3 Types of Online Marketing Strategies That Can Help Businesses Stay Competitive

Thinking about updating your marketing approach? Then consider these three types of online marketing strategies that may help you boost your sales.
January 24, 2018

Are you tapping into the different types of online marketing strategies available today?

If not, you may be missing out on opportunities to grow your business—you may even find yourself behind the competition.

According to the Total Retail Survey 2017 published by PwC, 45 percent of consumers in the U.S. start product searches online. Globally, that number is 56 percent. (The survey covered six continents and 29 territories, including 24,471 respondents.)

These findings indicate that, as more people are online, having an online marketing strategy may be a key strategic imperative. There are so many different types of online marketing strategies that it can be overwhelming. Here are a few research-based insights to help shed light on three types of online marketing strategies you may want to consider.

Mobile Marketing

With 95% of Americans owning a cellphone of some kind, according to Pew Research Survey data from 2016, it's not surprising that more and more people are using their mobile devices to research a product.

According to the PwC survey, nearly a third of U.S. consumers surveyed are comfortable using their mobile device not only to search for product prices and availability, but also to complete the transaction. You cannot afford to ignore this trend.

What can you do to include mobile marketing as one of the types of online marketing strategies you pursue? For one thing, consider investing in creating a website that is mobile friendly.

Providing high quality, relevant content can also be an option when considering the types of online marketing strategies that you can implement.

A mobile-friendly website may be more important than investing in a mobile app due to some consumers experiencing a sort of mobile app fatigue. So, if you are planning on designing an app as part of your mobile marketing strategy, consider periodically improving it and monitoring its practical value for users.

Video Marketing

There's no doubt that today we consume large amounts of information through online videos.

Research conducted by Google and Ipsos in 2016 shows the importance of video marketing: The results, published in Google's online marketing publication, ThinkwithGoogle, reveal that almost 50 percent of Internet users look for video related to a product or service before visiting a store. The study included 2,013 US online respondents aged 18 years and over.

Taking these survey results into consideration, you may want to include video marketing on Facebook and YouTube, as well as other social media platforms, in your online marketing strategy.

Some issues you might want to consider in optimizing your video marketing:

  • Can you include text, not only for customers with impaired hearing, but to also allow people to watch the videos silently in public places?
  • Can people watch the video vertically without having to turn it horizontally to view it?

The more convenient it is for consumers to watch the video, the less likely it is that they will abandon viewing it.

Content Marketing

Providing high quality, relevant content can also be an option when considering the types of online marketing strategies that you can implement.

You can use stories to provide valuable information. Doing so can increase awareness of your brand and may position you more as a company that cares about providing useful content rather than being seen as an advertiser. Self-promotion or advertising links can be embedded within your blog articles.

If blogging is one of the types of online marketing strategies you're interested in using, make sure that your blog is active. Also, try to post your articles in different social media platforms to reach a potentially bigger audience.

Consider, as well, that long-form articles may be more advantageous than short-form. In the Blogging Statistics and Trends: The 2017 Survey of 1000+ Bloggers conducted by Orbit Media Studios, they discovered that more bloggers are drilling deep into their subject.

According to the survey, 56.3 percent of the nearly 1,400 bloggers surveyed report "strong results" on articles that are more than 2,000 words long. (The length of the average blog post is 1,142 words.)

These bloggers report that writing longer blogs are more likely to get positive results. This doesn't mean that just longer is necessarily better. But making a sincere effort and time investment to do an in-depth treatment of the subject matter in order to help readers may correlate with higher ROI.

It may be time to ditch any old marketing plans and take into account the many types of online marketing strategies available today. Paying attention to some of these marketing trends in our increasingly digital world may help you grow your business.

Read more articles about content marketing.

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