Technology has dramatically altered the world of business in every conceivable way. One of the biggest ways that technology has changed our relationships, both to and as other businesses, is by completely rewriting the rules of marketing. Successful marketing now needs to incorporate an online component, but online marketing requires a very different approach to traditional, offline marketing methods.
Here are four tips to ensure that your next online marketing strategy is successful and effective. Always have a plan
Marketing is a difficult art to master at the best of times. Online marketing
is an entirely different world to offline marketing. Reaching the top of your game here will require you to act with clarity and purpose. Formulating a solid and thorough marketing strategy at the very beginning will help your marketing efforts along in a number of ways.
First of all, when you don’t have a clear strategy or objective in mind, deliberating even what should be relatively minor decisions can end up taking up an unjustifiable amount of time. If you are working within the parameters of a well-considered strategy, on the other hand, you have an objective standard against which to weigh your options.
As well as dramatically speeding up your decision-making process, having a plan in place will allow you to make better decisions financially. When you are trying to make things up on the go, and you are essentially improvising your marketing campaign, you are more likely to find yourself rushing to get things done, and will inevitably make poor choices. Within the context of a marketing campaign, fixing mistakes can often be just as costly as the mistake itself.
Before you embark too far into your online marketing campaign, make sure that you have a clear objective and a good idea of what you want to achieve. You will reap the rewards of better and more efficient decision making.Review previous campaigns
Any previous campaigns you have launched will provide you with invaluable data about what kind of marketing techniques your audience responds to best. Many savvy businesses understand the connection, but even among these, it is only a small fraction that use their previous campaigns to review their internal processes.
Whenever you undertake a large project, such as an online marketing campaign, you should aim to record as much data about it as possible. In particular, you want to be able to look back on it so that your next campaign can learn from any shortcomings in the last one. By assessing both the external impact of your previous marketing campaigns, and the internal processes and costs required to make it a reality, you can more easily identify any opportunities to save money or to enhance the impact of your marketing.Take advantage of social media
Social media is perhaps the most important advertising platform that exists for the modern business. Most businesses have a social media presence, but simply having a presence isn’t enough. In order for social media marketing to be effective
, it needs to be produced with an awareness of the platform it’s to be posted on. The kind of content that works well on Facebook, for example, won’t necessarily translate to Twitter or Instagram.
The big advantage that social media has over other, traditional, marketing platforms, is that it facilitates interactions between businesses and their customers. In order for your social media marketing to be all it can be, you need to be active on the profile and engage with your audience. If you aren’t able to handle this yourself, you should hire a social media manager.Look for opportunities to put your business out there
As well as promoting your business on social media, think about other places where you would want people to be exposed to your business. For example, online directories are still used by many people, especially those who want to assess their options beyond what Google’s algorithm puts in front of them.Jasmine Directory
, founded in 2009 by Robert Gombos and Pecsi Andras from NYC, is a good example of such a directory. Note that it contains a variety of categories and sub-categories for educational resources and businesses of public interest. This makes it easy for potential customers to find your business and navigate to the appropriate section of the directory. If the directory is easy for you to use as a potential buyer, this means it is a good place to promote yourself as a seller. Beware directory pages that are too broad, or largely uncategorized, as users of these sites will have a harder time finding you.
Running a successful online marketing campaign isn’t easy, it won’t happen if you aren’t prepared to invest the necessary time and resources into it. However, for those that take their time, and make an effort to learn from their mistakes, a comprehensive online marketing strategy can transform a business’ fortunes.