Digital marketing has changed the way publicity and advertising work – you can reach millions of users globally with a random click or tap into thousands of opinions with a brimming fan base.
Inbound marketing strategies help claim your brand’s online presence by helping you focus on your target audience much more proactively and rapidly than outbound.
Below you’ll find 6 marketing strategies that can help you boost your brand’s online presence.
1. Content marketing – blogs
The first step to establish your brand’s online presence is to create a responsive and visually-appealing website – a platform where you can help your customers solve their problems.
Next, develop a marketing strategy that focuses on content. Not only does content build trust among your audience, it also fuels your other marketing activities such as email, social, and PPC. Like driving a car without wheels, marketing your brand without content will get you nowhere.
Blog and guest-posting
Create a blog on your website to attract your target audience towards your brand niche. For instance, take a look at how Ahrefs, a leading software developer, markets its industry blog towards its consumers.
The majority of its blogs focus on the subtle promotion of its suite to attract customers to buy. Its product blog, however, inspires customer interaction and communication. Covering an array of industry news and trends, the brand uses content to pique the interests of its readers.
These statistics highlight the regularity of blog publications. Publishing regular, high quality content will help your site become an authoritative, trustworthy source of information in your niche and search engines such as Google. Plus, the more thought-leading content you produce, the more customer trust you’ll earn.
You can also write content for industry-related websites as guest posts and link back to your website by embedding URLs to your landing pages. This will help your target audience find you and learn about your products and services.
2. Content marketing – podcasts and videos
According to Google, content marketing is compelling enough to turn visitors into leads and then into customers. That’s because of all the different content formats which help to simulate interest over time and across a large audience-base.
Try adhering to content types such as podcasts and webinars, or videos like tutorials and how-to guides. Moreover, collaborating with other B2B marketers to appear on their podcasts, webinars, and videos can boost your online presence.
3. Email marketing
Consumers have been activity using email to communicate since its very inception. Email marketing, which supports your content marketing endeavors, is the most popular channel for bolstering your online presence. 93% of business-to-business marketers say so.
If done right, email marketing can serve as one of the most lucrative platforms for boosting your online presence. According to the Data Marketing Association, every $1 you spend on your campaign generates on average a return of $41.
- Nurture your visitors into leads by capturing their email address to send them your newsletter and other product-related emails. For instance, entice them through a ‘free download’ of an exclusive ebook (which you can create with Designrr) or special discount coupon. Maybe tempt them with a free video tutorial that’s only available to premium or paid users.
- Segment your mailing list by targeting your loyal customers, such as repeat purchasers. Send product- or service-related news, trends, and blog links to consumers who’ve shown an active interest.
- Try A/B testing: Send your subscribers targeted emails to assess which ones bring the most conversions and why. Split testing will also help you to analyze whether you should go ahead with your email marketing campaign or not.
4. Get on the search engine
With 53% of internet traffic and 92% of the global market share dominated by Google alone, search engines play a major role in promoting online visibility of a brand. Approximately 93% of ecommerce consumers begin their journey searching for competitive results online.
Promoting your brand on a search engine won’t only help Google accredit your reputation, but also motivate consumers to learn more about your business’s legacy.
- Optimize on-page SEO by writing content for your website that has the capability to rank higher. For instance, search industry-related keywords on Ahrefs or any other paid or unpaid keyword research tool to discover words that people are searching for.
- Consider using long-tail search keywords throughout your content, including your blog, web copy, meta title and description, and tags, since they are easier to rank due to less search volume and competitiveness.
- Optimize off-page SEO content by referring to link-building strategies through earned media. Either collaborate with B2B partners and embed your website’s URL within the shared content, or link your landing pages by adding CTAs within your content on social media.
From 2009 to 2017, the aforementioned statistics for search engine results have skyrocketed, making it one of the most profound channels for boosting brand visibility and consumer engagement.
5. Social media marketing
Today, millennials and Gen-Z users are hoarding time on social media for reasons other than networking, such as passing their time scrolling through the internet. Social media marketing helps garner the attention of your target customers, and there are two ways which you can build your brand’s publicity:
- Engage on the social channels that matter to your target audience; then you’ll be able to gauge their interests better
- Use social media listening tools to assess the number of clicks and views your content generates
Pay attention to the stats above. Consider installing social listening tools to find out which platforms hold the majority of your target audience. You’ll also learn about negative and positive feedback, allowing you to improve your content proactively for better sales and conversion rates.
6. Paid advertising
Besides promoting organically via link-building strategies and keyword-ranking techniques, consider paid advertising. These ads, which are within third party ad spaces, will help to rank your website better.
- Google AdWords uses Pay-Per-Click (PPC) advertising techniques to display ads on the right- or left-most bar of search engine results pages. Google’s ads can also be displayed on your preferred websites as well. With every click on the ad, you not only earn a visitor to your website but also revenue in return.
- Learn where your target audience is. You can also choose Facebook or YouTube to display your brand’s ads for better outreach.
The above chart is a simple guide that helps you understand the cost per click on ad placement for display on Facebook’s news feed and the right-most column on the page.
The final verdict
Many brick-and-mortar store entrepreneurs still staunchly follow the old outbound marketing route, foregoing the lucrative opportunity of building a worthwhile online presence of their brand.
In order to build and boost your brand’s online presence, it’s high time you jumped on the digital bandwagon and catered to the whims of the internet. This will scale your brand’s recognition far and wide.
For more digital inspiration, download this cheatsheet on how to target your customers.