It’s hard to imagine a marketing strategy without a strong emphasis on online marketing – with today’s consumers spending so much time on the web, it would be foolish to ignore the impact that getting in front of them could have for a business.
However, today, almost all businesses focus their efforts on marketing online, so if you want to have a chance, you need to be able to adapt to the ever-changing environment of the web and create an online marketing strategy that delivers results consistently.
The best way to do that is to develop the ability to prioritize and focus on areas of online marketing that have the biggest impact on your business – you won’t be able to pursue every potential lead generation method at once, so you need to know where to focus your attention in order to achieve meaningful results.
To get you started, here are a few online marketing strategies that can help you increase your online presence and grow your business.
Attract Customers with Useful Content
The reason why people spend so much time online is content – people love watching videos, reading articles, or looking at infographics that cover the subjects that they care about.
That’s why it’s no surprise that to achieve success with online marketing, you need to be able to create engaging content that’s relevant to your audience. Without content, no strategy is going to be effective – you can’t expect people to line up to buy from you if you can’t offer any value and interest them enough to want to learn more.
But how exactly can you use content in your online marketing efforts?
Well, there are countless forms that your content can take – you could write informative articles, do podcasts, shoot videos, or produce infographics.
However, no matter the format that you end up choosing, all of your content marketing efforts will boil down to two things – educating your audience and building your status as an authority in your field.
And they both work together seamlessly to produce amazing results for businesses that take the right approach.
On one hand, the content should help to educate your audience, helping people solve the most pressing issues and move past obstacles, while also positioning your products and services as the ultimate solution.
But at the same time, sharing valuable info shows you as the expert who knows how to solve the problems and can be trusted for further guidance.
And the best part is, if you use content correctly in your marketing efforts, Google and the other search engines will reward you as well.
The search engines love informative content, and there are plenty of content marketing tools that allow you to enhance your content and make it easier to consume for your readers.
For instance, if you provide valuable insights on your articles, they are likely to get ranked on Google, and you can then optimize the content for featured snippets to get part of your article featured as a snippet on the SERPs, giving you a huge edge over the competition.
Make Your Website Easy to Find
All online marketing efforts should revolve around your website – it’s the hub that houses all of your content, allows you to capture leads, and ultimately make sales.
However, if you want to grow your business online, your prospective customers must be able to find your website in the first place because otherwise, no amount of work will matter.
And that means the ultimate goal for your website should be to appear on Google and other search engines for keywords that are relevant in your industry.
But how do you get started with the process?
Well, the method for achieving higher search engine rankings is called search engine optimization, or SEO.
It consists of two main components – on-site SEO which involves setting up your site in a way that’s easy for the search engines to recognize and analyze, and off-site SEO, which helps to position your website as a valuable source of information through links to your site from other websites and social media.
While the specific tactics of SEO are constantly changing, the fundamental basics tend to remain the same – you should focus on creating quality content, interacting with your audience, and following Google’s Webmaster Guidelines.
Be Active on Multiple Social Media Platforms
Most businesses today are active on at least one social media platform, but unfortunately, that’s no longer enough if you want to stay ahead of the competition.
The reason for that is quite simple – the people that make your audience aren’t identical, and they have different interests and different online habits as well. So, if you’re only interacting with your prospects on Facebook, you’re not reaching those that prefer to consume content on Twitter, Instagram, or any other of the number of popular platforms.
That’s why today, top social media marketing agencies insist that their clients have a wide-reaching social media presence and take the effort to produce content that resonates with each segment of their audience.
While staying active on multiple platforms can seem time-consuming, it doesn’t have to be as difficult as it sounds. Since content is still at the forefront of any social media campaign, you simply need to learn to get the most out of every piece of content that you create.
For instance, if you have an informative article, you can turn it into an email or even an email series, then take bits of it and use as social media posts, or even take the basic framework and turn it into a video.
Making the extra effort on social media may seem like a chore, but it is well worth it in the long run – engaging a broader audience on social media platforms not only allows you to attract more leads for your business but also helps to build a brand on social media which can help to significantly expand your reach.
Maintain Direct Contact with Your Customers
While both social media marketing and SEO play an integral role in growing your presence online, they won’t be nearly as effective if you don’t have a way to maintain communications with your audience after the initial interaction.
A lead that ends up on your website may not be ready to buy immediately, so you need to provide him with a way to learn more, or he will simply go elsewhere.
That’s where email marketing can be so useful.
Two-thirds of companies say that email marketing delivers excellent or good ROI, which makes it one of the most worthwhile strategies you could pursue to help grow your business online.
With the help of email marketing, you can engage your prospects multiple times, sending relevant messages that slowly educate them and guide them toward deciding to buy.
You can also use email marketing to keep your customers in the loop about your newest offers, hottest deals, or overall policy updates. This is good on its own, but it’s also extremely powerful because it allows you to keep your company on the mind of your customer, which means he’ll be much more likely to remember you once he needs your services.
And the best part is, email marketing is easier to set up than ever before.
Today’s email marketing tools allow providing hyper-targeted and customized messages to your subscribers based on their previous actions, which means that you can maximize your engagement numbers and ensure that the readers remain interested.
There are also various email automation tools that allow streamlining a lot of the otherwise-manual processes. If you find the right email marketing service providers, they can help guide you through the entire process and set up a strategy that’s all but guaranteed to bring tremendous results.
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