While there are many advantages to using online marketing to promote a business or organisation, there is also a lot to learn from its shortcomings.
Let’s examine the top five things you need to keep in mind if you aim to run an effective online marketing campaign.
Target The Right Audience
The first and most essential rule of effective online marketing is to target the right audience.
You’ll want to attract people who are most likely to be interested in your product or service. In other words, you want to focus on marketing to the right audience.
To do this, you need to determine who your audience is and what they’re interested in. You can use tools like Google Analytics to examine the behaviour of previous visitors to your site. From there, you can develop a rapport with these individuals and entice them to return.
For example, if your product is B2C (Business to Consumer) marketing, you may decide that individuals aged between 18-24 represent your ideal buyer. If your product is B2B (Business to Business) marketing, you may decide that business executives in the Silicon Valley represent your ideal buyer. Use whatever metrics and data make sense for your product.
Make Every Page Count
A second essential rule of effective online marketing is to make every page on your site count for something.
You have to provide value on every single page of your site in order to attract, engage and retain your ideal buyer. If you’re using an outbound marketing agency, they’ll be able to advise you on how to craft value-packed content that will convince your target audience to take a specific action – such as making a purchase or subscribing to your mailing list.
You don’t necessarily have to have value-packed content on every page, but you should have something to offer on every single one. In addition to content, you can also use a/b testing to examine the results of different page layouts on various cohorts of site visitors. You can use tools like Google Optimize to test different headlines, adverts, and descriptions to see which generates the most interest and engagement.
Establish Clear And Concise Communication
A third essential rule of effective online marketing is to establish clear and concise communication with your target audience.
You want to ensure that your online marketing materials are simple and straightforward. In other words, you don’t want to confuse your target audience with complicated language or concepts.
You can also use your content to establish yourself as an expert in your industry. Create and publish blog posts, for example, and add these to your website’s arsenal of content.
Even better, you can use tools like HubSpot to connect with and communicate with your target audience via email marketing campaigns, landing pages, and more.
Build Trust By Being Authentic
The fourth essential rule of effective online marketing is to build trust by being authentic.
If you want to gain the trust of your audience, you have to be authentic. You can’t expect people to believe you’ll help them if you don’t exhibit the same qualities.
This means being transparent about your product and its cost, as well as being upfront about any fees or promotions you might offer. Your target audience will not only be more attracted to your product or service, but they’ll also be more receptive to your call to action – be this to purchase your product, join your mailing list, or take some other action.
Make Measurement Everything
The last essential rule of effective online marketing is to make measurement everything.
You have to be able to examine the results of your campaigns to determine their success or failure. If you’d like to grow your business or organisation, you’ll need to be able to track the performance of your online marketing campaigns.
If you’re using an outbound marketing agency, they’ll be able to provide you with detailed insight into the performance of your campaigns. For example, you may decide that your best performing campaign to date was a paid ad campaign on social media. In this case, you may decide to focus your efforts on paid social media advertising.
If you’re looking to grow your business or brand organically, you may want to consider utilizing various online marketing techniques, such as SEO (Search Engine Optimisation), to gain more traction and make your site more reputable.
Whichever approach you take, make sure you measure the results of your efforts. If you’re unable to track the success of your campaigns, you’ll have a hard time evolving and improving your strategy. Without a clear idea of how things are going, you may end up wasting time and money pursuing an approach that doesn’t work.