By Matt Bertram

By Matt Bertram

Matt Bertram, is the lead digital strategist at EWR Digital. He is the co-host of the Best SEO Podcast: Unknown Secrets of Internet Marketing. Currently writes for Search Engine Journal, Forbes and Entrepreneur.

In the technological age, digital marketing is a popular and cost-effective way to grow your business. But how do you get started with online marketing and what does it involve?

When it comes to marketing your business in the digital realm, you have options. These are some of the best marketing strategies for businesses in the modern age. 

1. Learn About SEO

Search engine optimization is by far the most important element of marketing in the digital age. After all, it affects your very existence in the eyes of online clients.

The complexities of SEO may seem overwhelming to the uninitiated but don’t let that put you off. Don’t let companies touting quick fixes, PBNs, keyword cramming, and shady tactics to get you noticed online.

These black hat strategies never work. Instead, focus on providing high quality, informative, and useful information. Good content is the soul of SEO and often only needs a few refinements to find favor with the search engines. 

Spend time researching how to effectively use keywords to enhance your content. Find out what types of content are most engaging and work to make your website more user friendly. Alternatively, enlist the services of an SEO expert, take their advice and learn from them.

2. Get Social 

Social media is one of the most accessible platforms for most internet users. Facebook, Twitter, and Instagram are often the only sites some people visit on any day. 

It can be intimidating to post information, advertisements, and content in front of such a large audience at first but it comes naturally eventually.

One of the best things about social media is that you can instantly see how your content is doing based on the way people interact with it. 

If you have the budget for it, a social media manager is worth every cent, but there’s no reason not to DIY your social media campaigns. Focus on being authentic and genuine. 

It’s important to post regularly and mix it up. You can include videos, product features, blogs, news, and insights on your social media pages. Get creative and be flexible. 

You can also communicate directly with potential customers on social media, resolve complaints and run competitions.

3. Use Re-Targeting In Your Facebook Ads

You can use Facebook ads to market just about anything legal these days. The best part is that you can aim these ads at exactly who you want too. 

You can target your ads by age, interest, location, relationship status, and more. You can also re-target these ads according to which prospective customers interact with them. 

Install a Facebook Pixel on your site to help you build your audience. This tool comes in handy even if you aren’t using ads on Facebook because it helps you track which of your posts are working and which ones aren’t. 

This way, you can focus on what appeals to your audience most and use this information to build brand identity and increase your brand recognition.

4. Use LinkedIn

LinkedIn is widely known as a business-oriented platform and it’s an invaluable tool for promoting your business.

Some of the best ways to draw attention to your business include:

  • Adding a video to your LinkedIn profile
  • Including information about your business, products, and services
  • Posting informative articles about issues relevant to your business
  • Tell stories about your business journey and goals

These tactics are an easy way to market your business effectively without coming across as too sales-oriented.  

LinkedIn is also a great platform for collaborating with like-minded entrepreneurs or keeping tabs on developments in your industry. 

5. Start Blogging

Every website needs up to date content, and lots of it, to rank online. Blogging is one of the easiest and most effective ways to bulk up your website, gain credibility, inform and entertain your customers.

Blogging means more than simply jotting down your thoughts and ideas online. It’s important to post content that’s relevant to your audience, or nobody will read all your hard work.  

Competitor research is one of the best ways to get ideas for your blog. You can also find relevant topics by typing a keyword related to your business into Google and looking at the questions that come up at the bottom of the SERP.

Another way to leverage the power of blogging is to answer these questions for them.

Sign up for Q&A sites like Quora and Reddit, where you can answer people’s questions with a few informative paragraphs or by linking to a relevant page on your website. This has the double benefit of establishing credibility for your brand.  

Both these platforms have huge audiences, so you could gain some much-needed exposure too.

Blogging is essential to your online success and is something that you need to do on a regular basis. However, don’t blog for the sake of blogging.

Set aside some time to work on your blog strategy and research topics a few months in advance. Then, when you sit down to write, most of the hard work’s already done. 

The most important thing is to add as much value as you can to every blog. Don’t be afraid of giving away information for free. Blogging can help earn you a reputation as an authority in your niche.

This way, when people have a genuine need for your services, you are top of mind. 

6. Leverage Influencers

It’s interesting that word-of-mouth advertising is still as important in today’s digital age as it ever was. People still rely on the advice and opinions of friends, family, and colleagues when making purchase decisions.

Nowadays, online influencers play the role of trusted advisors in online communities. These are the people you’re audiences have grown to know and trust in their social media environment. 

While celebrity endorsements come across as blatantly promotional, a kind word from an influencer goes a long way towards establishing credibility for your brand. 

It’s easy to spot influencers as they’re the ones with millions of followers on social media platforms. However, you don’t need to focus on these big hitters. Instead, spend time finding an influencer that’s the best fit for your brand even though they only have thousands or hundreds of followers. 

A micro-influencer who has exactly the same audience as your own helps to spread the message to people who need and use your product. Getting them to tout your product also costs a lot less.

Almost as many companies use micro-influencers to market their goods as those who choose high-profile celebrities. 

Influencers are best for promoting a product, offer, or service that’s already working but needs a little more visibility.  

7. Email Is One Of The Best Marketing Tools

Email marketing is still one of the most effective ways to nurture customers and get sales. The way to do this is by means of an email marketing sequence, where each communication lures them a little closer into the fold. 

Once you’ve got someone to subscribe to your list, you can use email to keep in touch with them, learn their needs and build a relationship with them.

You do this by using email clicks and responses to segment your mailing list further. For example, if they click on one particular product or service in one of your emails, you know that your future correspondence should focus on those types of products.

If they buy something from you, even better. Now you know what they really want.

Many supermarkets use purchase history from their loyalty cards to target their customers in this way. By offering discounts on items that your customers buy often, you’re showing that you care about their wants and needs.  

Split testing your email correspondence is highly effective and an easy way to figure out what type of emails are working for which clients.

There’s almost no limit to how specialized you can get with your email marketing sequences which makes them the ideal marketing tool. 

8. Construct A Great Lead Magnet

A lead magnet is something that you give away for free to your customers in exchange for their contact information. Apart from giving you access to their inbox, a lead magnet also shows which aspect of your business is most appealing to your clients. 

A foolproof way to come up with a good lead magnet is to start by analyzing the pain points of your audience. An internet search will quickly reveal the most commonly asked questions in your niche. For example, do people want to lose weight faster, are they looking for DIY tips, or do they want to know how to balance their budget? 

Once you know your audience’s needs and wants, it’s easy to help them out with some free information to make their lives easier. You can offer this in several forms like a free online consultation, an ebook, a video tutorial, or a cheat sheet.

To download these helpful items, all they need to do is enter their contact details. Once they’ve done that you can add them to your email marketing list and offer them products or services related to the lead magnet. 

A desirable lead magnet is a powerful marketing tool that helps establish an ongoing relationship with prospective clients. It also helps encourage them down the sales funnel without being too in-your-face. 

The trick is finding that one thing that’s bugging them so much they simply have to have your free collateral to resolve it. 

9. Come Up With An Affiliate Program

Like influencers, affiliate marketers earn a living out of promoting your products for you. In return, you give them a small fee per click or a small commission on each sale.

Affiliate marketing is hard work, so those who work in this field want to be sure they’ll get a return on their investment. You need a good conversion rate if you want to attract the right affiliate marketers. 

Going this route can either lead to discouragement or overwhelming success. The secret lies in choosing the right affiliate marketer at the outset and sticking to it. 

It’s important to choose someone who specializes in your niche and preferably already has a successful existing affiliate marketing program.

There are plenty of inexperienced affiliate marketers out there who could do more harm than good by causing an indirect association with your website and spammy content. Choose wisely. 

10. Create Podcasts And Videos 

Video content is one of the most eagerly consumed types of content on the web. In fact, users upload over 300 hours of video to YouTube every minute. 

Since it’s such a popular medium, video is a top choice for online marketing and it’s easy and cheap to do to. The average smartphone is perfectly capable of producing acceptable vides and there are a host of free online apps designed for creating and editing videos too.

One of the best ways to leverage videos is by means of how-to videos. The visual nature of videos is perfect for demonstrating complex tasks by means of walkthroughs and tutorials.

It’s a known fact that you can learn how to do almost anything with a good online video. You can’t ignore this brilliant marketing tool in your efforts to grow your online business and establish yourself as an expert in your niche.

Another easy and effective way to give out useful or entertaining information is with podcasts, the modern-day equivalent of talk radio.

People love podcasts because they can listen to them on-the-go. This makes them a great asset to any marketing campaign.

These are the keys to using this tool in your marketing efforts:

  • Stick to your niche
  • Incorporate topical items in your broadcasts
  • Turn blogs into podcasts
  • Interview industry experts
  • Offer free tips and advice
  • Include a call to action

One of the keys to successful podcasting is consistency. You’ll lose listeners if you’re constantly changing topics, tone or direction.  So set up a routine and stick to it religiously.  

Learn More About Marketing

If you enjoyed this information and you’d like to learn more about the best marketing principles, keep reading our blog or listen to some of our podcasts on the topic. 

Our blog has loads of information on the intricacies of podcasting and related topics and how they can help your business grow.

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