Online marketing strategies naturally need to evolve to stay competitive and keep pace with the constantly changing online world and the demands of its users and visitors. The digital marketing strategies that were successful last year or several years ago may no longer be viable options for increasing your online exposure, attracting leads, and generating conversions and sales.
Today’s market is a fiercely competitive one for several reasons. Not only has it become more challenging to achieve optimal search engine results placement, but users are becoming more savvy and are accessing the Internet with a bigger variety of devices and gadgets, and the market is saturated with other marketers who have access to the same technologies and strategic options that you do. To stay ahead of the game and keep your Internet marketing strategies effective and successful, you need to apply efforts that offer you the best opportunities for reaching your goals.
Whether marketers want to admit it or not, it’s a fact that Internet users harbor an intense dislike for pop-up content of any kind. Micro-interactions, however, can alleviate some of that distaste and open up doors for increasing your lead generation potential when you streamline them to focus on “single serving” interactions with your visitors. In its most basic form, a micro-interaction is a pop-up window that creates engagement and builds a relationship without distracting the visitor from your primary content. It’s an end-to-end marketing moment. Because of the necessity for encapsulation of the entire interaction in the few moments you’re allowed with a pop-up window, micro-interactions need to be hyper-relevant and immediately appealing.
By now you might be weary of hearing how important mobile-friendly design is to your Internet marketing strategies, but you can’t escape the reality of how mobile usage has surpassed that of desktop or laptop usage, nor can you deny the fact that mobile-friendliness is a factor in positioning on search engine results. Whether you convert your primary content to a more mobile-friendly format, use mobile advertising tactics, or design content specifically for mobile devices, your Internet marketing strategies need to include mobile marketing as part of a foundation for success.
Marketers are given the ability to tap into a visitor’s browsing and buying habits or social preferences, and you should be using that ability to turn your generic marketing campaigns into personalized (dynamic) content that heightens the engagement level with your visitors by addressing them personally and displaying offers that are tailored to match their needs. Dynamic content is often best delivered in the form of micro-interactions (see above), so that it doesn’t break the continuity of your visitors’ experience with your primary content.
Social Media Involvement
Social media continues to be a large part of the lives of online users, and many social media networks are expanding the functionality of their platforms to give marketers more options for providing and promoting content. Networks like Facebook , Twitter , LinkedIn , and Google+ are being used to link external content like blogs and landing pages, and cross-platform marketing is also becoming more mainstream. You can develop targeting advertising campaigns that become activated on user news feeds when they click, install, enroll, or take other actions within the social media network itself, and sponsored advertising is becoming more popular and easier than ever to utilize.
E-mail marketing remains a strong component of successful Internet marketing strategies because it allows you to incorporate several techniques at one time – dynamic content, mobile-friendliness, and micro-interactions. You can easily create a personalized “moment” of engagement with your target audience with high-quality e-mail content, and you can deliver it to your audience at any time, including while they are on the go.
More companies are realizing the potential benefits of turning their brands from professional images into socially engaging concepts, and doing so online is easier than ever before. When you use your brand to interact with your target audience on a more casual and personal level, you’re promoting brand popularity and the opportunity for significant exposure. Internet marketing strategies can even be used as a platform for using the realm of popular opinions, suggestions, and other feedback to fine-tune your brand into one that is built almost entirely on audience appeal and engagement.
The use of metrics measurement and analytics should be a prominent part of your Internet marketing strategies because it allows you to see – at a glance – what’s working best, what needs fine tuning, and what isn’t working at all.
This combination of Internet marketing strategies can easily be incorporated, individually or collectively, into your overall efforts to transform your potential for success into a visible realityPrint this article