5 pillars of your online marketing strategy

Online marketing plays an instrumental role in business growth. You only have to take a look around you on the bus or in a cafe to see that we’re glued to our phones and tablets. If you’re looking to build your brand and increase sales by tapping into the thriving online market, it’s crucial to be aware of the importance of different aspects of your online campaign, and the relationships between these key pillars. Here is a useful guide to the 5 pillars of your online marketing strategy and some tips to help you maximise the chances of success.


Before we start breaking down the components of your online strategy, it’s essential to underline the importance of market research when choosing which platforms to incorporate. Once you’ve made a decision, you can set up different profiles and accounts and start reaching out to your ideal customers. The setup process is key, as it paves the way for a successful, targeted online campaign.

5 pillars of your online marketing strategy


Audience creation

When you’re promoting your products online, it’s essential to target the right audience. There’s no point in connecting with people who don’t have any interest in what you’re selling or offering. Creating defined audiences enables you to increase the quality of leads and reach out to customers who are much more likely to buy from you. Online platforms such as Facebook and Google Ads give you the option to target specific audiences based on demographics, interests, and online behaviour. You can use your control panel to modify settings for different campaigns and you can move from a broader audience to more specific groups depending on your main objectives.



Online adverts are an effective way to promote products and services as well as encouraging web users to take an interest in what you’re offering. To make online advertising work for you, it’s crucial to choose the right platforms and to ensure your adverts are reaching the right people. You don’t want to spend a substantial amount of money on adverts that aren’t going to turn the right heads. Your ads should serve a purpose, creating leads that contribute to high sale conversion rates. A good advert should appear in the right place at the right time, have a clear CTA, and be appealing to potential customers. Once you’ve launched ads, take advantage of analytics to see how well you’re progressing.


Landing Pages

Your landing pages are a key component of your online marketing campaign. If you’re attracting traffic, but you’re not converting leads, your landing pages could be the issue. If the pages are slow to load, they look dull or drab, or it’s difficult for the user to achieve their objective, for example, they want to buy a product but it’s not clear how they can add that item to their cart, you might find that a customer looks elsewhere. Optimised landing pages can help you to increase your conversion rate significantly. Optimisation can eliminate potential issues via A/B testing, improve loading speed and user experience, and clarify the customer journey. If you’ve got an interested client, you want to make it as easy as possible for them to take the next step and complete the order.


CRO (Conversion rate optimisation)

Conversion rate optimisation is closely linked to UX, or user experience, as both aim to make the process of achieving objectives as simple as possible for web users. CRO is designed to increase the number of conversions. To improve conversion rates, it’s a good idea to conduct testing and research to ascertain what customers want and to focus on creating a journey that is both enjoyable and convenient. In many cases, enhancing UX will also impact CRO positively. Testing and data analysis play a key role in CRO, as you can use information, figures, and trends to identify areas for improvement.


UX (User experience)

User experience is a critical facet of online marketing, and it involves more than creating web pages that look brilliant and are easy to use. The UX should relate to the entire buyer journey, sometimes referred to as the marketing funnel. You want to keep a potential customer with you right from the top to the bottom. If you can provide a seamless experience, you have a much better chance of increasing your conversion rate and achieving your objectives.


Traditional marketing still has a role to play for many businesses, but online advertising is an increasingly powerful weapon for companies eager to attract new customers and boost profits. If you can ensure the five pillars of your online strategy are strong and robust, you stand a good chance of increasing sales and putting your brand on the virtual map.

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