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Online marketing is a strategy that marketers use to promote a brand on the internet. The goal is to connect with new customers and to maintain relationships with existing customers via different digital communication platforms.

A typical online ad campaign might include blog articles, email newsletters, landing pages, lead magnets, city pages and service pages. It should target an appropriate audience and have at least a basic presence on several social media platforms.

The marketing process should include strategic web positioning and Google Analytics metrics to achieve advertising goals.


A solid online marketing plan has six primary components:

  • Content marketing services: Providing useful information to attract, educate and maintain an ongoing relationship with a target audience.

  • Search engine optimization (SEO): Making a website so appealing to search engines that it attracts a high volume of organic traffic.

  • Native advertising: Making ads look like editorials or journalistic reports to inspire trust.

  • Pay-per-click (PPC): Paying a publisher whenever someone clicks on your ad link. Think Google Ads, Facebook Ads and Twitter Ads.

  • Social media marketing: Promoting goods or services using social media management platforms.

  • Email marketing: Engaging with existing customers and builds relationships with new customers.

Lead Magnets

Lead magnets want your email address in exchange for a freebie. These offers might include a video series, whitepaper, e-book, mini-course or free webinar.

Landing Pages

Lead conversion landing pages invite visitors to access a lead magnet and enter an email address to qualify for a free offer, access valuable content or gain access to restricted content.

Search Engine Index Submission

Webmaster tools like Google Search Console and Bing Webmaster can ensure that articles are indexed by search engines for maximum organic visibility.

Monthly Blogs

Company copywriters generate articles according to predetermined and prioritized topics. Content should be optimized using one key phrase and may include a short call to action linked to a landing page.


Quarterly newsletters summarize the three previous blogs and include a call to action linked to your landing page. Clients can include a personalized message if they wish.


Social Media Posts

Three social media posts on Twitter, LinkedIn and Facebook should be scheduled to promote monthly blogs or landing pages. Channel setup and branding, available as an add-on, can dramatically increase article visibility.

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