The Essential Guide to Online Marketing

In today’s ever-changing world, it can be hard to know what works and what doesn’t when marketing online. That’s why we’ve gone ahead and compiled this essential guide, which will arm you with all the knowledge you need to succeed in digital marketing.

The Basics Of Digital Marketing

Whether you’re just getting started or you’re already well into your endeavors, you’ll benefit from knowing the fundamentals of digital marketing. There are six basic tasks you’ll need to master before you can start moving about the internet trying to grow your business (and what they mean). Let’s dive into them.

1. Create a Strategy

When it comes to digital marketing, there are countless tactics you can use to grow your audience and monetize your content. However, if you want to be successful, you should develop a strategy first, which will lay out the goals you’ve set for yourself, the metrics you’ll use to measure your progress, and the resources you’ll need to make it happen.

For example, if you want to increase traffic to your website by 10% within the next 30 days, your strategy should include a set of tasks to help you achieve that (e.g., boosting your social media posts, creating video content, etc.). Developing a strategy will also help you identify the specific metrics you’ll need to track, as well as the goals you’ll need to achieve.

2. Build A Brand

In addition to developing a strategy, you’ll also want to build a brand. A brand is simply the reputation and image that you’ve established for yourself as an organization. When you build a strong brand, you allow the public to perceive your company in a certain way (e.g., through consistent messaging and compelling content).

To start building your brand, use the following four steps:

  • Create a compelling message
  • Distribute that message to the right audience
  • Measure the results of your efforts
  • Go back and do it again

First, identify the underlying reasoning (i.e., the business case) for why someone should choose your product or service over your competitors’. The answer to this question should form the backbone of your entire strategy.

Next, find the key stakeholders for your brand (i.e., the individuals or groups that will help you make the argument for your product). These are the people you’ll need to convince to buy into your vision and help you achieve your goals.

3. Measure Your Progress

After you’ve established a strategy and started to implement it, you’ll need to track your progress and measure the results of your efforts. To do this, use the following three steps:

  • Measure marketing activity (e.g., email marketing, social media, and SEO)
  • Determine the ROI of your marketing activity
  • Track the referrals that lead to this activity

First, determine the amount of marketing activity you’ve measured (e.g., the number of emails you’ve sent, the number of times you’ve promoted your blog on social media, the clicks you’ve received from organic search, etc.).

Next, calculate the return on investment (ROI) for each of your marketing activities. The ROI of an activity is simply the amount you’ve invested in this activity (e.g., the cost of your advertising) divided by the amount you’ve gained from it (e.g., the number of leads, subscribers, or sales you’ve obtained from this activity).

For example, if you’ve purchased ads on Google and obtained 10 new subscribers as a result of that campaign, your ROI will be 10 divided by the cost of the campaign (i.e., $10/€9.32).

4. Identify The Trends

If you want to be successful in online marketing, you’ll need to keep up with the ever-changing world of digital marketing. To do this, you’ll want to keep your eyes open for emerging trends and technologies that can help you improve your performance (e.g., SEO, email marketing, video marketing, display advertising, etc.).

As you can imagine, SEO and content are at the center of any digital marketing strategy. What are SEO and content in the context of online marketing? Well, basically, SEO is the process of getting visitors to your site, while content is the substance you use to engage with your audience (e.g., the text on your site, the videos you make, the articles you write, etc.).

You’ll also want to make sure you utilize the right metrics to track your progress and evaluate your performance. To do this, you’ll need to be familiar with the following three metrics:

  • Unique vistors (e.g., how many unique people visited your site)
  • Returning visitors (e.g., how many people returned after discovering your site the first time around)
  • Average time on the site (e.g., how long people are spending on your site, how often they’re coming back)

If you want to be successful, you need to have a plan and you need to be willing to follow through on it. That’s what separates the successful businesses from those that don’t make it.