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A Primer for Effective Online Marketing Strategies in 2021



If we lived in a world with no internet, marketing your brand would be simpler than it is now, yeah, but it wouldn’t be as effective!

The online world provides marketers with infinite possibilities to promote products or services. In fact, the digital channels available are so varied, we can safely state your clients hang out in at least one of them!

All things considered, marketing online is simply non-negotiable for today’s businesses. The problem is that the online marketing arena can be extremely competitive.

Most brands out there rely heavily on their online presence, and if you are just beginning to dive into this prolific field, there’s the likelihood you might end up holding a losing hand. At least the first few time around the block.

However, cutting through the noise and getting good results from the get-go is not impossible!

You can advance with confidence and savviness with the right intel in your hands, even if you have no experience. And that’s why we are here today!

We want to show you how to market your business online, so you can reap the benefits of this fascinating world right from the start.

Let’s get to it!

online marketing

What is Online Marketing?

Before we show you how to market your business online, we need to address this easy but essential question: What is online marketing?

It’s a strategy that accounts for any effort you make to promote your brand through web-based channels. Whenever you market your products or services through the web, email, social media, and more, you are implementing this valuable tactic.

The effectiveness of marketing online stems from the fact that the audience hangs on digital channels to socialize, research, and shop. In other words, it’s a practice that meets the audience where they are.

ebook: how to improve your marketing with video

Why Should You Market your Business Online?

Marketing online possesses many benefits, especially compared with traditional forms of advertisement – namely print, billboard, radio, and TV ads.

For starters, it’s much more economical. It’s a strategy that adapts to any size budget, so even small businesses can afford it.

That lower cost is partly because online campaigns don’t necessarily reach the masses. On the contrary, they are usually highly targeted, especially when they involve social media ads. This prevents marketers from wasting time and resources on low-quality leads.

Last but not least, this strategy is more measurable than traditional advertisement. There’s a wide variety of metrics that can help marketers gauge the effectiveness of their online campaigns to a great extent. Marketers can learn data as valuable as how many clicked on their content, how the audience was composed, whether they lose interest half-way through, and the like.

The Ugly Side of Online Marketing

Don’t you think marketing online sounds good so far? Well, you are not the only one – and that’s where the problem is.

Many marketers resort to the online world to promote products and services, so the internet is flooded with ads and corporate content fighting to catch the audience’s attention. That’s particularly challenging, considering people’s attention span is fleeting.

In this highly competitive scenario, cutting through the noise is no light task. However, the excellent results online marketing can bring about are worth the extra effort.

How to Market your Business Online

The online world is composed of different channels that you can leverage to get your message across. Let’s find out how to market your business online with the help of these valuable strategies.

Content Marketing

This online marketing strategy is based on providing your target audience with free and relevant content related to your field without explicitly promoting your brand.

That last bit is essential in content marketing, as this strategy is not meant to pitch your products or services. No – the idea is to win customers’ trust by connecting with them emotionally or sharing your knowledge.

One of the great things about this strategy is that it involves different types of content, so you will definitely find one that resonates with your target audience! The most popular options are blog posts, infographics, eBooks, social media content, and videos – which deserve a section of their own!

Video Marketing

Producing videos is possibly the most effective way to exploit the full potential of content marketing. Even better, it can be paired with other effective tactics you are about to learn (such as email marketing, PPC advertising, or SEO) and result in an even more powerful online marketing strategy.

Videos are more likely to engage the audience than other types of content, and it’s not hard to see why: they can simplify complex information and usually present a brief length. Therefore, their format is better suited to the audience’s short attention spans and more likely to grab their interest – which, as said earlier, is the big challenge with marketing online.

To harness video marketing, having a YouTube channel is practically compulsory. However, we recommend using a corporate video hosting platform for embedding videos on your web page, as YouTube videos will get traffic to your channel instead of your site.

Search Engine Optimization

SEO is a budget-friendly method to market your business by enhancing your site’s ranking in the SERPs and, therefore, its visibility.

Since this tactic is closely related to inbound marketing, it allows customers to find your content only when they need it. This way, you can nurture them down your sales funnel at their own times and terms, resulting in better-informed leads.

Any SEO effort starts by applying relevant keywords to your content. That is, words that your audience would type in the search bar when looking for the information you are offering. But, how do you know which keywords are relevant?

You can always resort to SEO tools, which give you search data about your potential keywords. SEMrush and Google Analytics are two free options worth considering.

ebook: How to rank N1 on Youtube

Pay per Click Advertisement

This practice consists of displaying online ads but only paying for the times people click on them. Even if it’s a paid tactic, it’s more economical than other online marketing strategies like Pay Per Impression (PPI), which entails paying for every time your ad is shown.

Among other placements, PPC ads can appear on SERPs when the audience looks for specific keywords. In that sense, this advertisement method can help you gain visibility faster than SEO, which usually delivers long-term results.

In other channels, like social media, PPC ads can be targeted. Platforms like Facebook Ads let you select the characteristics of your target audience and even retarget your website visitors, enhancing the chances of conversion.

Social Media Marketing

Social media has become the place where online users engage in digital communities. So, including social media in your online marketing efforts can help you connect with your audience emotionally, gaining some loyal customers along the way.

That said, to genuinely connect with followers and subscribers, you need to be authentic. Otherwise, the audience will notice that your content sounds forced or unoriginal and won’t be able to bond with your brand.

We also recommend you value your audience’s thoughts. Addressing your followers’ comments and feedback will help you gauge their sentiment about your brand and tailor your social media efforts accordingly. Moreover, making people feel appreciated will help create an invaluable sense of community around your social content.

Email Marketing

Email marketing provides businesses with an effective way to market their products and services. Since it allows them to communicate with their audience directly, it’s a great medium to inform them about limited-time deals, product launches, or any piece of news related to your brand.

Quite logically, email brings about one of the highest ROIs in the digital marketing industry. You see, email marketing targets people who have already shown interest in your brand – enough interest as to give you their email address! In that context, the chances of conversion are naturally higher than with strategies aimed at brand-new targets.

There is a problem, though: people typically receive lots of emails, so yours has to stand out from the rest to actually engage them. An excellent way to address this issue is by adding videos to your emails. Video helps to attract the audience’s curiosity and interest, prompting them to open your sends and engage with them.

online marketing

Influencer Marketing

Influencer marketing entails partnering up with a social media personality and have them represent or recommend your brand. Needless to say, the influencer is often someone who people respect and listen to.

This tactic can work wonders to boost consumer trust, as it has a very similar effect to word-of-mouth marketing. It’s also an excellent way of calling high-quality leads’ attention, at least if you associate with the right influencer – someone whose follower-base matches your target audience.

Sometimes, the best option is to go with micro-influencers: individuals who have between a thousand and a million followers but drive loads of engagement. These blossoming stars often create content for a specific audience (hopefully, your niche), and their services are more affordable than those of macro-influencers.

Affiliate Marketing

Affiliate Marketing consists of getting people to promote your brand on their website or blog.

The beauty of this marketing strategy is that the affiliate gets paid only if they drive a new lead or sale. Known as Cost Per Acquisition (CPA), this method can be very cost-effective for your company – not to mention it can also encourage affiliates to effectively promote your brand.

Speaking of affiliates, many platforms can help you recruit the right person for the job and advise you on the commission fee you should offer. Two of the most popular options are Clickbank and JVZoo.

Parting Words

There was a time when marketing at a large scale seemed only possible for deep-pocketed companies – but it’s not anymore!

Thanks to the internet, any marketer can now reach out to their audience in an ample variety of ways. No matter their purpose, they can find a budget-friendly way to engage their clients, speak to them directly, or boost consumer trust.

Now that you know how to market your business online, you can try out the strategies you’ve learned today and find those that fit best with your goals. To do so, take advantage of one of the best features of online marketing – measurability!

Analyze the performance of each move you make online and learn what suits your audience best. Little by little, you’ll get savvy at this game and start reaping out the fantastic benefits of marketing online!

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