If you do not plan to actively promote your business online in 2021, then you have no money. But here is the problem: online marketing seems quite daunting and complicated. This can prevent even the most dedicated entrepreneurs from implementing online marketing plans.
This is why the purpose of this article is to break down Internet marketing into the most basic strategies. Then, simplify these strategies for business owners or marketers who have not yet completely surrounded their heads.
I just tried to include “eternal” strategies (that is, strategies that can be used and may continue to be used in the future), so you don’t have to waste time learning little tricks that will soon disappear.
You will also notice that there are seven overall strategies. Then, under each strategy, there are various strategies related to that strategy.
Internet Marketing Strategies: Content Marketing
Content is the backbone of the Internet. If you think about it, almost everything you see online is some kind of content (such as videos, articles, blog posts, infographics, etc.).
This is Google’s definition of content marketing:
A marketing method that involves the creation and sharing of online materials (such as videos, blogs, and social media posts) that do not explicitly promote a brand, but are designed to stimulate interest in its products or services.
Content marketing is arguably one of the most important Internet marketing strategies, because without it, many other strategies will not exist (or be ineffective). There are two main reasons why content and content marketing are beneficial to almost all businesses:
- Content can make potential customers understand your product or service. If someone doesn’t know what to buy, why pay for you? This is blank content filling.
- The content provides you or your business with an opportunity to become an industry thought leader. Becoming a thought leader brings excellent brand awareness and can open many doors in your specific space.
Below you can find a quick summary of the main content marketing strategies, then link to resources for further reading.
Having industry blogs and company newsletters is very helpful in connecting with current and potential customers.
The biofa.me blog is an example of a specific industry blog whose ultimate goal is to attract visitors to read contents. We do this by showing how it helps marketers.
2. “Linkbait” creation (and promotion)
“Link bait” is content specifically designed to attract links. It is so cool, valuable and unique that (if given the opportunity) it is difficult for any industry blog/influencer to avoid not linking to it. These links help improve the website’s ranking in search engines.
It can be almost any form of content (such as videos, infographics, blog posts, long guides, SlideShare, etc.), but as mentioned above, the main purpose is always to attract backlinks.
Why? Because attracting inbound links will:
Attract referral traffic to your website (from the linked site). Help improve ranking. In turn, this will bring more traffic to your website through organic search. An example of a linkable asset on the Ahrefs blog is a post on how long it takes us to rank on Google.
3. Guest posting
Guest blogging (or publishing) is the act of publishing content on another website. Here are some reasons why you should leave a message:
- It can attract referral traffic to your website;
- You can link to relevant content on your website from the guest message;
- Guest posting can help you build relationships in a specific field or industry;
- Excellent brand awareness (if you choose the right website).
4. Video creation (and marketing)
Using video to promote and market your business online is very powerful. Don’t you believe me? View these video marketing statistics. You should also browse the Ahrefs YouTube channel. You wouldn’t expect videos with SEO reviews to get more than 5 million views, but this is actually our most popular video on YouTube…
5. Hosting webinars
Webinars are basically online mini-courses. They can be great forms of content, especially if you are selling a digital product.
6. Content syndication
Content syndication refers to the republishing (ie syndication) of web-based content by another website. Content syndication organizations can be an excellent source of referral traffic.
The content does not require visual effects to take effect. Podcasting is an audible form of content that is great for brand building and audience expansion. There are two main strategies for podcasting: Start your own podcast; Appear on other people’s podcasts. Both strategies can be very effective online marketing of your business and establish relevant industry relationships.
Email marketing is very powerful because it is a direct communication channel between your business and existing and potential customers. First get the email addresses of your customers or prospects in some way. But then you have to figure out how to market everyone on the list… without spamming them. This is the strategy you can use to do this:
1. Lead magnets
Without the recipient’s email address, you will not be able to market via email. The easiest way to get some emails is through lead magnets. Lead magnets are valuable things you give away to get an email address. This is an example of VideoFruit-after the blog post introduction:
You are required to provide an email address in exchange for a “free” download. Here are some other examples of effective lead magnets:
- In-depth guide/report;
- Free training;
- Free resource list;
- Discount code/coupon;
- Cheat sheets;
The key here is that lead magnets are actually valuable and are related to the products or services you sell.
Once you opt-in, the goal of using email is usually two things: Cultivate sales leads (or up-sell); Build brand awareness and authority. In order to do this, you need to segment your email list to send more targeted and personalized emails.
3. A/B testing emails
Now that you have segmented the email list, it’s time to split the test. Split testing (or A/B testing) simply means that you are testing different conversion elements against each other to see how your audience reacts best to the response. Here are some examples of elements in the email where you are doing A/B testing:
- Subject line;
- Email “hook” (i.e., the first sentence or paragraph);
- Design element (e.g. color, layout, length, etc.)
Email marketing automation is the last part of the puzzle, and it will save you a lot of time. Basically, once your leader rewards you by opt-in-and you have subdivided the list-you can build emails that auto-leader nurture email campaigns and run email marketing on autopilot.
These are effective pre-made drip irrigation sequences that can be automatically sent out via email marketing software. You can even send different e-mails based on the subscriber’s interaction (for example, opening an e-mail, clicking a link, visiting a website, etc.)…all these operations are done by autopilot.