Search the biggest brands of 1970, and you would realise that there are many businesses that have either stopped operating or are not as popular as they used to be. Similarly, you would find that a lot of them continued their dominance, and there are many organisations that sprang out of nowhere in the 21st century and became a major force in their industries. So, what is their secret sauce? Overall, there are a lot of factors, but one major aspect is their understanding and implementation of marketing strategies.
In the 70s, brands had to promote their products and services on TVs, radios, and newspapers. However, today, brick-and-mortar setups have flocked to the Internet. This means that the battlefield has changed entirely. Moreover, people are now equipped with desktop PCs, laptops, smartphones, smartwatches, and a lot of gadgets, which means that they are online 24/7. Therefore, the success of a brand is highly dependent on how well it can establish itself on online channels. Whether you have recently developed a website for your brand or are struggling to get people to your website, consider the following digital marketing advertising channels.
1. SEO (Search Engine Optimisation)
SEO entails a wide range of practices through which you can rank first on SERPs (search engine result pages). Primarily, the objective of SEO marketing is to make your website visible on the first page of Google search results. For this purpose, you have to set up and incorporate several strategies to your websites.
For example, one of the central aspects of SEO is keyword research. With keyword research, you place a combination of words and phrases that are most commonly used by your target audience. For instance, if you sell golf drivers, then you have to smartly place the keyword “golf drivers for beginners” in various sections of your site to make sure that when beginner golfers search these terms on Google, the search engine can lead them to your website. Keyword research may seem easy at first, but due to the severe competition, it requires comprehensive assessment. You will have to use tools like the Google Keyword Planner, Ahrefs and SEM Rush just to name a few to identify what keywords cater to your target market
Similarly, you have to go through on-page SEO so that your main subject (keyword) is mentioned in all the right places, and also makes perfect sense to read or else there will be consequences which we will get into in another post. You still need to build trust to these pages through either PR, getting mentioned in publications, blogs and so on. This is just a very brief explanation, let us know if you would like to know more.
2. Email Marketing
Email marketing is one of the oldest digital marketing channels. However, people often become complacent with their email marketing strategies, losing a large chunk of their audiences. You will need to take advantage of various different tools and email marketing automation services to automate and manage your email marketing strategy.
Think of your emails as a medium through which can your address your customer’s grievances by offering informative newsletters. Make sure that they contain high-quality copy and attractive visuals. Similarly, spend a lot of time on your subject lines so that your audience is tempted into clicking on your emails.
3. PPC (Pay Per Click) Ads – Google, Bing, Apps & more
PPC Ads, unlike SEO are paid for every time someone clicks on your ad going to your website. These are the paid ads that you often see come at the top of your search results, banner ads on other websites, or when you observe ads on mobile apps. While SEO does create amazing long term results, PPC campaigns are more effective when it comes to attracting customers in a short time, as long as you have the budget for it! For this purpose, you can use tools like Google Ads to set this up.
4. Social Media Marketing
Many businesses don’t take social media marketing seriously enough. It is still seen by many as a casual medium of communication. While this assessment is not incorrect, it is not the only thing that defines social media.
Take the example of Taco Bell. The popular restaurant chain launched a campaign to make sure its “taco emoticon” was released. As fans around the world supported Taco Bell, the restaurant generated a lot of buzz and cashed on it with a massive number of user engagement. Afterwards, it allowed users to order with the help of emojis. Similarly, Dominos also upped its social media marketing game by encouraging customers to order and complain on their social media pages, yes complain! Unsurprisingly, both these brands remain relevant today due to their progressive digital marketing policies.
For social media marketing, you should create pages on all platforms. However, often, there is a specific platform that is more popular among others. For instance, if you can market your business better with images and videos, then Snapchat and Instagram are the right platforms. Similarly, if you need to target a higher reach with content and images, then Facebook is the way to go. Don’t forget to look into newer social channels which we think might be worth getting in early such as advertising through TikTok.
5. Content Optimisation (forms part of SEO)
This involves the use of compelling, engaging content to attract customers. This includes the copy on your websites, product descriptions etc. For instance, one of the most popular content marketing strategies is blog writing.
Businesses continuously update their sites daily or weekly with educational and marketing content. Usually, these posts are made of 500-2,000 words. Organisations use them to address common issues and problems faced by clients and widen their understanding regarding effective solutions. The right use of content and SEO can propel a website’s ranking to the very top position with taking into consideration user engagement, experience and if it is shareworthy or not. Similarly, content marketing is used to power other facets of digital marketing.
Whether you belong to finance, manufacturing, retail, IT, supply chain, or any other industry, you need online marketing to ensure your products and services reach out to your customers. In case you need help with the digital marketing channels mentioned above, give us a call, so we can help you to leverage them and increase your revenues with enhanced visibility on the Internet.