There is no question that digital marketing is changing the face of marketing as we know it. In the past, the lion’s share of the work involved in marketing a business involved getting people’s attention through various kinds of advertising. However, what is most exciting is that thanks to the innovation and invention of the internet, much of this work can now be automated. This means that businesses no longer have to be stuck to one particular medium to reach their audience – they can use multiple platforms to connect with customers and allow them to explore multiple offerings and discounts.
Giving away free samples of your product via email is a great way to get the word out about your business and brand. The key is to find an email marketing service that provides you with all the tools you need to set up automated campaigns and send out valuable content to your customers without having to lift a finger.
Emma Fishwick, Owner & Founder, Fishwick Marketing Solutions says, “It is essential to have a clear idea of the objectives you have for your business, as this will dictate the kind of marketing you perform. A good marketing plan will include a distinct analysis of your competitors and an evaluation of the current state of affairs in your industry.”
Setting up automated campaigns is made easy with services like HubSpot, which integrate with other platforms like MailChimp and ConvertKit.
The fact that so much can be automated with internet marketing means that businesses can be more agile and respond more quickly to changes in the marketplace. This is critical for a business that wants to remain relevant.
Social Media Marketing
While traditional marketing via newspaper advertising or radio spot has its place, so does the world of social media marketing. Companies like HubSpot note that while these platforms can certainly be used to reach customers that are already thinking about your product or service, you should also be using them to engage with potential customers.
What is great about social media marketing is that you can target your audience based on gender, age, location and more so today than ever before. Moreover, social media platforms like Twitter and Facebook allow businesses to connect with other businesses that can help them solve problems, provide insight into the market and allow them to become more agile.
As people have become more comfortable using the internet to do their daily business, online marketing has become more prominent. This is also due to the fact that it is so much easier to reach a vast audience via the web than it is to get people’s attention via traditional print or radio ads.
Thanks to platforms like Google and Amazon, running a business online no longer requires a lot of expertise – you can literally set up a storefront in minutes and start selling your products.
However, just because you can produce a website and have everything available online, it does not mean that you should. According to Pareto’s principle, a small percentage of visitors are responsible for the majority of the revenue generated by a website. In other words, focusing too much on getting the basics online could potentially hurt your bottom line.
Instead, consider focusing on using online marketing as a tool to gain more organic traffic to your site via social media or search engine optimization. This will bring in more customers and more revenue over the long term.
If your product is of a such a nature that it requires constant attention to keep it fresh in the minds of your audience, then it might be a good idea to use blogs to keep people interested. These are essentially websites that are designed to look like newspaper blogs or magazines.
The advantage of a branded blog is that you can take advantage of all the platforms available to content publishers – including social media, email and the blog itself.
What makes a good blog post? According to HubSpot, it should be informative, contain practical advice and demonstrate a genuine interest in the subject matter.
To establish yourself as an authoritative voice in your industry, consider creating a blog for each of the major areas of your business. For example, if you are in the technology sector, you could create a blog for tech advice or show how different technologies can be combined to create innovative new products.
Include snippets of interesting news stories that relate to your niche. Moreover, make sure to intersperse these posts with helpful tips or advice on the various topics — your target audience will appreciate your attention to detail and the variety of content you provide.
Thanks to the rise of TikTok and YouTube, video is emerging as a useful tool for businesses. This is particularly the case for products and services that are difficult to explain in words – like how to perform a specific task or use a new product. Videos can also be used to show how a product or service works in real life or provide helpful information that would otherwise be difficult to find in text form.
As a business owner, it’s important to understand how to use video content to your advantage. In the case of online stores, videos can be used to showcase products, explain how a product works or illustrate how a product can be used. These kinds of videos can help to drive sales, especially if you can get the right kinds of people to watch them – like men aged between 18 and 24 or Gen Z.
Search Engine Optimization (SEO)
If you’re looking to get your website indexed by search engines like Google, you have two options: you can pay for ads or you can do it yourself via search engine optimization (SEO).
While advertising is great for getting your business in front of potential customers, SEO allows you to put the work into improving your search engine rankings so it when someone does a search for your products or services, they arrive at your website rather than someone else’s.
SEO is not as easy as just throwing a few keywords into your website’s content – it requires a considerable amount of effort to make sure that your sites perform well and that your target audience finds the information they’re looking for when they use search engines to find things online.
SEO is not a standalone strategy – it should be viewed as a tool to be used alongside marketing and advertising to gain as much visibility as possible.
If you’re looking to take your business to the next level, consider using the internet to your advantage. Once you’ve mastered the basics, you can begin to integrate other platforms, like Facebook or Instagram, to further increase the reach of your marketing efforts.