How to Do Online Marketing for Your Business – Step-by-Step

In my experience, there is no one-size-fits-all approach to marketing, and I think that is because no two businesses are the same.

Even if you’re running a small business, you can still do online marketing to some degree. After all, you can’t beat the speed and convenience of the internet.

With the right mindset and actionable strategy, you can use online marketing to grow your business.

Why Online Marketing?

I think it’s important to ask yourself why you want to do online marketing, because you can certainly do the work online without being “digital” or having a web site.

For instance, if you are running a very small business with no online presence at all, you can still put out pamphlets and do some cold calling to generate leads. But you are vastly increasing your odds of making a sale if you do so online.

Even if you’re just getting started, I would still recommend that you consider using online marketing to grow your business. Why? Most people have a digital footprint online (whether they realize it or not), and there are automated tools that can help you find and connect with that audience. Even if you don’t have time to manually craft a marketing plan and carry it out, online marketing takes virtually no time at all and can easily be scaled up or down as needed.

Marketing Plan

If you decide to go the digital route, you will need to put together a marketing plan, which I would recommend doing over the course of a week. The plan should include the following:

  • A clear objective for the marketing activity
  • An explanation of how you intend to measure the success of the activity
  • A description of the target audience
  • Products/Services for which you intend to market
  • Keywords or phrases to target your plans with
  • The online channels (e.g.Facebook, Twitter, LinkedIn)
  • The budget for the activity
  • An assessment of the risks and reward of the plan
  • A short summary of past marketing experiments (if any)

Step 1: Set the Budget

The first step in setting up a marketing campaign is to decide how much you are willing to spend. This is known as budgeting for marketing. You have a few options here. You can allocate a certain amount of money each month to your marketing activities, or you can allocate a specific dollar amount for the entire campaign. The former is preferable, as you can spread the cost of the campaign over several months and have a clear idea of how much you are spending without having to wait until the end of the campaign to find out how much was actually used.

You should also consider how much you are willing to spend in paid ads, as these can be quite expensive. In the long term, adwords will cost you a healthy salary. You can use the following link to get an idea of how much paid advertising you will need:

Step 2: Determining the Type of Content

The next step is to determine the type of content you will use to market your business. More than one video format can be used for web content marketing, but I would recommend using either a Vlog (video blog) or an Infographic (information graphic). Let’s explore why.

A Vlog is a series of videos that usually cover a topic of interest to the visitor. The videos are normally between 15 seconds and one minute. They can be short podcasts that you upload to YouTube or longer form videos that you publish on your own blog. Vlogs can be used to explain a product or service, how to use a product or service, or opinions on a topic of interest to your target audience. They can also be used to create content for social media out of a series of reactions to a topic of interest. For example, if you are passionate about animals, you can create a blog post about animal rights and use a video to explain your side of the issue. In this case, you would use content such as blog posts, Vlogs, and infographics to create a cohesive digital marketing strategy.

An infographic is a type of visual content that is easily shareable and linkable. The information in an infographic can be presented in a comprehensive and clear manner, making it a popular choice among marketers. The information can be presented in an attractive format such that it is easy to consume and understand. An infographic can be chosen to explain a complex idea in a simple and intuitive manner. It can be used to explain the principal benefits of a product or service, how to use a product or service, or opinions on a topic of interest to your target audience.

If you decide to create infographics for your business, it’s essential to ensure that the information is accurate, verified, and up to date. You can use a tool like PricewaterhouseCoopers’ ‘The Pulse’ to get a sense of how infographics compare to other forms of digital content and how they are performing.

Once you have set the budget and determined the type of content you will use for your marketing strategy, the next step is to consider the channels through which you intend to disseminate the information.

Step 3: Select the Channels

The channels you select for your marketing strategy will determine the platforms from which your products and services can be consumed. You have multiple options here, but I would recommend selecting YouTube, Instagram, and Twitter. Why these channels?

First, YouTube is one of the most watched platforms globally, reaching over 500 million users. Because of YouTube’s global reach, you can be sure that your content will be viewed by a portion of your target audience. In fact, research shows that people who watch youtubers are 80% more likely to buy a product or service than those who don’t watch YouTube.

Instagram is a global media platform owned by Facebook. Like YouTube, Instagram users are open to suggestive ads, and these ads can be highly targeted, meaning that they will likely appeal to your target audience. Twitter is an open platform that is ubiquitous and accessible to a global audience. Like Instagram, Twitter users are open to advertisers pushing their products and services, meaning that your target audience is very likely to encounter your marketing content.