The best online marketing strategy is more than just sending emails, sprinkling a couple of keywords here and there, or updating your business’s Facebook page every month. An effective online strategy, whether your business is digital based or other, is about understanding your clients and providing them with content which is both interesting and informative.
Thus guiding them to your product or service, creating brand loyalty, and continuing satisfaction. But how you do this? And more importantly, what is the most effective approach?
We at evolve believe an effective and successful approach begins with mapping out and planning an online marketing campaign. This begins by researching and defining your target audience, creating interesting and informative content, choosing the right kind of social media that suits your business, and tracking your conversions.
So you have created the brand identity for your company and are satisfied with how it represents your business? Great! Now comes your online strategy, and the first step is defining who your customers are.
Who is your customer?
When we discussed the difference between inbound and outbound marketing we highlighted the main problems with traditional forms of marketing and the new Inbound Marketing tactics. The old forms of selling by ‘telling’ your customer what they need is redundant. In order to have an effective strategy you must know who your customer is.
You must research everything about them. Their gender, social status, where they work, what they like to eat, what their budget is, and from here you can create a picture or persona of who they are. If you have more than one buyer persona, don’t panic! This means you have more than just the one type of customer. Identifying your customers needs, knowing what market they use and who your competitors are is the first step to an achieving an effective strategy.
Now that we know your customer, do you know where your customers go?
Social Media Strategy & Website Blogging
The people who are on social media, your potential customers, are right now inches from the screen and potentially inches from your business. An effective online strategy knows that using social media like Twitter & Facebook is essential to a solid campaign. So how do you begin?
By creating social media accounts that have someone responsible for their up-dating and tracking is a good start. Remember your mantra: We must create interesting and relevant content to attract your customers. So like all internet users we are fickle: we browse through hundreds of posts and content per day. This means that your content must attract them and keep their attention.
Writing interesting relevant material or posting videos you have created or others that are relevant in your field, everyday, will keep your followers returning. Content can be anything from a photo, a competition, coupons, how to videos, animations or even a review of another product.
Also, websites that have separate blogs written by an authority that target specific customers, must have engaging and informative articles and must also be updated regularly.
Search Engine Optimization | SEO
Once your social media is running you must make sure that your content is search engine optimized. Remember: according to StatCounter 93% of Ireland’s online searches goes through Google. That is a staggering figure. Google knows this and uses it to preempt what the customer is looking for with keywords, questions and even misspelt searches.
Creating interesting and customer relevant articles that mention popular and informative keywords and questions will bring your website up through Google ranking, driving your customer to you. Remember Google knows what quality is. Stuffing your articles with keywords isn’t enough to secure your place. Only quality content gets ranked (tweet this) . So don’t scrimp on time and money you spend in SEO articles.
Track Your Campaign
After planning and executing your online strategy you must be able to track and test to see your results. Remember your online strategy is an ongoing process. Have you reached your online objectives? There are plenty of tracking software available to help you keep an eye on your campaign and results. One of the largest is Google Analytics. You can set this up simply through your Gmail account.
Google Analytics offers detailed statistics about website’s traffic, traffic sources and measures conversions and sales. It can track referrers (HTTP referrer) from search engines and provide data on social networks and pay-per-click ads (PPC).
Tracking your performance on each of your online strategies can tell you which ones have given you the most return on investment (ROI). Basically, it can guide you on which campaign worked best so you can repeat and improve them in the future.