How Does Online Marketing Work?

December 26, 2019

Online marketing (or digital marketing) is the Internet-based promotional activities for an organization. Sadly, many engage in marketing activities without understanding what they’re doing. It’s what they have been told they should have. Others simply copy their competitors. They employ whatever method they hope will produce results.

These individuals cannot tell you how many customers they attract, generate, and acquire through their online marketing. They also cannot tell you how much it costs them to acquire their customers.

However, online marketing is a formulaic process. Its activities build and grow based upon the actions taken through the collective web presence of the business. Each method used doesn’t operate in a silo. Neither is it a “build it and leave it” task if you expect results.

Data-Based Decision Making

What would work the best for your business is determined by the data outlined in either your business plan or marketing strategy. Within these documents are key components reflective of your business. It will direct the efforts of multiple tactical, perhaps campaign-based, plans and sets the measurement standards for metrics. For instance, it provides you with the information you need on your targeted customers to avoid the common “spray and splatter” techniques used by those that mistakenly believe “everyone” is their customer.

It is also through your marketing strategy that you identify what pain points, intent, and micro-moments evolve into opportunities for you. Therefore, you have already outlined the path to purchase from which you create you marketing and sales funnels. Additionally, you will know what your strategy is for each marketing phase and where online (channels) you will likely be successful.

Online Marketing Headquarters

Your business website is central to your online marketing efforts. Think of it as your digital headquarters. It is the primary repository for all of your content. Its job is to route traffic where it needs to go like the Dallas Texas highway mix master. Much like the roadways in any American large city, your website should have portions repaired (modified), other sections reconstructed to re-route traffic or widen product selection, and analyzed for traffic patterns.

Always About the Customer

Your other efforts should reference back to your website. Online shoppers, especially in the research stage, will need more than what is in your social media pages. Housing your content on your website will help them complete any research and discovery they need. Additionally it will assist them in cultivating trust in your brand. Consider ways to stimulate relationships even after the sale.

Furthermore, your website is a tool to leverage. Use it to improve interactions between your customers and your employees. Remove any seen and unseen barriers. And don’t forget about those with disabilities.

Better customer experiences are important. Concentrate on developing seamless, friction-less marketing and sales processes.

Share your content from your website through your other online marketing channels, such as social media and email marketing. In some instances, those shared posts contribute to your relevance score in search engine results. It in turn raises your ranking in results.

A successful online marketing strategy is contingent upon being at the right place, at the right time with the right message. If you eliminate one of those important communication channels, then you risk removing a portion of potential customers from your brand. Each method, tool, and channel has their own role to play. Don’t confuse any one as the “be all, end all” in your promotional efforts, such only using social media marketing. You will lose potential revenue if you do.

Deciding on How and What

When done correctly, online marketing is effective for promoting your business. Deciding upon how you should promote yourself, what to use, and when is tricky. However, the majority of your strategic data gives you the insight of what you need to know. Setting up your collaborative marketing efforts is a complex result of your brand story, your customers and their needs, the uniqueness of your products and services, and knowing how to speak your customer’s language.

We know it’s challenging. Let us guide you through the framework you need to get it right. Contact us today.

Cherisa Chapa is a driven business owner, semi-active online marketer, and digital technology enthusiast with over twenty years of information technology, business and marketing experience. When she isn’t geeking out, she enjoys the companionship of her loving family, cuddling with her elderly tabby, and engaging in various pursuits.

*A note regarding (Paid Link*):

I’m an Amazon Associate. If you purchase something based-upon the links to highlighted Amazon books or other resources, I earn from qualified purchases. I thank you in advance for your purchase and hope you have found the resource a valuable contribution to your quest.

Related Posts

Nurturing Leads into Sales

Nurturing Leads into Sales

Converting quality leads into sales is difficult for most. The nurturing process must began when interest is shown in your business, no matter how minimal the interaction might be. Email marketing is one channel from which you provide value to your audience through nurturing activities.

Shopping Patterns Provide Useful Insights

Shopping Patterns Provide Useful Insights

Much can be discovered from the shopping patterns customers use. Manufactured products are classified within four differentiating marketing categories. Another way is to discover how individuals search for the answer to their problem. Typically there are three...

Value Crafts Your Promotional Plan

Value Crafts Your Promotional Plan

How many times have you found yourself staring at a wall of similar products at the local discount store overwhelmed by options? How do you choose the right one? Maybe it is choice of buying a product, such as laundry detergent, you or a family member have bought...