In today’s digital world, adding a mix of online marketing channels to your overall advertising campaign is an absolute must. For one thing, considering the massive number of mobile users who pull out their phone anytime they need an answer to a question, recommendation for a restaurant, or instructions for a recipe, you could be missing out on a ton of business if you’re lacking a strong online presence.
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However, before you go pointing your arrow all over the World Wide Web, shooting your efforts in any and all directions, learn where you should focus your online marketing for the best results. These six different channels will provide the highest return on investment—scoring you the most conversions at the lowest cost.
1. Content Marketing
You’ve heard the saying, “Content is king.” We’ll explain why.
For starters, an array of useful and shareable content establishes your brand as a trustworthy expert in your industry. This helps build customer loyalty.
Long and Informative Content Is Best
Plus, the copy itself provides opportunities for search engine optimization (SEO). This happens because of the way you can use keywords and contextual link building. Therefore, try to make your blog posts long and informative. This will earn you the highest rankings. Plus, don’t forget about elements such as title tags, headers, and metadata.
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2. Pay Per Click Advertising
PPC advertising falls under the umbrella of paid search engine marketing (SEM). This type of online marketing gives your website a shot at appearing at the top of Google’s search engine results page (SERP).
Being at the top of the SERP can be extremely powerful for business. However, even though PPC is one of the most measurable channels of online marketing, it’s also one of the trickiest. Consider enlisting the help of skilled PPC management for the best strategy implementation and the highest return on your dollar spent.
3. Social Media Marketing
You know those sponsored ads you scroll past on Instagram or Facebook? Those are paid for by companies who use analytical data and insights to target your profile with their specific advertisement. That’s because something about your online profile signals that you might be a qualified lead for what they’re promoting. From sidebar ads to promoted Tweets, most paid social media marketing revolves around a unique cost per acquisition.
If free advertisement sounds like music to your ears, remember to take advantage of the online marketing you can do on social media without the hired help of an account manager. Even the least tech-savvy of business owners can figure out how to snap and share photos. In other words, you can easily boost brand recognition and connect with your customer base by way of social media.
4. Conversion Rate Optimization
Generating traffic and getting more visitors to your site is only half the battle. Once they arrive, your goal is to then convert them into paying customers. This is where conversion rate optimization (CRO) efforts come into play. Examples of CRO strategies might include the creation of lead magnets, email blasts, landing pages, calls to action (CTAs), heat map analyses, and more.
5. Email Campaigns
We just touched on emails as a method to improve CRO. However, this channel of online marketing deserves a category of its own.
This is because of the importance of customer relation management (CRM) for business success. Basically, you need to nurture the buyer’s journey without being forceful. Moreover, you need to remind them about your company before they place you on the back burner. At the same time, you must not come across as overbearing.
Find That Sweet Spot with Promo Codes
Finding the sweet spot between too little communication and too much spam is a delicate balancing act. However, a great way to make your emails seem less annoying is to include promo codes that sweeten the deal.
6. Search Engine Optimization
We saved this one for last because of how broad and all-encompassing the term “SEO” is.
The biggest difference between SEO strategies and paid search or paid media channels is that SEO is organic. In other words, with this type of online marketing, you can’t pay a fee to have your ad or profile featured online. Rather, you have to earn your ranking through integrated campaigns, link building strategies, and reputation management.
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Online Marketing Leads to Lasting Results
There are many different approaches you can take toward digital marketing on the Internet. Start by creating a blog and building a social media profile, then optimize your site. Finally, convert your visitors into happy customers you retain for life.