A Guide to Building an Online Marketing Strategy for a Website

Many people think Marketing online cho website is just SEO or Google Ads. In practice, though, you can run your marketing strategy in many different ways. It is one of the most important jobs in growing a website, especially a new site that nobody knows yet. In this article, MONA Media will share a roundup of ways to build an online marketing strategy for your website as effectively as possible.

What is website marketing?

Marketing online cho website hay website marketing means the process of marketing a website. Here the website is the thing being marketed to customers, with the aim of attracting visitors, building brand awareness through the site, or guiding visitors to take actions the site owner wants (for example revenue or sign-up rate).

Effective online marketing methods for your website

There are many different forms of website online marketing to choose from. Below are the main ones that are trending now.

SEO Marketing

SEO Marketing is search engine optimization marketing. The work of SEO improves your website's ranking in search engines so users can easily find your site among the first results on Google.

The most important result of SEO is where your website ranks in search engines. It is like displaying products in a store: you want them in the most prominent, visible spot that attracts the most buyers.

2 factors that decide success when running full-scope SEO are:

• SEO Onpage (optimizing what appears on the page to improve search ranking)
• SEO Offpage (optimizing factors outside the website to grow website traffic)

SEO work is done in several ways, such as:

• full-scope SEO: Aims to build credibility, site quality and user experience.
• Keyword SEO: Raises the page's rank in search results.
• SEO Social: Combines social media channels to lift the page's organic ranking.
• Image SEO: Raises the ranking of your website's images in Google Images and other image search engines.
• SEO app: Optimizes how your app appears in mobile search results.
• SEO local: Draws customers to visit your store and increases foot traffic in your business area.

SEO is a form of online marketing for websites that takes deep expertise, technical skill and a sharp sense of the market. It does not deliver results immediately: you need to give it a long time (at least 3 to 6 months) to see the effect. But the results from SEO last, and help a business save far more on cost than other marketing methods.

This is also one of the full-scope marketing services chosen by 99% of MONA's clients when they want to grow their website online.

Google Ads

Google Ads is a paid online marketing solution businesses use to promote their products and services on Google Search, YouTube and other websites across the Google network.

Benefits of Google Ads:

• Your ads show up at the moment customers are searching.
• Ads appear across many of Google's partner platforms.
• Transparent ad cost: you pay only when someone clicks.
• Easy budget control through bidding, with spend tracking.
• Campaign results are easy to measure.
• Supports retargeting ads (remarketing).

With these benefits, Google advertising has become one of the ways businesses drive sales and services and build brand awareness.

Popular types of Google ads today:

• Search ads
• Display ads
• Shopping ads
• Video ads
• App campaigns
• Smart campaigns

Requirements to run Google ads:

• An active Gmail account
• A valid payment card (Visa/Mastercard).

Content Marketing

Content Marketing (content marketing) always plays an important role in online marketing for a website. It focuses on distributing valuable content related to your products or services in order to keep users engaged, drive their behavior and turn them into customers.

According to HubSpot, 45% of B2C marketers believe visual content is the most important content for them. Instead of spelling out your product or service ad, you simply provide useful, meaningful content that helps prospects and customers solve the problems they have.

Popular types of content marketing that marketers use:

• Blogs
• Ebook
• Videos
• Infographic
• Email Marketing
• Social Media
• Podcast
• Template

Ordinary content only introduces products and services, while content marketing goes deeper: it creates value for the reader, attracts them and aims at a specific conversion.

Producing quality content marketing is also how you make the key that opens each customer's heart. But creating valuable content takes skill and experience reading the market. If you do not have the time or the expertise to focus on content marketing, take a look at MONA's content marketing services services.

PPC (Pay-per-click)

The PPC (Pay-per-click), advertisers pay each time someone clicks through to their website or app. It is the most popular and useful paid online advertising campaign for reaching a target audience directly.

Many businesses like PPC because it:

• Optimizes cost, with immediate results.
• Brings high traffic in a short time.
• Boosts the website's ranking in search results.
• Is easy to measure and track.

The most popular PPC advertising platform today is Google Ads. Advertisers bid on keywords for clicks, and Google sends users to their website.

Display Advertising

Display ads means placing banner ads for a product or service on websites, forums and similar sites. When customers visit familiar websites for updates, they see these ads at the same time.

Goals of display advertising:

• Build awareness for the brand, product or service.
• Increase traffic to the sales landing page.
• Raise the purchase conversion rate and improve revenue.

Some popular types of display ads:

• Banner ads
• Video ads
• Interactive ads, and more.

Viral Marketing

Viral Marketing is an online marketing strategy for websites that encourages people to share content and messages with one another quickly.

Content is the key to a viral campaign. It can be a video, an image, a website article, a slogan and so on; the more it touches customers' emotions, the better its chance of spreading. Through that content, a business gets customers interested in the brand, the product and the content you create.

Case Study

Case Study is a great way to turn target prospects into real customers. This tool helps a business build brand credibility and prove that its product or service can solve the user's problem.

An effective case study format should include:

• Showing clearly that your product is the best solution for the customer.
• A promise about product performance, backed by real results nobody can deny.
• Every customer story is different.

≫Read more about: 5 case studies of successful marketing campaigns

Remarketing

In practice, only 1 to 2% of visitors to your website will buy right away. The rest need more time to compare options and build trust in your website (your brand). They have not bought yet, but they are certainly your prospects, and Remarketing is the way to turn these prospects into real customers.

3 roles of remarketing:

• Re-marketing to prospects who have already visited your site.
• Building a closer relationship with past customers.
• Reminding customers about actions they left unfinished, canceled, or added to the cart without paying.

If you run a service business and still struggle to find customers, watch this video. It covers 7 ways of finding customers that MONA has actually used, not theory. Click to watch and pick the direction that suits your business.

A guide to building an effective online marketing strategy for your website

An effective website online marketing strategy cannot be separated from the company's overall marketing strategy and business strategy. So when you do online marketing for a website, you need a detailed plan. Below is a process for building a website marketing strategy that you can follow and apply right away.

Step 1: Define your target audience (customers)

Each campaign targets a specific group, depending on your online marketing goal. When researching your target audience, look at questions such as:

• Who is your website's target audience?
• Who is the target audience of this online marketing campaign?
• What problems do they have and what do they care about?
• Which channels do they usually use and follow?

You can combine historical data from your business dealings with customers, or run customer surveys, together with the following tools to research and analyze your audience target customers in more detail:

• Google Trends: (analyzing trending topics).
• Google Keyword Planner: (analyzing keywords and search topics on Google).
• Google Analytics: (analyzing users after they visit your website).

Step 2: Competitors

Before you, many competitors were already in this “game”. As a newcomer, what will you do to beat them, or simply to win a place in the online market?

To do that, you first need to understand your competitors.

• Who are your competitors?
• What competing products do they have?
• What are the features, strengths and weaknesses of their products?
• How do they run their website online marketing campaigns? In what form? On which channels? With what results?
• What feedback do customers give about their campaigns or products and services?

To analyzing competitorsTo find out, you can use some of the following tools:

• Ahrefs
• Semrush

If your service business relies only on past customers or word-of-mouth referrals, growth will stall sooner or later. To go further, you need more active ways of finding customers. Watch this video to hear Hùng share the 7 ways MONA has used to grow leads step by step.

Step 3: Website marketing strategy goals

Setting your website online marketing goal helps you plan how much effort to put in, the total budget and its allocation, as well as the Online marketing tools that suit the campaign.

You can picture website marketing goals as a funnel, with a matching strategy at each level:

• Top of the funnel: Reach a wide audience to find potential customers.
• Middle of the funnel: Nurture prospects by building affection and trust for your brand and stirring up the need that moves them toward the bottom of the funnel.
• Bottom of the funnel: Focus on closing and turn more visitors.

Each online marketing strategy or campaign for a website has its own goals, but in the end they point toward one of these 3 common goals:

• Increase website and brand awareness
• Increase affinity and trust in the website
• Increase orders and revenue.

Here are some suggestions for the process of analyzing and setting online marketing strategy goals for a website that you can use as reference:

Brand and website awareness goal

Related metrics:

• Total new users
• Total traffic from all sources
• Ranking of informational keywords

Strategy to use: Reach a wide audience.

Common marketing channels:

• SEO: Cover a large number of keywords in your industry.

In practice, few searches use direct keywords, but there are countless indirect ones.

For example:

• A direct keyword is: “buy weight loss milk”
• An indirect keyword is: “how to lose weight” (which includes losing weight with milk).

For your website to reach thousands or millions of customers at once, you need to invest in SEO-optimized content (SEO traffic) with rich content that meets the many search needs in your field. Specifically:

• Social media: This is the channel with the second-largest user base after search engines. You would certainly regret not using it to bring large traffic to your website.
• Google Ads: If you want to attract the right target audience as fast as possible, use this. It costs money, though. Plan carefully so your Google ads are effective and cost-optimized.
• Email Marketing: Not mentioned above, but still a website marketing method worth trying, especially if you already have a list of prospect emails.

Increase affinity and credibility for the website

Related metrics:

• Returning users: People who have visited more than once.
• Direct traffic: Visits straight to the website.
• Bounce rate: Bounce rate.
• Pages/session: Number of pages viewed in one visit.

Strategy to apply:

Use earlier website visits to nurture a series of valuable, original content. Once customers trust your brand, they find it easier to decide to buy your products and services.

How to capture the prospects you want for the bottom of the funnel:

• Create engaging content and lead readers from one article to related ones with internal links.
• Stay in touch with prospects to avoid bounces: invite visitors to leave their details, like and share your social channels, and reach back out to prospects who visited before.

The backbone of this process is content marketing. Only with quality content can you attract and keep customers and prompt them to take the actions you want. See the effective website online marketing methods MONA covered above.

Increase orders/revenue

Related metrics:

• Number of orders/revenue.
• Ranking of sales keywords.
• Conversion rate.

Strategy to apply: Reach precisely the target customers who have a need, and shape the conversion path.

Some ways to increase orders/revenue:

• Focus on and keep investing in SEO to raise the ranking of sales keywords.
• Introduce your product/service directly after nurturing the funnel.
• Re-reach the people who already visited your website.
• Build a conversion path that leads prospects to the goal.
• Polish the content of your sales pages.

Going from collecting a wide audience to filtering out the target customers is a process that takes time, effort and deep experience. Without knowledge of your industry and of online marketing methods, it is easy to drift off course and away from your goals, which costs time and money.

Once you have set your website's strategic goals, you need to do the following:

• Set the total budget
• Define the message to convey
• Allocate budget and people
• Set KPIs
• Make a specific plan
• Run, measure and adjust

≫Explore more: Online marketing training in depth for businesses

That is our overview of Marketing Online cho website which is increasingly seen as a trend in today's booming Internet era. We hope these tips help you get the most potential and business value from your website, and make it easier to choose an online marketing strategy for your website that works best.