How to Create a DIY Online Marketing Strategy
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How to Create a DIY Online Marketing Strategy

The options for do-it-yourself (DIY) online marketing can be overwhelming with the constantly changing world of social media marketing, email marketing, search engine optimization (SEO), article marketing, blogging and more. So, if you want to start a DIY online marketing campaign, where should you begin?

Launch your digital marketing campaign with these strategic principles to get you started.

The Medium and the Message

The first step of creating an online marketing strategy is to figure out your message – that is, the content that will drive your campaign. Whether it’s promotion, sales information, industry-related updates or helpful tips, you need to know why you’re creating content for your audience.

Once you have a focused message, spend some time, money or both to articulate it concisely. A great looking website is all well and good, but if it doesn’t get the right information across in a clear and coherent way, it’s useless.

The next step is to work on your marketing medium. All these messages should be published on your website, preferably in the form of a blog. Blogs make it easy for people to comment on, share and like your message. Search engines like Google reward you for having popular and industry-relevant content by improving the ranking of your site in search engine results. Users interacting with your article and creating backlinks through sharing will also improve your website’s popularity.

Share Your Message With Social Media

Make time to check in with Twitter, Google +, Facebook and other social media platforms, interact with your followers and keep them engaged so they’ll want to stay up to date with the content you’ve published on your website.

Provide a summary or teaser for your riveting blog – and remember to include a link so your fans can read the full article. Making your content compelling and available to your audience can drive traffic back to your website, which improves your SEO.

Remember Your Email List

Now that you have a regularly updated blog full of new and exciting content, copy and paste the best parts of it into an email marketing campaign (such as an e-newsletter) with links back to your blog. Just like sharing summaries or teasers through social media, this email strategy will send traffic back to your website. By doing so, your readers will have the opportunity to share, like and comment on your article, all of which help with your website SEO.

Plus, by periodically sharing valuable tips or information with your email subscribers, your business will always be “top-of-mind” as an expert in the industry.

Should Your Online Marketing Strategy Include Advertising?

Maybe. Adding Google pay-per-click ads, Facebook advertising and other online advertising options can be an extremely effective way to bring in targeted traffic. Online advertising can be affordable and deliver immediate results, so it’s worth considering if paid advertising can be incorporated into your marketing budget.

Final DIY Online Marketing Thoughts

The great thing about running your online marketing for yourself is that you can get a lot of value out of creating focused content, as long as you share it with your market. An effective online strategy allows you to keep current contacts engaged with your business, and is a great way to connect with new audiences while converting potential clients into satisfied customers.

Learn More

Are you taking advantage of Small Business BC’s wide selection of seminars for entrepreneurs and small to medium-sized business owners? Space is limited, so don’t miss your chance to register today.

Plus, don’t forget that you can meet one-on-one with an expert to get specific information that applies to your business by booking an appointment with Small Business BC’s Ask the Expert service now.

About Darcy Lefebvre

Darcy Lefebvre is an online marketing and communications planner, and a marketing project manager.  He has been in the industry for over 15 years and works with small businesses to introduce and enhance their online marketing strategies.


  1. Great information and advice, Darcy! One thing I’d add is that online marketing is a long game, that it’s better to think in terms of consistently delivering value over the long term to really separate yourself from the competition. Business owners sometimes get the impression that online marketing is a one-and-done campaign.

  2. Heather Seabrook

    Great tips for SMB’s Darcy! I think it’s also important for newcomers to digital marketing to understand the importance of a long term strategy and to have realistic expectations for what initial success looks like.

  3. Brilliant tips here! To create a winning online marketing strategy you need to start with great content and make sure that your strategy to let people know about it is strong. The other part of it is making sure that once people actually visit you site or blog, they look around and angage – rather than just leave immediately. they say that there is a 4 second rule – that most visitors to a site will make up thier mid about it within 4 seconds whether or not they stay or go. I really truggled with this idea with my first business’ website, but I had to realise that written content for a website is unique. While an article in a magazine or on the TV has to battle to appeal to an audience both with words and visually, a website needs to go one step further and appeal to a Search Engine. I got some help with this matter from

  4. Lindsey Anderson

    This is a great resource. Personally, I appreciate the emphasis of compiling your great content into an email newsletter. That’s one of the biggest things I emphasize with all my clients, and one I find often falling to the wayside.

    I hope you don’t mind me sharing this with you, but I specialize with online marketing and just posted an episode of my podcast that revolves around online marketing. Hopefully you and your audience will find it useful!

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