Managing Online Marketing
Marketing in itself is hard; it gets even harder when you’re marketing online businesses. On the internet, content is considered king, and it’s the backbone of almost everything on the internet. You want to market your business/brand via videos you need content. The same applies to infographics, blog posts, articles, email marketing, etc.
How Do You Manage The Expectations Of Your Stakeholders?
As an online marketing manager, you are tasked with developing strategies for various platforms such as websites, social media, and email. When done right, online marketing can reduce the cost of customer acquisition and increase revenue by bringing in more customers. When done wrong, digital marketing can negatively impact your business.
So, how do you do it right?
1. Social Media Marketing Strategies
Social media is viewed as a cost-effective strategy to reach a larger audience. More than half of the US population has at least one social media account. Social media presence is expected to continue increasing in other parts of the world. Therefore, if you want to reach a bigger audience, the easiest way is by social media marketing.
Start by analyzing your social media presence. Which platforms are you active, which profiles have the most interaction, and how do you compare to your competition? The next step involves learning more about your customers. Understand your typical customer and try to learn more about the customer. Narrow down their demographics for easy marketing.
Where are your customers located? What’s the average age of your customers? What problem does your business solve? Which social media platform does your typical customer use? What’s the median income of your typical customer? While all this is helpful, ensure that you don’t violate data privacy laws, especially when trying to learn more about your customers.
Create a mission statement that will guide your future actions. Identify success metrics which you will use to gauge whether a marketing campaign was successful or not. Remember, social media marketing success is more than just likes, retweets, and follows.
Marketers look at metrics such as shares, conversion rate, bounce rate, reach, etc. While aggressive marketing might get users to your site, content keeps them coming back. Every time you share content on social media, users begin by scrutinizing the title. Is it well-written and captivating? If yes, they proceed to open the link and read your content. If the content is not interesting, engaging, or doesn’t provide meaningful solutions, the user will most likely close the page and continue scrolling.
However, if your content is engaging, provides answers to queries, and recommends solutions, you’re more likely to make a sale. And your social media content doesn’t have to be a blog post. It can be an image, video, interview, eBook, or infographic.
Analyze your strategies and learn from them. Analyze your content and compare the metrics. Which strategy was more effective? Which content had better engagement? Use what you’ve learned from your analyses to tweak and optimize your content.
2. Email Marketing
The continued growth of social media marketing seems to have edged out email marketing. However, none of these social media platforms is as effective as emails when it comes to online marketing. Unlike social media, email is more personal and direct.
Email marketing is a delicate process that begins with choosing your preferred tools. Such tools include email marketing tools and marketing automation tools. The next step requires you to identify your target market. Who is your ideal customer? Or, who does the product or service target? To understand your audience, create a profile to help narrow down on age, income, location, etc.
Now that you know your target market, formulate strategies that you can use to attract them to your site. Attracting to your site or social media pages is the easy part, convincing them to join your email list now that’s the hard part. You can accomplish this by enticing them using personalized content such as e-books, templates, etc. Others use pop-ups to encourage users to sign up additional content and notifications.
3. SEO Marketing
SEO marketing is more than just generating keywords and creating content for these keywords. It’s about understanding your audience by identifying demand, benchmarking your competition, optimizing content, and gauging the impact of your strategies.
Track how your content performs on search engines. Learn about linking strategies and how they influence rankings. Constantly analyze your metrics, especially from organic search. Look at the bounce rate, conversion rate, clicks, impressions, etc. Track your keywords and compare their performance to those of competitors. Use the information from all this analysis to optimize and improve your content.
Any business that wants to thrive in this internet age has to embrace online marketing. Almost everyone turns to the internet for solutions, reviews, products, and services. Therefore, embrace online marketing and becomes a leader in your niche.
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