There is a wealth of opportunities online. More and more consumers are gaining access to information, connecting to businesses, and engaging with brands – all from the comfort of their homes. But, to ensure that your marketing efforts connect with your audience, you need to understand how online marketing works, what you need to focus on, and how to effectively measure the results of your campaigns.
This blog post will take you through the essentials of online marketing, including the terminology, tools, and channels you need to know about, to grow your business successfully in the online world.
It is important to establish a common language when speaking about online marketing. Here are some of the key terms you should understand.
The act of engaging with a customer or potential customer through either an online or offline action. This could include responding to a tweet, enquiring about an order, or inviting them to attend a webinar.
The action of a consumer who engages with your content or offers and becomes a customer. In SEO (search engine optimization), this is referred to as “converting” a potential customer into a lead.
The process of determining the effectiveness of an online marketing campaign. This could include measuring the results of a social media campaign, looking at website traffic, or analyzing sales.
The important thing to remember about measurement is that it is never perfect. You will learn more about the limitations of measurement later in this blog post.
The platforms through which you disseminate your content. This could include websites, email campaigns, social media sites, and instant messaging services.
Online marketing channels are constantly evolving, and new platforms emerge to complement existing platforms. For example, while social media was once considered a “bastion” against which marketing executives protected their printed marketing materials, today it is crucial to reaching an audience.
This much-loved form factor grew by leaps and bounds in recent years, and it continues to make headlines for all the right reasons. Mobile devices are now essential to our daily lives, and they give us access to a wealth of information and entertainment at the touch of a button.
Since consumers have a tendency to access content on their phones first, before accessing it on a bigger screen, mobile-optimized content is becoming an essential part of any strategy. Designing a strategy for mobile marketing entails taking a different approach to web content – instead of aiming for a single goal, such as increasing traffic, you instead seek to maximize the user’s experience across all channels, including search, social media, and mobile apps.
Once you have designed a strategy for mobile, you need to find the right tools to effectively execute it. Luckily, there are several marketing tools that seamlessly integrate with one another, making the whole process of executing a mobile marketing strategy much simpler.
Search Engine Optimization (SEO)
SEO is a form of marketing that improves your website’s organic search rankings in search engines like Google. Studies have shown that 94% of consumers begin their search with a search engine, so it is safe to say that marketing your website through SEO is a reliable way to find an audience.
When designing a digital marketing strategy, you need to bear in mind that SEO is never completely under the control of your marketers. As an independent team, you can rely on our SEO agency in Düsseldorf to keep your website at the top of the search engines.
Since the dawn of time, humans have been creating content. From pamphlets and flyers, to books and blogs. Content is everywhere – in the form of words, pictures, or both. Today, with the rise of digital marketing and content creation tools, the process of creating content is becoming much simpler. You can literally write a blog post in minutes and schedule it to go live the next day.
When creating content for digital marketing, you need to focus on three things –
- a good title
- a hook
- a body
a good title sets the mood for your blog post. Consider using the word “blog” or “content” to set the tone for your blog post. A title that is a question is engaging – something to the effect of “How to Start a Blog That Generates Income.” This is the type of post that will engage an audience and encourage them to click on your content.
A hook is what gets the consumer’s attention. This could be something as simple as “The Definitive Guide to Affiliate Marketing” or “Top Instagrammers Reveal the Tools and Techniques they Use to Get Content to Go Viral.”
A body is the content you actually want to write about. PlentyOfFish, a free dating app, determines its success based on the number of words a user scrolls through on a dating profile page. Content body length should be between 300 and 500 words. If you are new to blogging, start with short posts about specific products or services, and then expand your horizons.
You also need to decide whether to use images or video in your content. While images are still incredibly important to attract and engage an audience, video content is becoming an important part of any strategy. In fact, video content is now being used for marketing purposes more so than ever before.
Research shows that video content is being consumed roughly six times as much as textual content.
Since its invention, social media has changed the way we communicate online. Today, with each major social network accommodating various platforms, such as mobile phones and tablets, PCs, and the web, it is crucial to have a presence across all of them.
Having a large following on social media is a great way to market your product or service. Studies show that having a large social media following, even if the followers are not all in one place, increases your reach by up to three times.
When designing a digital marketing strategy, you need to decide whether to focus on microblogging, where you can have up to 500 characters, or on traditional social media, where you have up to 4000 characters.
YouTube is one of the most popular platforms, with over one billion active monthly users. It is also one of the most effective marketing tools there is. You can use YouTube to upload videos documenting your product or service, providing customers with valuable information. You can also use the platform to host webinars, provide training sessions, or answer questions from customers (known as “ask me anything”).
If you have a YouTube channel, you must have a custom URL. Having a unique and engaging URL is important for SEO and for establishing your channel as a go-to source for your topic. To ensure your channel looks the part, make sure your profile photo is the same on all platforms and sets the mood for your content. You can also use your channel’s cover image on other platforms, such as Twitter and Facebook, to promote your content.
Having a Facebook page is essential for any business’ digital marketing strategy. Just like YouTube, Facebook is a popular choice for consumers who are looking for content on the subject of their favorite hobby or interest. With over a billion active monthly users, Facebook is the world’s largest social media network. Your Facebook page is your business’ online presence, and it is vital that you establish a clear identity for your business on this channel. Create a page that is easily accessible and relevant to your target audience.
Blogging is a form of content that is very popular and accessible to businesses worldwide. Since its invention, blogging platforms have become much easier to use, enabling even amateur writers to easily create content.
Blogs are a fantastic way to establish your expertise in an area that is immediately relevant to your target audience. In addition to documenting your experience and providing valuable information, you can use a blog to establish yourself as a thought leader in your industry. Studies have shown that businesses that incorporate blogging into their online marketing strategy see an increase in web traffic and sales.
To ensure your blog is effective, you need to write for a diverse audience. This means incorporating plenty of valuable information as well as a variety of opinions and perspectives. Begin by identifying blogs that are already popular in your niche and then build a strategy around actively participating in the conversation and building a following.