The advent of social media and the internet has led to a digital transformation of marketing, one that will continue to evolve and change the way we do business.
No longer can companies hide behind newspapers, radio stations, and billboards to gain brand awareness. With a click of the mouse, someone can discover your product or service. And that someone might be your best customer. Your employees. Your friends. Your family.
As a business owner, manager, or marketer, you’re no doubt familiar with the various tools available to market your brand online. From social media to email marketing, digital marketing as a whole is a relatively new phenomenon. But, what do you really know about digital marketing?
Since the rise of social media, marketers have been scrambling to reassess the traditional methods of online marketing and how to better position their brands in this ever-evolving world.
While the tactics and strategies of digital marketing evolve alongside the technology, the goals remain the same: To attract, engage, and deliver high quality leads to your business.
So, what are the top 10 online marketing strategies that will help you grow your business? We’ve compiled a list of the most effective tactics and strategies below. Why these tactics and strategies? We’ll discuss in a bit.
Search engine optimization (SEO) is the process of improving the ranking of a website or app in search results. SEO is a form of digital marketing that can be used to improve the visibility of a website or app in search results.
SEO can be used to optimize both the content and the structure of a website or app to increase its chances of showing up when a user performs a search. An effective SEO strategy will involve combining various tactics, such as content creation with keyword research, before setting up automated marketing processes.
One of the first steps to getting noticed by potential customers is to ensure that your website or app is “searchable.” This involves using keywords throughout the site or app in a natural manner. When someone performs a search, the keywords should appear in the results and describe the contents of the website or app.
For example, if you’re creating a digital store for sale, the keywords should appear in the listing whenever a user does a search. If your product is sports equipment, the keywords should appear in the results when a user does a search for “sports equipment.”
Include the keyword phrases in the URL (Uniform Resource Locator) as well as in the content of your website or app. When someone clicks on a results listing for your product, they’ll see the keywords they entered before the product or service name.
2. Content Marketing
If you read our blog regularly, you’ll know that we’re huge advocates of content marketing. We could write an entire blog post about the various benefits of content marketing for businesses, but instead, let’s cut to the chase and dive right in.
When someone decides to follow a brand or product on social media, they’re often presented with content from that brand or product. While social media platforms like Twitter and Instagram allow for marketers to connect with potential customers, it’s important to remain consistent and relevant.
The content marketing strategy of a business is the process of creating and distributing relevant content to attract, engage, and convert potential customers into paying customers.
You might think that creating and distributing content is fairly easy, but putting together a cohesive content strategy can be difficult. This is especially true when you’re trying to create content for multiple platforms. For example, if you have a blog and want to make sure that your content is consistent across platforms, you’ll want to establish a brand voice and theme for your content.
3. Email Marketing
Email marketing is one of the most effective and old school forms of marketing still used today. In fact, 86% of consumers prefer to receive marketing emails from brands they know and trust. In addition to delivering a simple way to reach your customers, email marketing also gives you the ability to segment the recipients of your email list based on interest or behavior.
While social media platforms like Facebook and Twitter allow for marketers to connect with customers, email marketing allows for more precision. If you have a list of customers who opened an email from you, you can determine which ones you should follow up with, and which ones you should let rest.
In addition to being able to target your audience, you have complete control over what you want to say in your emails. This gives you the freedom to send emails that are more personal, helpful, or entertaining than your typical marketing email.
4. Display Advertising
With the explosion of mobile devices and mobile apps, adverts now appear on our smartphones, tablets, and laptops almost anytime we’re online. This is exactly why display advertising evolved. Instead of solely relying on text-based ads in newspapers and magazines, advertisers can now target consumers through images and videos that appear on digital platforms like Facebook, Twitter, and Instagram.
To ensure your ads are as effective as possible, use video content creation tools that allow you to record mini videos that can be played back on your social platforms. In the videos, you can highlight features of your product or service, introduce customers to your brand, or demonstrate how your product or service can be used.
Along with video content, use social platforms’ rich links to connect with potential customers. These are similar to Facebook’s “like” buttons but can appear on both websites and apps. Create rich links for your brand or product across all of your social platforms so that when a user sees them on a social media platform, they’ll be directed to your website or app.
Depending on your product and the way you want to present it, you can use infographics, diagrams, or visual marketing tools to develop images for your marketing material.
5. Social Media Marketing
With over 1.7 billion active monthly users, it’s clear that Facebook is the go-to platform for marketers. It’s also one of the most effective platforms for marketing. In fact, 70% of marketing professionals say that they use social media to gain brand awareness and 12% use it to attract new customers.
The key to effective social media marketing is to have a steady stream of content that’s engaging and actionable.
Create engaging content to encourage your followers to engage with you through your various social media platforms. If you’d like to attract new followers to your blog or Instagram account, for example, you could write an interesting article that’s relevant to your niche.
The content must also be of good enough quality to hold the interest of your audience. As a general rule of thumb, you should aim to post regularly and engage with your followers through likes, comments, and shares.
6. Influencer Marketing
If you’ve ever shopped at Nordstrom, you may have seen their famous red banners plastered across the walls of their stores. These are their famous “influencers,” people who have influence in their niche communities.
You can use influencers to gain credibility with potential customers by partnering with someone popular in your niche. When someone sees your name associated with that of a renowned influencer, they’ll think that your brand represents quality and trust.
To find the right influencers for your brand, look for people with a large social media following in your niche. If you want to become the go-to source for your industry, you’ll want to develop an active presence on social media and build a reputation as an authoritative voice in your niche.
7. Paid Search Advertising
Like many other forms of marketing, paid search advertising is a method of reaching potential customers through paid word-of-mouth marketing and search engine optimization. The difference is that with paid search advertising, you’re paying to have your ad shown to people when they perform a search.
For instance, if you’ve never marketed a product or service before but you want to see how marketing strategies or products can help your business, you may decide to try out paid search advertising. Essentially, you’re paying for each click on your ad (cost-per-click advertising).
The great thing about paid search advertising is that you can measure the results of your efforts. You’ll know how much your ads cost and how many clicks you got for each ad.