How to Build an Online Marketing Campaign for Your Business

You’ve probably heard the phrase, “Content is king.” Well, to be quite honest, I wouldn’t say that content is completely king; rather, I’d say that marketing campaigns are queen or prince. In today’s world, nothing would surprise me any longer in the realm of marketing; especially since I now work for a digital marketing agency that specializes in SEO, content strategy, and web design. However, even decades after the fact, Napoleon Hill’s classic 1936 bestseller, Think and Grow Rich, still has a pretty good word for content.

In the book, Hill talks about how the wealthy and famous often attribute their success to the content they consumed. He even goes as far to say that “[people] of great achievement usually led well-rounded lives and were broad readers, constantly seeking to improve their minds and make themselves more competent.” If Napoleon Hill were to write about marketing today, he’d probably say something similar about content marketers: The field, research shows, is one of the most promising — and, perhaps, the most under-appreciated — in marketing today.

Why Bother With an Online Marketing Campaign?

Even if you’re the most amazing person in the world when it comes to selling your products or services, you’ll still have a tough time marketing your business if you don’t have a website.

What’s more, your competitors are probably already online. In today’s world, your customers will most likely find you any which way, whether you have a website or not. Thanks to the digital nomad lifestyle and the popularity of social media.

So, for those reasons, it’s probably a good idea to start building an online marketing campaign for your business.

What Is An Online Marketing Campaign?

An online marketing campaign is a series of educational or marketing activities designed to grow, build, or engage with a defined audience on the Internet.

Usually, you’ll want to start with a bang: A flashy launch that’ll get people’s attention and make them want more from your campaign. After that, you can slowly introduce new content types and start to engage with your audience through various digital marketing activities.

Some marketers, especially in the B2B space, will describe an online marketing campaign as a “digital marketing initiative.” But, in general, an online marketing campaign is something you do to build a brand and drive sales.

How to Plan an Online Marketing Campaign?

To plan your online marketing campaign, you’ll want to think about a few things:

  • The type of content you’ll use to attract visitors to your website.
  • The various ways you can engage with your audience (i.e., interactivity)
  • The platforms you’ll use to spread the word about your campaign
  • The type of calls to action you’ll use to drive people to purchase your product or service

To begin with, you’ll want to choose a website platform that allows you to easily build your web content. If you’re looking for a free option, I’d suggest WordPress because it’s extremely popular and has a community of passionate writers and bloggers who can assist you with your content strategy.

From there, you can choose a content strategy that works best for you. If you have a specific product or service that you’re trying to promote, you can develop content around product reviews or compare the features of your service to those of your competitors’.

If you’re trying to grow your audience quickly, you might want to consider developing videos to go along with your written content.

Building a following on social media, such as Twitter or Instagram, can also be a great way to attract potential customers to your website. In fact, a study from HubSpot reveals that videos on social media, especially those with an engaging voiceover, can significantly increase the odds of a user clicking through to another website or downloading a mobile application.

The Elements of a Killer Website

Now that you have an idea of what an online marketing campaign is, let’s dive into the details of a killer website. The following is a list of the elements you’ll want to include on your website if you want to make an impression on your audience and grow your revenue:

  • Header: A header, or header tag, is the title or slogan that appears at the top of your website’s web pages.
  • Footer: A footer is the blank space at the bottom of your website’s pages. It often contains a disclaimer, a contact email address, and some additional links.
  • Credibility (Trustworthy): Your website’s credibility is the likelihood that your audience will believe you when you say you’re an expert in your industry. You can increase your credibility by publishing authentic content and linking to reputable sources.
  • Usability (Navigation): The usability of your website is how easily participants can find what they’re looking for and how quickly they can navigate to different areas of the site. When designing your site, you’ll want to keep things simple and visually appealing.
  • Engagement (Interactivity): The engagement or interactive component of your website is how you get visitors to actually do something. With video content, you can gamify your website by integrating your products into fun and exciting games. You can also use interactive tools, like quizzes or surveys, to gather feedback from your audience. By understanding their needs and incorporating that feedback into your product roadmap, you’ll be able to develop engaging content that your audience will love and remember.
  • Customer Service (Purchase Support): If your customers have questions or need help with something, who will they go to for help? You, of course, but, in addition, you can set up an email account specifically for customer service issues. Many businesses that sell online or on social media sets up a special inbox just for these types of communications.

To give you an idea of what a complete website would look like, here are a few examples of well-designed websites.