At a time when digital marketing is a must-do for businesses, businesses must choose strategies that provide the best ROI and help them to operate competitively. A business must combine short-term and long-term strategies wisely to ensure that it achieves its marketing objectives.
Short-term online marketing involves efforts that affect current sales cycles. It is aimed at achieving sharp sales increases for a limited time. If you want consistent positive business growth, however, you have to think long-term.
Here are 4 things to focus on when planning and implementing a long-term online marketing strategy:
Search Engine Optimization (SEO)
Proper SEO techniques can significantly increase a brand’s visibility to a specific audience and the frequency of its appearance in search engine results pages (SERPs). A good SEO technique involves finding a niche and audience, identifying keywords relevant to your audience (such as those related to what they search the most), and customizing content accordingly. Research has shown that visitors are more likely to click on a product/brand if it appears in search engine results.
There is fierce competition among brands and you don’t expect to get to the first page of Google search results easily. Effective SEO requires a lot of effort but if you can coin it, your product’s visibility and chances to make more sales will be boosted dramatically. Moreover, you will not need to invest much into advertising on other platforms. Your customers will have more trust and confidence in you, which will strengthen your foundation for long-term growth, provided your product is good.
Social Media Marketing
With internet accessibility and usage soring higher year after year, social media has become a major news and information source. And there is no going back on this. Individuals continue to spend more time on social media platforms. A Statista report on the average time users spend on selected social networks in the U.S estimates that people spend an average of 43 minutes on Facebook, 28 minutes on Snapchat, and 27 minutes on Instagram every day.
Another report (Statista, 2018) showed that about 47 percent of adults hold the belief that social media is effective for customer service. What does customer service have to do with marketing? Today, customer service is not only about answering clients’ queries but also promoting products, clarifying product specifications and using every opportunity available to convert and make sales.
Leverage the immense power that social media has to scale your business. Create a huge social media following to increase chances of making conversions and generating more sales. Social media also provides an inexpensive way of understand how the market is reacting to your product. With great social media analytics software, you can keep track of how your social media campaigns and posts are doing. There is just no limit to the number of ways a business can derive value from the growing popularity and use of social media.
Build Credibility With Influencers
Establish strong relationships with influencers who are relevant to your audience. It is one thing for the market to hear about your business from you, and it’s another thing for a positive conversation about your business to come from a third party.
When an influencer tweets something good about your brand, their followers are likely to engage with your brand in a better way than before. A few positive interactions with different influencers can completely change the way the market views your business. Companies that consistently relate well with influencers have a great opportunity to stand out as leaders in their spaces.
Influencer marketing pays off handsomely but you have your piece of work to do. You have to immerse your business into their world to a certain degree as you try to build authentic relationships with them. Show genuine interest in what they stand for. Engage them on social media. Comment on their blog posts. Show their good side to the world and both of you will derive so much value from the relationship.
Brands can use affiliate programs to improve outreach and sales. Affiliate marketing is one of the simplest and cost-effective resources that any business can use. If you deal in Forex, for instance, you can launch a Forex affiliate program that gets other sites and blogs to promote your business. You provide your affiliates with links to the products of services you are offering and pay them an agreed commission every time a user purchases your product through the link. Affiliate marketing can also help to expand to new markets, target ethnic groups, and raise funds for charitable organizations.
Thinking long-term when planning for business marketing is crucial for sustainability in a world where the digital space is keeps changing. While there is no one strategy that can be termed as the best long-term digital marketing strategy, any combination of above elements of online marketing should help your business achieve sustained sales growth.