Online marketing (also known as internet marketing or web marketing) includes all marketing measures that are carried out online to achieve marketing goals, this ranges from brand awareness to the conclusion of an online business (Wikipedia).
Initial situation and actual state.
- Which measures were developed and implemented in the last 12 months?
- Which tools are currently in use that can support and measure the company's activities?
- Which measures have worked well and which have not?
Competition analysis
Analogous to your own online marketing check, this can also be done for the competition. The most important points that need to be clarified are
- Focus of the competition
- Search engine ranking of the competition (for different keywords)
- Scope of functions, accessibility, usability, design, etc. of the competing website
- Customer orientation
- Social-Media-Activities
- Other online marketing activities of competitors
Business and online marketing goals
The business objectives dictate the choice of technology and the necessary online marketing measures. are the basis of a digital strategy for a company:
- the definition of the business objectives (increased turnover, branding, information, reduction of support, etc.)
- the identification and definition of the target groups (what solutions should be offered to the target group?)
Online marketing goals
In our consulting activities as an online marketing agency, we attach great importance to formulating clear goals for online marketing activities.
- Increase of awareness
- Increase of the image (image gain)
- Increase in market share
- Increase of new customers/leads
- Sales growth
- Process optimization
- cost reduction
- Time saving
- Cost efficiency
- Increase of the service quality
- Increase of customer satisfaction
- Risk minimization
- Increase in employee satisfaction
- Increasing the attractiveness of the company for new employees
- Increase of the expert status
- Additional communication channel
People and target groups
- Who are the customers? Which target groups should be reached?
- What does a typical representative of these target groups look like and how can he or she be imagined visually?
- What are the person's goals, wishes and ideas about your company or your product/service?
- Which target groups should be addressed with online marketing?
- What are the needs of the target groups?
- How and with what can we satisfy the needs of the target groups?
- Does the target group have a face, are personas defined?
Online marketing measures.
- Inbound measures:
- Search engine optimization (SEO)
- content marketing
- newsletter marketing
- User activation/retention
- Webinars
- Competitions
- customer relationship management
- supportive social media channels
- Backlinks
- Partner companies
- Outbound measures:
- Television advertising
- Radio advertising
- Direct mail
- Flyer distribution
- Trade fairs
- "Cold" Calls
- Advertisements in magazines/newspapers
- Telemarketing
12-month Plan
Such an agreement should include the following:
- a tabular overview of the various online marketing measures over 1 year
- the clarification of what is going on in the course of the next year on which online marketing channels and which target groups/personas are addressed
- the context of the individual measures (campaigns)
- Responsibilities
Success control and monitoring.
Possible areas for success control and related monitoring tools are
- Google Analytics (general monitoring)
- MailChimp statistics (if newsletter marketing is implemented with the program "MailChimp")
- Social media monitoring (e.g. with Brandwatch)
- SEO monitoring (e.g. with Xovi)
- Customer-specific measured values (e.g. directly in the CMS of the website)
- Hubspot as a total solution
- Drupal Inbound Marketing Suite as a complete solution
- Manual monitoring
Key figures to measure your online marketing measures
KPI stands for Key Performance Indicators. KPIs are known from the world of finance or business administration, among other things.