In today’s world, it is not strange to see online marketing take over the globe, as people have gotten used to doing most of their shopping and booking online across town and internationally. As technology grows and innovates, so does marketing. The traditional ways of marketing such as TV advertisements and billboards are no longer sufficient, as they often don’t reach the right audience segment and are therefore less effective. This is why you need to put in place a more omnichannel approach to attract potential customers at all times, and retain them longer once they are engaged with your company.
The Importance of Online Marketing
In an increasingly digital world, marketing has changed. Instead of relying solely on traditional avenues such as radio and TV ads to gain customer awareness and generate sales, businesses must embrace new media channels to capture potential customers’ attention.
Even if you already advertise and have a well-established brand, you need to work hard to maintain your customers’ loyalty and engage with them across different platforms.
Why? Most people now prefer to gain information and make purchases online, so if you want to succeed in business, it is important to have a strong online presence. An engaging digital marketing strategy that leverages SEO, email marketing, and social media channels can help businesses of all sizes and expertise levels to gain a competitive edge and make the right connections with the right audience.
Where do I start?
While you don’t need to start from scratch and develop an online marketing strategy to make sure your business gets the online exposure it needs, it can help to have an idea of where you should focus your efforts. If you already have a website for your business, you can use that as a starting point for your online marketing efforts. Alternatively, you can use tools such as Google Analytics to figure out where your website visitors come from and what they do once they’re there. This will help you to determine which platforms and channels to focus your efforts on.
Marketing Channels To Use
Now, you don’t necessarily need to use every possible channel to market your business. Instead, you can follow the 80/20 rule and focus on a small number of platforms and tactics, which will allow you to have the biggest impact. To give you a better sense of which channels to use and which to avoid, you can ask yourself the following questions:
- Does my target audience use this channel?
- Are other businesses using this channel to get their message across?
- Does this channel bring in potential customers or sell your products/services to existing customers?
Traditional versus Digital Marketing
As we’ve established, marketing has changed and so has the way we interact with each other and our surroundings. For instance, many people today communicate through text messaging and social media platforms such as Twitter and Instagram.
This shift to digital media has led to the rise of traditional marketing platforms such as Facebook and Instagram, which don’t necessarily rely on digital technologies but instead make extensive use of traditional marketing techniques such as TV ads and billboards to reach consumers. While this may be effective in certain situations, it doesn’t offer the same opportunities to reach vast audiences that digital marketing does.
If you want your business to stand out above the rest, you need to focus on digital marketing, as it can help you to take your marketing to the next level and allow you to connect with more people.
Pro-Tip: Leveraging Technology
Since we’re on the subject of marketing channels, you may be asking yourself: “Where can I advertise and how can I get people to see my advert?” One of the most effective (and free) ways of gaining exposure and followers is to leverage technology such as:
These platforms give you the opportunity to target the right audience with your message, and allow you to build a community around your brand. You should consider using these platforms to gain new customers and retain existing ones, as they allow you to do both.
If you want to gain more customers and grow your business, you should consider trying email marketing. This type of marketing can be effective in multiple ways. First, you can use email marketing to communicate with existing customers and remind them of your business. Second, you can use email marketing to attract people to your website, and third, you can use email marketing to communicate with potential customers and encourage them to buy your products or services.
Since most people check their email regularly, this is an effective way of getting the word out about your business. Plus, there are a variety of platforms such as HubSpot that help you to maintain and enhance your email marketing strategy.
Social Media Marketing
If you’re active on social media, you should consider using this tool to market your business. Like email marketing, social media allows you to target the right audience and get your message across. However, unlike email marketing, social media is free, so there’s always the opportunity to gain more customers without spending a penny.
You can use social media to connect with other businesses in your industry, find and grow your audience, and create buzz about your business. To get the most out of social media, you need to establish a variety of accounts on different platforms, and engage with your audience through informative, engaging content. This will help you to stand out above the rest and attract potential customers to your business.
Search Engine Optimization (SEO)
SEO, or search engine optimization, is a form of digital marketing that allows you to improve your website’s ranking on search engines such as Google. A good SEO strategy can benefit your business in multiple ways. First, it can help to establish your business as an expert in your industry. Second, it can help to drive more traffic to your site and improve your conversion rate. Third, it can help to build credibility and reinforce your brand.
Unfortunately, not all SEO is created equal. You need to make sure that you are only using reputable companies to help you to improve your website’s SEO, otherwise, you could end up with sub-standard results. As a business owner, it’s your responsibility to do your research and ensure that you make the right choice when choosing an SEO company.
How Do I Measure The Success Of My Marketing Efforts?
Once you’ve started expanding your online presence using the above platforms, it’s time to measure the effectiveness of your marketing efforts. You can use a variety of tools to analyze the results of your marketing, including:
- Google Analytics
- Social Mention
Each of these tools offers a wide range of features that you can easily get up and running. All you need to do is log into your account and start mining the data. This will help you to identify the platforms that helped to drive the most traffic to your site, gainers and losers, and allow you to determine which channels are working and which aren’t.
Further Reading On This Topic
If you’re looking to expand your knowledge on this topic, you can check out the following resources, which can help you to take your marketing to the next level and effectively engage with your audience on different platforms:
- Online Marketing Essie Jarir
- The Branding Manual
- What Is Digital Marketing?
- Marketing Essie Jarir