an office table with a note saying marketing strategy

What is an Online Marketing Strategy – And Why We Need One

What we need is a solid online marketing strategy that is focused on identifying your target audience that is at least 95% content driven. So what is an online marketing strategy and why do we need one. 

You see, in online marketing, your goal with your message is to generate traffic to your site. No traffic, no leads, no sales, no business. And that traffic must be high quality targeted leads looking for what you have to offer and ready with wallet in hand. At least that is what your online marketing strategy should be focused on if your marketing efforts are costing you money.

An online presence isn’t enough. You must adopt aggressive marketing tactics in order to spread the word about your business and position it where prospects will find it.

Generating Traffic

A car going super fast banner saying the road to success is traffic

To generate traffic, you must generate interest. And to generate interest you must be a savvy marketer trying to capture your customer’s attention with irresistible messages that aim directly at their emotions. The messages must be spread amongst different avenues of delivery and they must be carefully crafted to attract only those prospects that would most likely be interested in what you have to offer.

You cannot focus on just one delivery method only and you cannot just throw an ad online and leave it at that. And well, hopefully, you know that you cannot design a message that will sell to everyone. Focused marketing equals higher returns.  If what you sell is available to different audiences, then your marketing strategy should be divided amongst each of those audiences independently.

Slapping an ad online with a picture of your product can easily be lost against a wittier competitor that puts up an article with valuable information that people can digest, use and apply. Why?

Content online is usually just more attractive than ads mainly because of the sheer number of them popping out at you. And typically online surfers are looking for information and not to be sold on something. Besides, most people don’t even look at ads anymore, let alone click on them.

Do you?

You must develop a master marketing plan to find your target market, focus on that niche and market away. Here are the top marketing mediums utilized today by savvy online marketing strategists:

  • Social Media Websites
  • Content Marketing
  • SEO
  • PPC
  • Reputation Marketing
  • Email Marketing
  • Press Release
  • Video Marketing

Focus on 1 or 2 at a time until you become proficient at generating a few leads a week to your site. Then move to the next one or two until you master those.

A word of wisdom, it is not easy to market online and there will be a learning curve, so buckle down and stick to it. Once you can master 2-3 of these techniques, your traffic will flow steadily. Focus on content, focus on diversity and focus on identifying who your target audience is and market with their needs in mind.

As a marketer, your job is to get people to your site by crafting the ultimate marketing plan. Then it is up to you to convert those customers once they get there.

Social Media Marketing

Social media is a very effective avenue for interacting with your prospects and building a strong relationship with them. Since its advent, social media marketing has been used by many businesses and brands to attract more prospects.

You too can quickly spread the word about your business with social media. Set up profiles for your business on all the major social media platforms (Twitter, Facebook, Google+, LinkedIn, etc.). Then start adopting strategies for building massive followership.

Aside that social media interaction can convince prospects to do business with you, it’s an avenue through which your followers can give feedback and helpful recommendations about your products or services.

Related post…..Social Media Marketing

Content Marketing

This involves offering relevant information for free to your prospects with the aim of building trust and positioning yourself as an expert in your online business.

To succeed at content marketing, you must offer valuable information that would solve your prospects’ problems, answer their questions, and help them make well-informed decisions. Your content could be in various forms ie: blog posts, ebooks and reports, videos, articles, podcasts, and so on.

By adopting content marketing, prospects will see your business as one that truly cares about its customers. They’ll see it as the go-to spot when they need your products, services or advice.

Online Marketing Strategy for SEO

An SEO image

Most online buyers now use the search engines (Google, Bing, and Yahoo) to find products and services of their choice. You must have heard of the term “I will google it” Most of the time, people will go with the posts that appear first in search results. Meaning the first page of a search engine. This means only businesses with high-ranking websites can attract customers through search engines.

Presently, authority sites and global brands dominate the top spots for most keywords. And the bitter truth is, these monsters can hardly be toppled by new websites.

Related post…..Free online SEO tools

PPC (Pay Per Click)

If you have a desperate craving for quick results, this online marketing strategy is for you. Rather than waiting patiently until your website climbs its way to the top of search engine results (which could take months), you can launch a PPC campaign.

Although you’ll pay for each click on your ads, this strategy presents your business to online prospects regardless of your website’s ranking.

Aside from that, your ads would be displayed noticeably on search engine result pages, they’ll also be displayed on blogs and websites with relevant content (you may disable this option, though).

Reputation Marketing

This online marketing strategy involves building a 5-star reputation and spreading word about that reputation. It’s a very powerful strategy because the success of a business hinges largely on the reputation it has built over time.

According to online marketing experts, 70% of online buyers rely only on customer reviews. So, the truth is, buyers are no longer interested in the age of your business or in the number of products or services you offer. What they want to know is how well you’ve satisfied your past customers.

Interestingly, online buyers will readily buy a product or service with some 5-star reviews – even if they’ve never heard of the business before. They trust opinions and reviews openly.

So, you must offer high-quality products and services. With these, your customers would readily give 5-star reviews about your business. And the more of such excellent reviews your business gets, the more new customers you’ll attract.

Email Marketing

a hand one finger pointing to and envelope

Email marketing is by far one of the best marketing methods. But first, you need a list of subscribers to market too.

Build a subscription form or sign up area within your website or blog which allows your potential customers to your website to subscribe to your email list. This is the easiest system to build an email list fast but is so overlooked. It is by far the most successful, so don’t forget to use it. Make sure your subscription area is easily accessible on your website so it is not hidden away.

Put together a contest which encourages prospects to sign up to your mailing list so they can join the contest. The prize or a reward can be very simple and not too expensive but acts as an incentive to get potential customers to your website to subscribe to your mailing list. This sort of advertising is actually very successful in attracting prospects to subscribe to your email lists.

Make sure you always include a Privacy policy on your subscriber form to build trust with your prospects. Some people don’t sign up to mailing lists because a large number of organizations and websites sell the prospects information which they obtain with their subscription site. This means people end up with inbox’s full of “spam” mail. You need to create trust with those visitors so they know without a doubt their details will not be sold for spam purposes.

With the laws in place now it is not as common for people to sell your information. Nevertheless, it still happens.

Related post…..Tips for writing emails that actually get read

Press Release

I cannot stress enough the importance of a well-written press release.

While you are writing your press release, keep your target audience in mind. At the same time, keep in mind that part of your audience will be an editor, reporter or journalist. This is important as these are the individuals that if they like your story, will publish it giving you another arm of exposure.

Ensure that the first paragraph of your press release answers the important questions such as Who, What, When Where and Why. You have one sentence not to lose the editor/journalists attention.

The content within your press release should be accurate, easily readable and to the point. A well-written press release does not need to be a novel. Remember the point of a press release is to entice the reader or journalist to contact you for further information. You do not need to tell your Companies entire life history.

In fact, shorter press releases (usually between 175 – 300 words) tend to receive more exposure, if written well. Why? Because many trade publication journalists may be looking for a short informative piece of information to fill a spot within a magazine, paper or web site. Have you ever seen short snip-its within the side of a magazine, or down the side of the page on a web site? Guess where the information comes from.

Make sure if you are using facts and figures to enhance your story that you provide the sources of your information where you can. The reason for this is simple. It adds credibility. If you publish figures or information, even though the information is accurate, people may go with the theory “it must be too good to be true”.

Video Marketing

Image of a video recorder

Once you have invested either time or money into creating a video. Then it will keep on working for you 24/7 for 365 days a year. Yes, just that small investment on your behalf will bring great benefits in the long run.

Microsoft PowerPoint is used for creating slideshows. With Microsoft PowerPoint, you can output your slideshow to a video file. What this means is that you can use PowerPoint to create your video using the slides for text, photos, music, narration. Then save the whole thing as a video file.

You can get some truly excellent video marketing results with Microsoft PowerPoint.  If you are unable to use any of these video marketing tools or do not have the time. Then contact video marketing companies to have it done for you.

Video content is a powerful technique for driving traffic to your site. It is also free and fairly easy to get going. In these modern times, it would be a shame if you did not take advantage of video as a marketing tool”.

Related Post…..Video marketing and the benefits

I hope you enjoyed my article on “What is an online marketing strategy and why we need one”. If you have any questions please feel free to leave them in the comment box below. Or in the contact me form below.

P.S. Read Neil Patel’s blog for plenty of information to help you with your online marketing strategy……Neil Patel’s Blog

Regards

Janet

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