A lot of people think that online marketing and social media are the same thing. They aren’t. The two categories can exist side-by-side and work cohesively together. When done right, online marketing can offer businesses the opportunity to connect with consumers in a way that isn’t available through traditional marketing methods.
Before coming up with a strategy, it’s important to figure out what you want out of your online marketing. This article will discuss how to find online marketing that works for you, regardless of whether you’re a small business or a corporation. It will cover both sides of the conversation – what you should be doing and what you should avoid.
Choosing The Right Digital Marketing Channel
While any form of marketing can be done online, not all channels are made equal. Just like with traditional marketing, you have magazine articles, billboards, radio spots – all these things can be done online, but each one has its perks.
The best approach is to find the ones that work best for your business. Decide how much you want to spend on each channel and then target platforms that will make the most impact. Let’s say, for example, that you decide that you want to focus on expanding your social media presence. One of the best places to do that is YouTube. Not only can you put videos up there that consumers can engage with, but you can also connect with brands that are interested in doing business with you.
While YouTube is a great place to start, you have to be wary of other platforms – like Facebook or Twitter – that can also be used to drive traffic to your site. The key is to find the right blend of platforms that will work together to achieve your desired results.
Understand Key Performance Indicators (KPIs)
Every business is different, and that’s a good thing. We all have different goals and different ways of measuring our success. That being said, it’s important to have key performance indicators (KPIs) to track your progress and determine if what you’re doing is working. These are four crucial numbers you need to keep an eye on:
- Unique Visitors – the number of people who’ve visited your website. This is also referred to as “eyeballs” or “viewers.”
- Pageviews – the number of times that someone has visited a given page on your site.
- Cost-Per-Click (CPC) or Cost-Per-Mille (CPM) – the amount you spend on advertising on a given platform (Facebook, for example, costs money). The CPC is the advertising cost itself while the CPM takes into account the amount you spend on marketing (plus the cost of the ad).
- Conversion Rate – the number of visitors to your website who’ve done something specific (like made a purchase or filled out a form) after viewing your content.
These numbers aren’t as straightforward as they seem. First, you need to make sure you have the right metrics in place to track them. For example, if you’re using Google Analytics to track website visitors, you’ll want to make sure that you’ve enabled this feature on your website.
Second, you need to decide what you want out of each KPI. Are you trying to grow your audience? Increase revenue? Generate more leads?
The first step to finding online marketing that works is to figure out what you want out of each KPI. Then, you can begin to choose platforms and strategies that will help you reach your goals. It’s always important to look at the numbers first before committing to a single strategy. With digital marketing, it’s all about metrics and finding the right results. If you don’t have the right metrics in place, it’s hard to determine if what you’re doing is working or not. That’s why this step is so important – it’ll put your mind at ease and allow you to focus on what’s important to you.
Set A Budget
One of the most important things to consider when choosing an online marketing strategy is how much you’re willing to spend. Just like with traditional marketing, there are plenty of cheap options out there that will get the job done.
The trick is finding the right balance between cost-effective and effective. You don’t want to choose a strategy that’s too expensive and then end up with lackluster results. Set a budget and stick to it. Choose affordable options until you find a working strategy and then scale up your spending as needed. This is especially important if you’re relying on budget-strapped nonprofits or government support for your business.
Another thing to consider when choosing an online marketing strategy is to choose keywords. If you’re going to do SEO – which encourages website visitors to your site via search engines – you need to make sure that your target audience is searching for the right content.
These are the keywords you’ll want to incorporate into your content in order to appear alongside search results when someone types in a search query. Keep in mind that you don’t want to stuff your keywords into your copy – your goal is to get your content discovered, so you can engage with an audience that is already searching for something relevant to your content.
The best way to find the right keywords is to use a tool like Google Keyword Planner. Type in your query and then click on the plan dropdown. From there, you can choose between Popularity, Suggestions, and Keyword Planner.
Once you’ve found the right keywords, it’s time to incorporate them into your content. Make sure to use them appropriately – either at the beginning of a sentence or at the end, depending on whether you’re writing for human or machine consumption.
Decide On A Platform
Deciding on a platform is similar to choosing keywords. You have to decide which ones you’ll use and which ones you’ll leave out – just like with your chosen keywords, you don’t want to choose all of them because then you won’t be able to narrow it down to the right ones that work best for your business.
The first step is to choose the right metric – the goal here is to get the most out of your investment, so you’ll want to choose a platform that is either free or has a low advertising cost. Look for the gold medal – those are the platforms you want to use if you’re truly looking for the most efficient and cost-effective means of marketing.
Once you’ve found that perfect metric, it’s time to move on to the fun part… choosing a platform. Use the platform’s own metrics to track your progress. Ads can be a great tool for this because they’ll show you how much traffic a given channel is sending you. You can also use keyword research to find the right words and phrases to use in your ads – what hashtags to incorporate, for example.
Pay attention to your chosen metric – if you’re not getting the results you want, it’s time to change platforms. The important thing to keep in mind is that you have to find the right fit – if you’re not getting the results you want, it’s not always the strategy that is at fault.
Avoid The Dark Algorithmic Places
It’s important to understand that not all digital marketing strategies are created equal – some are better than others. One of the best ways to find out how good a given strategy is is to look at the places where the majority of its traffic comes from. When choosing a marketing strategy, you don’t want to choose a place that discriminates against your type of business or that you believe to be corrupt.
If you know that a particular platform is dominated by “junk” traffic – that is, unwanted visitors that are irrelevant to your business – avoid it like the plague. These are the places that will eat into your profit margin. Just like with the other tips in this article, it’s all about finding the right “fit” for your business.
Find A Niche
Once you’ve determined that digital marketing is a good fit for your business, it’s time to find your niche. This is similar to the keyword research stage but on a broader scale – you won’t be choosing a single word or phrase to target but a specific topic that you’re an expert in. For example, if you have a fitness-related website, you might choose to focus on weight loss or muscle building – or you could even decide to go the more niche route and choose a specific type of workout (like kettlebells or boot camp).