Internet marketing strategy – the secret to success

Internet marketing strategy – the secret to success
22nd January 2020
News and Insights

If your business isn’t putting digital at the forefront of its strategy, then maybe you should sit this decade out. Find out how prioritising an internet marketing strategy helps organisations thrive.

Despite the internet being popularised in the 1990s, the question, ‘What is internet?’ still receives over 8,000 searches monthly in the UK and 18,000 in the US. Organisations cannot afford to ignore digital any longer and should be looking at how to fine tune their internet marketing strategy to deliver great results.

What is the best online marketing strategy?

A successful internet marketing strategy will utilise all tactics of the marketing mix to achieve greater conversions and ROI. These five digital marketing tactics have been proven to help organisations improve their performance.

1. Dominate SERPs with SEO and PPC

Google receives over 77,000 searches per second. This means ranking on the first page of search engine results pages (SERPs) is essential to gain online visibility and drive traffic to your company’s website. SERPs consist of both organic and paid search results. SEO and PPC have become a primary focus for organisations in this digital climate, with Google holding 90.1% of the total search engine market share. Search engine optimisation (SEO) is the process of making your website more visible to search engines. Achieving first page ranking organically is a common goal of most organisations, as it can produce a healthy return of investment (ROI). Pay-per-click (PPC) ads also offer a fast and targeted way for organisations to drive traffic to their website. With 95.3% of clicks going to the top four search results, should you fail to rank organically within the top four, paid search is a great tactic to consider for improving brand visibility and positioning.

2. Build positive PR

Achieving a business profile or press release in a leading newspaper has long been a traditional PR technique. Digital PR has become an increasingly popular tactic for internet marketing strategy. A core element of digital PR is gaining high authority links from quality online publications. This can help organisations achieve higher ranking in Google SERPs and can benefit domain authority in the long term with link building. Organisations can build online visibility and a positive brand image.

3. Create quality content

72% of marketers suggest content marketing is their most effective online marketing tactic. SEO and content marketing work together to build a strong online marketing strategy. Content marketing costs 41% less than paid search. Producing quality content that your audience are searching for will help you rank at the top of SERPs. Start with keyword research. Discover what your audience are searching for, so that you know what to write about. On-page SEO techniques such as:

  • alt tags
  • meta descriptions
  • title tags
  • internal links

will optimise the content to rank higher on SERPs. This will drive traffic to your website and improve conversions.

4. Control the conversation with social media marketing

There are over 3.7 billion active social media users worldwide. That works at around 10 new social media users per second. This means creating a conversation with your audience online is essential to achieve your internet marketing strategy. Start by choosing which social media channels you want to represent your business on. Not all platforms are right for you.

  • Facebook

Facebook has 2 billion monthly active users.  The platform appeals to a range of generations who are keen to stay connected to friends and family. Facebook offers a great advertising platform with different creative formats that helps generates leads and sales.

  • Twitter

Twitter has 330 million monthly active users, with around 500 million tweets send per day. This makes Twitter a great platform to create online conversations. Similar to Facebook, Twitter offers the option to advertise but with limited creative options.

  • Instagram

Over 95 million photos are uploaded onto Instagram each day, with over 1 billion active users. Instagram has become a great way for brands to increase visibility of their products in a visual way, through sponsored posts and influencer marketing.

  • LinkedIn

Over 3 million companies have created LinkedIn accounts. LinkedIn is ideal for building and nurturing relationships for B2B businesses. Often associated as a professional networking platform, some organisations may not choose this platform to sell their e-commerce products. Similar to Facebook and Twitter, LinkedIn offers an advertising platform with highly targeted campaign tools.

  • Pinterest

Pinterest has over 200 million active users each month. Pinterest has long been the go-to visual platform for inspiration, but with the growth of Instagram it’s easy for organisations to favour one over the other. However, organisations shouldn’t forget the SEO advantages Pinterest offers. Optimising Pinterest images with keywords can help improve visibility in SERPs.

  • YouTube

YouTube is the second most popular search engine after Google. The average person watches 40 minutes of YouTube content per day, making it a great platform to reach a broad demographic. YouTube advertising has become a powerful way to build brand visibility.

5. Stay connected with email marketing

99% of consumers check their email every day. This means staying connected with customers is an easy and effective way to let them know you value them. Email marketing continues to be one of the best ways to reach out to potential customers and leads. Personalisation is a great way to display relevant and highly targeted content to the user and build more meaningful customer relationships.

Email subject lines are crucial to the success of an email campaign. 50% of email recipients make a quick decision on whether to open an email or not, based on the subject line. This means writing an enticing subject line is extremely important to increase click through rate (CTR).

An integrated internet marketing strategy

An integrated internet marketing strategy can transform any organisation. It’s important to consider each digital marketing tactic and see how it can fit within your organisation. There are many channels that can suit your organisation depending on your audience and your goals. Partnering with a digital marketing agency, can ensure your organisation will achieve results faster.

Is your organisation ready to start the decade with a new internet marketing strategy?

If you’d like support with your internet marketing strategy, we’d love to help. We’re a top tier Sitecore Partner, with over 20 years’ experience helping organisations achieve their digital strategy. Get in touch today to book a Sitecore Demo, or discuss your digital goals with a digital audit.