The ability to effectively market a business’s products or services to the right audience is becoming more important every day. In today’s world, people are more likely to learn about your product or service through digital marketing than any other method. That’s why it’s crucial to develop an online marketing strategy.
What is an online marketing strategy?
An online marketing strategy is everything from deciding what platforms you’re going to use to reach your audience to figuring out what specific content will best entice them to click and engage with your offers. In essence, an online marketing strategy is a plan of attack for your digital marketing activities.
Let’s examine each part of an online marketing strategy separately.
Who is your audience? What are they looking for, and what are their interests? Knowing and understanding your audience will help you develop content that they will value, appreciate, and remember you when they are searching for a product or service like yours.
The truth is no one knows exactly who your audience is, but there are a few signs that may indicate who they are. First, you may want to examine your buyer persona and demographic. A buyer persona is a hypothetical model of a buyer that you create based on demographics, psychographics, and purchase behaviors.
For example, if you sell food products, you may want to create a buyer persona for someone who is into healthy eating, craves bargain deals, and is not familiar with using culinary terms such as yum or tapenade.
The demographics and psychographics of your buyer persona may also dictate the features that your product offers, the type of content you produce, and even the platforms you utilize to market your product.
Why Are They On Social Media?
One of the best ways to find out what type of content your audience are consuming is to examine their behavior on social media. You can use tools like Google Analytics to track every visit to your website and every click, like, or share on social media. With this information, you can piece together a clear picture of what is and isn’t working for your marketing strategy.
Take a look at the pie chart below (source: HubSpot Blog). The results of this survey of 1,200 US adults reveal that only 12% of respondents have a strong interest in politics, and 11% have a strong interest in food and dining. However, 40% of respondents have a fairly even interest in both politics and food and dining!
If your product is particularly tied to current events, you may want to consider how these events affect your target audience. Are they interested in world affairs? Or are they more focused on personal matters?
If you’re wondering whether or not to pursue politics as a means of marketing your product, you may want to consider your target audience’s interests, hobbies, and social activities. Once you have a clear picture of your target audience, you’ll be able to develop content that they will value, appreciate, and remember you when they are looking for a product like yours.
What Type Of Content Are They Looking For?
Knowing what type of content your audience is looking for can help guide the content that you produce. There are three main types of content that people are increasingly consuming:
- Infographic content, such as this one on the psychology of buying
- Video content, such as this one on the artistry of cooking
- Long-form content, such as this one on the importance of heritage breeds
Each of these content types offers various benefits to users. For example, infographics are easy to consume and understand, providing users with quick knowledge while video and long-form content allow for more in-depth exploration, encouraging users to watch, listen, and read.
The important thing to keep in mind is that no one content type will provide all the answers. Instead, you may want to produce a variety of content, utilizing different formats, to best reach your audience.
Where Do They Spend Their Time?
If you can gain access to your audience’s time, you can better understand their interests, hobbies, and behaviors. Some of the platforms your audience may use include but are not limited to the following:
Each of these platforms offers various metrics, allowing you to closely examine the content that your audience consumes.
You’ll want to make sure to utilize social media platforms correctly to best reach your audience. For example, if you’re hoping to market a food product, you may want to produce content that they will appreciate on Instagram, where users are more likely to follow and connect with images of food.
On the other hand, if your product or service is more suited to an exploratory audience, you may want to utilize platforms like Twitter where users can have long, uninterrupted conversations.
How Do They Want To Be Reached?
The question of how your audience wants to be reached is somewhat similar to the previous query, but it has a bit more to it. You’ll want to develop a clearer picture of whether or not to engage with your audience on social media. The type of content you produce may determine the platform you choose.
If your product is particularly suited to an online audience, you may want to consider creating your own blog or website. The content you produce on your blog or site will serve as a great foundation for your social media campaign.
Alternatively, if you’re looking to engage with an already existing audience on social media, you may want to consider creating content that is shareable. This type of content simply needs to be valuable, interesting, and concise. Essentially, content that is shareable can be repurposed and re-shared by others, which may lead to more people discovering your product or service.
What About Mobile Marketing?
If your product is particularly suited to a mobile audience, you may want to consider creating an app or mobile site. Apps allow for more immersive and interactive content, while mobile sites are more streamlined, providing a simpler interface.
The ability to effectively market a business’s products or services to the right audience is becoming more important every day. In today’s world, people are more likely to learn about your product or service through digital marketing than any other method.