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Marketing Strategy

Online Marketing: What It Is And Why You Need It

January 26, 2021

It is now essential for businesses to use the internet to enhance their presence and brand awareness; regardless of how niche or localised, they are. 

However, with the digital world full of brands, it is essential to find a way to stand out. 

This is where Online Marketing comes in. 

Online Marketing uses bespoke tactics to elevate a business’ online presence, making it easier for your audience to find you as well as widening your reach to attract more potential customers too. 

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What Is Online Marketing? 

Put simply; online Marketing is using digital platforms, channels and technologies to reach and attract potential clients. 

Now, online marketing can be both online and offline activities; all it really refers to is electronic devices. 

However, with 3.5 billion smartphone and internet users across the world; most businesses prioritise online marketing as the most effective option for their business. 

Online Marketing covers a whole host of channels and activities; in the next section, we’ll cover some of these options in a little more detail. 

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Online Marketing Channels

So, while online Marketing covers a huge variety of activities, we can broadly break it down into these six areas;


SEO, short for Search Engine Optimisation, uses a variety of techniques to improve your organic search rankings. 

Businesses dream of reaching the first page of a search engine results, and there’s a good reason to have this goal.

Did you know that over 25% of people will click on the first result of a Google search? 

Furthermore, the 9th and 10th results get less than a 2.8% click-through rate. This means the number of users going to the second or third page of the results is staggeringly low. 

It is now no longer enough to simply have a goal of being on the first page of the search results. 

For maximum click-through, you need to be as high as possible on the list. 

For this to happen, it requires some optimisation techniques that search engine algorithms love. 

This includes link-building and keyword targeting, as well as site auditing and improvements.

Content Marketing

Almost half of all online buyers out there will want to read around three to five pieces of content from your brand before making a purchasing decision. 

This is where content marketing becomes essential as part of your lead funnel. 

Content may be in the form of videos, blogs, podcasts, images, articles, web copy, and so much more. 

Content marketing can have multiple aims too. 

For example, it may be used to attract new customers, increase brand engagement with existing customers or perhaps support SEO and PR functions. 

Pay Per Click (PPC)

This technique is an online advert (such as Google Ads) where you pay a fee every time a customer clicks on the advert link. 

While some businesses are against PPC, around 50% of PPC traffic converts better than online traffic so that it can provide a significant return on investment. 

You can use Pay Per Click in a variety of formats. 

The most common way is to make your ad part of the sponsored link in search engine results. 

Another option is for your PPC ads to appear on web pages. 

PPC can be incredibly useful but does need to be managed correctly, especially when it comes to overseeing bidding and budgets for the best results.  

Social Media Marketing

Sometimes shortened to SMM, social media marketing focuses on both organic and paid elements of social media. 

Using platforms such as Instagram, LinkedIn, Facebook, Twitter and TikTok, brands have many options to use social media to attract their target market. 

As well as organic posts which you can harness to promote products and encourage engagement, it is possible to pay for social media adverts and sponsored posts to help raise brand awareness. 

When you consider the average user spends over three hours on social networks every day, this can be a fantastic way to reach new audiences. 

Email Marketing

This form of online marketing is perfect for your captured leads. It is a way to send your powerful content to your email subscriber list. 

Through email marketing, you can help to increase web traffic, drive sales, leads and sign-ups. 

Through engaging and valuable email content, you can retain your existing audience while also helping to encourage new referrals and recommendations too. 

With tailored and personalised email campaigns, you can make a real difference to your business. 

In fact, the average ROI for email marketing is $42 for every $1 spent

Furthermore, with a personalised subject line, you can increase your open rates by as much as 50%.

Affiliate Marketing

Another marketing approach to consider in your online marketing strategy is affiliate marketing. 

Using an affiliate network, with other businesses and promoters, you can widen your reach and create a win-win situation. 

This is known as revenue sharing. 

For example, if you use affiliate marketing to promote other people’s products, you can earn a commission. 

Similarly, you may choose to work with people in your industry, or promoters to advertise your products, with this, they will make a commission for any sales you complete. 

If you have a strong business network, this can be a powerful online marketing tool to have at your disposal. 

If you want to discover more online Marketing channels, this infographic by Unbounce can be a useful starting point. 

So, now you know about the different online marketing channels, how can you apply this for your business? 

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How To Create A Online Marketing Strategy

As online Marketing covers so many channels, it can be confusing for businesses. 

If you are running your business, you may worry that you don’t have the time and money to invest in so many channels. 

With this, it means tailoring your approach to make it work for you, and you can do this with an online marketing strategy. 

What Is an Online Marketing Strategy?

An online marketing strategy is a goal-driven approach to tailor your online marketing in the most effective way for you. 

For example, if you are offering high-level business coaching, then LinkedIn may be a key part of your strategy, but you may not find your target audience on Snapchat or TikTok, so these may be elements to leave out of your plan. 

Within your strategy, it is wise to consider your budget, objectives and how you want to measure your success. 

Unless you can expend a lot of time, energy and investment into your online Marketing; it is wise to break it down into smaller and more sustainable goals. 

Feeling lost? 

Online Marketing can be overwhelming, especially when you’re running your business as well. 

This is where an online marketing consultant can be so beneficial to help you see the wood from the trees. 

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What Does A Online Marketer Do? 

A digital marketer can help to advise, create and implement your online marketing strategy. 

Using their knowledge, experience and analytics; they will identify the areas of improvement required for your online Marketing, based on the results you want to achieve. 

A digital marketer can help to develop effective marketing strategies, design and run ad campaigns and track your KPIs to ensure the strategies are working effectively or whether they need tweaking. 

Furthermore, they can analyse your past campaigns to determine what worked well and what needs developing. 

For busy businesses and solopreneurs, enlisting the support of an online marketing expert can be an excellent way to drive growth, while giving you more time to run your business. 

Digital marketers can work in a variety of ways, so it is easy to find a solution that works for you and your budget. 

How Much Do Digital Marketers Charge?

There is no fixed cost for online Marketing or hiring an online Marketing consultant. 

However, there are flexible ways to enlist the help of a digital marketer. 

From monthly retainers to one-off campaigns, workshops, and from-scratch starter sessions; digital marketers aka online marketers offer several options to suit your business. 

Remember, you can also apply for a FREE marketing discovery session, where you have an opportunity to ask any marketing questions that you may have and to discuss your unique requirements too.  

Allocating Your Marketing Budget

It is important to think carefully about your online marketing budget and the ROI that online Marketing can deliver. 

Typically, businesses allocate around 12% of their revenue for marketing. 

However, this figure can vary considerably depending on how established the business is and how aggressively they want to market. 

For example, it’s common to see newer companies spending around 20% of their revenue on marketing. 

While the decision of the budget is yours, digital marketers can really help with budget decisions to make sure your money is going towards the most effective channels that can help you to reach your goals and drive a significant ROI. 

Is Online Marketing Worth It?

There’s no denying that online marketing can be confusing as it covers so many channels, activities and systems. 

However, the beauty of online marketing is the data you can accumulate and analyse. 

With campaign managers, Google Analytics and a whole host of different analysis software, it is easy to see where your marketing budget is going and whether it’s worth it. 

When you set the right, measurable objectives, and with the right tools in place, you know exactly what strategies are working for you and where to invest your money.  

However, if you’re asking if online Marketing is worth it before you even begin, then yes, it is! 

  • Online Marketing is typically seen as the most affordable marketing method; for example, in PPC, your advert is out there for people to see, but you only pay when someone clicks through. 
  • You’re able to reach a huge audience. Consider driving past a billboard – is the passenger in the car looking up at the billboard or looking at their phone?
  • It is flexible – you can invest in the strategies that work well for your industry and save money on the areas that aren’t right for you. 
  • It’s so easy to track and measure. Unlike many other marketing methods, you get almost instant feedback on your campaign. 
  • It increases brand awareness, authority and brand engagement in a place that’s easy to find for your audience. 
  • Online Marketing is significantly changing consumer behaviour. Without recognising and reacting to this change, your business may be losing out to your competitors. 

Do You Need A New Online Marketing Strategy?

Whether you’re starting from scratch or losing focus with your marketing plan, you can get back on track. 

Let’s discuss where you are right now and how to accelerate your digital growth fast. 

Apply for a free consultation call.  

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Kase Dean works with consultants, coaches and a select group of small business owners who need help selling more of their services and making more revenue using automated marketing and sales systems.

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