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8 Approaches to AdWords marketing actions

8 Approaches to AdWords marketing actions

After advertisers set their online marketing strategies at the beginning of the year, the next step is operational implementation. Each year is filled with various events: custom events, holidays and universal actions such as Black Friday. Which events could be relevant in this year’s online marketing diary, we summarized already in January in a blog post visually.

In this blog post, we’ll talk about what you can do to promote upcoming Google AdWords marketing promotions.

Depending on how much time is available for implementation, we have structured the measures as follows:

Ad extensions can be created relatively quickly for the upcoming actions, be it extensions with additional information (English: Callouts) or offer extensions. If Shopping campaigns are already in use, Merchant Promotions are the answer. If there is a specific end date for an action, it can be communicated to text ads via the countdown function. More time consuming is usually feed-based ads, but experience has shown that only the initial setup takes more time. Do you already have the setup, consisting of a data feed in business data and ad templates in the account, so can create specific text ads for the action relatively quickly. The ads with the IF function are not rocket science. However, because the text ads are meant to communicate a specific message to specific audiences, it takes time to formulate the ads. More time should also be allocated to setting up separate campaigns for specific remarketing audiences or display campaigns. The above-mentioned structuring according to the time required is relatively subjective. How much time you actually spend on each action depends on many factors: the extent of the action, your experience and expertise, and whether all the information or creative are already available to you.

Now for the details!

  1. Ad extensions

Ad extensions let you add additional information to existing campaigns or ad groups. Prior to the bid extension era, advertisers were able to communicate actions with additional information extensions. In 2017, Google introduced a separate format for promotion – promotion extensions or offer extensions. This allows the actions to be set up in just a few minutes.

  1. Shopping Merchant Promotions

Also shopping campaigns can be enriched by the offer extension or Merchant Promotions. These visually differentiate shopping ads from competing ads, and point potential buyers to value-added such as discounts, shipping benefits. If you already have a Shopping campaign, all you have to do is complete the Merchant Promotions application form to unlock the feature in Merchant Center.

After the activation of Merchant Promotions you can create the offers. There are two ways to do this:

  1. Via the Promotion Tool, which is integrated directly in the Merchant Center:

This approach is recommended if you have a small number of offers. With the help of the promotion tool you have to submit the following information:

Offer ID: This is the unique name of the action and must be assigned to the corresponding items in the product data feed in the next step. For this, the attribute “promotion_id” must be created in the product data feed. Like:

>> Destination country and language

>> Title

>> Coupon code, if there is one, but not a must

>> For which products is the offer is valid

>> All products

>> Certain products

>> Validity period

>> Offer Feed

  1.  Create a bid feed:

This can be a spreadsheet that includes all offers. The path is advisable if you have a large amount of offers. In order to create a Merchant Promotion, the first step is to create necessary attributes in the product data feed. These attributes contain relevant information of the respective action:

In the second step, the offer ID (promotion_id) must be assigned to the corresponding items in the product data feed. For this you have to create the attribute “promotion_id” in the product data feed:

  1. Countdown ads

The countdown ads allow advertisers to put pressure on the action. The feature can only be used in text ads. The setup is done via the {braces}. In the open window, the settings, the date, the language and the time zone can be defined.

  1. Feed-based ad customizers

Feed-based ads can be used to prepare tailor-made advertising messages in different variants. About the function we have written a detailed blog post . In short, this is done in three steps:

Once the attributes have been defined and the data has been uploaded to AdWords under the business data, the next step is to create an ad template. This is done by opening a {brace} and selecting “Ad customization”.

The setup can be time consuming, especially if you are using it for the first time. If you have considered a workflow and prepared a table with necessary attributes for the upcoming actions and created ad templates, the ads with action-specific information can be adapted and promoted relatively quickly.


  1. Displays with IF function

With the IF function, specific advertising messages in text ads can be targeted to specific audiences. There are currently two targeting options available: Device and Remarketing Audience. Possible applications:

  • Only appeal to buyers or drop-outs with a customized promotional message
  • Talk to users who are looking for specific products via smartphones

The setup also takes place via the {braces}. The “IF function” appears in the opened window. There you can define the relevant orientation for you. Note the list scope of the target groups for the search: Only from 1000 users in the respective remarketing list can the delivery work.

  1. RLSA generic keyword campaigns

Are general keywords like “gifts”, “Christmas gifts” and the like coming? in question, it is recommended to put these keywords in a (separate) remarketing campaign for search . It’s important to select the “Orientation” setting (formerly “Targeting and bidding”) to target only the predefined audience. This will avoid wastage and target the users most likely to complete an action.

  1. Display campaign (with or without remarketing lists)

For special events, banners can attract attention to relevant audiences using banner ads. As a result, you do not rely solely on the pull strategy –  that is, users specifically enter search queries on Google. This will also create awareness for your brand or action and generate the demand that you can pick up via search. There are many targeting options available: placements, interests, keywords, remarketing, similar audiences, and demographics. What you need for the campaign, you read in this blog post.

For performance evaluation, it’s a good idea to consider not just click conversions, but view-through conversions as well. As a result, you not only take into account the clicks that led to a purchase, but also the impressions that triggered a later purchase.

Content Distribution: The Art of Content Marketing

Content Distribution: The Art of Content Marketing

The saying “Content is King, but Distribution is Queen” haunted for years through various marketing media. But what exactly does content distribution mean?  What is the difference between content seeding, content promotion, native advertising and content outreach? And how does a user-centered systematic content distribution work?

What is Content Distribution?

Content distribution is a measure in content marketing for the distribution of content via paid media, earned media and owned media. Technical support tools for systematic automated content distribution can be marketing automation or retargeting functionalities.

In the content marketing process, the distribution of content between the phases of content production and content evaluation.

The content production is significantly influenced by the content concept , as the type of content distribution is primarily based on the content format, goal and purpose.

Which media types are available for content distribution?

The classic media types in media planning are differentiated according to owned , earned and paid media . At this point, I would just like to briefly talk about these media types and their characteristics, as I presuppose them as basic marketing knowledge.

Pros and Cons of Owned Media in Content Distribution

Owned Media is characterized by full control over the published editorial content. With this type of media you can fully control the content according to your purpose. The big disadvantage is the scalability and range. Especially young companies and lesser-known brands usually do not have their own high-reach assets such as e-mail addresses or fans in social media. Thus, content distribution via owned media without the support of paid media is often very limited and not scalable.

I would extend the media type Owned Media with Owned Profiles by another subarea. While profiles on social media and other third-party platforms generally have full control over their own content, strictly speaking, it’s not mine. It can be modified or deleted at any time by the platform operator. In addition, one has only conditional influence on the range.


Pros and Cons Earned Media

Earned media can be roughly differentiated into two different areas. The area that is often assigned to the PR is the relationship maintenance to influencers or multipliers and their influence or conviction in favor of their own company, without causing money flows. The second area is the belief or influence of algorithms. Probably the best-known field of activity here is search engine optimization.

The big advantage of Earned Media is the reputation gain. If you have won the favor of a gatekeeper in the form of a blogger, editor or other multiplier and takes place in the editorial environment of a reputed medium, this has a direct effect on the trust in your own (editorial) offer and the development of the brand. In addition, it is a recommendation and can also provide for a link to traffic on their own medium.

The big disadvantage is the lack of scalability.

Pros and Cons Paid Media

Paid Media is characterized by scalability and, depending on the system and application, through targeted targeting. But attracting new contacts is often expensive because Paid Media always goes hand in hand with stray losses. Scattering losses can, however, be minimized by the smart and systematic use of retargeting. But you need a database for that.

Native Advertising as a special form of paid media tries to use advertorials to bring together the scalability of paid media and the branding effect of earned media.

Forms of content distribution

There are two fundamentally different approaches to different forms of content distribution.

If you want to perform content distribution to advertise or promote content on your own platforms such as your own website or blog, the different forms of distribution are to be understood as channels that lead visitors to their own website. This procedure has advantages, since one can classify the gained traffic and reuse it several times. Keyword Retargeting and Marketing Automation.

One can understand content distribution, but also as a way to publish independent content in social media or via guest posts in blogs, magazines or other collaborative third-party media such as The focus here is on the presence of the brand or products in trustworthy third-party media. The advantage of this is that the reputation and authority of the third-party media can have a positive effect on one’s own brand. Branding is the main goal, not the generation of traffic. Disadvantage is that a direct reuse of the traffic is not possible.

This form of content distribution can be assigned to the media type Earned Media.

Are the traditional media types Owned, Earned and Paid Media still useful?

If we talk about content distribution then does not content have to be distributed as such? Many understand content distribution via paid media as a pure traffic feed. Here, according to the classic bait principle, consumers are taken off and picked up by clicking on them in the form of text-image ads, search engines or social media advertising for the information provided. But would not it just have to go to the transport of a complete message to the addressee? And to the place where he can consume the content in full longer? Otherwise you might not talk about content distribution.

How to look at the whole is a philosophy question. If content distribution is not understood as a means of distributing or distributing content, but as a bearer of strategic brand messages under the umbrella of a core story in the form of content.

If one sees content distribution, but also as a tactical instrument for the dissemination of content, distribution types are also to be understood as distribution channels for the generation of traffic. At this tactical level, the “classic” media type model still makes sense in my opinion, since the “where” does matter.

It is important to note in summary that content distribution is not just the promotion of content, but also the placement of content on third-party media.

What is Content Outreach?

Content-Outreach is a kind of content distribution in which the contact and relationship maintenance with multipliers to promote a reporting or sharing of content to be promoted. The outreach’s target audience may be editors, bloggers, influencers, and other well-connected multipliers.

For example, you can count the following areas of responsibility for content outreach:

  • >> media cooperation
  • >> Influencer Relations
  • >> Blogger Relations
  • >> Press work / media work

In terms of content distribution, the topics of influencer relations and influencer marketing also play an important role.

Furthermore, the content-outreach can be described as the publication of content on third-party media in which you yourself have no editorial sovereignty.

These can be, for example, the following formats:

  • >> guest posts
  • >> Lectures on foreign events
  • >> Editorial contributions in radio and television

The advantage of this type of distribution is that one can gain access to new target groups via independent media or generate additional reach for content and brand. In addition, one benefits from the authority and credibility of the publishing medium or the publishing persons. This increases both the trust in the content, as well as the author of the content.

The major disadvantage of content outreach is the lack of scalability and the low editorial control, depending on the format. In principle, some preliminary measures can be taken into account in planning using methods such as agenda surfing or news jacking. However, it is difficult to predict in advance how much editors or bloggers will be enthusiastic about content.

In addition, especially in larger editorial departments at the end, for example, in the context of an editorial meeting, other people than the contact person himself decide whether a subject receives a place in the editorial plan.

I interviewed some editors and PR specialists to present the different perspectives from editorial and PR perspectives on content-outreach.

What is Content Promotion?

Content promotion is a kind of content distribution via paid media. For the promotion of content any form of TKP and pay per click PPC advertising can be used.

As always, there is no blanket statement, but text-to-image ad formats are generally better for content distribution than classic display banners, as they are often associated with product advertising quickly and thus end up in the human ad filter and through browser-based ad-blockers are not delivered at all.

For content promotion, I recommend delivery primarily through native-style ads. So ad formats that are positioned close to editorial content, such as within the news stream on Facebook at least when it comes to promoting product-remote content.

For content promotion, a variety of advertising systems are available for content distribution such as

  • >> Facebook Ads and Instagram Advertising
  • >> Twitter Ads
  • >> YouTube Advertising
  • >> SEA (Google Ad-words, Bing etc.)
  • >> LinkedIn Ads
  • >> Snapchat Ads

A hybrid form between content promotion and native advertising are the advertising systems, the so-called content discovery networks

These providers have the great advantage over other market participants that they can enter into cooperation with major publishers and thus also offer more up-to-date advertising space than, for example, the Google Display Network . While the Google Display Network can primarily target ad space on smaller or less known sites, Plista & Co. offers delivery of ads on high-reach “premium portals”.

Native Advertising is both paid advertising near editorial content and purchased editorial content itself. Thus, depending on the form, it is both paid media and earned media.

Content promotion options via advertising directly in the editorial stream, such as Facebook or Twitter, have a native character, depending on the content.

Google Display Network Display Advertising , Programmatic Advertising, and YouTube Advertising Platforms provide advertisers and content marketers with a variety of static and animated banner formats and video formats.

However, banners are farthest from native advertising, as they are obviously perceived as advertising. They are not always suitable for content promotion.

What is Native Advertising?

Native Advertising is a form of paid content distribution, mostly in the form of mostly text-image ads, but also the placement of complete editorial content on third-party media via advertorials. Advertorials are purchased editorial contributions that take place in the normal editorial stream of a medium.

What significance do which types have in content distribution?

The proportionate importance of content promotion, content seeding, content outreach, SEO and native advertising in content distribution is not fixed on a flat-rate basis, as it depends on many factors, which points set which intensity and quality for the content distribution should be.

The following factors can play a decisive role:

  • >> business
  • >> Content Format
  • >> Is it push or pull content?
  • >> target definition
  • >> target group
  • >> Current thematic domain authority
  • >> Current brand popularity, authority and reputation
  • >> Current reach of your own social media channels
  • >> Current range of your own e-mail distribution list

Nevertheless, there are some clues that prioritize search engines like Google and / or social networks like Facebook.

I think there are certain pillars of content distribution that make sense in most cases in the distribution mix. This is a good find-ability in Google & Co. So SEO in combination with selected elements of content promotion, content outreach and content seeding. The exact mix then results from the factors mentioned above.

In most cases, only one channel or instrument will fail, as there is always at least one important component missing to prepare for or finish the goal.

In general, content distribution with branding focus places a higher emphasis on earned media and paid media. Companies that want to run content distribution with a focus on performance goals should prioritize their own website, mailing list, SEO and content promotion. While I keep emphasizing that I would not separate branding and performance as the brand directly impacts performance.


Effect of page speed on SEO

Effect of page speed on SEO

In July 2018, page speed in the mobile area, analogous to desktop, has also become a ranking factor. In the first momentum, however, only significantly above-average slow sides will be affected. Later, the evaluation criteria can also become more granular.

Of course, the page speed factor will only be of minor importance compared to influential giants like content and links. This means that pages with good content will tend to rank better even if the page load is longer than fast pages with mediocre content. i4consulting is a Content Marketing Services Agency in USA, UK, Singapore, Australia. Digital Marketing Services like SEO Content, SEM, SMO, Social Media With Blockchain and email.

But since SEO does not work according to the either-or-principle, ideally we want to deliver top-processed pages as fast as lightning content.



This dreamed ideal case does not exist as a rule. The IT does not sit around doing nothing, waiting to process SEO or Page Speed ​​tickets.

So why should you do page-speed optimizations at all and take up a lot of time and resources?

“Just because Google announces Page Speed ​​as a mobile ranking factor, it’s still not important.”

“Page Speed ​​only has a very small impact on the ranking.”

“Page Speed ​​is a UX and conversion topic, but it has nothing to do with SEO.”

All of these statements may, in a way, remain true for a while and with the help of small page-speed hacks, it’s unlikely that you’ll be able to significantly improve your ranking positions. But it is also true: A good SEO reporting should not stop in the rankings.

SEO is a great tool to get users on their own page in a sustainable and affordable way compared to other marketing channels. A particularly nice aspect of SEO is that this is a so-called pull channel and helps the website to improve and align itself to the wishes and needs of the target group specific users. So what good is a high ranking position and a lot of organic traffic, if the search intention of the user is not met at the end precisely because it stares at a white page or jumps back to the search results?

Keep in mind that the use of search engines via mobile devices is steadily increasing. The global number of mobile searches since 2015 is higher than that of desktop searches. In India, we currently have a distribution of 45% mobile searches and 55% desktop searches

Already after a second the attention suffers

There are several studies, including Google itself, that show how user attention and bounce rate are changing with increasing load time.

The most important findings at a glance:

  • For up to a second you can hold the attention of the mobile user.
  • From one second, the focus suffers, and the user switches to another app, another tab or leaves the page altogether.
  • After 1 to 3 seconds, the probability that the user “bounced” by 32% increases.
  • After 1 to 5 second, the probability that the user bounced by 90% increases.
  • Since the frustration with such an experience is quite high, many users do not want to return to this page later.

Pages that resolve for more than 2 seconds are less likely to be crawled

The crawl process is enormously resource and cost intensive for Google. Like any other company, Google is obviously keen to use the resources they have as efficiently as possible.

Because of this, URLs that take longer than 2 seconds to resolve are less likely to be crawled than faster pages. Since a 2 second time frame for resolving the URL alone is already very large, most likely only a few pages will be affected by this case.

However, this aspect can have a negative impact on SEO efforts. For example, if it concerns enormously large Internet presences or important and for SEO relevant sides are crawled not sufficiently frequently.


The SEO success does not end with a good ranking position, but with the fact that the user gets really delivered, what he was looking for – only then is his search intention actually satisfied. This should of course, apply to all search queries and thus also to queries on mobile devices in the subway or within a slow 3G network.

Nevertheless, Page Speed ​​is still a relatively low ranking factor and resources for implementing page speed measures are usually scarce. For this reason, you should plan smart and prioritize and try to achieve the greatest possible impact with little effort.


5 B2B online marketing trends in 2018

5 B2B online marketing trends in 2018

Especially in B2B online marketing, numerous trends are in the hand. A distinction between a short-lived hype and a forward-looking trend is often not easy. Our annual trend paper regularly informs you about trends that make a closer look worthwhile. Anyone who knows the fast-moving market of B2B online marketing knows that there are also trends such as the sea. Often it is not easy to find out which trend is relevant for the industry and your own B2B Company. We take a look into the future for you and tell you what trends you should remember in 2018.

Trend 1: Influencers


Confidence and loyalty in B2B brands can be increased: this is achieved through the strategic use of multipliers, testimonials and influencers. The goal is to win people over for their own B2B brand. These ideally share the values, the enthusiasm for the company and its products. This is also true in B2B authentic and credible influencers. Forecast: Influencers can strengthen confidence in a brand, but also weaken it. What is already successful in B2C also works in B2B. Because recommendations from others, we give greater confidence. This should take advantage of B2B companies and rely on influencers.


Trend 2: Streaming


Visual communication is becoming increasingly important in the B2B environment as well. Particularly complex topics, products and solutions in need of explanation must be comprehensibly processed and communicated in a new way. By using live videos, B2B Online Marketing can communicate most directly with the target group. Forecast: Streaming is available for B2B companies. Especially if the company already relies on videos and content marketing but even beginners have many opportunities to get started with live videos.


Trend 3: Integration


Integration of the networking of sales, marketing content and B2B online campaigns. It is a high time that obsolete thinking has to give way to new integrative thinking and acting between marketing and sales. After all, the best results are achieved when all departments sit at one table.

Forecast: Firms that drive the integration of sales and marketing will ultimately benefit greatly from target-market and target group oriented B2B online marketing.


Trend 4: Emotion


In B2B too, purchasing decisions are based to a large extent on emotions because an emotional attachment to the products arises automatically through the daily occupation with these. And indeed, it makes sense to involve emotions. After all, the goal is to get enthusiastic about your own brand, your products and your employer. Forecast: Even B2B brands are emotional. In order to work this out, creative approaches and strategies are needed. They contain a very high potential for online communication and cross-media campaigns.


Trend 5: E-commerce


Customer needs are constantly changing in e-commerce. Correspondingly, the sales department also has to be reoriented and optimized over and over again with e-commerce strategies. Forecast: In principle, all products can be offered online. Whether preconfigured or freely selectable products, consumables or capital goods. Accordingly, e-commerce has a high to very high potential for sales – however, the industry is crucial here. Outlook: Trends such as e-commerce, influencer marketing or streaming will be important in 2018. Apart from these trends, other topics will also be important. The future in B2B is probably the biggest challenge with language-based search. Targeting will also take up more and more space. With new technologies and methods, hitherto unimagined possibilities of a homogeneous customer approach on the web arise.


And also in the service will change a lot. Customers also want to receive information and help via social media platforms. This will be transferred to B2B. WhatsApp or Snapchat creates new forms of dialogue here.


Big Data is and will remain a dominant topic. These include concepts, processes and well-maintained CRM databases and finally, visualization will gain more and more. The trend will go away from pure text. In the future, marketers will have to focus more on images, illustrations and videos in communication. A hurdle, but at the same time a great opportunity for B2Bs.


Conclusion: Trends in B2B come and go. Keep your eyes and ears open and try out which trend suits you. Dare to go on unknown paths. Live streaming and emotions also have high potential for your online marketing in B2B. And think ahead: The importance of e-commerce will become more important. And: Already now you should look for a better connection between marketing and sales.


7 tips for B2B branding on the Web

7 tips for B2B branding on the Web

What do you think of “B2B” spontaneously? Complex content, often incomprehensible websites or products requiring explanation? In fact, these points are usually undeniable. But B2B is also exciting, fascinating and extremely versatile. And that ideally reflects the design of your website. This is why B2B communication is particularly important: good design is barely noticeable, while bad design immediately catches the eye. Especially for B2B companies, it is important to appreciate the impact of well thought-out web design. They then benefit from better perception of their products and better customer loyalty. With these seven tips you put your B2B brand in the best possible position.

Tip 1: The function is crucial

First of all, there are some hurdles in web design that need to be mastered. Often the design is underestimated by the user experience and user interface. And also the effects on the user are ignored. An optimal visual and content design is the basis. It directs the user purposefully through your B2B website or app. To put it in the words of Steve Jobs: “Design is not just what it looks like and feels like. Design is how it works. “


Tip 2: Communicate consistently and in a personalized way

B2B brands must convey uniform messages. Communicate consistently and memorably along all contact points. Awaken the emotions of your addressees. This is achieved when you know your needs, address them in a personalized way and inspire them at all points of contact. Responsive web design and programmatic advertising are the appropriate tools here. The targeted use and the needs-based combination of technology and analytical data provide visitors with a digital experience. And that corresponds optimally to their individual usage context.

Tip 3: Usability is trumps

Follow a simple principle: if the feel, function and design of the user interface are appealing, then you will be impressed by the digital offer. For an optimal user experience you need to know the needs of the users and address them accurately. According to the motto: “The Interface is the Brand”. This requires an intuitive user interface. And this is how you make your product or your B2B brand shine: Easy operation at all contact points, easy orientation for users, needs are optimally addressed, emotional response

Tip 4: Less is more

In the digital B2B communication, the visual hierarchy is very important: design-relevant elements or content-related components in the foreground. This increases their relevance to other elements. In addition to the choice of image and color, typography also ensures a harmonious overall picture. Ideally, a website is barrier-free or free. Then it is also suitable for visually impaired people. And remember: Do not overburden the user with too much information. Give him space, too.

Tip 5: Not without my design library

In order to present your B2B brand holistically, the design must follow a consistent line. Best on all digital user interfaces and mobile devices. Also in all internal and external workflows. Here it is advisable to work together with a specialized service provider. It not only helps you to develop a consistent brand experience language. Their implementation and the introduction of a design library are also part of it. There you can display and save all design elements centrally and in a structured manner. The prerequisite for faster development of digital products and services, thereby saving costs.

Tip 6: Proven methods have right of way

In order to develop a consistent appearance, it makes sense to use proven methods. This includes the brand design management. The focus is on the B2B brand. But what does it exactly mean? The answer: It combines all aspects of brand experience, customer touch points, reliability, recognition, trust relationships. Implement, develop, maintain and optimize the identity of your company and your brand with corporate brand design management.

Tip 7: One step at a time

For the practical implementation of the brand design management, a procedure with defined process sequences has proven itself. A good example of this is the highly efficient Atomic Design. By using agile project methods you save time and money. Brand design management creates a congruent, consistent user experience out of a holistic understanding. This gives your brand a unified face and thus significantly increases the brand value.

Conclusion: Brand design management is very efficient in use. By resorting to agile project methods, companies save time and money. This results in a consistent user experience from a holistic understanding. And that significantly increases the added value. A design library is absolutely necessary. Companies benefit from the flexibility, speed and cost-effectiveness of the method. But only if everyone involved can access design elements at any time. Consistently applied, brand design management is your trump card for the optimal web presence of your B2B brand.

Online Marketing Strategy Guide 2018

Online Marketing Strategy Guide 2018

Differentiation between online marketing strategy and tactics

Before we go deeper into the topic of online marketing strategy, it is important to become aware of the difference between tactics and strategy, as misunderstandings often occur when naming them.

Strategies are larger visions that are oriented towards higher-level corporate goals. Strategies are planned for the long term. Tactics are the daily operations and tasks to implement the strategy and push it forward.

Strategies are often thought of at meta-levels with a view to developing the existing mission statement. Strategies are often developed, planned and presented in mind maps or other visualizing tools.

Tactics are developed at the micro level and result in actionable actions. Tactics are often planned in task lists for a specific cycle or chronology, such as the continuous optimization of Adwords campaigns.

Roughly speaking, strategies tend to answer questions such as

  • How do we achieve a goal?
  • Until when do we reach a destination?
  • With what budget do we reach a goal?

Tactics rather answers the questions:

  • When?
  • Where?
  • As?

The following basic characteristics describe a strategy:

  • Strategies require a vision. Without vision, no strategies can be worked out.
  • Strategies have a long-term character, for example, they should apply for a period of several years.
  • Strategies include packages of measures, not individual measures. For their realization a decomposition into such tactical individual measures is necessary.
  • Strategy serve the coordination of the company with the environment and are constantly checked for correctness.


The development of an online marketing strategy. Where do I begin?

What questions does the development of a suitable online marketing strategy for my company start with? I think in the center should always be the offer and the target group. Let’s start with the offer.

The products or the offer

We regularly receive requests from customers who want to use SEO, AdWords or other online marketing services, but basic homework has not been done. In the first conversation, the important question often arises Why should someone be interested in it? or why should someone just order from you? So the question of the USP or added value.

In principle, the development of a business model or products should always focus on the customer and his needs. Accordingly, one should first of all answer the question of whether one can offer added value to the target group with what one plans to do. Too often, the answer to this question is not and the first basic mistake is made. For a product / brand / service without communicable surplus Online marketing is thrown out money. We as Online Marketeers are not magicians and can not make money out of Sch … .e.

If I have developed an offer with added value, the foundation is laid and you can think about online marketing. Online Marketing offers a variety of tools. But in the real world, most companies have limited resources available to test all online marketing tools. That’s why it makes sense to focus on the most promising channels and methods in an online marketing strategy. To develop the strategy you should ask yourself the following questions:

  1. Is my product / brand / service known or a market novelty?
  2. How emotional is my offer?


The target groups, demand groups and personas

The second important question that often cannot be answered right away is “who are my target groups or personas? “. Even here, some companies still find it difficult to answer this question clearly.

It is important for strategy development to deal with the target groups and needs groups and their needs and events that affect them.

Demand groups are usually a small part of the target groups. Namely this part in which both the need, the will to act and the action force are present. The Demand Group includes all individuals who can currently interact with focus on the objective.

Personas are important so that landing pages and advertising material such as Facebook ads or display banners can be tailored to the target person. It is important to tailor the personas to the possible targeting functionalities of the individual online marketing channels.

For target groups, one always thinks first of all of the potential customers, but the target groups include all persons who can in any way be related to the company and its offers. Whether as a customer, multiplier, opinion leader or employee. To summarize, I summarized the most important target groups for (digital) marketing.

Especially for building a brand are not the customers, the important target groups, but influencers such as popular people, editors, journalists, existing satisfied customers, but also industry experts. The perception of a brand as a relevant brand by the potential customers arises primarily through the interaction of the brand with influencers, existing customers and other multipliers. The quality of relations with these market participants makes the relevance. A brand cannot turn itself into a relevant brand.

The customer journey at the center of online marketing

The times when one had to concentrate on one channel in online marketing in order to reach potential customers and above all to buy are over. The pressure of competition in the search engines, the social networks and in general on the digital advertising space is great and customers want to be all the more convinced these days. As a contact is usually not enough.

Modern online marketing considers the buying journey also called the customer journey across all phases and touch points. That’s why the customer journey model is very well suited to the development of online marketing strategies.

Online marketing strategies along the customer journey

For the development of an online marketing strategy, it is important to be clear about the different characteristics of the channels and instruments. These must be harmonized according to the usage habits of the own target groups or stakeholders and as many positive touch points as possible on the way through the customer journey.

These as many positive touch points serve as anchors in the brain and are a crucial success factor for brand building.

Through these, in the best case, positive experiences, target and need groups build a relationship with the company, brand and products.

This process is also called customer experience management.

Online Marketing Strategy in the Upper Funnel

The Upper Funnel covers the customer journey phases Pre-Awareness, Awareness and Consideration. These phases are used on the one hand the Touch point-acquisition and thus the brand building.

The upper phases of the customer journey are often characterized by low advertising acceptance. The audiences are often not open to advertising in the pre-awareness and awareness phase, especially if it is product related.

In these phases, one should try to build up a relationship with the target groups, especially with pull marketing instruments such as PR, social media marketing or content marketing. In this train you should capture the target groups via retargeting tracking, interactions on Facebook, entry in e-mail distribution lists and / or collection in customer relationship management systems. This is best achieved through good content developed in the form of content marketing campaigns with the main goal Leads. Especially for B2B business models, this strategy is often the best way.

If possible, you should qualify the leads, assign the target or need groups and, for example, achieve additional touch points via e-mail marketing. Marketing automation systems are suitable for this process. If you want to know more, you should take a closer look at the subject of inbound marketing.

In the consideration phase, the first product-related push advertising measures can be used. Before that content should be promoted as part of the content promotion.

Targeted SEA campaigns ( search engine advertising ) also make sense here, as target groups start their search for potential solution providers in this phase.


Online Marketing Strategy in the Lower Funnel

The Lower Funnel begins in the Preference phase and extends to the After Sale / Loyalty phase. Here we no longer speak of target groups, but rather target specific groups.

Especially in the Preference phase, the demand groups are open to product-related push measures, such as display ads or sales contacts. In the best case, distributors should already contact warm contacts who had already made contact in the form of touch points in the upstream phases. Here, the information from the CRM and / or the marketing automation system can be very helpful.

As in the Consideration phase, in the Preference phase, search engine advertising makes sense especially for keywords with a transaction-oriented search intention. So search terms that suggest a clear purchase-oriented interest.

The topic search intent of keywords generally plays a very important role in search engine advertising and search engine optimization .

The descriptions in the last sections are recommendations that can be applied to many business models. Nevertheless, there are some examples where these models can not be applied one to one. The development of an online marketing strategy is very individual to the particular case. For B2C and B2B business models, there can be huge differences in the online marketing strategy.


Tactical vs. Strategic Online Marketing Goals

When defining a goal, it is important to distinguish tactical from strategic online marketing goals.

Tactical online marketing goals

Tactics often follow directly measurable and quickly achievable goals such as the generation of visitors to a website via SEO. Strategy goals are often defined as channel-independent or across-the-board. Typical tactical goals are eg

  • Improved CTR on AdWords ad text
  • Building backlinks
  • Improve the interaction rate on Facebook postings
  • Improved cost per conversion on Bing Ads
  • Increase the views and click on Youtube videos
  • Improve organic rankings for keyword xy

Strategic Online Marketing Goals

Strategic marketing goals – can distinguish brand-related goals and sales goals.

Sales goals would be eg

  • Increase in online sales by x%
  • Improved ROA (Return on Advertising Spend) of AdWords campaigns by y%
  • Improved ROI of all push online marketing activities by z%
  • Improvement of lead quality
  • Increase in proportionate multiple buyers
  • Minimization of the return rate

Brand-related goals would be eg

  • Increase digital brand popularity
  • Improve brand reputation


With regard to individual channels or measures, one can argue whether a channel-related or measure-related plan is also a strategy or a plan for tactical measures. Here it depends individually on which measures and for which goals are defined.

In addition also the following diagram:

Quality of relationship is more important than number of contacts

In classic marketing, traditional valuation and measurement variables such as the TKP (Thousand Contact Price) are still a common metric. For a modern brand rating, however, the number of contacts is outdated. Strong brands today are based on strong relationships with potential customers and other stakeholders.

Thus, the relationship of the stakeholders plays a very important role both for short-term and long-term goals of an enterprise and its marketing.

Especially the image and the reputation, ie the brand relevance or brand strength is determined today primarily by the relationship to the stakeholders or the target groups.


Selection of suitable online marketing tools

Once goals have been defined, and key figures have been defined for the success measurement, and one is clear about the target groups, it is about defining the online marketing measures through which the goals are to be achieved. Here, the previous steps play a crucial role.

In an online marketing tool, one should think about whether an online marketing tool is more push marketing or pull marketing (more on this in The Evolution of Marketing: From Push to Pull or Here ) and between Owned , Paid and Earned Media differentiate.

Branding or Performance?

The question of whether an instrument or channel should be used for performance, ie the direct sales or for the long-term brand building is now less in modern online marketing. The strength of a brand has a direct impact on performance metrics such as the completion rate.

Due to the large number of conscious and unconscious points of contact with an offer and / or a brand, branding and performance can no longer be separated today.


Competitive situation in SEO and SEA

From the ground up, you should not be afraid of big competitors as long as the business model is thoughtful and the offering offers USP as well as added value. Nevertheless, the best recommendation for new entrants is to fill a niche in order to avoid the budgetary pressure of financially strong competitors. A look at Google can be very helpful in finding out what competition you would have to do if you were to run SEO and SEA. AdWords advertisements should be focused on advertiser targeting and advertiser specialization. Amazon, ebay and ask are usually not direct competitors, since they offer almost all terms and pursue a reach-oriented strategy. This is also a good way to analyze the offer of the competition, if available.

How strong the competition is in the field of SEO can be checked by looking at one of the backlink tools available on the market for the domains of direct competition on the first page of search results. If such a tool is not in use you should check how many listings the direct competitors already occupied on the first Google page. If there are still many places occupied by non-commercial websites such as Wikipedia, directories, forums, question-answer portals … this is a good sign. But I leave this topic in this short sketch.

SWOT analysis to determine the right online marketing mix

A more detailed way to analyze wagers is the classic SWOT analysis. A SWOT analysis in the marketing context is about comparing the weaknesses and strengths of one’s own marketing with those of competitors.

You analyze your own company as well as the most important competitors and compare their strengths and weaknesses.

Examples of strengths can be:

  • Innovative products
  • High qualification of the marketing team
  • High marketing budget
  • Good relationships with influencers

Examples of weaknesses can be:

  • Poor quality of the products
  • Low brand awareness
  • High price level

The next step is to identify factors that affect the global market and can only be influenced to a limited extent. These then become opportunities and risks.

Examples of opportunities can be:

  • Occupation of niches
  • High market potential
  • Unused sales channels

Examples of risks can be:

  • Very fast innovation cycles
  • High costs for new customer acquisition
  • High click rates
  • Strong seasonality

The SWOT analyzes are usually carried out in the first step for subsections and can then be summarized in a holistic SWOT analysis. An exemplary SWOT analysis for online marketing might look like this:


In addition to manual research, free tools such as Google Keyword Planner, Google Trends, or Similar Web are ideal for sourcing data for SWOT analysis.

Your own assets as the core of the online marketing strategy

Many companies are faced with the same problem in the first few years of the foundation or the first steps in online marketing. The digital popularity and their own digital communication channels are not available or at least not particularly powerful in relation to their own target groups.

So it is obvious to rely on the big gatekeepers and rely on SEO, Google AdWords, Facebook ads, listing their own products on Amazon … for visitors to their own website and in the best case, sales. Many big players such as Zalando, the companies of the Scout Group have grown up especially through SEO and SEA. It’s easier to do that than to spend years in advance, until you’ve built your own, independent-but this strategy is tricky.

As a result, many companies and online marketers are becoming more and more the plaything of the big gatekeepers Google, Facebook, Amazon … and aligning their online marketing strategies with these third-party systems.

The Internet giant’s fight for supremacy on the Internet has been in full swing for years, with the goal of capturing much of the traffic, transactions … on the Internet and capitalizing on them.

Here are Google, Facebook and Amazon in the best positions. All three started at different starting points. Google as a search engine, Facebook as a social network and Amazon as an online bookseller. But the air is getting thinner! Now they are moving towards each other very fast. While Amazon fights for the products and dealers, there is currently the fight for the content.

The big danger for online marketing is the curtailment of possibilities and autonomy. Imagine there were only Google and / or Facebook as the only online marketing channels. One would be hopelessly trapped in the limits of the systems and a plaything in full dependence of the sensitivities without own basis.

Therefore, diversify, have courage and build your own systems in addition to foreign channels on which you can position yourself on excellent online marketing and products because this can not be possible any more by synchronizing online marketing with external systems. Then at some point it’s just about who has the biggest budget … Do not let that happen!

But diversification of the channels is not enough. Create something independent, which you can influence completely. A strong brand with inbound potential and its own target group-oriented and efficient communication system.

It is not the easy and fast way but sustainable and value creating. The goal should be to generate at least 40-50% of visitors through brand traffic such as direct access, brand or navigation searches, feed readers, newsletters etc. on their own website, where you can directly influence conversion and usability optimization preserves the monetization of its own content. The benefits of brand traffic I already have in the article Digital brand building: The importance of branding for online marketing and digital brand building: why good branding on all your key figures pays detailed.

The rest should be a mix of organic search engine traffic, PPC advertising, social media visitors, referrals … etc, depending on the business model. So it is a healthy mix and the risk of dependency is manageable. A marketing strategy not around your own website or your own systems, but to create third-party systems such as Google, Facebook, Amazon … is not sustainable.

The brand and its own autonomous communication channels such as newsletter, blog, website … as own assets should usually be the central link between all (online) marketing measures. Brand building and the development of independent communication channels should therefore always be in the center of a long-term (online) marketing strategy.


The online marketing strategy as a critical success factor

While in the past you could be successful with tactical online marketing and channel thinking, today you have to rely on holistic multi-level online marketing strategies. These funnel strategies have become indispensable for brand building and sales for many offerings and business models. Single-channel strategies will work less and less.


First 7 Steps to make a new website ready for digital marketing in 2018

First 7 Steps to make a new website ready for digital marketing in 2018

First Seven Steps to make a new website ready for digital marketing in 2018


Started a new eCommerce or informational website and wondering how to promote this to generate traffic and queries through it. It is a tough challenge with growing competition on the web. According to Internet Live Stats, there are over 1.5 billion websites on the World Wide Web today. An Integrated digital marketing is the way to stand out.  

Integrated Digital marketing comprising of the SEO, Copywriting, SMO, and Content Marketing is the solution to beat the competition and reap the rewards of the new economy. We will summaries the whole process in 35 steps presented in 5 blog posts to rank your website higher on search engines. This blog post will comprise of first 7 steps that you can take to begin the long arduous journey well for achieving huge traffic on your website.  


  1. Find Keywords that are relevant to your business (website): Use Ubersuggest tool  by trying out various combinations related to your products/services to arrive at a list of long tail keyword and shortail keywords. Traffic estimation for a keyword in a month and competition for that keyword could give you an idea which keywords you shall target to rank for your website.


As Moz points out, Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.


 For example in UK, using the keyword ‘Printer Toner’; Ubersuggests, provide you 915 suggested keyword results along with the result on this particular keyword.


Collaborada gives some tips to choose the right keywords.

Relevancy: Keywords shall be relevant to your business. For example, if your website sells unique hand-crafted jewelry and one of the most promising keyword phrases is “buy jewelry supplies,” think again. It doesn’t matter how much traffic that phrase will bring you because it’s attracting the wrong audience. People searching for that term want to make their own products, not buy yours. 

Variety. Choose a variety of related keywords and plan on incorporating them into a single page. Target both short tail and long tail keywords.

Range of Keywords: You shall start with few keywords to begin with to focus upon and slowly built upon a significant range of keywords that are covering more than 50% of traffic in your industry and shall see how much percentage of that traffic can visit your website.

  1. Creating right structure and Pages of your website:

Next step is as suggested by Digital Marketing Institute; you need to structure your website so that each page targets its own set of closely related, highly relevant keywords.

“For example, pretend you’re launching a website for a men’s shoe shop. You sell a variety of different men’s shoes, from leather shoes and boots to sports shoes. You’d like each category to rank for its target keywords and attract searchers looking for a specific type of shoe.

This means breaking down your website’s structure into categories, with each category aimed at a different search keyword. Below, we’ve included an example site structure, with the homepage targeting the main keyword (“Men’s shoes”) and subpages for each secondary keyword. Each main category can be broken down to the subcategories based on your products/services, and target keywords.”


Image Source:

  1. Write Great Content for the Pages you have created on your website:

Thrive agency provides guidelines for how to write page content for websites. Don’t plagiarize, don’t repeat yourself, don’t oversell your product or service, don’t forget your target audience, Create creative Anchor Texts, Know what the goal is for each page is and write accordingly, use Call to Actions, Use an outline, provide the answers and details that your target market needs. While writing the content of a page, you shall ensure that your targeted primary keyword and secondary keywords are naturally fitting in your content.


  1.  Pages shall have Clear URLs, Effective Titles, and Meta Descriptions:
  1. Pages that you create shall have clear URLs. Example is below





URL1 has clear URL link with having primary keyword in its link name whereas URL2 is just having Page345 as reference in the URL. URL1 is clean and all pages of a website shall be like this.


  1. Effective Titles of the WebPages:


Each Webpage shall be given a SEO friend page Title. According to Webpagefx, A web page title is the value you assign the <title> tag that’s typically found on top of an HTML/XHTML document inside the <head> tag. Most web browsers will display the web page title at the top of the browser window and/or in the browser tab.


In CMS like word press, if you have SEO plugin like Yoast, whenever you create a new page, it will ask for the Title of the page. Page Title is about 70 characters long and it shall be relevant to the targeted keywords for that page.


For example, in this page,

Title of the page is “Hire Dedicated WordPress Developer: Theme n Plugins Development”


  1. Write Effective Meta Description of each page:

As Michiel from Yoast describes, “Meta description is a snippet of up to about 155 characters – a tag in HTML – which summarizes a page’s content.” Search engines show the Meta description in search results mostly when the searched-for phrase is within the description, so optimizing the Meta description is crucial for on-page SEO.  

Example of Meta description is as below

In the above example, meta description is, “Hire WordPress Developers for remote working from India that are best n dedicated for Offshore locations like Dubai, UAE, USA, Australia, Singapore.”

You shall ensure that you write unique Meta description of about 155 characters, comprising of primary and secondary targeted keywords in natural way as possible. Meta description shall be in active voice and shall include Call to Action like shown in the below example by Yoast.  

Call to Action words are like ‘Learn More Now’ and ‘Buy Now’.


  1.  Include H1, H2, H3, H4 Headings in your Content

In a web page, the headings introducing the content in the HTML language are identified by the <h1> <h2> <h3> <h4> <h5> and <h6> heading tags (h for “heading”). These heading tags have two main purposes to inform the visitor with visible and summarized texts about the content of paragraphs and to indicate to search engines (Google, Bing…) the most important information included on your page

According to the site,, H1 to H6 Headings shall normally come in a certain order only like Main Heading, Sub Heading, Sub Sub Heading and so on. H1 heading shall come only once, rest heading can be repeated. However, there could be exception to this depending upon content structure of your page and how you want your content to be classified in different headings and sections. Normally, it is a practice that H1 tag comes only once and rest can be repeated multiple times but in a logical order like how content is divided normally in a book or a report.

For example, this particular blog , will have H1 Tag same as its Title, <h1> First Seven Steps to make a new website ready for digital marketing in 2018 </h1> and different steps like <h2> Creating right structure and Pages of your website </h2>

So, if you have a new website and writing content for your web pages, it shall be ensured that Heading Tags are used in a natural way to organize the content and to make it more search engine friendly to index the content better.


You can also do a quick competitor analysis to see how your near competing sites are using headline tags. You can use several tools. One such tool is accessible using below link:


  1. Internal Linking of your Pages:


As you develop pages and write content for them, Internal linking of pages is another factor that is important from the SEO and Digital Marketing Perspective. Neil Patel in his article, Seven Commandments of Internal Linking that Will Improve Content Marketing SEO, “An internal link connects one page of a website to a different page on the same website. In an internal link, the source domain and target domain are the same.”

Use a reasonable number of natural internal links as per the best user experience, and using effective Anchor Texts.  Though it is difficult to quantify the reasonable number of internal links but a large, popular websites tend to have lot of links in menu and footer. We shall see that depending on the overall number of pages of your website,  a normal guiding number of internal links on a page could be around 100 but again it all depends on the context and what is natural.


  1.  Technical Setup like Google Analytics, Webmaster, Sitemap:
  •  Ensure you setup the Google Analytics account for your new website.  Google Analytics account would help you analyze the performance of your website in terms of where you are getting the traffic from, how many visits, user profiles,  pages that are getting most traffic, bounce rate, and lot of other important key indicator for analyzing the performance of your site.

Similarly, as a business owner; you shall ensure that Google Webmaster tool is configured for your website. According to the Search Engine Watch , “Google Webmaster Tools is the primary mechanism for Google to communicate with webmasters. Google Webmaster Tools helps you to identify issues with your site and can even let you know if it has been infected with malware.”


  • Setup Sitemap of your website


Sitemap is another important technical aspect required for search engine optimization and it basically lists all the pages of the website. Jessica Kandler of Semrush defines it further, “Sitemaps are xml or html files that list out every single URL on your website, along with important meta data for each URL that includes when it was last updated, how relatively important it is within your website structure and how often you make updates to it.”


There are several tools to generate Sitemaps. You can explore some of them at the following article:


  • Set Robots.txt file:


Jason Roy explains the importance of the Robots.txt file for your SEO, “Your Robots.txt file is what tells the search engines which pages to access and index on your website on which pages not to. For example, if you specify in your Robots.txt file that you don’t want the search engines to be able to access your thank you page that page won’t be able to show up in the search results and web users won’t be able to find it.”  


The above seven steps are the starting points to consider when developing a new website from the perspective of SEO and digital marketing. If you do not have technical background; you may need to a hire a digital marketing agency like  to carry out these steps. Choose a long term partner for the same.


For any advice, you can write to our team at as well.


Digital Marketing: Sales Funnel

Digital Marketing: Sales Funnel

Digital Marketing: Sales Funnel
Today the main growth factor of a business is marketing and in today’s age, we can comfortably say it is digital marketing. Digital marketing is the process of promoting a brand or product via digital means. The best benefit the people are getting by choosing digital marketing over traditional marketing is getting instant feedback or analysis, which gives them the insight into what is working and what is not. This helps them in focusing on the things that are important.

There are many kinds of digital marketing techniques used today, which includes social media marketing, e-mail marketing, content marketing, and many more but today we will focus on a technique called sales funnel. This technique is a process of getting a new visitor to your landing page to buy your product.
Sales funnel has various steps all of are there with the ultimate goal of converting a sale.

The steps are:
>> Boost your content.
>> Increase the reach of your content so that it can generate a lead.
>> Giving some value for free.
>> Like giving a free e-book for their email address.
>> Ask questions about the content you gave away for free.
>> Offer premium products for a price based on the content you gave away for free.
>> Stay in contact with the customer.
>> Give some valuable content for free.
>> Give away content in exchange for referrals and business.

Boosting Your Content: This step is the most important as you should have a lead before you can convert it into a sale. There are many ways by which you can boost your post and increase the reach of your content. You can do an SEO audit so that you can find out any issues that can become a hurdle for the search engine in finding your content. You can opt for email marketing and send emails personally (recommended) or in bulk to all your leads.

Give value for free: You can write quality content or you can write an eBook on a topic. Give that eBook for free to people who sign up with their email. This way you would have an email list of leads and the users will get value and they will be appreciative towards you.

Asking questions: Ask the customers about the content of the eBook you gave away. This establishes trust and implies that you care.

Make Sale: Now is the correct time to offer your premium products to the customers. Try to offer only those products in which the user has already shown interest in.

Stay Connected: After-sales stay connected to the users and treat them like new customers and give away content from time to time and check up with them every week or month.

Referrals: You can put up some offers like new sign up from their email gets them premium content for free. This way the existing customers and members of your community will increase your business.
By following these steps you can create a successful marketing business and even make a passive income of 7 figure.

Creating Persona of your targeted customers

Creating Persona of your targeted customers

This blog is to answer the question how to create persons of your targeted consumers so that you come up with effective digital marketing and advertising strategies to win them over. Buying persona is more like segmentation of your potential customers that could help you create their image vividly. As you know that if you can see a goal clearly, your chances of achieving that are very high. Same goes for why creating personas of your targeted consumers is very important since if you do not have the clear picture of target consumer, your chances of reaching to them also becomes very less. With personas, you will have more comfortable picture of whom your message shall reach. So, an important component of your digital marketing plan is personas of your customers as real as possible.

To create buying persona, first of all, you need to look into the Geographic factors like your targeted consumer may be in certain region, countries, cities or locations.Once you know the geography of the targeted customers; you can relate with lot of factors like a retail store owner will have different persona then a retail store owner in China or a teenage in India would have a different personality than a teenager in china. If you are targeting more than one geographic segment; you can create different personas accordingly. Next come, identifying some specific customers who can help you create personas of your targeted digital marketing campaign personas.


If you are already into business for some time you can create a list of some of the names of your clients, their designations, career paths, what are their job responsibilities, their normal day to day life, online and offline behavior, financial situations, what influences them, who is normally in their close relations and their professional network, what are their challenges and solutions they are looking to overcome them. One such B2B potential customer personas as created by the company is as below where they have identified a person Ms Joanna as a potential client for a company that provides accounting consulting and related software solutions.


A company that is targeting an end consumer may have a buying persona slightly different from a B2B persona; this can be understood from a different example that can be observed from a persona created by to target a coffee shop customer.


You need to do an intensive research to identify the correct personas of your targeted customers. You can also do a survey with some of the existing customers or interview them to get better picture of their challenges on personal and professional front to identify strategy of your marketing campaign. Once you identify the kind of personas your potential customers have, you can devise an effective strategy for your Search Engine Marketing and Content Marketing and create a digital marketing plan for the same.