Building a successful Online Marketing Strategy for Agencies and Freelancers

aufbau online-marketingstrategy

In 6 steps
from Concept to Implementation

In today’s ever-vibrant, digital landscape, a well-founded, carefully planned and thoughtful online marketing strategy is essential for agencies and freelancers. In this comprehensive guide, we’ll walk step-by-step on how to build such a strategy and achieve your marketing goals.

The journey starts with a basic understanding of your target audience, through the definition of goals and key performance indicators (KPIs), the selection of suitable marketing channels and the creation of high-quality content, to the effective use of social media and the continuous optimization of your strategy.

1. Take the pulse of your target audience

  • Customer profiles: In order to design successful marketing strategies, it is first important to create detailed profiles of your ideal customers. These so-called customer personas, which reflect your customers’ demographics, interests, behaviors, and challenges, are the foundation on which you build your specific marketing messages. An in-depth understanding of your customers enables you to better understand their needs and thus create tailor-made offers.
  • Customer Journey: Another important aspect is understanding the customer journey – the process your customers go through from the initial awareness phase through the consideration phase to the purchase decision. This knowledge allows you to create relevant content that accompanies your customers on their buying journey and helps them make decisions.

2. Define your goals and key performance indicators (KPIs)

Setting clear, measurable, and realistic goals is the next step in developing a successful online marketing strategy. Your goal could be to drive traffic to your website, increase brand awareness, or generate qualified leads. It is important that you can not only define these goals, but also measure them. This is where the so-called KPIs come into play. These key indicators, such as the number of website visitors, the click-through rate of emails or the conversion rate of landing pages, allow you to measure the success of your goals and adjust your strategy if necessary.

3. Selection of the appropriate marketing channels

Online marketing offers a variety of channels through which you can reach your target audience. Which ones are right for you depends on your target audience and goals. Here are some examples:

  • Search Engine Optimization (SEO): An understanding of the basics of search engine optimization is essential to increase your website’s visibility in search results and generate organic traffic. SEO involves a number of techniques, such as leveraging relevant keywords, optimizing meta tags, and creating high-quality content that will help improve your website’s ranking.
  • Social media: Each social media platform has its own peculiarities and attracts different audiences. It is therefore important to research the different platforms to find out which one best suits your target audience and goals. You can use social media to promote your brand, interact with your target audience, and spread your content.
  • Email marketing: Email marketing is a powerful tool to strengthen your relationship with your customers. It allows you to inform your customers about new offers or products and encourage them to make repeat purchases.
  • Paid advertising (PPC): Paid forms of advertising such as Google Ads or social media ads offer the opportunity to achieve immediate visibility and generate qualified leads. They are especially useful if you want to get results quickly.

4. Creation of high-quality content

High-quality content is at the heart of any successful online marketing strategy. Not only does it help strengthen your brand and increase your credibility, but it also plays a crucial role in search engine optimization. Here are some key components to consider when creating content:

  • Content planning: A well-thought-out editorial plan is an essential tool for the strategic planning and organization of your content. It helps you keep track of important dates, seasonal events, and relevant topics for your target audience and plan your content accordingly.
  • Content creation: When creating content, it’s important that it informs, entertains, and engages your audience. Depending on the target group and objective, these can be blog posts, videos, infographics, e-books, webinars or other formats.
  • Content optimization: To increase the visibility of your content in search engines, you should optimize it for SEO. This includes using relevant keywords, optimizing meta tags, and incorporating internal links to improve the ranking of your content.

5. Use of social media for branding

Social media provides an excellent platform to connect with your target audience, gather feedback, and build a community around your brand. Here are some important aspects to keep in mind:

  • Audience interaction: Take advantage of the opportunities that social media offers to interact with your target audience, get their feedback, and build a strong community around your brand. By engaging your followers in the conversations, you can not only gain valuable insights, but also increase the engagement and loyalty of your target audience.
  • Promote content: Actively share your content on your social media channels to increase their reach and engage your target audience. Keep in mind that each platform has its own best practices and that the content should be adapted accordingly.
  • Monitoring and Response: It’s important to regularly monitor your social media channels to respond to comments and questions in a timely manner, manage potential crises, and capture the overall sentiment around your brand.

6. Analysis and optimization

To ensure that your online marketing strategy is effective, you need to continuously monitor and analyze the results of your efforts. Here are some steps you should take in this process:

  • Data collection: Use tools like Google Analytics to collect important data, such as the number of website visitors, average time spent on the page, bounce rate, and more. This data gives you valuable insights into the behavior of your visitors and helps you assess the effectiveness of your marketing efforts.
  • Data analysis: Analyze the collected data to identify patterns and trends, evaluate the performance of your marketing efforts, and identify areas for improvement. Compare your actual results with your goals and KPIs to see where you stand and what you can improve.
  • Optimize your strategy: Based on the insights from your data analysis, you should constantly optimize and adjust your strategy to improve your marketing results. Be prepared to rethink your tactics and test new approaches to achieve your goals.

Tip: Case studies as a source of inspiration

Case studies are a great resource for learning from successful online marketing strategies and understanding what works well and what doesn’t. Thoroughly research and investigate studies of successful marketing strategies and use the lessons learned to improve and refine your own strategy.


A successful online marketing strategy is not a one-time project, but a continuous process that requires research, planning, execution, and constant optimization. With the right understanding of your target audience, clear goals and KPIs, choosing the right marketing channels, creating high-quality content, and continuously analyzing and optimizing your strategy, you’ll be well on your way to achieving your marketing goals.

We look forward to hearing from you. Do you have any questions or suggestions on this topic? Do you have experiences that you would like to share? Please leave your comments below.