There is no doubt that the internet, as well as associated tools and technology, have exerted a substantial impact on the business environment. More and more, companies are seeing the benefits of having social media accounts and engaging in shared platforms that allow consumers to interact seamlessly with them. However, with the innumerable digital options, campaigns, and tools available, you will need to adhere to a focused digital marketing strategy. Whilst you don’t necessarily need to be tech-savvy to successfully execute your strategies, at least a basic understanding of some of the major tools and related buzzwords would be in order.
Let us consider six popular online marketing tools and techniques below. We also discuss these individual strategies, briefly.
- Email marketing
Emails remain one of the most popular communication channels today. Email marketing allows you to target your core client base in a systematic, methodical, cost-effective and efficient manner. Results are measurable and these campaigns allow for great flexibility. You can use the following platforms to streamline your email marketing: MailChimp, Active Campaign or Mailerlite.
- Responsive website
With the advent of smartphones and tablets, consumers have more devices on which they can search the internet. Because of this, it is advisable to create a responsive website. These websites adapt to the device they are viewed on. By creating a responsive website, you help to maximise the customer’s experience of your brand.
- Search engine optimisation (SEO)
If used effectively can be your ultimate customer acquisition tool in the digital space. This works simply by enhancing the search engine rankings of your website in regards to popular keywords or search terms associated with your business and industry. This increases the probability of your website and social media pages appearing on the first page of major search engines. Statistically, users seldom browse past page three of a search, and at times a given search can yield millions of results. SEO is a relatively cost-effective solution to stand out on the World Wide Web; it allows you to attract more leads, more clicks and eventually more turnover. Yoast offers a free online course that helps you to understand the basics of SEO.
- Video marketing
In the last couple of years, video marketing has become more popular. We can see this with stories on Facebook and Instagram. By using video, you will be able to tell your client how to use your product and you could ask happy customers for testimonials to add to your website. Adobe Spark offers an easy platform that guides you through the video creation process.
- Social Media
The term “social media” immediately conjures up an image of “Facebook”. However, there are a growing number of social media platforms that host millions of active users who share information and learn about “what’s popular” daily. These include Twitter, Instagram, LinkedIn, and Pinterest. What makes these platforms different from paid advertising media is that they allow you to initiate conversations with new and existing customers. However, you must employ effective reputation management tools to maintain your brand, because bad publicity on social media platforms can spread like wildfire.
- Pay Per Click (PPC)
This type of advertising is another great way to generate leads and it involves the use of advertisements on pages that users frequent. You will only pay for your digital advert when someone clicks on your ad. This makes it easy to measure results – a big bonus in the digital arena. However, the downfall of using PPC is that some users click randomly, without following through. This means you may be experiencing a high click-through rate, but not necessarily high traffic to your website, thus lowering your return on investment.
- Content marketing
With all advertising, you need great content. Content marketing is using content to drive customers to buy your product. The content can be videos, articles, and photos to name a few. It is important that your content tells your brand story and shares your brand’s voice. It will also help to hook potential clients if you write informative articles that make you the thought leader in your industry. You can learn more about content marketing here.
Perhaps one of the most important things to remember when engaging in any online advertising is that the digital space is dynamic. If you want your brand to be a part of the digital movement, you must ensure that your management skills are just as flexible. One of the best tools to have in your pocket is a digital media specialist or agency that’s experienced and can assist you with feasible digital strategies.
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