eMarketing 101: what, where, why, how?
Online marketing can help you reach far broader audiences than ever before. By choosing the right channel and applying the right strategy you can grow sales, but this is by no means a shortcut to success.
As much as the Internet has revolutionised the way businesses operate and lowered traditional marketing barriers, it has equally complicated matters. This is due not only to the wide variety of online tools and marketing methods now available, but especially because this is a rapidly evolving landscape.
A decade ago, email may have been the dominant means of reaching your audience and driving them to your website. Today, it is difficult to know exactly which platform will deliver the results you need. Should you advertise on Facebook or via Twitter, or is LinkedIn a better channel for your marketing?
These are key questions you have to consider when deciding on the platform that will provide the best return on your investment. And this can certainly add up, despite the lower cost compared to traditional advertising - especially if your chosen medium is not producing the results you expected.
Jonathan Berthold has produced an informative presentation that provides a good overview of platforms and strategies to consider when planning your online marketing campaigns.
In summary, he identifies the main ‘marketing channels’ as search engine optimisation, display and mobile advertising, as well as influencer, email, search engine, social media, and content marketing. He suggests the following four insights to make your online marketing more effective:
· Choose the right channel based on your objectives.
· Base your strategy on your audience’s search and online behaviours.
· Build the right foundation and invest in a clean, marketing driven website.
· Make sure your brand messaging is consistent across all the online marketing channels.
The bottom line is that online marketing is but one of the tools you can use to attract customers. Marketing principles have not changed with the introduction of these channels, so despite the convenience the Internet has introduced there are no worthwhile shortcuts.
Know what you’re selling - It is not about the product or service, it’s about the value proposition to your potential customers.
Know who you’re selling to - Understand your target audience’s likes, dislikes, values and aspirations.
Price it right - Your offering has to be attractive enough to convert interest into a buying action.
Convenience is king - Make it as quick and simple to take up your offer.
Minimise the steps needed to buy and pay for your product and service, and maximise the value to the customer.
Key take-away: Online marketing can help you reach far broader audiences than ever before. By choosing the right channel and applying the right strategy you can grow sales, but this is by no means a shortcut to success. Know your audience and what it takes to convert them into buying, loyal customers.