How’s Your Online Marketing Campaign Working for You?

Do you have an online marketing campaign? If you do, it should be a subset of your overall marketing campaign. If you don’t, and you have a business website, then you should have an online marketing campaign and it should be a subset of your overall marketing campaign.

Don’t confuse the idea that an online marketing campaign is designed to support your website exclusively, that’s a misnomer.

Your business website is a channel for bringing you business and more likely than not, it is one of a number of channels at your disposal for generating business. It all depends on your business model. A website, however, can be a very cost efficient way of generating business (we’ll reserve that discussion for a future time).

Elements of an Online Marketing Campaign:

1. Have your master marketing plan at hand. It should:
   
   
   • Define your target audience
   • Define the goals of the plan
   • Identify the strategies and programs to achieve the goals including benchmarks and timing, budgets, tracking, measuring and analyzing program performance
     
     
2. Your online marketing campaign should be one of the strategies that support the master marketing plan. You have a virtual arsenal at your disposal for creating an online campaign:
   
   
   1. Newsletters
   2. Blogs
   3. Cross-linking and back-linking strategies
   4. Online advertising strategies
   5. Using social media outlets
      
      

The Lines Get Blurry Between Online Marketing, SEO and Online Advertising:

Actually, your online marketing campaign can be a composite of the tools delineated in points 1-5. Planning an online advertising campaign entails creating proper messaging, assessing the media to be used, budgeting for the campaign and analyzing results.

In 2012 BannerView.com will be teaching, “Online Advertising: How to Advertise on the Web Fundamentals 101: Part 1 and 202 A Planning Workshop.”

The first course, 101, takes you through understanding your online marketing goals, your target audience, the differences in advertising vehicles, strategies in placing ads, measuring the effectiveness of the campaign, and tying all to your overall marketing and advertising strategy. The follow up course, 202, is a hands-on workshop which allows you to create your campaign--from developing your online advertising strategy, to writing your ads, to determining what online channels you’ll use to place the ads, and how to track the campaign. We will also be offering these workshops in concert with our popular SEO and Social Media course.

Although we don’t expect you to instantly become an expert, by the courses’ end, we do expect you to have gained the experience in further developing yourself as a marketing do-it-yourselfer and or to be educated when hiring a professional.

We are very excited about this two-part workshop and combining it with SEO strategies. We know that you will find them readily of value to you and your business. So sign up and take a look at what else we have in store for 2012!