Interruption marketing, in which a consumer’s flow of activity is interrupted, isn’t as effective as inbound marketing, which consists of earning attention organically. Spam, paid email lists, and TV ads are examples of the former: SEO, PPC, opt-in email lists, and earned social media are part of the latter.
A good strategy includes search engine optimization, because you need to be found in order to get business. PPC paid search ads are important, because you have more control over how you appear on search pages. Content marketing is critical because it allows you to keep and convert your leads. Social media helps you attract customers. And good landing pages are relevant, focused, and designed well. Look at remarketing as well.
Live-streaming isn’t for everyone. Some brands are seeing success, but the use of live-streaming in branding is actually limited. In most cases, it’s preferable to create a video that can be edited and polished. On Periscope, research indicates that less than three percent of its user base is broadcasting versus watching.
Most live-streaming is being done by influential social media users. Still, it’s a medium rife with opportunity, and wider outreach is always good. Just don’t fall for the hype and the noise; live-streaming may not work for you. Doing a platform well is more important than just doing it.
You need to get your brand in front of your market, and YouTube plays a key role in doing this. Numerous studies show that brand searches increase as a result of consistent advertising on YouTube.
YouTube is a key cog in the remarketing wheel. It helps drive business with audience lists, provides an opportunity to reach a large audience, and offers cheap view costs. It also helps with storytelling, if you make fun and engaging ads, tell your story sequentially, and communicate your call to action quickly. It’s difficult to measure success, but you can take what works and expand.
Millennials are a trillion-dollar demographic made up of individuals born between 1980-2000, always connected, looking for healthier lifestyles and authentic causes. They are not a uniform group. Brands who have nailed marketing strategies must consider stages of life.
Create an experience that Millennials can participate in, and develop shareable content around it. Millennials like living stories and wish to align themselves with good causes. You should recognize Millennials’ evolving lifestyles and change with them. Disrupt the market with innovation in marketing and pricing. Increase brand loyalty by embracing trends. Let consumers contribute to marketing. Speak directly to a personal moment in life. Know your market, and focus on convenience. Make products personal and customizable. Solve a need.
Use keyword intent analysis to understand the ripple effect of intent. Someone looking for “wedding cake” might want pictures; someone searching for “wedding cake boston” might be ready to sign a contract. Non-transactional terms like “how” “diy” and “free” can still help you remarket.
Keyword/SERP analysis is not all equal. Leverage the Ad Preview and Diagnosis tool in Adwords to get a sense of the SERP based on location and device of user. Once you know the SERP, you can make an informed decision on bidding. In Keyword Cost Analysis, be mindful of a keyword’s average cost per click. Handle a good keyword correctly by focusing the campaign on location, time, and income level.
Do you know what a reasonable click-through rate is for your ads? Are you spending too much? How much revenue could you be earning? Are your keywords working? Answering these can help you make informed decisions about your campaign.
Track daily and monthly camTrapaign spend. Then, look at coverage and impression share to find problems and monitor your campaign’s overall health. Track daily and monthly clicks from campaigns so you can distinguish cyclical fluctuations from trends. Know your click-through rate, and know your conversion rate. Also, track your competitors.
For each phase of your SEO process, there’s an essential tool. During the idea phase, which should start with a great keyword phrase, use Google Adwords Keyword Tool and HubSpots Blog Topic Generator. During the research phase, BuzzSumo can allow you to see top content on a certain topic, and Impactana looks at backlinks, views, and comments.
In the writing phase, you can optimize using Grammarly to check for errors, and WordPress SEO can let you configure settings and analyze for optimization. In the promotion phase, consider Sendible, a social media tool for quick sharing, and BuzzBundle, which finds posts related to your topic.
To muddle through PPC, the 3is may help keep you grounded, affirm that you’re moving at the right speed, and give structure to chaos. The first is Idea. This is about getting close to information, understanding what actions have been taking and what’s happening in the world.
The second is Iterate. Your idea may not work the first time. You have to look at the impact your idea has made and iterate your idea till it works. Break things down, combine them in new ways till you’ve solved the problem. Finally, there’s Impact. You need several consecutive time periods with performance better than your control limit. Other ideas may require the use of leading indicators.
Desktop computers are almost obsolete, outside of the workplace. If you use a strategy that integrates a mobile networking plan, you’ll see real-time conversions. SMS messaging is quick, easy, and second nature to people.
Personalized messages let you target different segments and automate replies based on keywords. Mobile optimization means that you’re ready for on-the-go engagement with a site that’s smartphone-friendly. Device integration is another benefit; you can streamline your mobile campaigns over platforms. And SMS traffic and app traffic keep getting bigger, so start now building your mobile database now on a growth platform.
Digital marketers must learn how to write clearly and persuasively. This is important for blog posts and website content. You should know how to use WordPress, have basic photo editing skills, be able to format with html, and use MailChimp or other email management tools.
Google AdWords is another important tool. Digital marketers should learn how to run Facebook ads. You also need to know how to market through social media by engaging with customers. You need to understand the basics of search engine optimization and understand how conversation rate optimization works as well.
Many people see Google AdWords as a game of chance. It’s true that AdWords is hard to master, but it’s a tool to generate revenue; it works the same for everyone. You should remember that you’re not playing against Google – you’re playing against other opponents.
You pay a cost-per-click amount, which is small in relation to your ROI. So know what game you’re playing, so you recognize how well you’re doing. Recognize your true competition, so that you compete better. And remember, getting help with AdWords is not cheating.
A pay-per-click advertising campaign with Google AdWords can be an effective marketing tactic for lead generation. Determine if PPC is a good option for your company by asking questions. Start with Google Adwords, because Google owns 67 percent of the search market.
First, are prospective customers searching what what you do? What keywords are they searching for? These can be vital. What negative keywords should you use? Does your ad copy match the search terms? Make sure your ads are relevant. Is your landing page specific to your topic? Also, how are you tracking success. Otherwise, it’s a guessing game.
During the evolution of Internet marketing, we’ve seen countless strategies to increase web traffic come and go.
Companies have invested marketing dollars into SEO, PPC, Social media among other Internet marketing strategies and it’s often wondered which strategy is the best.
While that depends largely on the company’s industry, target audiences, definition of conversions and overall Internet marketing objectives, perhaps the most compelling answer that question is “all of them.”
Having an integrated approach to Internet marketing is the best strategy for maximizing exposure through all Internet marketing channels from paid and organic search to social media and email marketing. This approach is called Integrated Internet Marketing.
What is Integrated Internet Marketing?
In an integrated Internet marketing campaign, your company participates in several forms of online marketing that work together in a synergistic relationship to reach targeted consumers on all platforms. Communicating a cohesive and consistent message for your brand through integrated Internet marketing can have an exponential benefit for your campaign’s success.
Among the strategies that your company would include in an integrated Internet marketing campaign are:
Organic Search Engine Optimization (SEO)
The first cog in a successful integrated Internet marketing strategy is organic search engine optimization.
Because organic search results are based on the relevancy and authority of your web page for the specific keyword phrase being searched by a user, organic search engine optimization is an essential strategy for your online presence.
When your web page shows up high on page one for a searcher’s targeted keyword query, you’ve just told the user that you’re a highly relevant and trusted source for what they’re looking for. While organic SEO campaigns take time to see a payoff, the sustainable results they provide offer excellent ROI.
Paid Search Marketing (PPC Advertising)
Paid search campaigns (aka Pay Per Click or PPC Advertising) is an incredibly powerful way to instantly reach targeted consumers who are searching for what you have to offer.
Unlike organic search, which takes time to build top rankings for the more competitive keywords, paid search is instantaneous in its approach. As soon as you setup your paid search campaign and activate it, your ads will start showing up near the top (or down the right side) of the search results.
One of the most appealing things to marketers about paid search is being able to pay ONLY when someone clicks on your ad, and its high level of targeting down to the geographic area and the exact keywords you want to go after. Paid search is also a great prequel to organic search, allowing you to analyze which keywords are the most converted and most profitable prior to you optimizing your web pages for organic search.
Social Media Marketing
Social media marketing has emerged as one of the top Internet marketing strategies today. Participating in social media channels such as Twitter, Google+ and Facebook allows businesses to connect with their customers to increase brand visibility.
Social Media marketing is also an excellent way to promote your content and draw in customers with special offers and promotions that help boost brand loyalty.
Social media also has an impact on organic search with Google now including social media signals into its highly sophisticated algorithm, thus increasing its importance for your integrated Internet marketing campaign.
Email marketing is an excellent cost-efficient way to communicate your brand message with your customers.
Much like social media, email marketing allows you to engage with your customers on your products and services, offer them special deals and promotions and increase impressions for your brand to targeted consumers.
Email marketing also benefits your content marketing strategy, providing another avenue to channel your content through to get it in front of users.
The livelihood of your Integrated Internet marketing strategy hinges on great content.
Developing a cohesive content marketing strategy that promotes your company’s brand message throughout a variety of different channels is a crucial aspect for multiple facets of your Integrated Internet marketing strategy.
Content marketing can play into your organic search, social media and email marketing campaigns, driving higher rankings, more shares and social visibility, and increasing exposure of your content by promoting it through email.
When developing a content marketing strategy, the most important ingredient is creating awesome, interesting, share-able content that readers will enjoy. Diversifying your content by producing blogs, articles, whitepapers, videos, podcasts, etc., ensures you’re reaching a diverse range of Internet users.
Integrated Internet Marketing in Summation
You may find success investing in one or two of these Internet marketing strategies. But if your company is committed to succeeding in the online marketplace, tapping each of these avenues by investing in an integrated Internet marketing strategy can result in higher brand awareness, increased traffic and long-term customer loyalty.
Please feel free to give your perspective on Integrated Internet marketing in the comments section below!