The term ‘Marketing’ can mean different things to different people, but often when people think about marketing, they think about advertising, public relations, and sales. While these are all important aspects of marketing, there is another way of thinking about marketing that you should be aware of.
Marketing can be defined as “the activity or practice of marketing” or “the process of promoting something or someone using various digital platforms.”
What does this mean for you? It means that you can have an online marketing strategy without necessarily having an advertising strategy, public relations strategy, or sales strategy. You can have an online marketing strategy focused solely on driving traffic to your website or social media accounts.
This can be a very useful tool for you as an entrepreneur, especially if you are just starting out. It can be difficult to understand what platforms you should be using and how you should be using them if you don’t have any experience. You can use an online marketing strategy to find the right mix of platforms for your business, and then build a plan around that.
Why Should You Consider An Online Marketing Strategy?
Due to the increasing pace of change in the world of digital marketing, its traditional definition seems to be changing as well. What was once considered ‘traditional’ marketing has become ‘traditional’ online marketing, with many tactics and strategies used in the same way they would have been used in the physical world.
More And More People Are Relying On The Internet To Discover Products
With the rise of artificial intelligence and the abundance of data being collected online, marketing has changed. People are researching products and services online before buying them, and this trend is only likely to grow.
According to HubSpot Blogs research, 79% of consumers have researched products or services online before purchasing those same products or using those same services. What’s more, 69% of customers have bought something after researching it online. This makes perfect sense; if someone is looking for a new pair of shoes, they would likely go online to find detailed information about different brands and styles before making a purchase. This would mean that the shoe manufacturer would want to be present on the user’s favorite social media platform to gain maximum exposure and impress the consumers.
The Rise Of Social Media
If you’re reading this, I assume you’re familiar with social media. If you’re newer to the industry, here’s a quick primer:
Social media is a massive worldwide phenomenon, with close to a billion active monthly users on platforms like Twitter, Instagram, and YouTube. As a marketer, you already know how important it can be to be present on these platforms. The key takeaway? The more you engage with your potential customers on social media, the more likely they are to take action and engage with your brand.
Why Is Engagement Important?
You’ll often hear the phrase ‘engagement matters’. Why is this important? Because when someone interacts with your brand or product on social media, it shows that they are interested in what you have to say and that you can potentially reach this audience.
If someone browses your product or service on social media without engaging with you, this is considered ‘passive’ social media usage. However, if someone interacts with you through likes, shares, and comments, this is classified as ‘active’ social media usage.
When someone interacts with your brand on social media, it shows that you have successfully reached that person and that they are interested in what you have to say. From there, you can continue the conversation and encourage them to make a purchase or to take an action related to your product or service.
What Does This Mean For You As A Marketer?
Based on the above, you can see how being present on social media can benefit your business. You don’t necessarily need to have a strategy in place to engage with potential customers on social media, but you should at least understand what is entailed in being present on these platforms.
If you want to have an online marketing strategy and want to consider being present on social media, here are four tips for you.
1. Create compelling content.
The first and most crucial step in having an effective online marketing strategy is to create compelling content. Why is this important? Well, if you want to gain the attention of potential customers, you must be able to draw them in with your content and keep them interested. To achieve this, you need to create concise, easy-to-read pieces of content that will keep their attention and compel them to take action.
2. Identify your target audience.
The next step towards creating compelling content is to identify your target audience. To do this, you need to consider who you’re writing your content for and why you’re writing it in the first place. The best way to do this is to take a look at your existing customer base and analyze their behavior. You can also look at social media platforms like Twitter to discern what type of content your target audience is consuming and whether or not this is the type of content you want to produce.
An easy way to ensure you’re writing content for your target audience is to use ‘alt’ tags. When someone clicks on an image in social media, it typically brings up a small preview of the content below the post. If you’re using images to illustrate your content, make sure you include the appropriate ‘alt’ tags so that when someone clicks on the link, they see a preview of the image.
3. Be consistent.
You might be tempted to throw together a bunch of blog posts in a hurry to meet a monthly goal that was set by a content marketing team. While this might sound tempting, be honest with yourself and ask if this is truly what you want to achieve. Instead, set a daily or weekly schedule and follow it religiously to ensure you’re producing content that will keep your audience interested.
If you want to gain credibility with your audience and show that you understand your target audience’s needs and wants, create content that is relevant to and useful for your customers. What’s more, by being relevant and useful, you’ll increase your customer’s engagement with your content and make them more inclined to take action.
4. Measure the results.
Last but not least, we have measurement. You’ll want to track the results of your efforts to determine whether or not they were successful. To do this, you can use Google Analytics, which is freely available to all businesses. With just a few clicks of the mouse, you can view detailed traffic statistics and get a sense of what’s working and what needs to be changed. In addition to this, you can track the results of your content in real time, as soon as you publish it.
You don’t need to have all of this in place to start. In fact, the more organic and informal your approach, the more you’ll grow and succeed. However, you should at least understand the basics of online marketing, so that you can begin to build your strategy and identify the platforms and tactics you’ll need to use. From there, you can begin to implement and measure the results of your efforts, so you can continue building and refining your strategy as you go.