Internet marketing is a complex system of tools that allows you to promote your product or service and engage users who no longer trust traditional advertising approaches. If you are not yet involved in internet marketing, it’s time to understand the key concepts, as your competitors may have already started using it yesterday. Let’s dive in!
Web marketing strategy
A strategy in digital marketing is based on the main goal – to turn website visitors into buyers. Strategies are developed annually and revised every few months. An online strategy consists of three steps:
- Define the target audience profile. It’s essential to understand why people are interested in our products and how to engage them with the offerings of a particular company.
- Identify key competitors. At this stage, you need to answer what sets you apart from successful competitors and how to grow to their level (without “becoming exactly like them”).
- Choose the most effective methods to achieve the goals.
Online marketing tools
You’ll need to work with various tools and approaches. Here are just a few key elements:
- Landing Page. A landing page informs users about your product or service. The main goal of this page is to persuade the user to click the registration button or add an item to the cart, in other words, to take a conversion action.
- To create a landing page, start by determining the key message – what do we want to convey and some unique features of the product or service.
- Draft how this product will help solve the user’s problems. What phrases will capture the customer’s attention? What objections might you encounter? How to overcome them? Texts and headlines will help you articulate the customer’s pain points and lead them to conversion.
- Place a call-to-action button both at the beginning and end of the page.
- Use professional photos (ideally, avoid stock images), think through the design, add “Share on social media” buttons, and include a subscription form.
Web Analytics. To evaluate traffic and sales levels, use web analytics resources. Today, most marketers utilize tools like Google Analytics and Yandex.Metrica for this purpose.
Digital marketing: SEO
The higher your website ranks, the more visitors you will attract. To capture as many user queries as possible, start by forming a semantic core. Use Wordstat for this, then compile a list of the results and include morphologically altered words.
Distribute these keywords across the website’s sections, then add textual content to each page. During optimization, you also need to:
- Adjust tags and meta-tags;
- Write snippets (text below the search engine result line);
- Create a “robots.txt” file specifying the pages available to search engines;
- Create a Sitemap.xml, listing all the site’s pages;
- Use H1 for page headers, and remember to add keywords;
- Develop mobile versions and test their functionality on different devices.
The better optimized your website is, the more traffic you’ll be able to attract. SEO is a complex and lengthy process, so don’t expect immediate results. You can try to master optimization independently, but it’s more practical to entrust it to specialists with extensive experience in various niches.
Internet marketing: social media
By creating a page in each of the popular social networks, we aim to build a community of people who will consistently follow our activities. This engaged community interacts with the brand, follows your company’s news, new product launches, defends against criticism, and serves as brand advocates. To make interactions with such people fruitful, only post information that meets the expectations and interests of the target audience.
Social media work is closely tied to content marketing. It involves creating and sharing valuable information to help your audience solve their problems. Information can be presented in various formats – record videos, create infographics, write text posts, and convert information from one format to another. The main thing is that the information is truly valuable and useful. Content marketing should not be random or situational. Develop a clear content plan and stick to it. High-quality content marketing will attract the most conversion-ready traffic to your site.
A/B testing
If you suspect your site is not perfect (for example, a yellow “buy” button blends in with the main color scheme), create an experimental page, perhaps with a red button. In Google Analytics, choose “experiments” and create a second version of your page – a test version with one difference from the base version. Some users will see one version, others the second. The results will help determine if changes to the site are necessary.
Today, web marketing is the primary way to attract new clients. To avoid getting lost in the sea of questions, pitfalls, and complexities, turn to professionals. Specialists at “LuxSite” will select the optimal tools to meet your goals.
