Today’s online marketing landscape has changed considerably in the last 30 years. Technological advancements are taking businesses away from investing in print advertisements and moving them towards online marketing services that include voice searches and retargeting campaigns.
Online consumerism continues to rapidly grow, and brands need to get savvier and smarter with their online marketing activities if they expect to continue seeing business growth.
What is online marketing?
Online marketing efforts are essentially the activities a brand performs to market their business online via the internet. Communication channels have evolved from traditional television, radio, and print media; and now focus on getting messages out via websites, social media profiles, and search advertisements.
However, don’t confuse online marketing with digital marketing, which is a larger umbrella term that encompasses using all forms of digital technology, both off and online, to market products and services. When it comes to online marketing, businesses should consider all the avenues that consumers can use to connect with brands on the internet.
Start with your online marketing strategy
When determining which online marketing services to focus on, start with strategy and define customers, channels, and messages.
In order to ensure customers are targeted efficiently, brands should create customer personas that consider gender, ethnicity, age, occupation, education, and family status.
When creating customer personals go one step further to identify problems that the brand can solve. Specificity is key and market research may need to be undertaken to correctly identify the need and the solution.
Knowing where customers spend most of their time online or how they are likely to access online content is the lynchpin to a solid online marketing strategy. Consider social media channels, online directories, email marketing and video marketing opportunities, podcasts, and websites.
When it comes to communicating with customers, businesses would do well to build key messages that help to boost their brand and provide a holistic approach to their messaging. Use emotive language that speaks to the consumers’ needs and write copy from the perspective of solving problems.
For successful online marketing activities, consider undertaking keyword research for inclusion in SEO copywriting and advertisement campaigns.
Move onto implementing online marketing activities
With a research-backed holistic strategy in place, brands can then focus in on the specific online marketing activities that need to be undertaken to create touchpoints with consumers. Experts suggest brands invest in at least seven touch points so as to build credibility and trustworthiness with consumers.
Specific online marketing activities can include SEO services to support web design and copy; social media profiles and consistent content sharing and engagement, AdWords copy that speaks to the needs of the consumer and are linked to retargeting campaigns, and an email marketing campaign that supports a sales funnel or e-commerce cart abandonment alike.
Partner with innovators to ensure bottom-line gains
Holistic and results-driven online marketing services are imperative for brands looking to manage stakeholders, engage consumers, and drive sales and retention. This can be achieved when brands partner with experienced strategic marketing and communication experts who can deliver on a return on investment. Get in touch with vLinkD to find out more about how we can deliver online marketing services that meet goals.