• Kay Auster

An Online Marketing strategy in 5 steps

Have you tried your hand at campaigns and shown your face on social networks, but the desired success has not yet been achieved? Then it is time for a reality check of your online marketing strategy, which is based on the goals, potential customers and budget of your company, determines the appropriate measures and analyzes and optimizes your results.

That's why you need a strategy for your online marketing

Many companies have a great business idea, convincing products or services. But very few of them market all of this strategically and exploit their sales potential to the full. Instead of a targeted approach and a critical analysis of the results, gut feeling often dominates.

It is essential for companies of all sizes to pursue a business plan, plan resources and keep an eye on the budget for achieving the respective corporate goals. Part of a business plan should therefore also be a marketing strategy, including an online marketing strategy that puts your brand in the best light and sets it apart from the competition. I will now show you how such a timetable can be created in just a few steps.

In 5 steps to more visibility for your company

With these 5 easy steps you can give your online marketing a framework in which you can control and optimize your activities at any time. This is how sustainable success is possible.

1. Get to know your target audience

Whether online or offline marketing, before you specify your marketing strategy, ask yourself the question: do you really know your target group? This doesn't mean whether you have any idea who might buy your product or use your services. Rather, it is about the target person, the so-called buyer persona, who exactly fits your company - your ideal customer.

What are buyer personas?

A buyer persona is a semi-fictional person who represents your ideal customer. You can better target your marketing strategy based on their needs, challenges, and actions. Do you know their needs, their problems, their user behavior? The more accurate your picture of your potential customers, the greater the chance that you will make them aware of your company in the midst of the digital flood of information and advertising messages. So your first step on the way to an online marketing strategy should be creating your buyer persona (s). In this way you can align your campaigns more target group-oriented, make communication with your prospects more personal and strengthen trust in your brand.

2. Define your goals correctly

If you have once again dealt intensively with the profile of your desired customers, it will be easier for you to formulate specific marketing goals. These should, of course, be in line with primary company goals. What do you want to achieve in the long term and what actions must be taken to achieve this?

Use the SMART formula to help you specify your goals:

Specific - goals should be formulated specifically.

Measurable - Goals should be measurable in order to analyze performance.

Achievable - goals should be chosen attractively in order to achieve them.

Realistic - goals should be realistic.

Timed - goals should be tied to any kind of timeline.

At the top of the wish list for entrepreneurs is usually to win new customers and thus make more sales. Suppose you want to increase your website sales by 20 percent. Then it would be a sensible goal to generate 50 percent more leads within a year. Achieving such a goal requires the right measures.

3. Determine your marketing measures

Based on your goals and target persons, in the next step you can determine the instruments and individual measures that could help you to be successful.

The most important tools in online marketing include:

  • Website with company blog

  • Email Marketing (Newsletter)

  • Social Media Marketing (Viral Marketing)

  • Search engine optimization (SEO)

  • Search engine marketing (SEM)

  • Possibly affiliate marketing

These marketing tools have one thing in common: They can increase the reach of your company and thus direct more traffic to your website. Which priorities you set for your measures - and which you should set in order to proceed strategically - in turn depends on your specific goals and the user behavior of your potential customers. On the other hand, individual measures work best when they are linked together, for example building a blog and search engine optimization to increase organic traffic. A company's website should be the basis for all online marketing activities. It not only shows your products or your range of services, but is also your sender on other communication channels.

4. Develop and plan content: Owned, earned and paid media

The decisive factor for your media planning and the prioritization of your marketing measures is ultimately also the time factor. Do you want to see results as quickly as possible and do you have the necessary budget or are you ready to invest in your sustainable success? A good example of this is the different means that are available to performance marketing and content marketing. While the former can be used for short-term goals, the latter requires a longer breath.

What does that mean for your strategy development?

Use these three groups as a guide for your online marketing activities:

  • Owned media - communication channels used by your company: website, blog, social media channels such as Facebook, Instagram, YouTube, etc.

  • Paid Media - All types of paid advertising, including native advertising, banner ads, advertorials, social media advertising, and search engine advertising such as Google Ads

  • Earned Media - "Word-of-Mouth-Marketing", mostly advertising content created through recommendations (viral effect)

5. Controlling: Analyze and optimize campaigns

One advantage of online marketing is that you can check all campaigns for their performance. Use this advantage! A well-engineered strategy for your online marketing is all the more efficient if you analyze and optimize the effect of your measures. Various key figures (also called performance indicators) are available to you for this. These so-called KPIs (Key Performance Indicators) give you information about whether your content has reached and convinced your target group or is in need of improvement.

What are KPIs?

A KPI (Key Performance Indicator) is a key figure that can be used to evaluate the performance of a measure. Which key performance indicators are ideally used for a marketing strategy depends on the respective corporate goals and measures. You can easily create reports with digital analysis tools. Based on extensive statistics, they show you evaluated data on your website visitors, campaigns, social media activities, etc. So you can see whether you are on the right track with your online marketing strategy.


As diverse as companies are, online marketing strategies can be just as diverse. So there cannot be a success plan for everyone based on the motto "One size fits all". A common thread that weighs the most important instruments and measures of digital marketing against each other with regard to your goals, links them and holds them together, however. As long as there are concrete milestones for the growth of your company, you keep your customers in mind and deal constructively with the key figures of your performance, a solid foundation for your online marketing has been laid.

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© 2020 by Kay Auster (austermedia®)