Where to start with your online marketing
SEO, social media, marketing, email marketing, PPC advertising are all very attractive and you can see them work for your competitors.
So where do YOU start?
And how do you use these to get more traffic to your website? If you're a beginner to online marketing and you want to cut through the noise you’re going to find these strategies really useful. But one little word of warning first, if you’re trying this alone don’t do it all at once. You can only do it all if you outsource.
Today’s marketing sphere is a content-first planet.
People look for information before they buy. So you need to learn how to put yourself in the buyer's shoes rather than allowing yourself to get blinded by how great you think your products and services are, or copying directly what your competitors are doing.
You need to help people rather than trying to stick your products in their face in the hope that some will buy. When you help people solve problems through free and valuable content that is relevant to your business, you reach larger audiences and build trust.
Trust sells. In-your-face spammy visibility doesn’t.
The best part is that you get the opportunity to show people how your products and services can help them solve their problems and fulfill their desires and needs. All right? So the first internet marketing strategy is blogging with SEO in mind.
1. Keyword Research
It may sound counterintuitive to start here, but this is exactly where it all begins. You need to verify which problems your clients are typing into Google by finding out which searches have traffic. If you sell locally you can even search for what people are looking for locally.
2. Valuable content
The next strategy is to provide valuable content. Now this content should be housed on your website. Because that’s where you want your traffic to land. Remember you don’t own Facebook, Instagram or Youtube so don’t build a business that relies on them too much. They should provide extra leads and help your SEO. Don't make them the main focus of your content strategies. Always publish on your website first.
3. Gated Content
Use some of your best content to collect leads from your website. After all, you're in the business of selling and you need people’s contacts to do that. Whether you sell products or services you’ll need email to warm up prospects and turn them into clients.
4. Social media marketing
Rather than trying to be on every social media network, like that big competitor you aspire to be like, focus on just one social media channel when you're just starting out. It takes time to build a following, but numbers aren't everything. What you want is a loyal following. When you dip your toes into every possible social media network out there, your attention gets divided and the results get diluted. So which social media marketing channel do you choose? Since you have to choose just one social network, don’t simply choose the one with the most active users, it's all about understanding the audience that's there.
For example, people usually go to YouTube to learn how to do something or to be interested but Facebook is different. Think about it. Have you ever logged onto Facebook hoping that you would see a tutorial? Have you ever opened your Facebook app hoping you would find a limited time offer that's 97% off only for the next 37 minutes? Probably not, people don't check Facebook with credit card in hand, people like and share things that are helpful. Interesting, shocking, or funny. So if you're going to try and bring people into your world, present your message as a story, video or something else that will likely stand out from the endless feed of vacation vanity shots. Pinterest, on the other hand is primarily a social search engine where people can control what they want to search for. The primary intent of users on this platform is to get inspired, learn things, and plan to do things and so, create content that caters to their intent for being there.
So if this is your audience, take advantage of a less competitive landscape from both ads and organic perspective.
5. PPC Ads on Social and Search Engines
When it comes to paid advertising, please do not throw your money blindly into an ad network because you read that it was good. What works for one person won't necessarily work for the next person. Instead, think about where your audience is, where you’ll get most out of your budget and whether your products or services are a match for the platform.
Bloomberg reported that Google and Facebook own a combined 58% of the $111 billion market. Online Ads work like auctions, the more advertisers there are, the more expensive it becomes for you.
Finally, you want to make sure that you have strong on-site and off-site SEO. It’s important that you focus on optimising your website and using your social channels to complement your SEO strategy.
The end goal of your strategy should be to build a system that automates the way leads are fed into your business. At FairTech we created a blueprint called the Online Marketing.