Step by Step Guide into Online Marketing

Truth is that if you just started your business you do not have the kind of money needed to hire a marketing team and so you will have to smarten up and know how to do things for yourself. It is all about taking things step by step. First of all you need to focus on your customers and then build the framework you will be using.


Your customers, prospects, and partners are the lifeblood of your business. You need to build your marketing strategy around them. Step 1 of marketing is understanding what your customers want, which can be challenging when you’re dealing with such a diverse audience. This chapter will walk you through (1) the process of building personal connections at scale and (2) crafting customer value propositions that funnel back to ROI for your company.



Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks. Learn how to position your marketing strategy into a sustainable, ROI-positive revenue engine for your brand. Gone are the days of shallow branding. Leverage metrics to build a solid revenue stream.

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The next thing you need to do is tell the story of your brand. Brands don’t just pop up, they originate from somewhere so where did yours start? There are three things that must feature in a good brand story namely it is true, it is human and it is original.

It’s true. Make truth the cornerstone of everything you create. Your marketing content should feature real people, real situations, genuine emotions and facts. As much as possible, it should show, not tell. It should explain–in terms people can relate to–how your company adds value to the lives of your customers.

It’s human. Even if your company sells to other companies, focus on how your products or services touch the lives of actual people. By the way, when writing about people, follow this rule: Be specific enough to be believable and universal enough to be relevant. (That’s a gem from my journalism-school days.)

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It’s original. Your story should offer a fresh perspective: What’s interesting about your company? Why is it important?

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Now that you have a story to tell and you know whom to tell it to, the next thing is getting people to come and see or hear the story. You will need to attract people to your site. If you have money then you can advertise. If money is tight then social media should do the trick.

  1. Advertise

This one is so obvious, we’re going to look at it first. Paid search, social media advertising and display advertising are all excellent ways of attracting visitors, building your brand and getting your site in front of people. Adjust your paid strategies to suit your goals – do you just want more traffic, or are you looking to increase conversions, too? Each paid channel has its pros and cons, so think carefully about your objectives before you reach for your credit card.

If you’re hoping that more traffic to your site will also result in more sales, you’ll need to target high commercial intent keywords as part of your paid search strategies. Yes, competition for these search terms can be fierce (and expensive), but the payoffs can be worth it.

  1. Get Social

It’s not enough to produce great content and hope that people find it – you have to be proactive. One of the best ways to increase traffic to your website is to use social media channels to promote your content. Twitter is ideal for short, snappy (and tempting) links, whereas Google+ promotion can help your site show up in personalized search results and seems especially effective in B2B niches. If you’re a B2C product company, you might find great traction with image-heavy social sites like Pinterest and Instagram.

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