The digital platform is a mind boggling medium because it offers so many different tools to reach your customer. However as business owner who is just starting out with online marketing , it can be pretty overwhleming. So this article is meant to be a guide to beginners on how to segment your audience and choose the correct online marketing tool.
Group 1
The first group of consumers are in need of your services immediately, asap. So these consumers as we speak right now are busy looking for information on Google, Yahoo,etc . You have to leverage on the search engines to increase the visibility of your brand to these consumer. How do we do that?
The popular method is called PPC, Pay per click .
Keyword will be the chain linking the consumers to the brand vide an advertisement displayed on other websites with related content or as display advertisements through Google partners. For example, a restaurant will advertise its newly opened brand through a fancy looking banner ad on a related website or as an interactive content in a Youtube video. If a consumer is in search for food around the same area as where the restaurant is located, there will be higher chances for the consumer to click on the banner ad.
The other methods include SEO
Search Engine Optimizing (SEO) is a method used to increase the ranking of your site on search engines without investing on advertisement. The results may take longer than the PPC campaign however its the best way to grow organic traffic to your site.
SEO also involves creating backlinks to your site. The same restaurant owner might invite bloggers to feature his restaurants in their articles, creating awareness about the services to his or her potential customer.
The third method involves local directory listing
Bing, Yelp, Facebook are among the top directory that list common businesses . The common place will be an asset for business owners as the chances of finding the right match of customer is higher .You will also get a backlink to your site.
Group 2
Most of the consumers probably can be categorized into this Group as they are in need of your service but not looking for it. The reach out campaign will encompass the following platforms:-
· Pininterest
· Youtube.
The above are basic social media list and does not include the spectrum of social media network that is available to reach to this audience. Create engagement posts that draws the attention of netizens and build an awareness around your brand.
I have covered ways to select the social media platform based on your target audience. Hence a lipstick retailer who is targeting teenage students will create intriguing post about the product on Instagram.
The second popular medium is affiliate marketing.
In 2018, content marketing costs were gauged to be 62% of traditional marketing schemes while simultaneously generating three times the leads of traditional methods. In fact, 16% of all orders (Source :https://www.bigcommerce.com/blog/affiliate-marketing/#what-is-affiliate-marketing) online can be attributed to the impact of affiliate marketing.
There are many relevant website that offer affiliate services where they earn a commission for recruiting leads to your website. This is doable through banner ads placed on the website. There are many companies that have gone down the path such as Amazon.
....to be continued