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Think Beyond the Website: Building Online Marketing Strategies

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This post was originally written on February 19, 2020. It was updated on June 18, 2021.

Key Takeaways

  • The right website gives your business instant credibility.
  • Online marketing helps you inform and engage your target audience.
  • Our online strategy tips can help you generate increased revenue.

If you build it, will they come? Not necessarily when it comes to your website. While you may have a solid online marketing approach to your product or service, most small business websites fail due to lack of promotion, not being optimized for online search directories and because they are not mobile friendly

When your website is not easy to find or readily accessible, it can’t attract customers. That’s why you need effective online marketing strategies to maximize the potential of your website and business. Here are a few ways to formulate a successful approach.

Your Website: The Foundation of Your Online Strategy

Many small businesses are not utilizing online marketing and even in 2021, one in four small businesses do not have a website. Your website is the hub of your brand and can help you attract more customers, build brand awareness and increase revenue. It gives your business instant credibility, offers customer access to your products and services 24 hours a day and puts you in the same marketplace as your largest competitors. 

28% of small businesses in the U.S. still do not have a website

Creating a website has never been easier. offers website solutions that make the most of your budget, time and resources. If you are just starting out, there are options for getting up and running quickly online and if you already have a detailed marketing plan in place, there are resources for bringing more value to your online strategy. You’ll benefit from these online assets designed to meet your specific business needs.

Read more: Do I need a website or is Google My Business enough?


Building an Integrated Online Strategy

It takes more than a website to stand out and generate business. An online marketing strategy provides a defined path to help your business expand and prosper. When formulating a plan, ask yourself and your team the right questions and define your challenges and opportunities. Find out how other companies found online success and apply this knowledge to your business.

1 in 5 small businesses doesn’t utilize digital marketing2

2Fundera, 2021

Over 81 percent of internet users research a product online before making a purchase. Reach these online customers by identifying appropriate marketing and communications channels within your budget. Develop online marketing tactics, campaigns and a content calendar to effectively reach your target audience. You should also set up tracking capabilities for all of your campaigns with free resources like Google Analytics to measure results so you can see what works best and adjust your tactics as necessary. 

Read more: 11 Tips for a Powerful Online Marketing Strategy


Create Stronger Connections with Content

Content marketing can influence behavior, give your business added credibility and educate and build trust with customers. You can establish yourself as an industry leader and attract more visitors to your website with blog posts and other content pieces that include search engine optimization (SEO) keywords. Nearly 90 percent of people search for businesses online and SEO content can help your business rank higher in online directories like Google, Yelp and Bing. 

49% (or only half) of small businesses invest in SEO

When you refresh your content often, online search engines take notice and continue to keep your business relevant in online rankings. Avoid writer’s block and create compelling content by utilizing a variety of resources to identify impactful topics to keep your target audience engaged with your brand.

Utilize Online Marketing Tools

There are many ways to put online marketing tools to work for your business. Create a social media calendar that will build your brand and customer relationships. Speak directly to your target audience with email campaigns and generate more online sales by adding eCommerce to your site. Ensure your business is in front of more people by using an online local business listing service

These easy and affordable options make it easy for people to interact with your business and help you stay top of mind with your customers. Many small businesses are still not using online marketing and over a third do not have a website – use this to your advantage. 

Read more: 10 Simple But Effective Hacks to Help Promote Your Website

“Strategy is a fancy word for coming up with a long-term plan and putting it into action.”

 - Ellie Pidot, Vice President, Global Strategy and Channel Management, Medtronic

Set a Strategic Course for Success

Having a new website is the start of a beautiful customer relationship. However, you will need thoughtful online marketing strategies for a long-term bond. By thinking beyond your website and setting a strategic course, you’ll ensure that your webpages are alive and clicking with visitors for years to come.