No matter which industry your business is in, chances are that your customers are searching for you online. A 2019 study by social media management platform HootSuite revealed that over 3.5 billion people use social media.
That’s over half of the world’s population that is online. Digital marketing is more important than ever, but it can be intimidating for some. There is a steep learning curve, and the landscape changes quickly.
Here are 5 tips that will help you market your business better online, no matter which industry you operate in.
Invest in good design
Your website is much more than your business card. It’s a reflection of your company and a storefront rolled into a digital package. Building a website these days is simple. All you need to do is point and click on a web design software, and you’ll have something up and running in no time.
However, there is a difference between publishing a good-looking website and one that converts your traffic into paying customers. Conversion optimization is a challenge for most businesses, and it’s an iterative process that requires you to constantly test and update your design.
A conversion-ready website has clear paths your customer can follow and gives them the information they need at the right time. It also gives you insight into what your customers want. For example, categorizing your pages into distinct topics will help you evaluate what your customers want.
If they spend more time on one category instead of another, it’s clear where your efforts should be directed. Always test your designs before publishing them. Make small changes so that you don’t overwhelm your visitors. Keep measuring your website’s metrics and evaluate which changes are working.
Use inbound marketing
Most business owners think of paid advertising when they talk about digital marketing. However, search engine optimization (SEO) and other content-backed marketing are the most effective ways of attracting visitors to you.
Inbound marketing seeks to bring visitors to you by providing them with tons of value. This value can be communicated through a variety of media, such as blog posts, relevant case studies, infographics, and videos. For example, if you’re in the automotive sector, hosting an automotive industry podcast will bring you traffic since you could use this as an opportunity to talk about things your visitors are interested in.
Implementing an inbound strategy is more than just publishing content on your website. It’s about researching what your audience wants and giving them the answers. Keyword research tools and secondary conversation sites such as Quora and Reddit will give you all the information you need.
Inbound marketing is cost-effective and helps you build authority in the long run. While paid advertising is great, it shouldn’t be your only approach to bringing visitors in.
Social media is a vast universe these days, with a ton of apps in use. It isn’t uncommon for people to carry conversations across multiple platforms. As a result, businesses have to strive for relevance on every platform.
While being present everywhere is important, focusing on 1 or 2 platforms that bring you the best results is the right approach. Often, presence on a platform might not be bringing you the results you desire. For example, you could have an extremely active Facebook group. However, if this isn’t leading to sales, the size of your group doesn’t matter.
Conversion is what matters the most in online marketing. If you aren’t making sales, none of your other metrics matter. Always focus on increasing your conversion from social media. You can do this by tailoring content to your audience’s needs or by leveraging the viral factor that some platforms have.
For instance, TikTok is currently popular, with those videos appearing on every other platform. Increase your activity there and measure your conversion rates. If you’re making sales through it, then invest more into content creation moving forward.
Leverage affiliate relationships
Content marketing isn’t the only way to draw people onto your website. Affiliate and influencer marketing are extremely effective ways of achieving the same goal. Begin by finding the right Instagram influencers or influencers on any other platform who would be a good fit for your brand.
Measure the engagement they receive and check whether their voice and branding match yours. Implementing an affiliate marketing program through an affiliate marketplace like CJ or JVZoo is also a great way to incentivize content creators to send you traffic.
While some businesses accept every content creator out there, it’s best to evaluate affiliate applications to determine the best fit. Remember that the quality of traffic you receive is more important than the volume.
Engage customers and build relationships
Being present on media platforms is one thing but building a relationship with your customers keeps them coming back. Invest in creating giveaway programs and other marketing methods, such as highlighting your customers and showcasing them using your product.
Not only does this help you shine a spotlight on your customers, but it also humanizes you as a company that cares about its clients.
Many social media marketing agencies use these tactics to drive traffic for their clients, and you can replicate them to achieve similar results for your business.
Test and retest for success
A lot of digital marketing success is built on constantly building assumptions and testing them out. The metric-driven approach that dominates digital marketing will help you quantify how effective your tactics are. Keep reinvesting in what works, and you’ll manage to ace online marketing.