If you’re looking to enter the lucrative world of online marketing, you’ve probably considered numerous approaches to generating leads, building a brand, and establishing trust with potential customers. Driven by the digital age, the vast majority of businesses are adjusting to the new ways of interacting with consumers. Consequently, many online marketing strategies have emerged to help businesses navigate this transition.
While it’s essential to remain confident in your strategy, you must also be flexible enough to adjust to prevailing trends and technological breakthroughs.
What follows is a brief review of 10 marketing strategies that can help you hit the ground running in your endeavor to achieve online domination.
1. Attracting, engaging, and delighting audiences to grow your business.
This is arguably the most important of all the strategies since it defines the entire process of capturing a lead, converting that lead into a paying customer, and retaining that customer over time. A vital step in this process is gaining the trust of your audience. You can gain credibility with your audience by providing valuable, relevant, and entertaining content that they find valuable. You can also encourage them to visit your blog or website by featuring deals, discounts, and showcasing useful products. By creating a delightful experience for your audience, you increase the chances of them sharing their personal story with you or recommending your product or service to others. Allowing your audience to feel passionate about what you have to offer is the key to creating long-term value. Additionally, you can further establish your authority by including references to recognized experts or industry figures. Getting to this point, however, takes time.
2. Establishing your credibility.
Once you’ve established a small audience, you can begin to prove to them and others that you’re a trusted source for honest information. One way to do this is by creating a space that is completely free of gimmicks and sales pitches. Your blog post topics and the language you use should reflect your target audience and establish your credibility as a thought leader in your industry. When people visit your blog or website, they should encounter a space that is clean, uncluttered, and easy to navigate. Ultimately, you want people to leave your site and call others about your service or offer. To get there, you need to write high-quality, in-depth pieces that are both informative and entertaining.
3. Generating leads.
If you’ve successfully established your blog or website, you can begin to generate leads. To do this, you need to set a specific goal for each campaign (e.g., increase brand awareness by 20% within the next 30 days) and determine the benchmarks for reaching your goal (e.g., increasing the number of daily visitors to your site by 10%). If you can comfortably achieve this benchmark, you can consider yourself officially operational and can begin expanding your reach to other online platforms.
4. Brand awareness.
You can also measure the success of your brand awareness efforts via the Google Analytics platform. Specifically, you can track the percentage of people who are aware of your brand and the amount of time they spend on your brand versus other brands. If you look at the entire lifecycle of a customer who opts in (i.e., from awareness to acquisition to retention), you can optimize the entire process for maximum brand value.
As you might imagine, generating leads and then converting them into paying customers is both difficult and costly. One approach to mitigating this risk is to find cheaper and more efficient ways to acquire customers. For example, you could opt for lead nurturing, which involves taking a more passive approach to lead generation (e.g., providing valuable content and letting the leads come to you). To be completely transparent, I must confess that I’m a lead magnetic creature at heart. I love leading people to success, and I feel that a business blog is the perfect lead magnet for both offline and online marketers.
Once you’ve acquired a customer, you can begin to retain them. To do this, you need to deliver value and delight them with innovative digital marketing strategies. In my experience, the best approach is to look at your customer journey (i.e., from their point of view) and determine what you can do to make it better. For example, if you discover that you’re losing customers due to a lack of trust, you can take steps to rebuild that trust. To establish credibility, you can cite academic studies or use recognized experts in your field to support your claims.
To determine if your digital marketing efforts are paying off, you need to track the results of your strategy. To do this, you need to set a specific goal for each phase of your plan (e.g., increase organic traffic by 20% in the next 30 days) and determine the benchmarks for reaching your goal (e.g., getting a certain number of Twitter followers). If you can comfortably achieve this benchmark, you can consider yourself officially operational and can begin expanding your reach to other online platforms.
If you’re looking to monetize your blog or website, you have two choices: either follow the traditional approach and use affiliate marketing to generate revenue via online stores that you’ve promoted on your site, or you can try and sell and display ads within your site itself. The latter, although less common, is a more effective strategy because it doesn’t rely on third-party sites for revenue. Essentially, you’re relying on your audience to purchase the products you promote within the site. Building and fostering a strong community is important for both approaches, but it’s especially vital for the affiliates because your audience is already there (i.e., they’ve shown interest in your content).
After you’ve established your presence online, you can take advantage of the vast amounts of information available to further propagate your message across different social platforms. To do this, you need to create content that is both informative and entertaining and then use a tool like Hootsuite to distribute it across your social profiles.
Having covered the basics of online marketing, let’s discuss a couple of noteworthy points. First, understand that none of the above constitutes an all-inclusive strategy. Each of the above can be considered a specific tactic that you should utilize (and, in some cases, combine) for maximum impact. For example, if you’re looking to increase brand awareness on social media, you could utilize acquisition and amplification strategies on multiple platforms simultaneously.
Additionally, while it’s important to have a plan for your digital marketing strategy, be careful not to get so bogged down in the details that you forget the reason you’re doing this in the first place. Ultimately, the idea is to generate revenue and grow your business via the internet.