If your business can sell its products and services online, generating more traffic, leads, and sales, why not take advantage of it? All you need is a comprehensive online marketing strategy. Our complete guide will help you do just that.

Marketing today is more of a science that anyone can master. Regardless of whether you are a newbie in the digital world, an experienced specialist or an entrepreneur, this guide will help you understand what internet marketing is and what tools you should take into service to make the strategy as effective as possible.

The guide is divided into blocks, each of which is dedicated to a particular area of ​​digital marketing. We hope that with its help you will succeed in online sales.

How to Develop a Marketing Plan

A marketing plan includes several important components that will help you achieve your goals.

Situational analysis

In this section, you describe your target market and your company’s position within it, including:

• key market segments, customer needs and the overall marketing environment;
• competitor research;
• product and distribution channel overview;
• SWOT analysis.

Purpose and possible problems

Here you need to outline the main marketing goals that the company would like to achieve over a certain period, as well as possible problems that could affect the achievement of these goals.

Digital strategy

This section outlines specific stages, roles, steps,  specific database by industry and goals. For each internet marketing tool, you need to answer the following questions:

• What will be done?
• When will this be done?
• What do you need for this?
• Who is responsible?
• How much will it cost?

Customer segmentation

One of the most important components  sem: what it is, types, and everything you need to know of a marketing plan is customer segmentation. This point reveals which audience you need to focus on and ensures that the resources invested will bear fruit.

Budget

Here you describe in detail what costs will be required for all of the above actions: payment for services, employee work, budget for advertising campaigns, training, etc.

KPI

The last section records key indicators by which you can track the effectiveness of all marketing activities and adjust your digital strategy if necessary.

How to organize the work of the Internet marketing department

Today, many companies have already come to  marketing list the conclusion that customer acquisition and retention is as important a part of the business as the product itself. Therefore, the work of the marketing department is becoming increasingly important.

Let’s look at some ways to organize work within a department.

The most common structure is a functional organization . Within it, different specialists manage different types of marketing activities and report to the marketing director. For example, an SMM specialist is responsible for all activities in social networks, and an email marketer is responsible for email newsletters. At the same time, they both report to the director.

Companies that operate internationally typically use a geographic organization . This means that you assign marketers to specific markets in different countries or regions, allowing them to better understand customers and operate with minimal travel costs.

If your company has multiple products or brands, try a product management structure . Within this structure, each product is assigned a dedicated marketer who develops and implements a digital strategy.

For companies that sell a single product to multiple types of customers or markets, a market management structure is best . This means that you have multiple marketers who are responsible for marketing activities in different markets or for different customer groups.

How to Improve Website Performance with Search Engine Marketing

Your company website is the foundation of your digital marketing and the basis for all your online activities. It is where customers can find information about you and interact with your business. As more and more people access the internet from their phones, make sure your website is mobile-friendly.

Search engine optimization is a set of actions that help a website reach the top positions in search engine results. There are many SEO methods for these purposes, from compiling a semantic core to correctly filled technical tags , as well as promotion within search engines themselves, such as Google Ads or Yandex.Direct.

Here are some tips to improve your website’s SEO:

Indexing and accessibility

You can have the best website in the world, but if search engines can’t access, crawl, and index it properly, it won’t matter. So focus on eye-catching titles, keywords, links to quality sites, uniqueness and quality of content, and regular updates.

Website speed and performance

Making your website faster and more efficient not only for users but also for search engines is a very important task. For example, Google is known to “reward” slow websites with lower rankings. So make sure you have connected Cloudflare or other CDN services, optimized images, CSS and Javascript, and removed errors in the website code.

Keywords

SEO is constantly evolving, but one thing that remains constant is keyword research. Make a list of current topics related to your product and come up with a few keywords or phrases that people are likely to search for information.

Link building

If you imagine the Internet as a huge metropolis, then links are streets that connect different pages. Therefore, high-quality work on them helps not only generate referral traffic, but also improve the site’s ranking.