The internet has changed the way we market products; it has made the entire world a potential audience and enabled marketers to target specific niches.

The number of people using the internet has exploded; according to Statista, in 2021 there will be more than 4.9 billion people online globally. This is compared to about 2.7 billion in 2020 and 2.3 billion in 2019.

The implications of this for marketing are significant; you can target the right audience and communicate with them efficiently using platforms like text messaging or WhatsApp, without having to worry about wasting mass-marketing print or TV ads.

In this article, we’ll outline four distinct marketing strategies that work on the internet, and how you can implement them.

1. Create compelling content.

The first and most beneficial strategy for marketing on the internet is to create compelling content.

Creating compelling content doesn’t have to be expensive or difficult; you can use content creation platforms like Buzzfeed, Instafreebie, or Canva to reach a broad audience, or hire a content strategist to create unique content for your product or service. What this means is that you should consider every piece of content you create, whether it’s a blog post, video, or social media campaign, as a potential lead generation opportunity.

The most effective way to generate compelling content is to integrate marketing with editorial. When you connect marketing and editorial content, you are guaranteed to get more shares, more clicks, and ultimately more leads. This is because people naturally relate more to content that comes from an authoritative source. Think of all the times you’ve seen an editorial on a product and then later found out about a similar product from a brand – that’s how the two tie together.

2. Use data wisely.

The second and possibly most effective strategy for marketing on the internet is to use data wisely.

Big data can be extremely beneficial to marketers, allowing us to examine patterns in consumer behaviour, discover new insights, and make better predictions. There are many tools available to help you make the most of your data, including Google Analytics, which can track traffic and lead generation from various channels like social media or search engines – including email.

Knowing how and when to engage with your audience, whether it’s through email marketing or a direct marketing campaign, is vital if you want to generate leads and grow your business. With the right set of data tools, you can also measure the success of your campaign and determine what works (and what doesn’t) to improve your strategy in the future.

3. Be human.

The third and probably most important strategy for marketing on the internet is to be human.

While your product or service may be the driving factor behind your decision to market, you should never forget about the importance of branding and relating to your audience on a human level.

People naturally relate more to content that comes from a source they know or trust. This is why many large companies will have one person acting as a mouthpiece for their brand – a leader of a specific department within the company, such as the chief marketing officer – who acts as a face for the brand and ensures the right messaging and tone is being delivered across all platforms. If you want your brand to be successful online, you need to give your audience the feeling that they are connecting with a real person – a human being. The more you can do to flesh out real people with human flaws, the better; it makes your content that little bit more relatable and memorable.

For example, if you’re trying to encourage customers to switch energy supplier, you might consider using a case study or an engaging story to bring a human element to your content – maybe a customer who was previously with another provider and had a negative experience with them, or an energizing story about a female leader in your industry.

4. Test, learn, and iterate.

The final and probably most beneficial strategy for marketing on the internet is to test, learn, and iterate.

Just because a strategy isn’t working doesn’t mean you should throw it away and start over; instead, find out why it isn’t and what you can do to improve it.

If you want to learn more, set up automated email marketing campaigns – including social media campaigns – to gather feedback and results. You can use this information to make better decisions, determine what works, and plan future campaigns.

The four important strategies for marketing on the internet are to create compelling content, use data wisely, be human, and test, learn, and iterate. If you want to be seen as a thought leader in your industry, consider using content to generate leads before you start running advertisements; you can integrate paid advertising with content marketing, or use the two strategies separately to get the most benefit.