Website Clicks via Search Engine Optimization. One of many channels.
Online marketing encompasses all strategies, measures, and channels that serve to build and expand a company’s online reach and awareness.
Important online marketing channels include Search Engine Optimization (SEO), Content Marketing, LinkedIn Marketing, Blog Marketing, Influencer Marketing, or Email Marketing.
Often, the various disciplines intertwine or are developed in parallel.
Often, marketing managers also manage the website. They handle all marketing activities and, for example, the website simultaneously. The more extensive online marketing becomes, the more sense it makes to hire specialized personnel for it. These can be online marketing managers specializing in ads, newly trained SEO managers, or content marketing managers who are more proficient in content creation.
The market for online marketing agencies is very diverse. There are large full-service agencies that offer everything from web development to internet marketing. And there are specialists who focus on specific measures or channels such as SEO or influencers. The choice of agency is a matter of cost and quality. From our experience, a five-figure budget should be calculated for this.
We are Benjamin O’Daniel (left) and Fabian Jaeckert. For many years, we have worked as SEO consultants, combining technical search engine optimization with content marketing.
After a website relaunch, we as a brand wanted to tackle SEO. For this, we specifically sought support. Benjamin and Fabian developed technical optimizations and an SEO strategy with a content roadmap. Many thanks for your valuable input.
Many companies want to build online marketing competencies within their own organization. However, they lack the initial guidance. Especially since marketing managers usually have a lot on their plate.
This is where we, as online marketing consultants, come in.
For example, we develop individual SEO strategies for companies and present them in a workshop. If required, we then support the in-house managers during implementation.
Would you like to know your Google ranking? What potential your company has?
We would be pleased to arrange an introductory SEO meeting (30 min. video conference). We will perform an SEO check and provide you with an initial assessment.
How well does the website rank on Google? Many managing directors and executives check this by Googling an important term. However, the results are often distorted. Furthermore, it is less about how well a website ranks for a single term. Rather, it’s about hundreds or thousands of terms – and how valuable these individual terms are. This can be analyzed using a ranking tool.
It’s similar with keywords: Practically every company has hundreds to thousands of terms that are highly relevant to the business. Crucial here is to research the so-called generic terms. These are general terms where users do not yet have a specific company in mind. Whoever is visible here receives highly relevant visitors to their website. More about Keyword Research.
Every website has visitors. But where exactly? How many visitors are on which individual subpages? How do they behave on the website? Where do they complete an action, for example? On which pages do visitors stay longer and on which do they not? Such questions are answered with a traffic analysis tool. It should always be part of an online marketing toolset. For example, via Google Analytics.
With heatmaps, you can delve even deeper into a single subpage. For example, you can see how far visitors scroll down a single subpage, where they click, and how they navigate. Naturally, this is anonymized. But in large numbers, heatmaps are very insightful. Because this way, you can further improve your content. Here we report on a concrete example of a heatmap analysis.
In our online marketing podcast, we discuss strategies, examples, and approaches every week. We share our knowledge openly, honestly, and uncut. Additionally, we regularly invite entrepreneurs, executives, and experts to talk about their work, their specific online marketing measures, and their specialist topics.
Tip: Simply scroll through our episodes and pick out a few.
The costs for serious online marketing amount to five-figure sums. Larger companies invest significantly more. For SEO, a budget for strategy development and measures must be planned. For advertising platforms like Google Ads, a media budget and a budget for operational support must be planned.
From our perspective, many companies invest their budget too one-sidedly. Often, a large portion of funds flows into only a single channel. Google Ads is preferred here, although click prices and thus costs have been rising for years. In contrast, far too little is often invested in strategy and content. Furthermore, many companies have not selected a professional toolset.
Unfortunately, there is still often the assumption that all online activities are not important – in contrast to attending a trade fair. However, especially online, quality is paramount. This applies to both products and online marketing. Users inform themselves in great detail before making a decision – keyword Customer Journey. Every customer is now extremely well-informed and discerning.
In an online marketing strategy, goals are defined (e.g., awareness, leads, sales), measures are developed (e.g., content, ads), and these are measured, evaluated, and optimized (reporting). This can happen externally, for example, through an online marketing agency or an SEO consultant. Or it can be organized purely in-house. Combinations are frequent and also sensible.
Many companies start with online marketing but then lose momentum. The secret to success is the continuous optimization of strategy and measures. A great advantage is the measurability of activities. Example: If a newsletter has a very low open rate, one can work on the subject line next time – and analyze whether more people click.
From our experience, a simple way to start is always: Learning by Doing. Find a platform or channel that suits you. This could be your own website, followed by SEO. Or a social media platform where you can experiment.