EMarketing: The Essential Guide to Online Marketing (How Many Chapters?)

The world of marketing is changing. Thanks to the internet and social media, marketers can be much more effective at reaching and engaging their ideal buyer at any given moment.

What is more, the demographics and psychographics of today’s online buyer are extremely diverse, making it more complicated to craft a one-size-fits-all marketing strategy.

Fortunately, we live in an era where experimentation is commonplace and success is more readily available than ever before.

That insight forms the basis of this essential guide to online marketing, which aims to help marketers across industries develop and implement successful digital marketing strategies.

The guide is organized into four parts, each one exploring a different digital marketing facet: marketing analytics, marketing automation, digital marketing tactics, and digital marketing strategy.

The goal of this guide is not to teach you everything there is to know about digital marketing. Instead, you’ll discover the fundamentals, frameworks, and tactics that can be applied across various industries and platforms.

Marketing Analytics

No discussion of digital marketing would be complete without mentioning analytics. In today’s world, every marketer’s finger is on the pulse of the digital marketing analytics space, providing endless data and insights into online consumer behavior.

Because marketing analytics tools and platforms are so valuable, it’s no surprise that a lot of big companies have created entire digital marketing arms, dedicated to serving marketers and their peers in this area. Companies like Google, which owns Analytics, and Facebook, which owns Sparkr and Audience Manager, just to name a few.

The two dominant platforms in marketing analytics today are Google Analytics and Facebook Analytics. Each one serves a different purpose but are both indispensible in helping businesses understand and analyze the performance of their online campaigns and activities.

Marketing Automation

In the world of marketing automation, software and platforms play a vital role, automating various tasks, such as email marketing, social media marketing, and website content creation.

As the name suggests, marketing automation tools can help businesses automate marketing processes, saving marketers both time and effort while also increasing the chances of success.

With automation, marketers can become much more effective at identifying key performance indicators and tracking the various stages of a marketing program, all from one place, providing a 360-degree view of customer activity.

Marketing automation tools can help businesses track the performance of their campaigns, analyze marketing data, and retarget prospects with personalized emails and Facebook ads.

Digital Marketing Tactics

Once you have a good understanding of marketing analytics, you can begin to craft a digital marketing strategy.

The first step is to define key performance indicators (KPIs), essentially, the measurable results you’ll use to determine the effectiveness of your strategy. For example, does your email marketing campaign generate sales? If so, your strategy is working. Does your social media strategy garner a lot of engaged followers? Great – keep up the good work!

It’s also important to set a time frame for these measurable results, whether it’s this month, this year, or over a specified period of time. For example, you might want to set a goal to get 20 new leads by the end of this month.

To get there, you’ll need to put in the work and develop specific strategies to reach out to those leads. Once you have the strategy in place, you can begin to measure its success using the previously defined key performance indicators. Along with defining KPIs, you’ll also need to identify and establish supporting goals for each area of the strategy. For example, do I want to increase my social media followers by 20% this quarter?

To start with, you might want to consider using free tools like Hootsuite to build your presence on social media. With Hootsuite, you can create automated social media posts based on keywords and phrases, track the performance of your campaigns across various platforms, and engage with your target audience via Twitter cards, status updates, and more.

Digital Marketing Strategy

To help you stay organized, the last part of this guide is dedicated to guiding you through the process of creating a strategic plan, laying out the big picture in advance so you can more effectively and efficiently navigate the ever-changing world of digital marketing.

As we’ve established, marketing is constantly changing, evolving, and progressing. What worked in the past might not work today, and vice versa. This is why establishing a digital marketing strategy is so important, to ensure you’re always keeping pace with the latest trends and technologies.

Creating a marketing strategy is a collaborative effort, involving the creation of a marketing plan, that looks at all the aspects of marketing, from strategy to execution. The strategy should include: