Maximize your Online Marketing Potential

When starting out, young companies believe that they’re unique. One and only. All you need to do is build an awesome website, write a...


When starting out, young companies believe that they’re unique. One and only. All you need to do is build an awesome website, write a blog post or two every once in a while, send a few emails, do some link building and voila- your rankings are skyrocketing, while thousands of customers are fighting over your products.

Unfortunately, in real life, this is not so. Your competition is fierce and, to rise above them, you need to build a strong and recognizable brand. And, since we live in the era of limitless digital marketing options, this is exactly where your brand should be born.


Here are a few tips on how to harness the power of your online marketing most effectively. 

1. Create Killer Content to Boost your Authority

I’ve been in the digital marketing industry for quite some time now and one of the most common questions entrepreneurs ask me is: “Do I really need to have a blog?” 


Of course not. 


But, in this case, you don’t have to invest in creating a website and optimizing it for search engines, either. Without content marketing, they’re pointless.

Content marketing and SEO are just like PB&J- they are immensely important fields of digital marketing and, to get the best of both worlds, you need to let them intertwine. 

Even though content marketing has become synonymous with writing lengthy articles, this doesn’t have to be so. Namely, when you stop and think for a second, you will realize that the sole purpose of your content is to:
  • Drive organic traffic and relevant leads to your site.
  • Help you establish yourself as a credible source of information.
  • Build brand awareness.
So, if you don’t have the knack for writing, there are numerous other ways to tell your story, including photos, videos, infographics, podcasts, gifs, memes, each of which will keep your target audience engaged and inspire them to do the desired action.

2. Make Room for Offline Marketing, too

A few years ago, Pepsi decided to ditch their offline marketing campaign and focus on digital marketing only. Their “Pepsi Refresh Project” was promoted widely via social networks and was supposed to hook Millennials. However, their campaign turned out to be a huge failure- they lost numerous customers, as well as more than $350 million.


Why is this so? 


They underestimated the power of offline marketing. People still watch TV, listen to the radio, read the newspapers, and look at the billboards. Therefore, the only way to maximize your online marketing efforts is to merge them with your offline marketing practices. 
  • Guerilla marketing is a great starting point for startups with a limited budget. Stage a flash mob, organize a publicity stunt, or leverage street art to engage your customers. To make the most of these practices, promote them online, via your blog or social networks.
  • Combine print and digital. You could add a QR code to your flyers, business cards, or direct mail to send your customers to your website or a particular landing page. Choose graphic design experts and companies that have knowledge about the latest marketing trends, such as Carbon8
  • Leverage user-generated content. It’s cheap, and yet super-engaging. For instance, you could organize a social media contest and, to enter it, your followers need to take a photo of themselves using your product, share it on their profiles, and add your hashtag. 

3. Invest in On-Page SEO

The rules of digital marketing are constantly changing, parallel with the rise of Google’s algorithms. However, there is one thing that remains consistent and that’s the importance of on-page optimization. Even though the majority of on-page practices are not direct ranking factors, they can influence your conversion and bounce rates, as well as the time people spend on your site. 


On-page optimization entails a few sections:

  • Doing keyword research is the process of searching for the phrases your customers type in when conducting a search. To make the most of your keywords, you should combine short-tail and long-tail ones. While short-tail phrases have a higher volume, long-tail keywords drive higher conversions.
  • Finding crawl errors. They can be anything from duplicate content to broken links. They may heavily affect your authority, rankings, traffic, as well as get you penalized by Google.
  • Page optimization means adding your keywords to the most prominent elements of your page, such as title tags, meta tags, URLs, alt tags, and so on.
  • Page speed is critical. If your site doesn’t load in less than 3 seconds, most of your users will leave it. To boost your site’s speed, you should focus on minimizing your images’ size, removing auto-play videos, cut redirects, use browser caching, etc. 

4. Boost UX with a Responsive Site

With today’s rapid rise of digital marketing, having a website is not optional anymore. It is mainstream now. And, the only way to boost your rankings and make Google love you is to play by their rules. Most importantly, you need to provide your customers with the seamless user experience.

In other words, you need to work on your site’s responsiveness. Not mobile-friendliness. Responsiveness. This term is used for fluid and interactive website design that adapts to your user’s screen size, taking their experience to the next level. Here are some usability standards you need to take into consideration:
  • Don’t make your users scroll endlessly. Instead, offer expandable content.
  • Make your reviews and pricing options easy-to-spot.
  • Make your free shipping notification prominent.
  • Have large, unique, and visually compelling CTA buttons.
  • Optimize your forms and ask for only the information you really need.
  • Make your website navigation structured and logical.

5. Monitor and Analyze your Online Performance

When entering the world of digital marketing, many startups get overwhelmed with a bunch of techniques they need to apply, lessons to learn, trends to track, and KPIs to measure. Even though this may seem like a tedious task to you right now, this is actually what I love about online marketing the most. Every piece of content you write, every link you build, and every lead you convert can be measured. 

All you need to do is figure out what metrics are relevant to your business. If you’re just starting out, you should pay special attention to are:
  • your social media reach
  • email marketing metrics
  • landing page conversion rates
  • website traffic
With numerous free tools like Google Analytics and a lot of patience, you will manage to nudge your online marketing campaign in the right direction and grow your startup into an authoritative and flourishing business. 
Autho Bio:
Lauren Wiseman is marketing specialist, contributor to bizzmarkblog.com and entrepreneur. She helps clients grow their personal and professional brands in fast-changing and demanding market, strongly believing in a holistic approach to business.

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Vyas Infotech: Maximize your Online Marketing Potential
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