A high-performance online strategy undoubtedly results in more and better customers - in online terms we speak of conversions. Online marketing or performance marketing is an important part of this approach. It not only ensures that your website gets the necessary boost online, but also that you can grow your company/business.

What is online marketing?

Online marketing is all the marketing you use online to achieve your goals. Usually these goals are translated into conversions and you try to increase them by using a correct strategy

You can, for example, use SEO (Search Engine Optimization) to attract more (qualitative) visitors to your website. Don't want to wait for the SEO effect but still want to be in first position in search engines? Then SEA (Search Engine Advertising) can be an ideal way. You can also reach your target audience via social media with advertisements on Facebook, Instagram or LinkedIn. 

All your online efforts can be part of your online marketing. But how do you get started? Because a plan of action is required. We will make it a bit clearer in the following paragraphs. 

Start with a strategy

We start with an online marketing plan. In this plan we lay down what you want to achieve and with which channels you can achieve your objectives. It goes without saying that you will have to reflect for a while on your digitale strategy in order to align it with your vision. So a study is certainly necessary. Together with you, we will map out the channels and objectives so that your strategy can achieve the goals you have set yourself.

SEO content analyse

Types of online marketing

1. Content marketing and SEO

The right content or content on your website also attracts the desired visitors. Of course, this is only possible if you have started with a keyword analysis: what do people look for and how do I respond to this so that my website appears first in the results overview? 

Content marketing and SEO (search engine optimisation) both go hand in hand and cannot be ignored when drawing up a correct online marketing plan. Most of the traffic that surfs your website comes in an organic way. Surely you don't want to miss it?


Online marketing sociale media

2. Advertise online

You can also stimulate your online presence through paying channels. Betting on SEA or Google Ads (AdWords) is a nice addition to SEO optimisation. Here you can respond to things that people are looking for and where you do not yet appear at the top of the results. 

Of course, your target group is also on social media. Is your message suitable for Facebook or LinkedIn? Is your target group active on these channels? It is important to reach the right people at the right time with the right message. A correct targeting on the right channel with an adapted message is the translation to a successful conversion. Read more about online advertising.


3. E-mailmarketing & marketing automation

Does it still make sense to focus on e-mailmarketing? Certainly it does! You have to put more effort into it, but it certainly delivers great results. You only reach people who have already shown interest. They did not subscribe to your newsletter for nothing. That's why you have to respond cleverly to wishes and needs and make sure you don't lose them. 

Do you prefer to let it all play out automatically? Then we strongly recommend marketing automation. A handy tool that does the work for you. It does require a handful of content!

Analysis & optimisation

At Calibrate, we strongly believe in a well-founded approach. This is the only way we can guarantee and report results. We give you an overview of our approach. If you would like to go deeper into the various topics, please click through!


The web statistics of your current website contain a lot of insights. As experienced data analysts, we like to work with Google Analytics, Google Tag Manager and Google Data Studio. We map out how your website scores, what visitors are looking for, how they ended up on your website and what paths they take. 

An analysis is the basis for starting your digital strategy. The intention is, of course, to do things differently and better. We try to make the road travelled as short as possible and the conversion ratio as high as possible. 

Conversion optimisation

In an online marketing plan, we focus on achieving your objectives. In marketing terms, we sometimes call these objectives conversions. A conversion is in fact an achieved objective which we set down together in the online marketing plan as ROMI (Return On Marketing Investment). Example: a contact that leads to a request for a quotation and ultimately results in a new customer. 

All online marketing campaigns are therefore aimed at achieving these objectives as quickly and cheaply as possible. Constant evaluation and optimisation are also part of the plan.