The past few decades has witnessed the transition from traditional marketing strategies to advanced online marketing strategies. With the rapidly evolving internet, being user-friendly and customer-centric is the top notch priority to increase visibility and conversion. With changing algorithms in providing enhanced user experience websites started to compete with high-end precision. 2017 is going to be much challenging compared to earlier days. Still, the most promising part of marketing industry is that anticipating changes and experimenting with new sales tactics. In this article, we will discuss what are the top online marketing strategies that could revolutionize 2017 and drive a chunk of relevant traffic to your website.
1. Switch from Outbound to Inbound Traffic
The luster of push marketing (outbound) started to fade when people started to realize the importance of content. Creating relevant content for the right audience will increase inbound traffic. Investing in content is similar to investing in stock, you will get a better ROI on the long run. As Scott Abel (The Content Wrangler) pointed, Content will be a business asset if you manage it properly.
With the changes in Panda and Penguin, It is important to create high-quality unique content that focuses on ways to engage the audience and drive profitable behavior. Look for opportunities that can add unique value to your target audience. To find the target customers create a detailed buyer’s persona. Create self-engaging/ interactive content with quirky titles, and blend images that stimulate thought process or curiosity among users. Create customized article for users who are in the different stages of a funnel. Plot a buyer’s journey and educate them in each phase. Implement an effective lead nurturing strategy and push them down the funnel.
Stats published on Curata (Content Marketing Forum) clearly says that in 2017 51% of companies will have an executive dedicated to managing content marketing strategies. Another stats published by Content Marketing Institute says that 82% of B2B firms have a content strategy in place.
2. Marketing Automation
With time being one of the most scarce resources available, marketing automation has gained its importance. Every entity across the globe started using marketing automation tools to augment conversion. The main advantage of automation is that it optimally uses the resource and helps in continuously monitor the leads. Companies like Marketo, Salesforce, Drip and Lucep are famous in this fields.
Stats published on Nucleus Research says that companies that have implemented marketing automation tools have experienced 14.5% increase in sales and 12.2% drop in overheads.
3. Mobile Experience
Research conducted by Morgan Stanley clearly showed the importance of mobile marketing. According to stats, the number of mobile users has steeply increased from 400 million in 2007 to 1900 million in 2015. Whereas only a gradual increase was able to plot in the case of a desktop, 1000 million in 2007 to 1700 million in 2015. This clearly shows the engagement rate on mobile has increased several times compared to desktop. Another stats published KPCB mobile technology trends, shows that the user internet time spends on mobile is 9% higher than the time spent on a desktop.
There are lots of mobile marketing strategies like, App based, In the game, QR codes, Location based, SMS, mobile image, etc. Through Google Enhanced Campaigns you can set one bid for mobile as well as desktop.
Mobile has become the single most media for micro-moments, For example if you need an immediate solution for a problem. Where will you start, definitely you will search on your mobile? These are called micro moments, where the urgency compelled to get an immediate and accurate answer. SMS marketing is also crucial for your business. According to SlickTest the average CTR for test marketing message is 36%.
4. Influencer Marketing
In simple terms, Influence marketing is a tactical approach of branding yourself through a renowned influence. Based on statistics published by cmdsonline.com 92% of people value any form of content endorsed by an influencer. Influencers play an important role in purchase decisions. Positioning your product/ service through an influencer who have vast loyal followers will likely increase the conversion rate.
For effectively implementing an influencer marketing strategy, It is important to identify an influencer who has a good no: of followers who falls among your target audience. Understand the influencer’s community and decide what approach will give you a better result. Establish a relationship with the community and gradually increase the engagement rate. Instead of directly pitching your product, provide solutions to overcome the audience pain points. Use an effective lead nurturing strategy to channelize and monitor leads.
5. Video Marketing
Social Media are becoming a repository of engaging visual content. Social Media has revolutionized the way users communicate with each other. Concise videos that clearly state a purpose or portrays humor are likely shared across all social platforms. Facebook and Vine could act as a great platform for promoting your brand since they auto play a video when scrolled across.
According to Invodo 92% of people who view a video on mobile shares it with others. Another stats published by Unbounce says that including video on website landing pages increases the conversion rate by 80%.
Creating online marketing strategies and deciding which online channel will give you a better ROI is crucial for your success in the digital realm. Plan-act-convert, meticulously design a metrics along with the strategy helps in evaluating the progress of your digital campaign. Always evaluate and reiterate your strategies, don’t hesitate to tweak your strategy if necessary. Optimally utilize all the platforms with a single view to attaining the final objective.