5 success factors for your online marketing strategy

At upMention, we focus our communication on managers in the field of marketing and communication, entrepreneurs, business owners, and website developers who can directly use our expertise.

For all these characters, we have made a detailed elaboration of what they do, what education they have, what their company looks like, what age they are, what their goals are, what they fear, how they can be influenced, and how they see the future. In simple terms, we try to understand our marketing characteristics.

As a result; all marketing and communication always focus on one of these characters. And we develop content specific to them.

Unravel the behaviour of your marketing characters

At upMention, we research for ourselves and our customers where these marketing characters are located online along with a set of many questions to understand the behaviour of our audience. What search terms do they use in Google? Are they general search terms or very substantive? How often do they use these search terms and what is the search intention?

To develop a strong banner campaign, we also create overviews of websites where this target group is active. We can sometimes display a banner directly on these websites, but at least the visitors of those websites show an advertisement on the general and public websites such as nu.nl and buienradar.nl. Social media is also included in this external website strategy.

As a digital marketing strategy, we believe in basic campaigns via Google, whereby searchers and visitors come into contact with us and our customers on all kinds of other platforms. The second point of contact is usually just as essential as the first. The first point of contact in the unknown searches of your target group is almost always Google.

Develop a digital strategy: create easily accessible contact

It might be nice to sell a lot in one go, but the question is whether it is possible and effective in the long term. We see that our customers achieve much better results in the digital strategy with an accessible, risk-free offer first. Perhaps you can give guided tours of your company, or schedule a free intake, or share information via a whitepaper: at the beginning of every customer contact, the trick is to offer things risk-free in exchange for personal contact.

Make the ultimate mix and bet on multiple horses

Very often companies focus on the online marketing strategy on one or a few search terms in Google (which is also disastrous with the link-building strategy), or only Google ads are purchased and there is no further look than that because it has quick gains. As soon as something goes against the grain in one of these marketing sources, there is panic in the tent. Budgets are being scaled up, panic football is being played and stability is gone.

It is very important for the continuity of the company and the employees to spread the risk when it comes to the source of new customers. Choose a large list of search terms for Google, also advertise on these search terms, start with banner campaigns, show yourself on social media, and possibly even do marketing offline.

Make sure you know the lower limit and set ambitions

Maintaining peace of mind in your internet marketing strategy often works much better if you know what the absolute lower limit is and therefore the minimum result of the efforts to be achieved. Above that is the moment when everyone can breathe calmly and continue to optimize. Your digital marketing strategy is all about the best results, but you often achieve that as soon as there is room to experiment, learn, and optimize.