DIGITAL MARKETING
STEP-BY-STEP
eWay-Book
,Content
INTRODUCTION ................................................................................................................... 1
STEP 1: CREATE A MARKETING STRATEGY ....................................................................... 2
Marketing goals ..................................................................................................... 2
Communication goals ............................................................................................. 3
Target group and segmentation ......................................................................... 3
Marketing tools .................................................................................................... 4
Marketing strategy ............................................................................................. 4
STEP 2: MAKE YOUR MARKETING COMMUNICATION MORE EFFECTIVE WITH THE SEE
THINK DO CARE FRAMEWORK ..................................................................................... 6
See ............................................................................................................................ 6
Think ........................................................................................................................ 7
Do ............................................................................................................................ 8
Care ......................................................................................................................... 8
STEP 3: CREATE A WEBSITE .......................................................................................... 9
Systematic procedure ............................................................................................. 9
The advantage of CMSs? It works even without development ...................... 15
Selecting a suitable CMS .................................................................................. 15
STEP 4: GET YOUR WEBSITE TO THE TOP POSITIONS OF SEARCH ENGINES WITH SEO ....... 17
Technical SEO ........................................................................................................ 18
On-page factors ...................................................................................................... 21
Off-page factors ..................................................................................................... 23
STEP 5: REACH NEW CUSTOMERS WITH PPC ADVERTISING ........................................ 24
PPC platforms ...................................................................................................... 25
Search networks ................................................................................................... 26
Display networks .................................................................................................. 29
Remarketing ......................................................................................................... 29
Shopping campaigns ........................................................................................... 30
, Is it worth investing in PPC campaign management? ............................................ 30
STEP 6: BUILD A FAN BASE ON SOCIAL MEDIA ................................................................ 31
Facebook ............................................................................................................... 31
Instagram ............................................................................................................... 32
YouTube ................................................................................................................. 33
LinkedIn ................................................................................................................. 34
Which social networks are to be used in marketing campaigns? ..................... 34
STEP 7: COLLECT EMAIL ADDRESSES AND REACH NEW AND EXISTING CUSTOMERS ........ 35
Build a broad base of subscribers ................................................................. 36
Increase deliverability of your e-mails ................................................................. 36
How to make functioning e-mail content? ............................................................ 37
Obligatory unsubscribe link ................................................................................ 38
Statistics ............................................................................................................... 38
Manage your e-mail campaigns effectively with eWay-CRM .......................... 38
CONCLUSION ...................................................................................................................... 38
, 1
INTRODUCTION
The eWay-CRM® mission has always been to make work easier for other companies.
To organize customer relationships, manage inquiries, orders and marketing campaigns.
That is why we have created the eWay-Blog. There for 4 years we have been focusing
on topics that can inspire your business. The topics also focus on marketing. As we have
gathered many contributions on this topic we decided to create a comprehensive guide that
can systematically help small and medium-sized businesses understand online marketing.
Online marketing is a main form of promotion and for many companies it is often
the only one. Undoubtedly, one of the main advantages is that the results can be measured
which, for example, is very limited for outdoor banners or radio advertising.
The relocation of sales and other activities to the online world is a growing trend
for many other reasons. Users are increasingly searching for information online, they do
shopping online. It turned out during the lockdown that this form of business may be the
only possible solution in similar situations.
If you decide to focus on online marketing and you don't have much experience
yet, you will probably appreciate any kind of a good advice. There are many possibilities of
online promotion. From your own websites and social networks to more sophisticated SEO
and PPC advertising.
Not all of them are necessarily suitable for the type of your business or for your
company. So that you don't go in the wrong direction and waste time and money, read first
what are the possibilities of online marketing, what are the possible strategies and how it
can help you.
It doesn't matter if you are a brand new or an old company. If you become interested
in online marketing, it should be based on your business strategy. The article How to Eat
an Elephant, which deals with the definition and revision of corporate strategy, can help
you with it. Once you are clear on these basic questions, you can jump straight into online
marketing. Step by step.
Tip: You can also listen to the article How to Eat an Elephant in our podcast.
STEP-BY-STEP
eWay-Book
,Content
INTRODUCTION ................................................................................................................... 1
STEP 1: CREATE A MARKETING STRATEGY ....................................................................... 2
Marketing goals ..................................................................................................... 2
Communication goals ............................................................................................. 3
Target group and segmentation ......................................................................... 3
Marketing tools .................................................................................................... 4
Marketing strategy ............................................................................................. 4
STEP 2: MAKE YOUR MARKETING COMMUNICATION MORE EFFECTIVE WITH THE SEE
THINK DO CARE FRAMEWORK ..................................................................................... 6
See ............................................................................................................................ 6
Think ........................................................................................................................ 7
Do ............................................................................................................................ 8
Care ......................................................................................................................... 8
STEP 3: CREATE A WEBSITE .......................................................................................... 9
Systematic procedure ............................................................................................. 9
The advantage of CMSs? It works even without development ...................... 15
Selecting a suitable CMS .................................................................................. 15
STEP 4: GET YOUR WEBSITE TO THE TOP POSITIONS OF SEARCH ENGINES WITH SEO ....... 17
Technical SEO ........................................................................................................ 18
On-page factors ...................................................................................................... 21
Off-page factors ..................................................................................................... 23
STEP 5: REACH NEW CUSTOMERS WITH PPC ADVERTISING ........................................ 24
PPC platforms ...................................................................................................... 25
Search networks ................................................................................................... 26
Display networks .................................................................................................. 29
Remarketing ......................................................................................................... 29
Shopping campaigns ........................................................................................... 30
, Is it worth investing in PPC campaign management? ............................................ 30
STEP 6: BUILD A FAN BASE ON SOCIAL MEDIA ................................................................ 31
Facebook ............................................................................................................... 31
Instagram ............................................................................................................... 32
YouTube ................................................................................................................. 33
LinkedIn ................................................................................................................. 34
Which social networks are to be used in marketing campaigns? ..................... 34
STEP 7: COLLECT EMAIL ADDRESSES AND REACH NEW AND EXISTING CUSTOMERS ........ 35
Build a broad base of subscribers ................................................................. 36
Increase deliverability of your e-mails ................................................................. 36
How to make functioning e-mail content? ............................................................ 37
Obligatory unsubscribe link ................................................................................ 38
Statistics ............................................................................................................... 38
Manage your e-mail campaigns effectively with eWay-CRM .......................... 38
CONCLUSION ...................................................................................................................... 38
, 1
INTRODUCTION
The eWay-CRM® mission has always been to make work easier for other companies.
To organize customer relationships, manage inquiries, orders and marketing campaigns.
That is why we have created the eWay-Blog. There for 4 years we have been focusing
on topics that can inspire your business. The topics also focus on marketing. As we have
gathered many contributions on this topic we decided to create a comprehensive guide that
can systematically help small and medium-sized businesses understand online marketing.
Online marketing is a main form of promotion and for many companies it is often
the only one. Undoubtedly, one of the main advantages is that the results can be measured
which, for example, is very limited for outdoor banners or radio advertising.
The relocation of sales and other activities to the online world is a growing trend
for many other reasons. Users are increasingly searching for information online, they do
shopping online. It turned out during the lockdown that this form of business may be the
only possible solution in similar situations.
If you decide to focus on online marketing and you don't have much experience
yet, you will probably appreciate any kind of a good advice. There are many possibilities of
online promotion. From your own websites and social networks to more sophisticated SEO
and PPC advertising.
Not all of them are necessarily suitable for the type of your business or for your
company. So that you don't go in the wrong direction and waste time and money, read first
what are the possibilities of online marketing, what are the possible strategies and how it
can help you.
It doesn't matter if you are a brand new or an old company. If you become interested
in online marketing, it should be based on your business strategy. The article How to Eat
an Elephant, which deals with the definition and revision of corporate strategy, can help
you with it. Once you are clear on these basic questions, you can jump straight into online
marketing. Step by step.
Tip: You can also listen to the article How to Eat an Elephant in our podcast.
