It goes without saying that online marketing and all the elements that branch out from that umbrella term such as Search Engine Optimization (SEO), social media marketing, creating relevant and engaging content, keyword search terms, Google Trends, Google Quality Scores, SERPs (Search Engine Results Pages), email marketing and so on, are all key components and vital for business expansion and successful online marketing campaigns in 2020.
According to a report by wearesocial.com entitled DIGITAL 2019: GLOBAL INTERNET USE ACCELERATES:
- ‘There are 5.11 billion unique mobile users in the world today, up 100 million (2%) in the past year.’
- ‘4.39 billion internet users in 2019, an increase of 366 million (9%) versus January 2018.’
- ‘There are 3.48 billion social media users in 2019, with the worldwide total growing by 288 million (9%) since this time last year.’
- ‘3.26 billion people use social media on mobile devices in January 2019, with a growth of 297 million new users representing a year-on-year increase of more than 10%.’
With more than four billion internet users worldwide and over three billion social media users, a successful and effective online marketing campaign is a crucial method to expose your business offering to a wider pool of potential consumers than you could reach using a more traditional marketing approach.
In addition, online marketing can lead to better engagement, better conversion rates. It can help to convert impressions into leads and from leads into conversions.
But creating and launching an online marketing campaign, especially as a start-up company or small-scale business, can be a daunting challenge.
To help your business get the best start to your 2020 online marketing strategy, Ben Givon has compiled a quick and easy list of online marketing tips to help get the digital marketing ball rolling. Keep reading this guide to learn the best tips you should know before embarking on a successful online marketing journey.
So, without further or due, let us dive straight into Ben Givon’s top tips to online marketing success in 2020.
Understanding your target audience
You need to monitor and stay aware of what both your existing and potential customers want and are actively searching for. Use online surveys, data from your sales and customer support departments to gain an accurate insight into what your target audience is engaging with and seeking; this way, you will know exactly what you should be marketing to your customers.
Present the right content at the right stages in a buyer’s journey
A key part of successful online marketing is knowing when to present your content offers at specific stages of the buyer’s journey.
What is the buyer’s journey? Modern marketing companies have broken the decision-making process that a consumer goes through into four main stages, otherwise known as the buyer’s journey.
The buyer’s journey is a set of successional stages that a potential consumer goes through before deciding to buy or subscribe to a business offering.
The buyer’s journey can sometimes vary depending on the industry. For instance, the way B2B consumers arrive at the final stage in which they are ready to go through with a purchase can sometimes differ from the way a B2C consumer arrives at the decision to make a purchase. But for the most part, the buyer’s journey remains the same for both B2C and B2B customers.
The four main stages of the buyer’s journey:
- Awareness – the consumer understands that they have an issue or want to purchase something or subscribe to a service.
- Consideration – the potential consumer starts to do research, collecting information regarding the product or service.
- Decision – the potential consumer starts to look at the available options to either deal with the issue or buy the object of their desire.
- Purchase – the consumer is ready to go through with buying the product or subscribing to the service after having all the necessary information.
With the buyer’s journey in mind, it wouldn’t make much sense sending a promotion for coffee to a consumer who is still at the research stage, or similarly, you wouldn’t want to direct a consumer who is at the final purchase decision stage to a blog post about finding the best coffee machine maker.
Do not restrict your content’s subject matter to just your business offering
Avoid making the mistake of just writing about your business offering on your blog. This can have the effect of alienating consumers who are not ready to go through with a purchase. Rather than creating blog posts that are strictly related to your business offering, you should invest the time and effort into research what your target audience is actively looking for and searching for; use Google Trends to identify keyword search terms that are trending so that you can create relevant and engaging content that provides value to both your existing and potential consumers. For instance, let us say that your business offering is cardiovascular equipment. You could create a blog post outlining the 5 best ways to improve cardiovascular endurance and stamina.
Do not forget the long-term
Short-term marketing tactics can sometimes result in a surge in leads and conversions. But, when it comes to successful online marketing campaigns that convert regularly, you need to focus on your target audience’s long-term value and relevance.
Incorporate effective SEO tactics into your blog posts, content, and ad copy, so that you can gather leads and increase your conversion rates in the long-term. Many online tools can help you identify what keyword search-terms are trending, such as Google Trends, which can give you a great basis and idea of what your content subject matter should be.
Adaptability is key
The realm of online marketing is constantly evolving with innovations in technology, regular updates to Google’s algorithms. Therefore, you need to ensure that your online marketing strategy stays relevant to your target audience’s needs and wants. For example, if your target audience is mainly active on Facebook, you should focus on that social media platform using your time and resources to create relevant Facebook content. But you need to be aware of changing trends and customer preferences.
Keep design, tone, and content the same across platforms
When creating and launching an online marketing campaign across various channels and platforms, you need to make sure that everything is consistent. Aspects such as tone, content, layouts, and designs all need to be the same as this will boost your brand awareness and ensure that customers can trust your brand.
Create unique and relevant content
Creating original, unique, and relevant content not only gathers more leads and audience engagement but helps to set your brand apart from your competitors. According to optinmonster.com, ‘The 2018 B2B content marketing statistics from the Content Marketing Institute (CMI) show that 91% of B2B marketers use content marketing to reach customers. And the CMI’s 2018 B2C content marketing stats reveal that 86% of B2C marketers think content marketing is a key strategy.’
Whether you have already launched your online marketing campaign or are in the process of creating one, follow these 7 simple tips, and watch your digital marketing campaigns thrive.