An integrated approach to internet marketing is the only correct strategy

Digital marketing tools are not fundamentally different from traditional marketing methods used to engage a brand with its consumers. Don't be intimidated by the constant emergence of new channels and methods of communicating with audiences. In fact, with a basic understanding, you'll have no trouble navigating emerging innovations and trends in online marketing.

More and more users are interacting with businesses through online channels, and recognizing this, more and more companies are moving online. This has led to increased competition, meaning that relying on one or two communication channels is no longer sufficient to achieve sustainable results. The best results come from those who employ a comprehensive approach to online marketing.

Preparing for an online advertising campaign

Digital marketing offers a wide range of tools. Don't try to implement them all at once; instead, choose the easiest to implement and those that generate the most engagement with your target audience so you can quickly evaluate results and move forward.

It is best to start by launching 2-3 channels, and then turn off the less effective ones and test new ones.

The purpose of internet marketing

Before launching online promotion, you need to clearly define your goal. Understanding it is half the success. Failure to see the end result will lead to wasted resources and waste. Ensure that your online campaign plan is coordinated, accurate, and aligned with your business objectives.

Target audience

The next step is defining the target audience. Knowing who the consumer is determines the right digital marketing channels.

Competitor analysis

It's important to know your competitors and periodically monitor their communication channels, product range, and market positioning. This is necessary to identify your strengths and emphasize them when communicating with your potential clients.

Basic Internet Marketing Tools

The most complete and high-quality interaction with the audience in the online space is achieved through the following methods:

1. A strong content strategy

You need to use content to introduce your audience to your product, brand, or service. Distribute your content to potential customers. Introduce yourself, explain why your offer is superior, and how it differs from your competitors. A well-designed content plan will help introduce your audience to your service or product.

If you don't know how to create a content plan, leave a request, and my team and I will do this work professionally.

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2. Use video

According to the Wyzowl Video Marketing Statistics 2018 study, 811,000 companies use commercials to promote their products, an increase of 181,000 compared to 2017. Moreover, over 801,000 respondents believe they make their final product or service choice after watching a video. Therefore, using video content is crucial for online promotion. Popular and convenient platforms include:

• Youtube — channel;
• live broadcasts on Instagram and Facebook.

3. Public page on social networks SMM

This approach is a surefire way to engage with your audience. Social media will help you get closer to your customers, get feedback, and build trust in your service or product. Guest posts in a thematic group or collaborating with an opinion leader will help you attract a new audience. Own public pages will provide you with personalized communication with your customers, allow you to better understand the consumer, promptly change and adapt to the needs of your audience.

4. Email

According to research, at least 80% small and medium-sized businesses use email marketing to attract new customers and retain their audience. This strategy can be enhanced by personalizing the emails. To increase loyalty, alternate promotional offers with informational flyers.

5. Messenger and SMS campaigns

Using messaging apps and SMS to send promotional offers to customers is one of the most convenient methods of engaging with your audience. Messenger marketing offers the following advantages:

• high conversion;
• low cost;
• instant message delivery;
• possibility of mass mailing.

6. Targeted advertising on social networks

In today's world, there's hardly a person left who doesn't use social media at least once a week. Consider which social media platforms your potential buyer is most likely on and tailor your ads accordingly. Social media advertising allows you to target your ads to people of a certain age, gender, region, and behavior. For example, you could target people who like your social media posts and users similar to them.

Here are a few examples of how I set up social media advertising for my clients:

Advertising campaign for a cosmetics store

Promoting a public page through Facebook advertising

7. SEO

Search engine optimization (SEO) will help improve your website's rankings for relevant queries. This begins with an analysis of the site's technical condition and commercial factors, followed by internal optimization of meta tags, article interlinking, and text management. Finally, external optimization is carried out, such as snippet management, crowd marketing, and link building.

Record all work and monitor the rankings of optimized queries in Yandex and Google search results. These rankings should be verified after each search engine update. If rankings drop, carefully analyze the previous SEO work and, if necessary, roll back to the previous version.

SEO Case Studies:

SEO promotion for a fashion blog

Improving behavioral factors on a culinary blog

8. Contextual advertising

Search advertising or advertising on search network partner sites will help you attract targeted customers to your website. Moreover, setting up this type of advertising is becoming increasingly easier, as search engines strive to automate the process. If you haven't tried search advertising yet, test this channel; with the right setup, you can quickly generate sales.

9. Landing page

If, despite successful audience acquisition and high traffic, the desired sales level is lacking, there's likely a problem with the landing page. A landing page is a separate page on the website or a single landing page. Its purpose is to hook the customer and lead them to purchase a product or subscribe to a service.

An example made by me one-page website on Bitrix24With configured analytics counters and a sales funnel. All orders are entered into the CRM system and processed by a sales manager.

10. Offline and online seminars

Don't overlook this channel for engaging with your target audience. Using webinars and podcasts increases awareness of your brand or service and builds a positive image of the company. If you provide value to your potential customers, they'll be more likely to subscribe to your newsletter or social media page, which can help you guide them through the process of making a purchase.

Analytics

Online marketing tools are proving to be highly effective. Furthermore, modern analytics tools allow for end-to-end analysis of sales channels and identifying more or less effective funnels and links. Using Yandex Metrica and Google Analytics will help you build effective audience engagement strategies and optimize digital marketing costs.

So, using a comprehensive approach to online marketing will allow you to establish a strong market position, increase sales, and optimize marketing costs. Online promotion is a continuous process, so cutting back on digital marketing after initial results is highly undesirable. It's important to test hypotheses, retaining those that are effective and discarding those that are ineffective, to achieve maximum results.

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