When we talk about online marketing, we're essentially talking about promoting your business online using a variety of channels. And these channels include search, social, video, email, and display. You see, today's customer lives across these channels and online marketing is about finding ways to be present and stay present at the right moments to capture the customers.
It, let's talk about the three types of media you'll be using in online marketing: paid, owned, and earned. Your paid media will make up everything that you, well, pay for. This will include channels like
Google AdWords,
Facebook paid ads, and
display marketing.Your owned media will encompass channels like your website, your list of customers that you use to send out emails, and a blog with an active readership. Earned media is the world of organic press. Your social media accounts, mentions on other blogs, and articles written about you make up the channels within earned media. Now, all of these channels overlap just as a user will overlap as they interact with each.
Online marketing is so broad, it's easier to look at your overall strategy as three distinct strategies that all share a common goal. These strategies cover your business, your customer and your marketing.
1. Business Strategy
2. Customer Strategy
3. Marketing Strategy
1.
Building A Business Strategy:-
The first of our three strategies is the business strategy. Here, we wanna identify the mission statement, objectives, value proposition and the elevator pitch. These four elements help to focus our attention and they'll make it easier as we look at our customer and marketing strategies.
2.
Building A Customer Strategy:-
At this point, we've got a good understanding of our business, but now we need to understand who our customer is and where we'll find them. With our customer strategy, we're trying to do three things. The first is to reach the correct audience. It would be a waste of time and advertising spend to pursue the wrong audience. The right audience will have the best return on investment. The second is to understand that audience. Really know what it is that motivates them as it relates to our objectives. And finally, we wanna understand where we'll find that audience, or more specifically, what marketing channel we can leverage to connect with them.
3.
Building A Marketing Strategy:-
Now that we understand our business and our customer, it's time to identify how we're going to go about our online marketing. So, you may have noticed a pattern in our previous examples. Each strategy builds on the strategy that proceeds it and, each time, we get even more specific. Our marketing strategy will actually be many individual plans, each tailored to one goal for an audience segment we specify.
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Mr. Ravindra Saxena
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