can use social media to promote your content and brand. If you want to drive a specific kind of visitor to your site, you can use performance marketing to target specific groups of people. For example, if you want to drive traffic to your weight loss website from people searching for diet tips, you can run ads that target individuals searching for weight loss information. 

When it comes to attracting new customers, you have the choice of using organic or paid advertising. Organic advertising, also known as natural search, is when your ads appear without having to pay for them. When someone clicks on an organic ad, they’re brought to a website or landing page that is relevant to what they were searching for. Performance marketing, email marketing, and social media are all forms of organic advertising. When someone clicks on an organic ad, they’re taken to a landing page where they can learn more about what you have to offer. If someone lands on your landing page and decides to purchase your product or service, you’ve essentially gained a new customer. Organic traffic is free, but it takes time to grow.

Paid advertising, on the other hand, is when you pay to have your ads displayed. When someone clicks on a paid ad, they’re taken to a landing page where they can learn more about what you have to offer. Once they make a purchase or enter their email address to receive newsletters from you, you’ve obtained a new customer.

Regardless of whether you decide to use organic or paid advertising, it’s important to establish a brand that people can trust. When someone chooses your product or service, regardless of whether they came to you directly through an organic or paid ad campaign, they’ll have the benefit of knowing what you stand for and what to expect from your brand. Establishing a brand takes time, but it’s worth it.

When you build a brand for life, it will never be obsolete. When someone decides to purchase a product or service from your company, they’ll have the assurance that whatever they’re getting is going to be relevant to what they were looking for. This provides a clear advantage in making a sale, regardless of whether the person found you through an organic or paid-for ad campaign. Building a brand takes time, but it’s worth it.

If you’d like, you can further brand your content by adding a business logo at the top of each page. Doing this will not only make your content more recognizable, it will also provide a bit more color and personality to the page. Remember: content is king, so make sure you’ve got lots of it!