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How To Get the Most out of Online Marketing
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Online (Internet) Marketing is 1. Your website 2. Search Marketing 3. Social Marketing 4. Content Marketing 5. Email Marketing 6. Mobile Marketing 7. Banner Ads
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1. Your Website = your most critical online asset
To attract targets:
Unique Value Proposition (UVP) must be clear Web content must be relevant, fresh and original Offers must be compelling & opt-in process easy Content must be highly relevant to target audiences Other online channels must link back to it
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2. Search Marketing
Google rewards:
Original quality content of value
Content that’s consumed & shared
Active websites with lots of visitors and new content
a. Search Engine Optimisation (SEO) = organic
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b. Search Engine Marketing (SEM) = paid To get traction:
Target your ads and key terms
Deliver on key terms (or visitors bounce & you pay for irrelevant traffic)
Higher bounce rate > lower Google rankings
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Select social media to match your audience (you don’t need 10)
Linkedin and YouTube better for B2B than Facebook or Pinterest
Use content to reach new markets
3. Social Marketing = using content to attract readers who share it
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4. Content marketing
Content marketing should drive all other 6 online marketing types
Content must be high value/relevant
Delivery must match target buyers (time and place)
= the mindset behind all effective online marketing = creation/delivery of specific content to drive specific actions
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5. Email marketing Forget 'one email to all’
Be selective about targets and conversations
Link automated emails to website opt in
Make emails specific to industry and buyer
Customise emails to industry problems & language
Use marketing automation to drive the process
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6. Mobile marketing Google downgrades websites that
aren’t mobile-friendly (April 2015)
Make your website easily navigable by mobile devices
Make content easy to consume on mobile devices
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7. Banner ads = ads on industry websites, online media/social media
Make sure they:
Sell the click (not tell all)
Deliver (content delivers promise)
Are relevant to target audience
& problems
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Bottom line Original valuable content that is
targeted to your audiences’ problems and delivered where they can consume it, will drive lead generation via all 7 types of online marketing
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Read more How to Match Collateral to the High Tech Buyer's Journey How we do High Tech Marketing The Australian Technology Marketing Blueprint
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