I’m quite nauseated by the multitude of digital marketing zealots making a rumpus racket about all the new technology or the latest social network that your business simply must adopt to become successful online. Stay tuned and I’ll reveal the fundamental, rather simple, tactics that can help your business flourish online. They are surprisingly simple to implement but they do take a lot of hard work, some resources and a budget. Now, this blog post is not about how to create awesome online marketing campaigns. It’s all about the essential hardworking day to day online marketing tactics that every businesses should have by now. Let’s take a look, shall we?
Without further ado, here are the 4 core online marketing tactics every brand should have by now:
- a content marketing strategy
- an email marketing action plan
- a social media presence
- and a conversion optimised website
Simple right? Allow me to elaborate on each of these.
Content Marketing Strategy
At the risk of sounding like captain obvious I’m going to tell you a well known ‘secret’ in online marketing circles. The internet consists of content or information if you prefer. Content is the essential currency of the web. People consume it, share it, sell it, listen to it, watch it and read it. When people whip out their phone and search on Google they are searching for answers or information that solve their problem. Content marketing focuses on matching content (information or entertainment) to your customer needs at whichever stage they are in the buying cycle or customer journey.
The Content Marketing Institute offers the following definition: Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action (Content Marketing Institute, 2013).
Having a content strategy is just a fancy word for planning what kind of content you will make available to who, where, when and how frequently it must be available. Put on your publisher hat and make sure you make the right content available at the right time so you can attract the right customer as their needs arise.
If you’re looking for cost effective, highly targeted and measurable way of reaching people, then use email marketing to enhance your online marketing efforts.
The magic about email marketing is that you only have to speak to people that want to hear from you. Imagine that. No more shouting “hey look at me!” because they’ve already looked at you, liked you and now you’re allowed to talk to them they’ve given you permission by subscribing to your email database.
A Social Media Presence
Ok. Could someone call the doctor because I’m sick of hearing social media pundits beating this drum to death. However, by planning and thinking strategically, while leaving room to be flexible and dynamic, you’ll be able to make the most of what social networking has to offer.
Social media can be used strategically in a number of marketing and communication
- Communication and outreach
- Community management
- Support and customer service
- Reputation management
- Advertising and awareness
- Sales and lead generation
- Search engine optimisation
- Insights and research
A Conversion Optimized Website
There are few tools that does the job of being a 24/7 salesman, quite like a conversion optimized website. You might ask; “What the heck is a conversion optimized website?’ I’d say; “Glad you asked.”
A conversion optimized website is a website that clearly illustrates how your business can solve your customer’s problem and then clearly indicates what actions the customer should take next to actually solve their problem. Here’s an example.
If you’re business thrives on keeping your sales pipeline full of qualified leads then it is logical that your website should support this business function by focusing on converting prospects to leads. There are a number of ways to generate leads. For one, you could sweeten the deal by offering a special discount if they sign up for your newsletter.
Just like all roads lead to Rome, so do search engine results, social media, email marketing and all other online marketing channels lead to your website. Think about it for second. Your website is in fact the epicentre of all your online marketing activities. So it makes sense to rig that puppy for all the conversion success it can muster.