There is a lot of misinformation in today’s world of marketing, much of which comes from digital marketers who are just learning the ropes. Many businesses assume that they need to be on all of the major social media platforms to be effective, but that simply isn’t true. In this article, we will go over the theory of online marketing and how it all works together.
The Importance Of Branding And Naming
Branding and naming are two important concepts to understand when it comes to marketing your business online. Naming your brand will help customers easily identify your product or service and make them more inclined to purchase it. When branding and naming your business, make sure that they are consistent across all platforms (i.e. web, social media, etc.).
For example, if you are branding your business as Happy Plums, the plums should look the same on all of your marketing material (i.e. Web banners, social media banners, etc.). This will allow customers to easily associate your brand with plums and feel confident that they will receive quality when they click or visit the site. You wouldn’t want someone to come back with complaints that your plums didn’t taste like the ones they saw on your website, only to find out that you had changed your mind and called your business something else.
Social Media Advertising And Marketing
Most business owners and marketers are not fortunate enough to have a steady stream of customers flowing in, so they turn to social media platforms to grow their business. The key to effective social media marketing is to target the right audience and engage with them using compelling marketing content.
With social media advertising, you pay to have your content promoted to people who are likely to be interested in your product or service. This could be anyone from people who have bought similar products or services in the past to people who have a shared interest with your business. For example, if you are an estate agent, you could target people who are interested in buying or selling a home. Or, if you are a dentist, you might want to target people who are interested in cosmetic dentistry or want to improve their general oral health.
Once you have targeted the right audience using relevant social media platforms, engage with them using compelling marketing content. The most popular social media platforms like Twitter and Facebook allow businesses to engage with customers through live tweets and status updates, online polls, videos, etc. To have an effective social media campaign, you should use all of the platforms and not just one or two.
Search Engine Optimization (SEO)
Just like customers, search engines like Google also have an interest in promoting resources that are relevant to their users. When it comes to boosting your business’ presence on Google, search engine optimization (SEO) is a tried and tested technique. However, like social media, SEO changes and evolves with the times.
SEO is a combination of on-page and off-page optimization. On-page optimization consists of things like creating compelling content that will interest potential customers while avoiding any inappropriate language or content. Off-page optimization consists of the backlinks that you accumulate and the way that you structure your website.
One important factor to keep in mind when optimizing your website is that you need to be mindful of your customer’s interests. For example, if you are an accountant and your customer base is mostly based in Australia, you might want to avoid advertising on Google to people in the U.S. This can cause you to lose out on potential business because your customers are more likely to be searching for U.S. based businesses or products. Instead, you can use location-based seo (also known as Geo-Targeting or Geo-Sorting) to limit your ads to specific areas or countries.
User Behavior Analysis (UBA)
In addition to understanding how to market your business, you should also be aware of customer behavior and how to analyze it. One thing that digital marketers often find out the hard way is that not all of their customers behave the same. This is why it is important to conduct user behavior analysis (UBA).
When you analyze user behavior, you can determine what actions your customers take and which ones you should encourage. For example, in the case of a consumer electronics store, you might want to encourage your customers to come back often. Alternatively, if you notice that your customers only come back to your website to purchase electronics, you might want to encourage them to explore your services and products that are not electronic in nature.
Conducting UBA is not as difficult as you would think. Simply take note of the consumer electronics store’s customers’ activities on your website and analyze whether these are consistent with marketing efforts designed to increase sales. If you notice that your customers never made it past your home page or first few paragraphs of your articles, you might want to examine why this is and consider ways in which you can encourage them to continue reading.
Online Reputation Management (ORM)
Just like customers will have an opinion about your business, so too will potential customers have an opinion about your business. Even if you have the best products and the most updated information, you will still face competition for customers’ attention. This is why you should also be mindful of your business’s online reputation.
Instead of having your customers leave complaints or negative reviews about your business, you can prevent these reviews from ever being published. To do this, you must have a solid reputation management strategy in place. This will consist of monitoring reviews for your business, responding to these reviews in a satisfactory manner, and if necessary, removing content that is negative in nature.
The Bottom Line
In today’s world of marketing, businesses of all shapes and sizes operate online, and it is possible to conduct marketing activities on multiple platforms at the same time. With that in mind, it is essential that your marketing strategy is able to operate independently and be scaled according to changing needs. To have an effective campaign, you need to utilize all of the above, starting with brand identity, then moving onto digital marketing and SEO, and finally, ending with ORM and UBA.