When embarking on your online marketing journey, there is so much to consider. Start by developing marketing objectives that accurately outline what it is you’re hoping to achieve. Then, use these to fuel your marketing plan. This should consist of your goals, the way you plan to achieve them, and the channels you’ll use. As marketers, it can sometimes feel like to achieve success, you need to be across every channel. While combining multiple digital marketing channels works much better than relying on just one marketing strategy, you don’t have to be across all platforms to succeed. To decide on the channels that work best for your business, it’s about conducting research, testing and being prepared to make changes while you learn what works for your brand and what doesn’t.

SEO: search engine marketing

According to HubSpot, 75% of users don’t scroll past the first page of search engine results. That’s why getting to the top of the search engine should be a crucial part of your strategy. Especially when your target audience is made up of busy business decision makers. High-ranking organizations reap the rewards of easy discoverability and an enhanced reputation, thanks to backing from Google. Plus, to get to the top, your site has to be easy-to-navigate, see a good conversion rate and low bounce rate. Post content regularly, test your site to see what works best, get keyword savvy and watch your organization skyrocket towards a strong ranking. Search Engine Land found that SEO marketing can drive ten times more traffic than social media — so don’t dismiss its importance!

PPC/CPC: understanding pay-per-click and cost per click

Pay-per-click is an online advertising model that sees advertisers pay every time a user clicks on one of their online adverts. The cost-per-click (CPC) refers to how much you pay for every user that clicks through. There are a number of different types, but the paid search is the most common. Specific keywords and search terms will trigger the ad to appear at the top of the search engine. Social Media Today found that more than 7 million advertisers invested more than $10 billion in PPC ads in 2017. And, according to Power Traffick, the top 3 paid advertising spots get 46% of the clicks on the page. To get the most out of PPC ads, ensure they are targeted and send customers to an appropriate, easy-to-navigate web page. PPC is a quality channel to consider but works most effectively alongside organic campaigns that build trust and relationships.    

Social media

Social media is one of many effective digital marketing tools that can help drive traffic to your website. Undertake some research and decide which social channels will work best for your organization. LinkedIn in typically associated with successful B2B marketing efforts. But, Lyfe Marketing discovered more than 50 million small businesses currently use Facebook Pages to connect with their customers. You don’t need to be everywhere at once, so choose your platforms carefully! According to Buffer, 73% of marketers believe their social media marketing efforts have been ‘somewhat effective’ or ‘very effective’. Make sure to plan your social media marketing strategy thoroughly. Think carefully about what to post, where you will source imagery, the correct hashtags to use, and ensure you have the resources in place to keep it consistent. Whether that’s through your own in-house marketing executive, by utilizing automation, or by outsourcing.

Email marketing

Email marketing in digital marketing is one of the oldest tricks in the book. Businesses should use the digital strategy to build relationships with recipients, showcase their products, present content, and drive traffic to their website. 93% of B2B marketers use it to distribute content, and 99% of consumers check their emails every day, according to HubSpot. So, if you don’t have an email strategy in place, you risk falling behind competitors. And, it’s popular, too — HubSpot also found that 86% of business professionals prefer to use email when communicating for business purposes. Don’t forget to implement personalization into your email strategy. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. The more opens your campaign receives, the more likely you are to make quality conversions.

Affiliate marketing

Affiliate marketing can be described as an arrangement that sees another website host a tracked link to your site, in a bid to create traffic and sales from its referral. Essentially, it is a way to build your reputation through a third party whose own website audience may require your products or services. This may be a banner ad or direct link. According to Business Insider, 15% of the total digital media advertising revenue is attributed to affiliate marketing. And, according to MediaKix, 81% of brands rely on affiliate marketing. It is a tried and tested method, so if you’re not doing it already, don’t dismiss it. Bear in mind it works best paired with multiple marketing strategies. Business decision makers do their research — so after clicking through to your site, they may well take a look at how you rank and explore your social output.

When it comes to your digital marketing strategy, website personalization is the icing on the cake. Marketers invest significant time, money and effort into implementing effective strategies across their channels — and what do they all have in common? They aim to get your target audience on your website. Once they land, their experience should be as bespoke as every marketing communication they have seen or engaged with. That’s where Webeo comes in. The website personalization software enables users to create tailored, unique experiences for each of its website visitors. From personalized greetings and eye-catching imagery to industry-specific language and relevant content, wow your potential customers. Discover the power of website personalization and book your Webeo demonstration today.