Are you looking for easy to apply online marketing tips to scale your business? Take a look at our insights and get inspired to upgrade your digital marketing strategy.
The vast majority of marketing efforts today revolve around creating an excellent online presence for a business that increases brand awareness and conversions. Marketers have to make sure the company website appears in the top results on search engines, work tirelessly on providing fresh and engaging content, and keep building that brand authority.
To do all of this successfully, focus on solving customer problems and keeping up with trends to get ahead of competitors. The digital marketing world can be overwhelming sometimes, but there’s a solution that lets you streamline your approach to marketing online. If you have a good strategy in place, you can navigate the digital landscape easily and change course when obstacles block your way.
For a good digital marketing strategy to work:
To get you started and find which techniques might work for your business, we’ve put together these 25 simple online marketing tips to pack into your strategy and promote your brand effectively online.
All your digital marketing efforts are geared towards getting your brand in front of customers. Online, the main presence of your business is your website, which your customers are likely to get to via a search engine. Search engines use algorithms to crawl the web for the results that will be most helpful to a searcher’s query. To get your website in the top results, optimization of your online presence is essential.
Search engine optimization, SEO for short, includes all techniques that you can apply to your website to appear on the first page of a search engine results page. To boost your rankings, the main focus of SEO lies in answering your customer’s queries. To understand your target audience, ask yourself who they are and what their goals are. Imagine yourself in the position of your customer and what they would type in the search box to find your services or products.
Use the terms and phrases you come up with during your target audience brainstorm sessions and enter them in a keyword research tool. This is the starting point for your keyword research. SEO takes time and experimentation but here are some tips to help you pick valuable keywords to work with:
Once you’ve performed thorough keyword research, make sure to apply your list of keywords to your website. Here’s how:
Even if you’re an international business and your physical address is not that important for your customers, make sure you have your Google My Business account set up correctly.
Check that your details in online directories like Yelp, Hotfrog, or Yellow Pages are up to date. This is your best chance at ensuring your brand is featured with the correct address details, phone number, and website link in Google’s knowledge panel, which is the box with information you get next to your search results.
Start asking your customers for reviews that can also be featured there. Create a link to send to your customers by searching for your business on Google Maps. Once your Google My Business account is set up, the Google maps result shows your business details including a link to your review page at the bottom of your company listing. You can copy and shorten this URL to make it easier for your customers to access your reviews page.
SEO is an ongoing online marketing technique that constantly evolves, which means that you have to keep providing unique content for your rankings to improve. Create educational content and populate an FAQ page to rank in featured snippets, the question and answer box on a Google search results page. This helps with establishing expertise and brand authority by being the business with the answer to your customers’ questions.
Content marketing is such a vast field that you want to have a good plan in place that fits with your overall digital marketing strategy. To narrow down your options, find out what your audience would like to see from you and pick the niche that you want to become an expert in.
Decide on what kind of content you want to provide and in which format. It can be written like a blog on your website, audio like a podcast, or visual like infographics and videos. Your content marketing strategy starts with what you think would work well with your audience and the goals you want to achieve.
Perform some market research to get to know your customers better and have clarity on your overall business goals. Then you can sit down to align your business with your marketing goals and brainstorm the types of content you’re going to produce to achieve them.
Once you’ve got that down, you can think about how you’re going to spread the word about what you’ve produced. Promoting your work is a must if you want to reach a wider audience, so posting on your social media channels and link-building campaigns should also be part of your strategy.
Social media is a great place to start your content promotion. Make your content unique and shareable, so your followers want to tell their friends about it and share it on their own accounts. Our pro tip is to produce evergreen educational content that offers actionable advice and that you can share every couple of months to help people discover your solution.
Before you get to the promotion stage, you have to create the content, so let’s take a closer look at what types there are and you can pick which ones work for your brand:
Having high-quality informational copy on your landing pages is a great start, but to keep producing fresh content collect a few topics that are relevant to your audience and blog regularly. Sharing your knowledge to answer customer questions always does well and blog posts like how-to articles, ultimate guides, or a top list of helpful tools are great for developing your very own library of educational content.
To expand on building brand authority, consider writing guest posts for other high-quality blogs. Aim to create a top-notch piece of content that is possibly even better than the posts you wrote for your own blog. You want to offer a valuable article that you can pitch to the blog owners you contact.
Visualize educational content and statistics with infographics. It’s a great technique to use to make something easier to understand, highlight important numbers, or make boring statistics more readable and interesting.
It’s also a good way to repurpose content and make it more shareable. For example, if you’ve gathered all your information in a long-form blog post or guide, you can pick out the most important aspects to create an infographic you can share on your social channels.
According to HubSpot Research, more than 50% of consumers have a preference for video. Video content is great to showcase your products, brand, and events. This is also a great way to create informative content with how-to videos and expert interviews.
If you’re creating a video for a landing page, our pro tip is to include a transcript underneath it for SEO purposes. Search engines are unable to interpret videos but can crawl transcripts. As a bonus, you can use the transcript to create subtitles for when you share your video on social media to grab people’s attention, as sound is usually disabled when users scroll down their feed.
Video content doesn’t have to be high quality and professionally produced every time. Particularly on social media, authentic videos with a few quirks are more relatable than polished ones. Another quick and easy way to create video content is to use stock videos and adjust them for your purposes, or create short clips with your own images.
In recent years, the podcast format has been on the rise with the result of 41% of Americans over the age of twelve now being considered monthly podcast listeners.
Podcasting is a great opportunity for businesses to establish thought leadership in their respective industries. You can interview experts, discuss the latest trends, or go on other people’s podcasts and ask if you can share the interview at a later stage on your own.
Podcasting is more accessible than video and a great option for the camera-shy people among us. You only need a good microphone and recording device, which can be your smartphone, and a small affordable mic to get good quality sound. If you need to make a few edits or add sound effects, there’s free editing software and short video tutorials out there.
Entering the world of social media doesn’t have to be a daunting venture. Make sure you integrate social media marketing with your overall business strategy and goals. This will help you to pick the right platforms for your brand and make a plan for what kind of content you post and share that represents your core identity.
Content and social media marketing intertwine as you promote your blog posts, videos, or podcasts. Don’t forget to be social on these platforms and engage with your audience. Several social media management platforms help you to schedule posts, keep track of comments, and help find trends you can look into to keep your content fresh.
You can also share articles from other sources that are valuable to your audience. This enhances the trust and reliability of your social accounts. Focus on engagement and find communities relating to your industry and show your expertise in these groups. This is also a good way to expand your network and establish yourself as a trusted brand.
All social media platforms come with varying degrees of insights about your audience and competitors. Be sure to use this data to your advantage. Find out about the demographics and interests of your followers to create customer personas and track what your competitors are up to and how your accounts compare to theirs.
You can get even more granular with analytics data on various ad platforms like Facebook Business Manager. Generate more leads by showing your Facebook ads to the right people and track how well your campaign is working, or if any adjustments need to be made. To get your website in the top results, optimization of your online presence is essential. You can get in touch with an SEO agency to help you with this process.
In this space, A/B testing is a great tool to see what works best for your audience. Create two ads with different approaches or images. After a while, you’ll see which one will be your winning ad and you can drop the other one. Before spending money on ads, make sure that your website has been optimized for high ROI. A well-optimized website can drive a higher conversion rate and ensures that you capture more leads with the same if not less spending.
Make sure that your social media content reflects and reinforces your brand identity. This requires some thought and a healthy awareness of your vision, mission, and goals. Think about the tone and voice you want to use in your social media copy and the brand colors in all the visual content you share.
Ensure these align with your brand message but don’t forget to make small adjustments in your posts according to the channel you’re posting on. For example, you have to be more concise on Twitter with the 280 characters limit while your post can be much longer on LinkedIn.
Social media accounts mean a lot of exposure for businesses. When all’s going well, it’s a great opportunity to promote your brand and reach a wider audience, but the public nature of social media can sometimes have negative consequences with inappropriate comments and trolls.
To avoid any pitfalls, be sure to monitor your comments and messages. Create guidance for your employees on how to deal with negative feedback from customers and train them on how to manage an emerging crisis on your company accounts before it escalates.
Email marketing is still the most effective form of marketing that gets you the highest ROI with an industry average click-through rate of 2.13%. Email might be one of the traditional marketing techniques, but what might have worked years ago doesn’t anymore.
This digital marketing technique evolved over the years and you have to make sure to be innovative. Rather than just sending out emails promoting sales, focus on providing value to your customers and establishing a healthy relationship with your subscribers.
Before you get started, build your list of subscribers. In exchange for a user’s email address, offer an incentive like discounts or valuable content in the form of lead magnets like ebooks or cheat sheets with tips. These incentives are usually a pop-up form on your website that visitors can fill out quickly.
When you’ve got your list ready, split your customers into groups or segments to provide each type of audience with the right content that is valuable to them. This ensures that you send emails focused on a certain topic to only its relevant segment. Use email marketing software like Mailchimp or Hubspot for automation and easily scale your efforts.
Adhere to copywriting best practices, write short paragraphs and sentences, use headlines, bullet points, interesting calls-to-action, and craft a subject line that hooks your subscribers and makes them want to find out more. Be creative and have fun with your copy but make sure your voice and tone are consistent and align with your brand identity.
It’s best practice to always send a test email to yourself to catch any technical hiccups or remaining issues with layout, links, or your copy. Consider setting up test accounts in different email clients, if you want to check out how your email displays in clients like Gmail, Yahoo, or Hotmail. Be sure to also check how your copy and images display on a mobile device.
The other form of testing you should practice is A/B testing. As with other marketing techniques, you can get invaluable results from experimenting with two different ways of delivering your content and finding out what your audience prefers.
To get started, know what you want to test and how you’re going to measure it. Explore how long your subject line should be to get a higher open rate, which call-to-action to use to achieve a higher click-through rate, or if any changes like different colors for call-to-action buttons make a difference. You can also test how different segments of your list of subscribers react to adjustments.
Always only test two versions of the same email at the same time. Tweak your email according to your findings and test again. You might find that different things work for different audiences, which you can take into account when segmenting your audiences.
Influencer marketing has changed from celebrity endorsements to brands working with online influencers, who have a following in a certain niche but wouldn’t consider themselves as famous offline. Influencers live and breathe the niche they built up a following in and actively engage with their fans, who are happy to consider advice from one of their favorite persons in the world.
That’s where marketing comes in and collaborates with an influencer to promote a company’s products or services. You can also be a bit more subtle and use this marketing technique to increase brand awareness.
A change that is currently happening in the influencer marketing space is a shift from the term “influencer” to “content creator” or “creator”. As influencer marketing has become more mainstream in recent years, influencers want to move away from the strong associations with monetization through sponsorship and put more focus on their creative worth and how they provide value to their followers. They are creatives who see their purpose in delivering high-quality and authentic content to their audience.
Keep this and trends in the influencer space in mind when you start your research to find the right fit for your business. The goal isn’t to find the person with the highest follower count but rather to look for social media users with consistent creative content that applies to your industry or niche. Have a plan of how much time you want to spend on research, how you’re going to look for influencers, and what you’re going to offer them.
When you’ve got your list of influencers to contact, make sure you’ve researched them thoroughly to know how to send a genuine and personalized email. Don’t send the same impersonal mass email to the entire list. See it as a person-to-person chat rather than a company-to-company conversation. This is also not the place for harsh deadlines. Naturally, it takes some time to find, contact, hear back from people, and create content relevant to your campaign.
When you’ve found influencers willing to work with you, it’s crucial to align your campaign goals and fix a schedule that integrates with your product releases and other marketing efforts. It’s best to let your influencers or content creators enjoy their creative freedom, but you can set up some guidance in a contract.
For example, provide clarity on how the influencer’s content can be used by your brand, for how long, and how the approval process works. Be sure to communicate everything clearly with your influencer and be open to negotiations. You can also arrange check-in meetings to go through anything that comes up during a campaign.
A recent development in the influencer marketing space is to give your campaigns a boost with some paid advertising. This seems counterintuitive at first, as this type of marketing is all about showing a real person happily interacting with your product or service rather than traditional advertising that includes actors and polished footage.
However, many brands have started to reap the benefits of amplifying their reach by using refined ad targeting features on social media platforms. Promoting influencer content with paid ads has been shown to greatly increase the impact of influencer campaigns.
The latest trend or reinvention of what it means to be an influencer is happening on Clubhouse. The invite-only audio platform has gained great popularity over the past year. Users can listen to interviews and participate in discussions that disappear after the audio-chat has ended, giving Clubhouse the live and exclusive quality that makes the app unique.
Clubhouse goes against the conventions of other social media platforms, which put their focus on beautiful visuals or impose character limits on their users. Influencers or creators have started to share their views on topics that are important to their followers in rooms that users can join to listen in and contribute.
Content creators can connect with their followers in a unique way on Clubhouse, as these conversations don’t get lost in a feed but encourage people to focus and listen to one person talking about one topic at a time.
The latest rollout of the app includes a payment feature that enables the audience to send money directly to creators. The full amount an audience member sends is transferred to the creator’s account without anything going to the platform. According to Clubhouse, they will update the app with more features for creators to get paid directly in the future.
The vast array of opportunities to promote your products or services can be overwhelming, but our insights into the different online marketing techniques should give you an idea of where to begin.
Whichever area of marketing you go for, ensure it’s the right fit for your business goals and that you have the resources to execute the digital marketing strategy you come up with. Choose the format that speaks to the skillset of your team and that works best for you to answer your customer’s questions and solve their problems.