Did you know that more than 3 billion people now have access to the Internet? If you’re a business owner, the web provides an incredible platform to market your company and increase sales. If you’re not benefiting from the wonders of the web yet, it’s time to make some changes to your marketing strategy. Here are some of the key elements of an effective online marketing campaign.


SEO, or search engine optimization, is a technique that is widely used by modern businesses looking to increase online sales. Every second, Google processes more than 40,000 searches. If your business appears on the first page of the search results, you’re likely to attract a lot more interest than you would relying on flyers and advertisements in your local paper. The aim is to get to the top, but how do you go about doing this?

SEO is all about using popular search terms and commonly used words to take people to your web pages. To make your campaign successful, you have to be able to promote your products and services and optimize your pages naturally and discreetly. If you’re trying to bombard people with passages of text with keywords that aren’t even related to the subject of the article, you’re not going to get the results you want. Focus on creating high-quality content that includes terms, phrases and words that are associated with your business. A reader should be able to read your post without feeling like it’s an ad or a sales pitch.


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Content marketing

Content marketing is an increasingly powerful method for modern, forward-thinking companies. If you’re new to content marketing, the aim of the game is to use content to generate interest, and ultimately, increase sales. Most people think about written articles when they hear the word content, but you can also include video clips, images, infographics and vlogs in your strategy.

Visual prompts are often more enticing than passages of text, so it’s a good idea to mix up the types of content you include in your posts. If you don’t have a strategy, look for a digital agency, which has experience in your field. Go through their portfolios and opt for a company that provides tailored advice. You want the content that you put out there to be relevant to your target market.

Use analytics to learn more about your customers and how they spend their time online. Also, see what other firms are doing. When you’re producing content, always abide by the mantra, ‘quality not quantity.’ It’s better to concentrate on creating compelling, informative, SEO-friendly posts than trying to put out countless articles every day.


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Email marketing

As a consumer, how often do you visit a website or make a purchase because you’ve opened an email? Email marketing can be an effective strategic because most consumers are attached to their phones and they can check their inbox on the go. If you are sending out emails as part of your campaign, pay attention to the subject line. Use phrases or a call to action that will appeal to your customers and urge them to open that message. News of sales, special offers and discounts usually work well. More than 50 percent of people now open emails on their phone, rather than a desktop or laptop computer, so make sure any content you send is mobile-friendly.

mobile friendly

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Social media

More businesses are using social media to drive sales. There’s no doubt that having a social media presence online can make a positive impact for your company, but it’s important to understand how social media marketing works and how to go about it in the right way.

Before you start setting up profiles and pages, it’s beneficial to do some research and find out more about the mechanics of social media and how it could help your business. You can learn a lot from reading blogs and articles online, or you may be thinking about taking a course or a series of online classes. If marketing is not your area of expertise, this may be an area you’re considering outsourcing.

It’s also essential to do your homework when it comes to determining which platforms to use and what kind of content to post. Use market research to find out how your target customer spends time online, what kinds of posts they respond to and what they want to see online. Use analytic tools to see what works and come up with a tailored, streamlined approach. If you’re targeting a young demographic and you’re selling shoes, accessories or clothing, for example, Instagram is a great platform. You can showcase your products and include links that enable customers to shop the look instantly.

If you’re using social media, it’s hugely beneficial to be sociable. This may sound obvious, but putting a strategy together isn’t about putting posts out all day, every day. It’s good to post news about events and photographs of new products, but it’s also important to engage with your customers. Social media gives you an outlet to engage with your followers and friends, answer questions, get feedback and generally give your business a more personal touch.


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You can simply look around to appreciate the influence of the World Wide Web. Today, most of us are reliant on our laptops, mobile phones and tablets. As a business owner, being able to tap into this market is incredibly valuable. If you can get your online marketing strategy right, this could prove to be a very lucrative move.

Seek professional advice, learn more about your customers and your target market and focus on creating high-quality content that is relevant to your audience and business. Connect with people via social media, showcase your products in all their glory, use market research and data analysis to predict new trends and adapt your strategy on a continual basis.