So you have decided to promote your brand online. Many who want this type of marketing are facing with the problem of choosing the best digital channel to reach the target audience. Where to promote yourself? How to lure customers to a site? How to form a digital marketing strategy? We hope these 3 steps will help you.
Defining The Target Group
This is not without reason the first step in formulating a strategy. Defining your target group should be the foundation of all your future efforts in this field. The key is to answer the question: Are the people you are targeting online at all? Suppose the answer is yes.
The next thing you should do is determine what would be the interests of the people you are targeting and their demographic characteristics. Consider what their search on Google looks like. What words they use, what terms they search? Write it down – you’re gonna need it.
Selecting the Communication Channel and Tools
In digital marketing, there are multiple ways to reach your ideal customer. You should not use them all, only those tailored to your business and goals. Here are some of the techniques and channels you can use:
1. Website Design or Redesign
Today, almost 4.5 billion people are actively using the internet in the world. As a result, online business and sales are becoming more attractive to companies as the number of customers who make their online purchases exclusively grows with the rise of internet users.
Of course, for a good result in the global internet market, it is necessary to have a great website. This means that your site must be visually appealing and unique, and it must be extremely fast and functional. Therefore, web design is the basis of a quality website. A website redesign can help your site get a whole new, more creative and modern look and increase your site’s ranking significantly.
2. SEO Optimization
The main goal of SEO optimization is to tailor your site, its design and content, to get the best possible position when searching for relevant keywords on search engines such as Google (in the first place), Yahoo, etc. – and as a result, you get an increase in quality visits to your site. Today, localized and mobile optimization stand out as the main items.
Content has primacy over other factors, and you will have the most success for good search results if the retention on your site is satisfactory, you have a low bounce rate, you focus on long-tail keywords and build rapport with your audience. Search engines will reward you if you provide the world and the internet with something you have never seen before and something that interests and benefits the end-user.
However, you will need the help and service of professionals who swim very well in these waters. Companies like CSME Marketing have years of experience and know very well how to best position you on Google Search. Therefore, always turn to those who rule these skills – and you will not repent.
3. Google AdWords
To put it simply, AdWords is Google’s advertising service that will push an ad or site to the first page of search. What makes AdWords particularly compelling for advertising is that it only pays when someone clicks on that ad, which is why this type of advertising is called pay-per-click advertising.
So, there is no payment if no one is interested in your advertisement, and it is up to you to decide how much money to give in one click. In theory, you can offer the lowest possible figure of one cent, but that would mean that anyone who offers two cents or more will appear automatically in front of you in a Google search.
However, for beginners, there is also an option to choose a daily budget for Adwords advertising, where a pay-per-click bid within the budget will be automatically generated. What you also need to know is that when one day’s worth of Adwords advertising spend is spent – the advertising campaign pauses and AdWords no longer push the top-of-the-search ads into search results.
4. The Social Network
We already know the saying “If you are not on the internet, you probably don’t exist” – but is it enough to just have an official website? Considering that we live in an era of social networking, you will agree that you cannot afford your brand not to be present on Facebook, Instagram, etc.
There are many opinions regarding how often posts should be posted, for example, on a Facebook page. However, most experts agree on this – minimum 3 times a week, a maximum of 2 times a day. The gold average, in this case, will be once a day on weekdays, unless there is the promotion of some special actions, events or the launch of a new product. Then the announcements can be more frequent – up to 2 times a day. Optimal posting time is best seen from the statistics on the page itself.
5. Email Campaigns
There are still those who associate the term “email campaign” with the spam folder. This type of marketing is more than just the fact that it forms an integral part of various promotional and sales campaigns. Recently, emails have become a hybrid of various services, and campaigns, thanks to many tools, can also be automated. When used to support e-commerce, email marketing can be an effective marketing weapon.
Its justification is reflected in the precision with which you can reach the target group. Specifically, when using your e-commerce platform (when logging into account), the user leaves the information, including their email address, which you can later use to access it directly.
6. Content Marketing
To put it simply – content marketing is marketing where you provide someone with content or information that may be of use to that person. That way, you’re attracting them to voluntarily delve deeper into the marketing content itself. It is based primarily on the voluntary acceptance of that content by the audience. So, there is no targeting of the audience with content from all sides, there are no advertisements that get you stuck when you go to any site on the internet, etc.
Content marketing is about giving your audience and potential customers continuous information and content that is useful to them in any way that helps them solve a problem. You give your potential customers unobtrusive content, making them more informed. In this way, you make your brand a symbol for disseminating useful information and content. And in case that content is so attractive and engaging to the audience – you will have viral marketing in action very quickly. Therefore, your brand may become recognizable to everyone.
Digital marketing is a living thing. It is not possible, as it used to be, to formulate a strategy that will be effective from the foundation of a business to its development into big business. You need to adjust your promotion plans. These are some of the factors that can influence a change of strategy:
- resizing the company
- change in competition strategy
- introducing new products or product lines
- drastically changing target group preferences
It is because of this specificity of online marketing that you must monitor how your strategy is implemented and adjust everything that does not produce results. The process of optimizing all the communication channels you use is key to your success.
Whatever strategy, technique, or channel of communication you can choose – be sure to think carefully about what is available to you, and to get to know your target audience. If you are doing great on platforms where your potential customers are not located, the results will be as bad as doing poorly on the right platforms. Keep that in mind.