WSU Online Marketing 368: The Ultimate Guide for Getting Started

Wondering where to start your web marketing journey? Looking for ways to get inspired to launch a successful online marketing campaign? You’ve come to the right place. In this blog post, we will cover everything you need to know about online marketing, including the basics, tools, platforms and even some advanced tactics. Whether you’re a beginner or an intermediate marketer, there’s something here for everyone. So, let’s get started.

Why Marketing Online

If you’re reading this, it’s probably because you’re interested in exploring the lucrative world of online marketing. It’s an ever-evolving strategy that can take advantage of digital marketing tactics and platforms.

The rise of the digital consumer has led to a 24/7 online market where people are constantly in search of products and services. That’s great news for businesses that want to optimize their marketing efforts and gain more traction.

The Basics Of Online Marketing

To properly execute an online marketing campaign, you’ll need to understand the fundamentals, such as:

  • marketing objectives
  • target audience
  • content creation
  • paid advertising (like Facebook Ads)
  • and more

It’s also important to have a clear idea of what you’ll need to get started. Without a clear idea of what you’ll need, it’ll be hard to know where to begin. For example, you won’t be able to choose the right tool for the job until you’ve defined the task at hand. Here’s a quick list of what you’ll need to get started.

Marketing Objective

Setting a marketing objective is essential in every facet of your marketing plan. It determines what you’re trying to achieve and the metrics you’ll use to measure your success. There are various approaches to setting a marketing objective. For example, you may want to choose one of the following:

  • gain more customers
  • increase traffic
  • improve engagement
  • reduce churn
  • and more

Once you’ve decided on the goal, it’s time to choose the right metrics. The metrics you choose will depend on your marketing objective. For example, if your marketing objective is to gain more customers, then you’ll want to choose metrics such as:

  • new inquiries
  • referrals
  • sales
  • and more

It’s also important to choose the right time to set your marketing objective. The best time to set a marketing objective is at the beginning of your digital marketing campaign. This gives you the opportunity to choose the right tool for the job and to plan out how you’ll measure your success. You should not set your objective too early in your campaign, as it may be difficult to track results for several months or years from now. Setting the objective too late in the game may also not be the best idea, as you’ll already be using certain tools and platforms that require specific dates for access.

Target Audience

Your target audience is the audience you’ll entice with your marketing content. You’ll want to choose an audience that’s most likely to be receptive to your offers, discounts and campaigns. You can also use demographic, psychographic and mobility data to target specific groups of people.

Your target audience should be:

  • experienced
  • decidedly positive
  • research-driven
  • value-driven
  • sales-driven
  • and more

Keep in mind that you can’t choose an audience that’s too broad, as this will dilute your targeting. Ensure that this group of people is large enough to be relevant to your product or service.

Content Creation

The content you create for your marketing campaign will depend on your chosen media channels, but it will always include an introduction, product description, price comparison and a conclusion. You can use the following template to get started:

The introduction should set the scene and introduce the reader to your product or service.

The product description is where you’ll give the reader more information about the product. You should include any relevant details about what the product is, how it works, its benefits, downsides and so on. Make sure to include a call-to-action (CTA) in the form of a button, link or text that encourages the reader to do something. This could be as simple as subscribing to your email list, downloading a free tool or visiting your website.

The price comparison should highlight the advantages of your product or service compared to your competitors. Inclusion of this segment is often a good idea, as it gives the reader something new to consider.

The conclusion should wrap up the content and offer the reader a way to contact you. Whether you choose to engage with the reader through an unsubscribe link or a social media platform, including a conclusion can help you plan out the best way to follow up with the reader. This way, you can ensure you don’t lose a customer by accidentally crashing their coffee machine or canceling their subscription to your quarterly magazine. It’s also a good idea to have a look at the last thing the reader saw before they landed on your page. This will help you determine what to write next. You can use this final ‘scratch card’ to your advantage by choosing a related product that you think the reader will find valuable in their next step.

As you can see, creating content for a digital marketing campaign is a lot simpler than creating content for a traditional marketing campaign. You don’t need to worry about print runs, distribution channels or whether or not your product will sell well in-store. What you need to focus on is creating relevant, valuable content for the web.


You don’t need fancy tools to conduct a successful marketing campaign online. You’ll mostly need:

  • a computer
  • internet access
  • a phone
  • a tool to create content (like WordPress or Houwzer)
  • and more

You’ll also need a tool to help you target your audience. Depending on your budget, you can invest in a variety of tools, from free tools to ones that cost a lot of money. We recommend you choose tools that are tailored for digital marketing.

Media Channels

When it comes to marketing online, you have two options:

  • traditional vs. digital
  • paid vs. organic

The first one is pretty self-explanatory. You’ll probably want to use various print and online channels to get the word out about your product or service. Whether you choose to use traditional channels, such as magazines, newspapers and books or social media platforms, such as Facebook and Twitter, you’ll want to determine which ones work best for your intended audience. When selecting traditional media channels, it’s important to keep in mind that readership and engagement are two very different things. While it’s great to have a large audience, that audience doesn’t necessarily mean your content is engaging.

On the contrary, social media platforms are all about engagement. This means that you, the marketer, have to engage with your audience on social media platforms by sharing content that’s valuable and interesting. You’ll also have to use social media platforms to follow and connect with people in your industry so that you can stay informed about the latest trends and so that you can promote your products and services. When using social media platforms, make sure to conduct outreach campaigns and establish yourself as an expert in your chosen field.

Paid And Organic Advertising

Depending on your budget and what’s available, you can choose between paid and organic advertising. The first one is usually reserved for large campaigns and expensive merchandise, while the latter can be used for more personal or industry-related content. Regardless of which one you choose, make sure to determine the best times to run your ad campaigns. This way, you can ensure you’re reaching your target audience and can measure the results of your marketing efforts.