Many marketers consider online marketing to be a form of gambling. You put a lot of money into content creation, pay-per-click marketing, and social media, and you might just get back a few sales. However, there is another way to look at online marketing: as a tool for generating leads and increasing sales.
When executed properly, online marketing can be a highly effective lead generation and conversion strategy. That is because people prefer to do business online, and many businesses don’t have the time to waste going from customer to customer. Therefore, instead of spending money on traditional advertising, they seek out digital marketers who can help them discover potential customers in a more timely manner.
Build A List
The first step to successfully using online marketing to generate sales is to build a list of qualified leads. You cannot expect to generate sales quickly if you don’t know how to find your target audience.
That being said, you don’t need to target the entire world with your blog posts. Tailor your content strategy to suit your niche, and build a small, targeted audience. For example, if your niche is dog products, you might want to create content highlighting awesome offers for dogs, or tips on how to train your dog. This way, you will be able to reach the most people within your niche, and encourage them to purchase your products or services.
Content Is King
Now that you have your list, you can begin creating content to attract potential customers. When executed properly, content is one of the most effective lead generation and conversion tools available. The key is to create content that will keep your audience coming back for more. To ensure that your content is effective, you can use tools like HubSpot’s Content Marketing Planner to plan out a solid content strategy.
As a content marketer myself, I frequently recommend developing content in threes. First, establish what is known as the “why” of your content. That is, why are you writing this specific blog post, brochure, or guide? Is it because you want to educate your audience about your product, service, or industry?
If that is the case, then provide supporting facts, figures, or case studies to back up your argument. Make sure that your content is “actionable” – that is, your audience can actually do something new or different after reading your article. For example, if you are writing about how to properly store and use olive oil, but they are not necessarily cooks, you might want to include recipes for using olive oil in different ways. The goal is to have the reader walk away with a clear, actionable next step.
The second type of content you can create is the “what,” which is essentially product or service information. You can develop a glossary of terms, or provide informative FAQs about your industry. For e-commerce sites, you can create product descriptions that are highly optimized for keywords. This will help consumers find your products easily when they search for them online. Finally, establish the “why” and the “what” of your content, and you will be well on your way to creating effective content.
Distribute The Content
Once you have your content, it is time to distribute it to the world. There are many ways to do this, but the most effective approach is via social media.
If you have a Facebook page, make sure to post regularly, and share relevant and interesting content. When a potential customer lands on your page, they will have the opportunity to look at your content, and possibly make a purchase. If you run a blog, make sure to post high-quality articles to encourage readers to share your content on social media.
Online marketing is a combination of different strategies and tactics. However, the three most important things you need to do are: 1) build a list of potential customers; 2) create content that will keep them coming back for more; and 3) distribute that content via social media.