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Put simply, an online marketing strategy is the series of actions and processes, digital and otherwise, designed to ensure your business meets its goals using appropriately chosen online marketing channels.<\/span><\/p>\n This might sound a little daunting at first – but it\u2019s not – honestly.\u00a0<\/span><\/p>\n Your online marketing strategy simply defines what your <\/span>goals<\/span><\/i> are and what <\/span>steps you need to take<\/span><\/i> in order to achieve them. By its very nature an online marketing strategy will likely include multiple individual digital strategies, each with their own set of processes and goals.\u00a0<\/span><\/p>\n Your online marketing strategy will neatly tie all of these elements together.<\/span><\/p>\n When creating an effective online marketing<\/a> strategy, you will need to evaluate and consider various elements of your digital \u201ctoolkit\u201d. These will include:<\/span><\/p>\n With these established you will then need to consider the evaluation, planning and execution of:\u00a0<\/span><\/p>\n <\/p>\n To be truly effective and actionable, and regardless of whether your overall marketing strategy is online, offline or omnichannel, you really need to know who you are talking to.\u00a0<\/span><\/p>\n The danger here comes in making assumptions or skating too lightly over the surface. Doing so can render all your subsequent effort as meaningless \u2013 and potentially expensively so \u2013 therefore it really is worth taking the time<\/a> to dive into the details, and to create your buyer personas.<\/span><\/p>\n Ideally, these persona(s) should be created from research gleaned from your target audience and could include direct or facilitated interviews and surveys. This process acts not only to give you some hard data on which to build your personas, it also has the halo effect of making you already present – and engaged – in the mind of your audience.<\/span><\/p>\n Who you ask and what information you ask of them will depend very much on your line of business \u2013 things such as whether you are B2B, B2C or a hybrid, and\/or the cost and complexity of your product or services will influence who it is you need to contact.<\/span> As we discuss in our article <\/span>Creative segmentation \u2013 going beyond the basics<\/a>,<\/span><\/i> creatively combining elements from the <\/span>four pillars of segmentation<\/span><\/i> will help you fine-tune and tweak what information you want to gather from your audience in order to create an effective persona or personas.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n<\/strong><\/h3>\n
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What are the elements of an Online Marketing Strategy?<\/strong><\/h3>\n
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1: The \u201cWho\u201d<\/strong><\/h3>\n
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