Businesses increasingly turn to the internet to make their presence known. This makes online marketing strategies more and more important. It’s no longer enough to simply have a website or a social media presence. Businesses must also develop effective strategies to reach out to potential customers. In this blog post, we’ll look at five of the most effective online marketing strategies for lead generation and to help businesses grow their online presence.
What is a Marketing Strategy?
A marketing strategy is a comprehensive plan of action that helps companies to define their target market and develop a plan to reach them. They must use the right combination of tools and tactics to achieve their desired goals. It includes a detailed analysis of the company’s current environment and competition, plus a plan of action to reach the desired target audience. It also involves setting objectives, measuring and analysing the results, and making adjustments to the plan where necessary. In an SEO-focused online marketing strategy, a company’s digital marketing strategist should focus on organic search engine optimisation tactics, such as content creation, keyword research, link building, search engine optimisation (SEO) copywriting and technical SEO. Combine these tactics with other online strategies, such as pay-per-click advertising, email marketing, video marketing, a social media marketing strategy, and affiliate marketing to reach the desired target audience.
To create your marketing strategy, identify who your target is by creating a detailed buyer persona. Get that information through research, interviews, and surveys. Tie your business goals in with the online marketing strategies you need. Audit all the existing media you have, whether it’s owned (e.g., website and social media), earned (e.g., guest posts and press releases), or paid (e.g., Google AdWords). Revise them as needed by editing and making a solid content creation plan. Plan your budget and decide if you want to do this in-house or outsource this. Check if your company has the correct marketing tech tools and if you need to purchase new software. Finally, set deadlines for each content.
1. Search Engine Optimization
Search Engine Optimization (SEO) is one of the most effective online marketing strategies, as it helps to make sure that your website is visible to potential customers when they search for relevant terms and phrases. This can save costs on advertising since potential clients will find your website organically.
With SEO, there are many aspects to consider:
- First, it takes a while to rank well, so it’s more of a long-term strategy.
- Second, keyword research is essential to succeed with SEO. Keyword research can help you identify the most relevant terms and phrases to target for your website. Create content with these keywords in mind.
- Ensure that your website is linked to other authoritative websites.
- Lay out your content with a responsive website design that works well on all devices.
- It also helps to add images to your content to make search engines easily find your website. In optimising images, put your keyword in your image file name, use alt tags, include captions, use site maps, and upload unique images.
- Finally, look into creating backlinks, which are links from other websites to yours.
These search engine optimization aspects can help you maximise your online visibility. Let’s discuss them more in-depth.
To begin your keyword research, choose a focus keyword or phrase that you would like to target. You can then use a range of tools and techniques to discover related keywords and phrases. These can include keyword research tools such as Google Keyword Planner or UberSuggest, along with a competitor analysis and traditional market research, which a digital marketing strategist can help you complete. Once you have identified your target keywords, assess their popularity and competitiveness. Decide which ones to focus on, considering the content you already have and the resources you have available. A tool like UberSuggest will tell you how many searches a keyword gets and how competitive it is.
If you are new to SEO, start with less competitive keywords. If a keyword is too competitive, no matter how many searches it gets a month, you won’t be able to land on page 1 of a Google search for a while. Once you’ve improved your website’s SEO, you can start targeting more competitive keywords. This will ensure that your website is optimised for the most relevant search terms and content, helping to increase your website traffic and improve your SEO rankings.
It’s also important to remember how your website will appear on mobile devices, as more and more people are using them to access websites. To ensure that your site looks great on all devices, create a responsive website design. This type of design allows your website to automatically adjust to different screen sizes, ensuring an optimal user experience. This means that when a user switches from their laptop to their iPad, the website will automatically adjust to the appropriate resolution, image size and scripting capabilities. This will ensure a seamless user experience across all devices. A responsive website design requires a combination of flexible grids, layouts, images and the clever implementation of CSS media queries.
Putting images in your content adds visual interest to your articles. It also enhances SEO by enriching user engagement and making your site more accessible. When adding images to your blog, check if it fits your colour scheme and if it is consistent with your brand. Avoid using blurry images. It is preferable to use unique custom photos over generic copyright-free stock photos so make time for this if you can. Finally, put yourself in your target audience’s shoes and observe your reaction to every image. Ask yourself if it leads to the goal that you want for your post. Compress your images to make them load faster. Do this by resizing your images consistently to 1200 x 900 pixels. Add several images to break up blocks of text to maintain readers’ attention. Add your keyword to your image title even though this title only appears when the cursor hovers over the image. Use image alt text to fully describe the image for the visually impaired and don’t forget your caption.
To create backlinks, write high-quality website pages that are comprehensive and contain relevant data, statistics, infographics, and images that other sources would naturally want to backlink to. Get your website listed on resource pages by filling out the forms there. A resource page lists links to other websites in different industries. Use a backlink analytics tool to improve your opportunities in more resource pages. Another method for discovering backlink opportunities is to carry out a link gap analysis. This involves identifying websites that link to your rivals, but not to you – yet. This can help you quickly find sites that could potentially become links to your own. A third method is Broken Link Building (sometimes referred to as Dead Link Building). It is a popular online marketing technique that sees you creating backlinks by replacing links to pages that no longer exist (known as 404 pages) with a functioning link to your website. Taking the time to identify and replace these broken links can be a great way to boost your website’s visibility and reach.
These steps will help significantly improve the SEO of your blog and make it more appealing to your target audience. Always remember that a great SEO strategy should be based on a mix of high-quality content, optimised visuals, and the right keywords. To get the best possible results, you should invest time and effort into optimizing your online marketing strategies.
2. Email Marketing
Email marketing is one of the most effective ways to reach potential customers, as well as nurture existing ones. It is an affordable way to target people as they check their inboxes. You can tailor your email marketing campaigns to send emails to specific groups of customers. This helps you to target those that are most likely to be interested in your products and services. Achieve this by segmenting customer lists, using email marketing software, and personalising the emails with the customer’s name. In addition, email marketing can be used to measure the effectiveness of campaigns. It helps you understand what works and what does not. With its versatility, you can use email marketing for lead generation, sales, customer retention, and more. While a social media marketing strategy can also be successful, email marketing is more effective.
Step-by-step successful email marketing begins with building an email list of subscribers. You can do this in a variety of ways. For example, you can add a sign-up form to your website, create social media campaigns, or offer freebies to reward people for subscribing. Freebies could range from an ebook, a checklist, and an activity sheet to discounts and free or fast shipping. You can use the SEO methods described above to make sure that your website content is discoverable by search engines, which can help you attract potential subscribers too. Finally, you can leverage online advertising to drive targeted audiences to your website and capture them as subscribers.
Once you get subscribers, plan the type of email campaigns you’ll send. Newsletters are the most popular because you can tailor your content to the topics and themes that your subscribers are most interested in. If they enjoy reading your emails, this will help you attract loyal subscribers, avid fans, and keen customers. Other types of email campaigns are marketing offers such as your latest products or special promotions on services. Always include a call to action for every marketing offer. Other types include announcements and event invitations. By following these strategies, you can ensure that your email list is filled with people who are interested in your content and are likely to engage with your emails.
Email marketing can be automated so that you don’t have to spend time manually creating and sending out emails. Find an automation tool with these key features that provide: personalisation; easy-to-use templates; segmentation according to the characteristics of subscribers; and real-time analytics. Segment your subscriber list by gender, interests, locations, etc. Create an automated workflow. There are several types of emails to automate. You can follow up with people who have abandoned their carts so that they can complete their purchases. You can welcome someone who has just recently signed up. You can also promptly reply to customer complaints with the assurance that they can expect you to address their concerns after a suitable process. After sending out a few emails, review the analytics if the customers are getting engaged. Adjust if needed to cater more to your customers’ needs.
By leveraging email marketing, you’ll be able to increase your conversion rates and reach more customers. Here are some email marketing statistics businesses can apply in their email marketing to achieve positive results:
1. For each dollar you spend on email marketing, you get an average return of $40 (Omnisend, 2022).
2. The email open rate average for businesses regardless of industry is 19.7% (GetResponse, 2022).
3. A consumer percentage of 49% (Statista, 2017) admitted that they like receiving promotional emails from their favourite brands weekly.
4. Personalized email subject lines are likely to increase open rates by 50% and lead to 58% higher click-to-open rates (Yes Lifecycle Marketing, 2019).
5. Adding videos to your email can raise click rates by 300% (Martech Advisor, 2017).
3. Pay-per-click Marketing
Pay-per-click (PPC) marketing is another effective online marketing strategy. It places your website at the top of search engine results for a specific keyword or phrase. This type of marketing allows you to pay for each click that directs a user to your website. You can choose the keywords and phrases that you want to appear for and the budget that you want to spend. It is important to note that this type of marketing can be expensive, so it is important to ensure that you are targeting the right keywords and phrases.
To ensure that your pay-per-click marketing campaigns are successful, it is important to research and analyse your target audience. Knowing who your target audience is and what their interests are will help you create effective ads that will draw in the right people. Optimise your landing pages so that they are relevant to the ad that you are running. Provide a clear call to action as well. Use demographic and psychographic data to create ads that will draw in the right people. Demographic data include age, location, job title, and income. Psychographic data focuses on your target buyers’ priorities, goals, challenges, interests, and hobbies. Focus on user experience when crafting your landing pages. Utilize A/B testing to find out which ad copy, images, and landing pages work best for your target audience. Finally, monitor the performance of your campaigns so that you can make adjustments as needed. This helps you maximize your ROI and ensure you get the most out of your pay-per-click campaigns.
Start your PPC marketing through Google Ads. It gets maximum amounts of traffic so it delivers the most impressions and clicks to your ads. The frequency at which your PPC ads are displayed is dictated by the keywords and match types you select when setting up your campaign. Achieving a successful PPC advertising campaign relies on several factors. It includes bidding on relevant keywords, aiming high in Google’s Quality Score to get more ad clicks without spending a lot, and writing creative and appealing ad copy.
In running a PPC campaign, the trick is to make your marketing as targeted as possible. Start by weeding out any non-performing keywords. Add any non-converting terms as negative keywords to reduce wasted expenses and improve campaign relevancy. To get the best results, split up your ad groups into smaller, more relevant groups. This will help you create more targeted ad text and landing pages. It will also increase your click-through rate and Quality Score.
4. Video Marketing
Video marketing is an effective way to promote your business online, reach your target audience and generate leads. It allows you to showcase your products and services, demonstrate their features and benefits, and engage with your customers in a more personal manner. You can also use videos as educational resources. Video content is highly shareable, which makes it a great way to increase your reach on social media platforms. It can also help to improve your SEO rankings, as it helps to increase engagement and create backlinks. You can include targeted keywords in the video content and improve your ranking for those terms. Investing in video marketing can be a great way to increase your online visibility and reach more potential customers.
Explainer videos are an excellent example of video marketing that can help increase your online visibility. By creating an explainer video, you can explain your product or service more efficiently and effectively. Explainer videos are easy to share online, which can help you reach a larger and more engaged audience. Explainer videos can also be used in your social media marketing strategy, email marketing, and other online marketing strategies to help your business gain more visibility.
Animated explainer videos can also help to improve your search engine rankings. Search engines such as Google use video as a ranking factor. It is beneficial to have an engaging explainer video on your website to help boost your SEO efforts. Videos can also help to increase website visits and reduce bounce rates. This is because viewers are more likely to watch a video than read text. This could lead to more sales and conversions. Viewers are said to be more prone to taking action after watching a video. Animated explainer videos can also be used to create a more personal connection with potential customers. Through videos, viewers can get to know your company and the people behind it. This helps to build trust and loyalty and can also help to differentiate your business from competitors. These statements can be backed up by the statistics below.
Explainer videos are proven to get results:
1. A study by Wyzowl showed that after watching a video, 64% of users are more likely to buy a product online.
2. Another study from Hubspot revealed that including a video on a landing page can increase conversions by 80%.
3. The power of video marketing is further highlighted by the fact that adding a video to an email can boost click-through rates by 200-300%.
4. A study by Animoto found that four times as many consumers would rather watch a video about a product than read about it.
5. A survey from Forrester revealed that people are 75% more likely to watch a product video than read about it.
6. According to a study by Brightcove, 50% of internet users look for videos related to a product or service before visiting a store.
7. Research from ReelSEO showed that videos can increase organic website traffic by 157%.
Here at Impact Animated Videos, we offer animated explainer videos that help with all kinds of online marketing strategies for all industries.
5. Affiliate Marketing
Getting others to promote your business is a great way to generate additional income online. It involves cooperation from others, usually influencers. Affiliates promote your business’s products or services to a wide audience. When someone purchases a product or service through an affiliate link, your business pays the affiliate a commission. This is an effective way to reach new customers and increase your online presence. Reach your target audience in bulk through influencers. When used with the other online marketing strategies above, affiliate marketing can be an effective and profitable way to promote a business and increase its online visibility.
There are three types of affiliate marketing: unattached; related; and involved. The unattached model involves an affiliate who promotes a product or service without having any direct relationship with it. They don’t specialise in the niche of the product. They mostly rely on running PPC marketing campaigns. In the related model, the affiliate has some authority within your niche and has built quite a following. This affiliate can generate more traffic for your product or service. However, they may not be an actual user of your product or service. The involved affiliate marketing is the highest model of the three. Involved affiliates have used the product themselves so they can vouch for it well. They have the authority to make claims about it. They draw upon their personal experiences with the product to promote it effectively. Customers consider them as reliable sources of information.
Find influencers or businesses who have your same target audience, but deliver a different product or service than you. For instance, if you offer advertising, you can partner with a business that offers branding. Once they’ve helped their clients with branding, they can send them on to you. Aside from influencers, you can also turn to bloggers, paid search-focused microsites, and media websites such as Amazon Associates for affiliate marketing. Developing a good relationship with your affiliates is key to success. Make sure you are providing them with the support and resources they need to be successful.
A few more examples of good affiliate partnerships are:
1. If you are selling a health product, you could form a partnership with a gym or fitness studio to promote your product.
2. If you are selling a travel product, you could partner with a travel agency or tour operator to reach more customers.
3. If you are selling a fashion product, you could collaborate with a fashion blogger or influencer to drive more traffic to your website.
4. If you are selling a beauty product, you could form a partnership with a beauty salon to reach more potential customers.
Online marketing strategies are essential for businesses to reach a wide audience and generate more leads. Among them, video marketing is one of the most effective. Using videos can help your business website to rank higher on search engine result pages and get more backlinks. Remember: many website visitors appreciate watching videos more than reading chunks of text. Explainer videos are also highly sharable on social media, helping you reach more potential customers. Additionally, they can showcase your products and services in an engaging, entertaining, and personal manner. Lastly, videos can also be used in emails and other online marketing strategies.
Want to get started with your own marketing video? Get started with a free consultation by clicking here!