All e-merchants want to attract traffic to their sales site and/or physical store, boost their brand awareness and of course increase their conversions and sales figures. But with all the marketing strategies available today in the digital commerce world, it can be confusing.
To help you, here are 5 examples of effective strategies to succeed in all your digital marketing actions:
1 – SEO
Search Engine Optimization (SEO) is one of the most effective digital marketing initiatives today, and it has become a must. The SEO process involves optimizing your website so that it ranks well in search engine results by taking into account keywords related to your business. The better you are ranked by Google, the more likely people are to discover your site on the internet.
Search engine optimization aims to drive as much traffic as possible to your website, preferably from consumers who belong to your target audience. These are usually people who are actively looking for the products and services you offer.
Why use SEO as a digital marketing strategy?
Consider SEO an indispensable tactic that is capable of attracting the attention of every individual that makes up your target audience, no matter where they are in your buying funnel. The reason? Almost everyone today begins their search for a product or service via a search engine.
For example, did you know that 80% of consumers do their product research online?
Here are a few important facts, which highlight the usefulness of SEO as a good digital marketing strategy:
Less than 10% of Internet users make it to the second page of search results
More than 30% of Internet users click on the first result
Most of the time, when a user performs a search on Google, they don’t think it’s worth it to go beyond the first page of results, as they often find what they are looking for there. It is therefore essential that your company be present on the first page of search results.
Even if you have the best product in the world, if you are not visible on the Internet, all your efforts will be in vain.
2 – Content marketing
Content marketing is another must-have digital marketing strategy for today’s businesses, and is also part of SEO work.
With content marketing, your business focuses on reaching, engaging and connecting with consumers through high-quality content. This content, which can include videos, blog posts, white papers, infographics, etc., provides value to your users and prospects. This is not a tactic based directly on selling, but rather on informing and educating the audience.
Regardless of the format you choose for your content, it is essential that it be relevant and beneficial to your audience. You need to create original, high-quality content that makes people want to share it with their friends, family, colleagues and others on their social networks.
Why use content marketing as a digital marketing strategy?
By providing the ability to connect with your audience throughout the buying funnel, and by providing attractive conversion rates on your website, content marketing is a smart digital marketing strategy to use, and it costs far less than traditional marketing efforts.
There are other reasons why you should use content marketing in your digital marketing campaigns:
It generates 54% more leads than traditional marketing
Over 60% of Internet users prefer companies that create content
Content marketing is a long-term strategy that offers an impressive return on investment, and generates new leads and customers for your business, not to mention high conversion rates.
3 – Marketing on social networks
To make your brand known, nothing beats social networks, or “social media”. This other growing digital marketing strategy focuses on building brand awareness and increasing conversions. A social media marketing campaign can be executed on one or more social media platforms, depending on your target audience and their media preferences.
To deploy your campaigns via this marketing strategy, bet on the heavyweights of the sector, i.e. Facebook, Twitter, Instagram, Pinterest, LinkedIn, or TikTok.
This strategy relies on optimal and innovative communication and often combines well with advertising/Social Ads (Facebook Ads, LinkedIn Ads, etc.)
As we said before, the main objective of social media marketing is to increase brand awareness and conversions, but also to create a community and maintain your company’s reputation. That’s why this type of marketing focuses on creating informative and promotional content, as well as interactions with the audience.
Why use social media marketing as a digital marketing strategy?
The majority of businesses are still not using the power of social media as a marketing strategy as such. This creates interesting opportunities for those who decide to invest in it thoroughly. Even better, more than 25% of people’s time spent on the internet is spent on social media, which means it’s a perfect outlet for reaching people.
Here are some other reasons why you should use social media marketing:
Over 65% of consumers use social networks for customer service
Over 70% of consumers use social media to make purchasing decisions
4 – Video marketing
Video marketing is becoming a must-have online marketing strategy, driven primarily by YouTube. It is also a great addition to content marketing, which also benefits from the use of video.
With video marketing, your business will increase its reach and revenue. Similar to content marketing, companies that engage in video marketing focus on creating informative and useful audio-visual content for their target audience.
There are several categories of videos for this type of marketing: educational, advertising, behind-the-scenes, live event, etc.
Regardless of the types of videos you want to create, strive to build brand awareness with your target audience. As with social media and content marketing, this brand awareness can lead to valuable conversions later on.
To do this, you’ll need to create relevant, high-value video content.
Otherwise, why use video marketing in your business strategy?
Approximately 90% of Internet users say they are inspired by videos to make purchasing decisions
Pages with video are much more likely to be ranked on the first page by search engines
5 – E-mail marketing
E-mail marketing focuses on retaining existing customers, as well as attracting new prospects. It’s a great technique for building brand awareness, keeping your company’s name in the minds of consumers and encouraging repeat purchases.
An essential part of email marketing is developing and refining email campaigns, as well as growing your audience. Like content marketing, e-mail marketing is also about providing users with valuable information. If not, people will unsubscribe.
The interesting thing about this strategy is that even though your subscribers may not need your services or products now, they will remember you when it’s time to make a purchase. It is this “brand awareness” factor that will encourage them to choose your company when they are ready to buy.
That’s why over 80% of businesses today use e-mail marketing.
Some of the biggest benefits of this type of digital marketing strategy include high ROI and conversion rates.