Digital Marketing is a powerful and cost-effective way to reach, convert, and close deals with your target customers. Unlike traditional marketing, it comes with a more detailed analytics and quantifiable results. However, it’s wise to keep in mind that the huge potential for success when you go digital does not warrant taking risks with random strategies. To ensure profitable results that will help your business grow and scale, it is important to choose strategies that seamlessly suit the unique requirements of your brand. In this blog, we will discuss some of the most effective digital marketing strategy examples from the most basic online marketing tactics to the new trends that you need to watch out for in 2019:
SEO or Search Engine Optimization
SEO involves a series of techniques that aim to increase both the quality and quantity of your website traffic through organic search initiatives. These techniques include an SEO setup, among which are site speed enhancements, voice search optimization, link building, page indexing, metadata programming, and local search targeting to name a few. The specific techniques to be used when optimizing your website for organic search depends on the results of the comprehensive site audit and analysis conducted on your site. This site performance review will provide the SEO specialist with insights about your website’s current performance and what it lacks to improve its rank in the search engines results pages (SERPs).
SEO is an ongoing process. This means that after the setup phase, you will need to do regular SEO maintenance to improve your rank. Usually, SEO specialists will check the performance of the SEO strategy after a few months to gauge the effectiveness of the strategy and to make adjustments when necessary.
Why SEO is important
Prior to making a purchase, modern consumers typically look up products and services through online search queries. By having a strong SEO strategy in place, your website will appear on the top pages in search engines when prospects type keywords that relate to your products and services. Hence, providing your brand with strong online visibility.
Keep in mind that exposing your brand to your target audience as frequent as possible provides the best opportunity to attract them and possibly turn them into customers.
PPC or Pay-Per-Click advertising
PPC is the practice of buying traffic through paid search listings. In a nutshell, PPC allows you to have better control when it comes to the keywords, format, and the copy you want in your ad, as well as the audience you want it to appear to.
Why PPC is important
When setting up your campaign, the first thing to do is to decide on your goals. Do you want to increase sales? Encourage more people to sign up? Zero in on your goal and set a budget.
PPC is favored by online marketers and advertisers alike because it allows them to have better control of their budget. It eliminates the possibilities of going over your target ad spend by giving the campaign managers the chance to set their target ad spend.
Once you have set the parameters on your ad spend, do comprehensive keyword research and choose the best ones for your campaign. Then, bid on your chosen keywords and start your campaign by writing a keyword-optimized ad copy that follows the Google AdWords standards. Next, create a unique landing page that complements your ad copy.
You can run A/B tests along the way to see the effectiveness of your campaigns. You can pause ads with just a few clicks if you notice that it’s not performing well.
Content Marketing involves dedicating a content for each of the stages in the buyer’s journey to help prospects move from one stage to the next—from Awareness, Consideration, to Decision. It’s a perfect example of a digital marketing strategy that really works.
Marketing your content effectively requires investing in different types and forms of well written, relevant, and valuable copy to raise brand awareness and customer loyalty. You can write blogs, SEO articles, email newsletters, eBooks, whitepapers, and case studies. You can write these from scratch or repurpose old content to save time.
The goal of Content Marketing includes informing and educating your audience and establishing your brand’s credibility in your industry. Achieving these goals depend on your content planning, development, and promotion initiatives as well as your understanding of your target market.
A common practice among content marketers is to create buyer personas to understand the challenges and needs of their target market.
Email marketing is a low-cost and less intrusive marketing tactic which aims to increase sales and nurture leads.
The first step in email marketing is to build your email list. You can start doing this by placing lead magnets on your website and offering these to your readers in exchange for signing up to your content offer.
The benefit of email marketing is that the people in your list are already in the second stage of the Buyer’s Journey—the Consideration Stage. Often, these people are more receptive to your brand; they are more interested in knowing about your products and services compared to those who are in the awareness stage of the buyer’s journey.
To do email marketing without getting spammed, business owners and marketers often use email marketing platforms. Aside from allowing them to send emails to a large number of recipients, these programs also allow them to create templates and manage email lists easily.
Social Media Marketing
Social Media Marketing is an online marketing tactic which works well in raising brand awareness and engaging your target audience.You will notice that most businesses have an active social media presence because a large number of their customer base are on social networking sites.
Video Advertising is a tactic which effectively captures audience attention. It also helps educate prospects and convert sales. When done well, video advertising can sway customers and influence them to perceive brands in a more positive light. This is also the reason why video ads are often used in brand storytelling.
Some of the more notable ads which made it to AdWeek/s Top 25 Best Video Ads List are the ones from Getty Images, Amazon, and Apple.
The Endless Stories ad (Getty Images) is an interesting historical narrative which showcases amazing 3-dimensional views of past events made possible through the company’s wide collection of stock images.
Link to the ad: https://www.youtube.com/watch?v=t5fi77r53lw
Combining pop culture with timeless storytelling, the ad Alexa Loses Her Voice (Amazon) is a funny take on what would happen if celebrities replace Alexa.
Link to the ad: https://www.youtube.com/watch?v=tCG_
Last is Apple’s Welcome Home video. This advertisement perfectly infuses fun and creativity in this video for the HomePod, resulting in a great ad that made it to the second spot in AdWeek’s list.
Link to the ad: https://www.youtube.com/watch?v=BLAnTQfFXOI
Online Marketing Trends in 2019
Marketing tactics are not set in stone. While there are general tactics that are proven to be effective, there are also new and upcoming trends that are known to capture the interest of consumers and trigger customer loyalty. They are as follows:
Gone were the days when brands can pull off publishing blogs that are less than 500 words. Since Google has changed its algorithm, the new trend in content is to create content pillars or general topics that relate to your brand and develop content clusters or long-form blogs which extensively discuss different but related topics under each pillar. The point of pillar content is to make brands more credible in the eyes of the audience and the search engines.
It’s no surprise why chatbots are being put at the core of customer experience improvement initiatives. Chatbots are simple yet innovative ways to communicate with your audience sans the need to have a staff onboard 24/7 to initiate the conversation.
AI is securing its spot as a digital marketing trend as more marketers and business owners embrace it to analyze consumer behavior and search patterns. AI incorporates human intelligence into computers and machine learning systems to streamline operations without compromising quality.
The benefits of AI include lower cost savings and business growth opportunities.
Affiliate Marketing is an incentive-based sales program which happens when you actively seek affiliates to help increase your sales.
When affiliates close a sale, they get cash incentives. Some business owners and marketers keep track of their affiliates and their contribution to the deals they are closing with customers by using affiliate marketing software.
Big Data is all about using pertinent data—mostly in the form of consumer research and predictive analytics—to gain useful consumer insight. Putting Big Data at the core of your digital marketing strategy is important because it helps you make better and more calculated marketing decisions.
Marketing Automation speeds up repetitive marketing activities, resulting in increased efficiency and more streamlined operations.
A Marketing Automation software offers different options and features. Deciding which is the most suitable tool for your business depends on what your business needs to automate and how much you are willing to spend on it.
Powerful and effective digital marketing strategies are invaluable to businesses that are keen on scaling and growing. But remember, to jumpstart a successful digital marketing plan with these proven tactics, you need to keep your tactics aligned with your business goals, your brand’s value proposition, and the demands of your target market.
At Gohan Concepts, we believe in the power of modern marketing in generating leads and driving conversions. For more information about our company, click here to visit our website.
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