Most businesses are now operating entirely or partly online. The majority of our purchasing decisions are now being made online – whether we like it or not.
In light of this, it’s important that you understand how to market your business online. You’ll need to consider what your target audience is, and what you’re going to say to them. This article will advise you on how to conduct effective marketing online.
Diversify Your Online Marketing Channels
As the name implies, “online marketing” covers everything you need to market your business online. This includes social media, search engine optimization (SEO), and content marketing.
You might think that each of these channels is important, and that you should be doing everything through one channel. But the truth is, you’ll find that each channel has its perks, and you should spread your digital marketing budget across all of them. Why?
Firstly, people use different platforms for different things. The vast majority of users will most likely visit your website via a Google search. However, many users will also visit social media sites like Facebook or Instagram to follow the things they love. Your target audience will have different needs and preferences, which you should take into consideration when choosing the right marketing channels for your business.
Set Up Google Ads
Google Ads is one of the most popular ad platforms available, and for good reason. Not only do they provide a simple way for businesses to launch ads, but they also allow you to target your ad to a niche audience that you choose. This makes it easier for businesses to connect with potential customers, who are more likely to be interested in their products or services.
Since most of our purchasing decisions now take place online, it only makes sense to target potential customers where they are. You can use Google Ads to target people based on their interests, hobbies, and demographics. Setting up a Google Ads account couldn’t be simpler. Once you’ve set up your account, you can simply log in, and begin creating ads. For a step-by-step guide, check out this useful tutorial from HubSpot.
Build A Brand For Yourself
If you’ve been operating under a fake name so far, it’s time for you to build your brand. Your brand is essentially your business’s identity. It gives your customers, partners, and suppliers a general impression of who you are, and what you do. Your brand will largely depend on your target audience, industry, and position within the industry.
You’re probably thinking, “I already have a brand. It’s called ‘Sole Society.’ I established this brand when I first started my business.” Fair enough, but you need to update it. Why?
When you establish a brand, you’re essentially telling the marketplace that you’re confident you can provide a certain level of service, or product, and that you’re willing to stand behind it. Essentially, you’re promising to do what you say you’ll do. This is what makes branding so important.
In the age of the internet, it can be difficult to ensure that your branding is always consistent. This is why you should consider establishing a brand for yourself, regardless of whether you have a physical store or online presence. Why?
Building a brand takes time, and it’s important that you do this consistently. If you want to build a strong brand, consider using an agency that specializes in brand strategy and development. An agency that specializes in branding will be able to put your business in the right mindset to establish a clear brand identity, and they’ll do it in a way that fits YOU.
Use Video When Possible
When we think about marketing, video often comes to mind. Why?
People love watching videos. YouTube Analytics data shows that people are three times more likely to purchase a product or service after watching a branded video. Even more interesting is that people are 17% more likely to purchase a product or service after watching an unbranded video.
If you’re operating under the impression that video isn’t for you, think again. While video itself isn’t the best way to market your business (depending on the nature of your product or service), it can be a very effective tool for marketing.
You should incorporate videos into your marketing mix. Not only do they provide a good opportunity to showcase your product, explain its benefits, or show how it works, but you can also use them to engage with your target audience. For example, you can use video interviews to conduct Q&As with your prospects, or you can create training videos to teach your staff the ins and outs of your product.
Think About User Experience
A lot of what we do online isn’t just about marketing. Sometimes, we need to actually think about the UX (User Experience) of a product or service. Don’t get me wrong; you should be thinking about marketing every step of the way. But there are times when you have to step back, and consider how a product or service will be used, rather than just what the user will read about the product or service.
Most importantly, you should always be thinking about the user. Never, ever forget about your customers. Your product or service won’t matter if you don’t get the right users. There are a lot of usernames, email addresses, and phone numbers available. Don’t use a throwaway email address when you register for a site. Give customers value, and you’ll earn their trust.
To get the most from your digital marketing efforts, you must put the customer first. To achieve this, you must establish a clear understanding of your target audience, and consider their needs, wants, and behaviors.
As you can see, there are a lot of different channels you can use to market your business. Not only will each of these channels have its perks, but you should experiment with them all, and see which ones work best for you.