Most consumers today are online. Everywhere they travel, they have access to the Internet – at work, at home, while they are socialising, and even when they reach for their mobile phones first thing in the morning. As a business, you would be smart to realise that you need to market online using eMarketing tactics to meet consumers where they spend their time the most.
There are several different approaches to eMarketing, and we can help you develop the right strategy that fits your business and goals. To gain a clearer picture of which strategies you can implement, take a look at some of the most popular types of eMarketing below:
Search Engine Marketing
Search engine marketing (SEM) is a paid strategy that gives your business a shortcut to the top of search engine results. By bidding on specific keywords relevant to your business, you can outrank most of your competitors and drive more traffic and leads to your website.
Essentially, SEM is a form of digital advertising that increases your visibility on the Internet. The most common way to do this is through pay-per-click (PPC) ads. These types of ads can appear at the top of search engines, social media sites, and even other websites. As the name might suggest, you’ll only have to pay for actual clicks generated, so it can be a cost-effective strategy for maximising traffic and boosting sales.
Search Engine Optimisation
As opposed to SEM, search engine optimisation (SEO) is not a paid strategy. It involves optimising your website and content so that both can rank organically for relevant search terms. This also involves targeting specific keywords on your website, but there are many other considerations to keep in mind.
If you want to be found on Google and other major search engines, you will need to partner with an SEO expert who can get you on the front page. Apart from helping you target the right keywords for your business, they will also enhance the user experience of your website and increase its authority. Some strategies they might employ include link building, technical optimisation, and local SEO.
Content Marketing
In contrast to traditional marketing, content marketing isn’t just about pitching your products or services. It involves producing relevant content that delights your audience because they find it informative, entertaining, or valuable in addressing their problems. Content can be in the form of blogs, newsletters, social media posts, videos, podcasts, and other media.
When done right, strategic content marketing makes it clear that your brand is an expert in your niche and that your audience can turn to you for help. It also increases your online visibility, nurtures relationships with your audience, and generates relevant leads.
Content marketing campaigns are most effective if your content target specific stages of the buyer’s journey – awareness, consideration, and purchase. Aligning your content with this journey means you’ll be able to provide information that compels people to take your desired action.
Email Marketing
Email can be a powerful eMarketing channel that encourages customers to become loyal to your business. Email marketing can inform your customers of your latest promos or offers to stimulate sales and repeat purchases. It can also educate your audience about your brand and influence their decisions.
However, you would first need a way to gather your customers’ email addresses to execute this strategy. There are several ways you can do this, such as through a newsletter signup form or by requiring customers to provide their emails to complete their purchases.
When a customer willingly gives you their email address, they are dedicating themself to your products and services. In return, make sure to reward them with perks and benefits that will keep them engaged.
Social Media Marketing
Social media marketing (SMM) is cost-effective because the key platforms that get results allow businesses to create profiles for free. Through services like Facebook, LinkedIn, and Instagram, businesses can engage and develop relationships with their customers, compile market research, showcase products and services, and celebrate achievements.
That said, SMM can also include paid strategies similar to SEM. You can boost and promote your posts to gain more exposure on these platforms, which helps grow your audience and lets you penetrate new markets.
The cost of advertising on social media sites also tends to be lower than those charged by major search engines, so SMM can be a viable strategy for small B2C brands and large B2B enterprises alike.
Influencer Marketing
Many brands today use influencer marketing to promote their products and services. This is a type of endorsement wherein businesses pay influencers (people with huge online followings) to promote their products and services.
As a business, you can take advantage of an influencer’s reach through partnerships and collaborations. Working together lets you leverage their reach to foster mutually-beneficial relationships with your audience, helping you affect their purchasing decisions and drive traffic to your business.
When putting together an influencer marketing campaign, be sure to choose relevant influencers within your niche. This way, you can reach the right audience to whom you can market your products and services effectively.
Affiliate Marketing
Affiliate marketing is another popular and cost-effective way to increase your sales by allowing external parties (also called affiliates) to recommend your products and services to others for a small commission. They do this by sharing unique links assigned to them on their blogs, social media profiles, or websites.
Typically, businesses vet potential affiliates before finally working with them. You want your affiliates to be people who post quality and authentic content to an audience within your niche. Through affiliate marketing, you can increase brand recognition, expand your reach, and yield a higher ROI than you could on your own.
We Know the Importance of eMarketing
There are many different types of eMarketing that can help you target consumers while they are online. Aside from those mentioned above, other strategies you can look into are marketing automation and even web development.
One strategy isn’t necessarily better than the rest. A healthy eMarketing mix often involves several strategies that complement one another to deliver the best results.
At Digital Animals, we believe in a holistic approach to marketing businesses online, and we want you to get results that are measurable and meaningful. Contact us if you need help with your eMarketing, including SEO, SEM, content marketing, email marketing, and social media marketing. Let’s formulate a winning strategy for your business today.