February 15, 2017 · Online Marketing

Online Marketing Introduction

This post was created as part of an online marketing course I created. It's a reference tool and also something I can refer people to in case they're interested. It will also be continuously developed.

Where do I start?

It's first helpful to have a »big picture« of online marketing and its channels. I found the book Traction book (Amazon.de affiliate link) helpful as a starting point. It identifies 19 traction channels (feel free to adjust to your needs):

  1. Targeting Blogs
  2. Publicity
  3. Unconventional PR
  4. Search Engine Advertising (SEA)
  5. Social and Display Ads
  6. Offline Ads
  7. Search Engine Optimization (SEO)
  8. Content Marketing
  9. Email Marketing
  10. Viral Marketing
  11. Engineering as Marketing
  12. Business Development
  13. Sales
  14. Affiliate Programs
  15. Existing Platforms
  16. Trade Shows
  17. Offline Events
  18. Speaking Engagements
  19. Community Building

Using the Bullseye Framework:

  1. Outer Ring: Brainstorm opportunities in each channel
  2. Middle Ring: Test some of the channels
  3. Inner Ring: Direct your efforts to the most promising traction channel

Articles / Further reading

SEO: What's it good for?

The Evolution Of SEO Trends Over 25 Years (Search Engine Land)

Capturing Email Subscribers

How We Doubled Email Signups in 30 Days: Our Strategies to Get More Email Subscribers

How to create great content

Why Good Unique Content Needs to Die (Moz)

How to Create 10x Content (Moz)

Case Studies

Dropbox, from Search Engine Marketing to Referral Marketing



Social Media

Email Marketing


Online Resources

Presentation Slides

Main Slides (German only):

Bonus Material

  • LinkedIn
  • Tumblr
  • Reddit
  • Google+
  • Pinterest
  • Pocket
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