There is no denying that the world has changed in the past year. Gone are the days when you could throw a dart at a map and it would land you at the corner shop. Now, with the click of a button, you can purchase almost anything – from a pizza to a plane ticket to, potentially, a new home. One would think that with all these advancements in technology it would be easy to market a business online; however, that certainly was not the case for those in the Polish e-commerce market.
In order to better understand why this was, let’s turn to Omrix – a company that focuses on performance marketing and online marketing in emerging markets.
Poland is a country that often gets a bad rap when it comes to e-commerce and the role of the internet in general. Despite having one of the most advanced economies in Europe, internet adoption lags behind that of other large European countries; in fact, only 36% of Poles use the internet, compared to the European Union (EU) average of 68% (Statista).
This brings us to our next point.
Why Is Poland Different?
While there is no denying that the Polish economy is thriving, it certainly doesn’t mean that everyone is completely onboard with the digital world. Because of this, internet adoption in general in Poland is slower than in other large European countries. This makes it more difficult for businesses to establish an online presence in the country. As a result, there are fewer digital marketers that work in Poland, and those that are employed often have to travel abroad for work. Because of this, it can be difficult for these marketers to establish and maintain connections with potential customers in the country.
This is where Omrix comes in. Rather than focusing solely on Poland, the company has established a niche in the international market and provides services to a variety of different clients, including businesses, brands, and government agencies. This allows the company to offer a full suite of digital marketing services, including SEO, web design, content writing, and email marketing, to clients in Poland and other emerging markets. As a result, businesses can have a good idea of what their online marketing needs are and can be sure that they are choosing a company that is focused on delivering results in the online space.
The Importance of SEO
One of the services that Omrix offers to businesses in Poland and other emerging markets is search engine optimization (SEO). Put simply, SEO is the process of bringing relevant and authoritative content to the top of search engine results for keywords and search phrases that a business is trying to rank for. In doing so, a business can increase their online presence and draw in potential customers from across the globe. SEO is, therefore, important for any business – including those in the Polish e-commerce market – that wants to be found by potential customers when they are searching for products or services related to their industry.
According to Google Analytics, 77% of web traffic is generated by search engines like Google. As a result, it is essential for any business that hopes to gain popularity online to make sure that their website is structurally sound and relevant content is being generated and regularly updated. A good SEO strategy can help businesses to achieve this. Having a strong and consistent SEO strategy in place allows businesses to track the metrics that matter most to them, such as organic traffic and leads generated from organic searches. This, in turn, can help businesses to monitor the effectiveness of their strategy and make necessary tweaks where necessary.
The Importance of Website Design
Good internet usage in Poland is definitely on the rise, but that doesn’t mean that everyone is doing their bit to take advantage of the opportunities that the internet presents. Some 47% of Poles access the internet via mobile phones, tablets, or other portable devices, compared to just 16% who use a desktop computer for internet browsing (Statista). Meaning that, for many, internet usage is fragmented and done on the go. As a result, it is important for potential customers to have a good experience when using a business’ website.
This, in turn, depends on a number of factors, including but not limited to the type of device that a customer is using to access the site, the speed of that device, and the size of the screen.
According to HubSpot Blogs, smaller screen sizes on mobile phones and tablets mean that web designers must adjust their layout to ensure that everything fits. As a result, many smaller businesses and startups don’t have the time or money to devoted to creating a pleasing user experience. Instead, they have to make do with whatever is available on the market. Unfortunately, this often means that customers are forced to use sub-par websites with templates and poorly designed buttons and forms that don’t look or behave the same on all devices. This can result in a poor user experience and, ultimately, lost business.
With this in mind, it is important for any business that hopes to grow their popularity online to consider what kind of device they are using to access their site and ensure that it is accessible and appealing on all of them.
The Importance of Content Marketing
Another service that Omrix provides to businesses in Poland and other emerging markets is content marketing. Essentially, content marketing is the process of creating and distributing high-quality, engaging content to attract, engage, and retain customers.
When done well, content marketing can help businesses to establish their expertise, generate leads, and, ultimately, grow their popularity and customer base. In an effort to establish a digital marketing agency, it is important to note that content marketing is a good fit for those looking to do so as it requires less initial investment and can be done alongside other marketing activities, such as SEO and paid advertising – both of which can be performed by experienced digital marketing agencies like Omrix.
How to Hire A Good Digital Marketing Firm
After establishing the importance of SEO, website design, and content marketing, let’s take a quick look at how you can hire a good digital marketing agency to help you optimize your online presence and gain popularity among potential customers in Poland and other emerging markets.
The first and most important step is to research the market. To do this, you can use tools like Google Trends or SEMrush to easily identify the words and phrases that your potential customers are using to search for products and services related to your industry. By identifying these keywords and phrases, you and your digital marketing agency can develop a strategy to incorporate them into your content marketing plan.
Once you have an idea of the kind of content that is performing well and what keywords and phrases your target audience is using to find it, you can use this research to determine the structure and content of your online marketing plan. For instance, you may decide that, in order to target American consumers, your content should be structured in a way that is familiar to them – something akin to an American Idol style competition. Alternatively, you may want to take a more traditional approach and organize your content around the seasons – i.e., summertime content for the summertime, wintertime content for wintertime, and so on.
The next step is to apply for a digital marketing agency account on platforms like HubSpot and Marketo.
Once you have done this, you can begin to build your inbound marketing strategy. An inbound marketing strategy is one that focuses on creating an environment that is receptive to people wanting to learn more about your products and, as a result, buy them. To do this, you can establish thought leaders in your industry through blog posts, articles, and social media – all of which can help to generate leads and grow your customer base.
When doing marketing interviews, business owners often mention that they didn’t know where to begin when it came to marketing. That is not you. You have a strategy – a carefully thought-out plan that you developed with the help of an experienced agency. Use that plan.