There are now around 9 billion searches made on Google each day. This traffic is a lucrative opportunity. But with this comes competition, and does your businesses know how to use it to rise above its rivals?
One way to compete is with an effective online presence. Below, we give our guide on how to create online marketing strategies to help.
Contents
Online marketing strategies are methods that increase your online presence. They may take place on multiple online channels, such as search engines or social media.
Very often, these strategies get confused with larger marketing campaigns, linked sets of strategies that help achieve a goal. Strategies may be created in-house, or a company may hire a digital marketing agency to do a job for them.
Marketing businesses online happen in several ways. You may decide to use one or combine a few of these in a larger campaign.
Search engine optimization (SEO) is the process of improving a website and its content to comply with search engine algorithms. The result is that the site gains website traffic through free organic searches. People type in search terms online, and your website appears.
How this takes place can be quite vast, and breaks down into on and off-page SEO. The steps can fill the whole article in itself, so if you take on an SEO campaign you may need some third-party assistance.
Social media is both a blessing and a curse. It can be one of the most effective online marketing tools, building a loyal following around your products and brand. However, few companies know how to use it effectively and end up doing more harm than good.
It comes down to two things: Creating a content calendar and enacting it on the right platform. You don’t need to be on every form of social media. The one that will work best is the one most of your demographic are using.
Paid ads can be used in several ways. You can deploy them on social media or even search engines. They work in similar ways to traditional advertising methods and are shown to people who visit the platforms.
The difference with online ads is that they can be much more cost-effective. Using targeting, they can be shown to people who may already have an interest in products and similar niches. If you use PPC advertising, you also don’t pay until a person clicks on the ad.
Email marketing for businesses is extremely effective. If people sign up for an email list, they already have an interest in your product. You are not searching for new customers but showcasing your business to people who want to hear from you.
The key is not to overdo email marketing. Make sure you provide emails of value, giving quality over quantity.
All online marketing strategy elements should point towards a single goal. This should follow the SMART formula: Specific, measurable, attainable, relevant, and timed. Without these, you cannot see how successful your campaign has been.
There are lots of goals you may consider. Plan these out in conjunction with the marketing team. Ultimately, choose the ones that will produce a marked increase in sales due to their development.
The more specific you can be about them, the better the results. For example, you may choose to raise brand awareness by creating social media content and increasing followers by 5000.
Once you know your goals, you need to think about who you are marketing to. You may have a very specific audience for your product, or it may be wide-ranging. By grouping potential customers by demographics, you can tailor your campaign to them.
For example, imagine you are marketing a medical item to relieve back strain. You don’t want to use youthful images and language in your campaign, as it attracts the wrong audience. Once you know the buyer personas you can tailor everything to appeal to the product’s audience.
Make sure you do your market research to find out the right personas. Your actual audience may surprise you once you look into the data.
One tactic that ticks a lot of marketing boxes is content. This is information or entertainment created for digital avenues. It could take the form of written blogs, infographics, or videos.
The bonus of content is that you can use it across strategies. It can help your SEO with the inclusion of the right keywords, but can also get shared on social media.
Getting the right content is a big decision to make. Some formats, like video, are extremely eye-catching, but require a large array of resources to get off the ground. Blogs are easy to create but you may have more competition from other similar ones.
Most platforms will provide you with detailed metrics, be it social media advertising platforms or even your website. It is here you will find out how effective your campaign is.
One tactic many people undertake is to use metrics to perform A/B testing. They will release two advertising campaigns on a small scale and track which one works best. This one is then used as the main campaign.
Now you know how to create online marketing strategies, you can begin to plan your campaign. Don’t spread yourself thin, but focus on one goal and type of strategy. You can then begin to add more as you find success.
This article is one of many to assist you when building a digital presence. From SEO to PPC, we can help build your brand in the online environment.
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