With over a billion websites jostling for the same eyeballs, it’s now a daunting experience to get any kind of traffic for your website. Failed businesses quickly realize that “an online marketing strategy in place would have saved the business”.
In fact, the Internet has changed the way we build businesses and market it. First up, you need a clear vision of what you need to accomplish, and you must have a meticulous plan or strategy to achieve it. Without that, you won’t get any search visibility and the dream of building a successful business will not come true.
In this article, we will discuss few online marketing strategies that can give you better retorn on Investment.
#1 PPC Pay Per Click / Paid Display Advertising
Paid display ads have become common on all search platforms, since it helps in getting higher search visibility. Mobile is fast becoming the most favored interface through which people access the web and buy things online.
Mobile Usage and M-Commerce Stats
- Research conducted by IDC shows that people spend an average of 195 minutes a day on mobile.
- According to Hubspot, by the end of 2017, 24.4% of the overall e-commerce profit will be coming from mobile.
- By 2020 the number of smartphone users will increase to 6.6 billion. So your business has to be where people engage.
How to Design a PPC Budget
It is necessary to dedicate a PPC budget for your online campaign. Also, know that your PPC strategy does not necessarily revolve around bids. The more you spend, the more search visibility you get. Keep in mind that I didn’t say Conversion.The quality score of your ad matters.
Fix a sensible budget. The amount you spend per click should be less than the profit you gain from a single click. Let’s consider a bid amount of say $10 for the keyword Digital Marketing Strategy. So whenever the keyword is triggered on the search engine, your ad should pop-up. Someone clicks on your ad and it takes him directly to your contact us page.
Wow, the prospect landed on your contact us page, he is going to contact you within seconds. Well, that’s where the problem comes. Maybe it was just a student doing some research for his thesis. Result – He clicked on the ad – The search engine charged you $10 – And you got zero conversions. What went wrong? You need to ask yourself a few questions – What was your strategy? What was your end objective? Did you make the bid based on your strategy? If you can’t answer any of the above questions, that means it’s time for you to onboard a digital marketing strategy.
#2 Content Marketing Strategy
Content is not just words and phrases. Digital marketers should start looking at content with a holistic approach. What does that mean? Content is not just text. It can be images, Infographics, podcasts, video/ Slideshare, webinars, etc. You need all these, mixed in the right proportion, to give your audience the right user experience.
The online world is flooded with more data every day, leading to information paralysis. So the question is – why should someone value your data/ article? The best way to start is to find an idea/ topic around which you need to create the article. Use your visual thinking to create a layout for the article. Finally make sure that your article will have these features.
Define your Goal/ Objectives – The main objective to be achieved through content marketing is typically to drive traffic to your website, increase the subscription/ sign ups, to proliferate your social followers, etc. It’s good that you have a goal, but your goal works better if you can set a timeline and the percentage of conversions you expect to achieve out of it.
Why your title should be: Intriguing and alluring – 8 out of 10 people take a look at titles and only 2 decide to read it. Best example – Go to social media and see what kind of article people share. Either the publisher is an influencer/ a well-known person, or the title was quirky enough that it made people think, or the image was alluring and attractive enough that it forced them to click the share button.
Be informative and entertaining – Identify your niche market and write for the target audience. Make sure that the article won’t waste your customers valuable time. Rather it will add some value to the reader. Invest your time, do an in-depth research on the idea/ topic you wish to write. Always give updated information, and support that information with relevant stats. Remember that every word you use should have a compelling force that intrigues the reader to move to next line.
Remember where I mentioned to use your visual thinking and create a layout. Suppose you are writing a 2000 word article. Then you should make sure that a seamless flow has to be maintained, don’t let the user lose his interest in between. Use simple examples and entertaining facts to inspire your reader.
Be Consistent – Use your content to engage with the target audience. Consistently producing unique content that addresses the pain point of your target audience. Consistency helps to increase constant interaction with people and when people starts to interact with your business, your business flourish. It’s a simple philosophy.
Market your content – Marketing plays an important role in deciding the success of your strategy. One best way of doing it is through influencer marketing, ask an influencer to give you a quote that lingers with the article. Once you publish the article, ask the influencer to share it with his followers. Create small chunks out of the article and tweet it across social platforms and groups where your prospects engage. Contact and connect with people who have shared similar content.
#3 SMM Marketing Strategy
Stats published on businesstocommunity.com show that 70% of the US population has a presence on at least one social network. And the number of users are likely to grow to 2.5 billion by 2018. Another stat published on Ambassador says that 71% of users who had a good experience with any brand are likely to share it with their users.
Listen and Know What is Trending – Social media is a platform to socialize and find more customers. You should constantly monitor social media and identify what is trending and try to capitalize it. The best part of being in social media is that your target audience will let you know where you should be active. Find the niche groups where your prospect customers engage and position your brand among them.
Create a Content Plan – You need a content plan for social media because it’s through content that you are going to share your insights and values. Content can be in different forms. You can share this article on LinkedIn and Twitter. Instead of sharing the entire article you can create small snippets out of this and share it. Create infographics and share it on Twitter and Facebook, Facebook will help in getting more shares and likes.
Use a metrics to evaluate – It is necessary to create metrics to evaluate the progress. How do you evaluate likes and shares? Find out and track how social activities reflect on your ROI.
Digital marketing can be done in many ways. Think which online strategy and which channels are best suited for you and create a plan that aligns your efforts across all these strategies and channels. I hope this article will help you get more website traffic and online sales.