8 Tips for Building Your Online Marketing Concept

Reputation Defender
3 min readSep 16, 2020


An online marketing concept encompasses the entirety of your digital activities — from online presence and apps to advertising, blog posts and posts in social media channels. The range of possibilities is almost endless, and making a clear focus on the most relevant measures is all the more important.

In order to keep up with the digital age of marketing, B2B companies need a clear online marketing strategy. Only with clear goals and an understanding of how content marketing works will companies be able to hold its own in the long term. Here are some tips for building your online marketing strategy.

#1: Create Personas

A persona is the fictitious representation of your target group. With a persona, you can create a uniform understanding within your B2B company about who your target group is, which topics they are concerned with and which channels they are active in. The persona forms the basis for a successful content marketing concept.

Especially in B2B there is a lot of knowledge about your customers. Use your data and your experience and create meaningful personas.

#2: Create Topic Clusters

After it has been clarified who your target group is and what moves them, the needs of the target group should be aligned with your product portfolio. With the development of topic blocks (so-called Pillar Pages) on your website, you signal to your users as well as to Google where your expertise lies and in which topics you are the expert.

For this purpose, compile your most important products and services and consider which topics are suitable for gradually introducing a user to a purchase.

#3: Keyword Research

An analysis of your existing keywords as well as keyword research for supplementary search terms will help you to find the appropriate keywords for your topic world.

With the right keywords, you ensure that you appear at the top of the search results of search engines and bring as many users to your website as possible. Keywords are the basis of search engine marketing and have a great influence on the ranking of your website and the click rate of the individual contributions.

#4: Create Content

Write content that interests your target audience and creates value. For each piece of content, consider what your persona needs at this moment of their customer journey and how you can help them.

With a well thought-out content marketing strategy you can guide your customers step by step through the customer journey and lay the foundation for a long-term and qualitative customer relationship.

#5: Social Media Channels

Choosing the right channels for your content distribution is crucial. If you have analysed your target group in detail in the first step, you now know which touchpoints you have with your customers.

Facebook, Instagram, LinkedIn and Twitter are all social media channels, but they differ greatly in the way they are used. Therefore, please check in advance which channels are used by your target group and how they are used by them to conduct successful social media marketing.

#6: E-mail Marketing

Despite all pessimistic assessments, one very efficient way to reach your customers and users is by e-mail. You should not put all your eggs in one basket, as your customers are also inundated with a flood of e-mails every day.

Nevertheless, with e-mail marketing you can reach people, who are effectively interested in your topics and products in a cost-effective way. If you also offer valuable and exciting content via this channel, there is a high probability that users will convert to buyers in the long term.

#7: Mobile Marketing

To ensure that your customers and users have an optimal user experience on every device, your content must be optimized for different device types. This can be achieved with responsive websites and the creation of high-performance mobile apps for specific purposes.

#8: Tracking & Monitoring

The advantage of content marketing is the measurability and comparability of content and channels. With tools such as Google Analytics or social media monitoring tools you can see at a glance how many people are currently visiting your B2B website, where the visitors are coming from and which interactions your contributions are causing.

This allows you to compare the performance of different content and channels, set benchmarks and make data-based decisions on how to use your resources in the future.



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