Online Marketing Platforms: How to Be Successful

In the world of digital marketing, many platforms exist. From social media to SEO to email marketing and more, it can be difficult to know which tools are best for your business. What’s more, a lot can change with each new update from apps to websites. That’s why it’s important to keep up with the times and know which platforms are currently popular and which ones are headed for obsolescence.

Social Media

In the golden age of social media, marketers turned to platforms like Facebook and Twitter to grow their audiences. While these platforms have changed a lot over the years, some key metrics still remain relatively the same.

For example, according to HubSpot Blogs research, approximately 73% of adult consumers use Facebook and roughly 66% use Twitter to follow brands or public figures. Even more intriguing is the finding that 43% of adults use Facebook and Twitter to talk about brand experiences rather than just news or information.

These numbers don’t just apply to marketing efforts, either. HubSpot Blogs found that consumers using the platforms mentioned above follow or talk about brands and experiences more than anything else.

And that’s important to keep in mind when marketing on these platforms. If your marketing content isn’t fun, interesting, or informative, you may struggle to engage potential customers. Additionally, make sure you’re aware of any policies these platforms have in place regarding marketing content.

Search Engine Optimization (SEO)

When Google introduced the “organic search results” in 2015, the search engine giant shook the SEO world. Up until that point, Google had always shown the most relevant results for a given search query, regardless of whether those results were paid for or not.

Organic search results are one of the first things that visitors see when they search for a business. That means any organic SEO strategy needed for your business, from building a great website to optimising your social media platforms, will impact your search engine rankings and, in turn, your website traffic. It’s important to note that, while organic search may not be as attractive to advertisers as paid search results, it can be a whole lot more reliable and trustworthy.

Since the inception of SEO, Google has continually updated its algorithm to better match searchers with relevant content. While the company has maintained a firm grip on the search engine market, many SEOs have shifted their efforts to a different search engine, trying to remain relevant.

Email Marketing

The email marketing industry continues to grow and evolve, and with it, email marketing platforms are evolving along with it.

Simply put, an email marketing platform allows you to create and send emails to customers with little to no coding experience. While some larger email marketing services like MailChimp and Pardot also offer free plans, you may find it difficult to grow your audience with these services.

On the opposite end of the spectrum, you have very robust platforms such as MailJet and Aweber, which cost money but give you a lot more flexibility in terms of what you can do with your emails. (And if you’re wondering, yes, it is possible to create emails without using a drag-and-drop form builder.)

When choosing an email marketing platform, consider the following:

  • Cost – What is the cost of the service?
  • Features – What features does the platform offer? (E.g., does it have templates or do you have to build your own email?)
  • User Interface – How easy is it to use?
  • Reporting – How easy is it to track results?
  • Future prospects – What is the industry outlook?
  • Mobile presence – Does the service have a mobile app?
  • A/B Testing – Can you experiment with different headlines and body copy to see which one converts best?

Content Marketing

Back in the golden era of digital marketing, content was king. Companies promoted their products using articles, guides, and infographics built on basic principles of SEO and paid advertising.

While content still holds a prominent place in the digital marketing world, the role of the average content marketer has changed. A lot of content marketers now focus on building and growing an audience, which typically consists of someone other than customers.

Building a platform to grow your audience is vital to your success as a content marketer. The more you can do to attract and retain followers, the better your chances of persuading them to buy your products or services. Additionally, growing a steady stream of engaged followers is an excellent indicator that your content is effective.

Content Distribution Networks (CDNs)

As the name implies, a content distribution network (CDN) is a website that provides content for other websites. In return for providing content to third parties, CDNs benefit from increased traffic, better organic search engine rankings, and higher conversion rates.

You may ask, “Why should I use a CDN for my website?”

Consider the following:

  • Load Speed – Having a fast-loading website is essential as it provides a better user experience and enables visitors to retain their attention for longer periods.
  • Scalable – Scalability is vital as you can’t predict how your traffic will increase or decrease.
  • Security – If a CDN is known for providing a safe and secure platform, you can rest assured that your content will be kept private and will not be breached.
  • Dedicated IPs – Having a dedicated IP addresses enables you to easily set up automated tasks, such as email campaigns or web hosting updates.

Robotic Process Automation (RPA)

Just as AI (Artificial Intelligence) has dramatically changed how we do business and interact with one another, so too has robotic process automation (RPA).

Simply put, RPA is software that eliminates the need for human interaction in certain tasks. For example, instead of calling a customer service representative to get an authorization code, an RPA-enabled marketing platform could automatically generate that code and enter it directly into the platform.

Why should you consider using RPA?

The following are some reasons:

  • Reduced Call Centre – Having less human interaction results in fewer mistakes and misunderstandings. (E.g., a typo on a web page that takes a customer service rep to correct, or a shipping error that causes a customer to reorder.)
  • Cost-Effective – When implemented properly, RPA can lead to huge cost-savings. In the right scenario, it can be less expensive to run an RPA-enabled process than an entire call centre. (E.g., reducing the number of calls that are generated by a marketing campaign leads to fewer agents being needed, leading to a substantial cost savings.)
  • Improved Customer Satisfaction – When a company can satisfy a customer’s request without having to rely on someone else, it shows the customer that they’re valued and appreciated. (E.g., automating the donation reminders on your website or email marketing platform.)
  • Productivity – Productivity increases when humans reduce the amount of human interaction required to get the job done. (E.g., eliminating the need to call a salesperson to follow up after an initial contact leads to higher sales productivity and efficiency.)
  • Data Security – Data security is a crucial issue when it comes to businesses storing customer information. RPA-enabled platforms, such as Nuwber, could significantly reduce the risk of data breaches by automating certain processes that involve storing sensitive information.
  • Version Management – Being able to easily revert back to a previous version of a web page or blog post is vital in ensuring that mistakes and errors don’t snowball. When tasks like web hosting or article creation are automated, it means fewer humans are required to make sure everything goes according to plan.

Marketing Automation

In the world of digital marketing, many platforms exist. From social media to SEO to email marketing and more, it can be difficult to know which tools are best for your business. What’s more, a lot can change with each new update from apps to websites. That’s why it’s important to keep up with the times and know which platforms are currently popular and which ones are headed for obsolescence.