Factors that influence marketing strategy success: Internet marketing has become a staple for modern businesses. Thousands of dollars are poured into online marketing campaigns every day, and, for the most part, these investments are recouped with great success.

Digital marketing

However, what is the secret behind these successful digital marketing campaigns? Here’s a quick article on the best online marketing strategies to invest in, and how to optimise your marketing campaign to provide the best return of investment. Let’s dive right in.

The World of SEO

Search Engine Optimisation, commonly known as SEO, is the first and most natural step toward getting exposure online. You see, it doesn't matter that you made a magnificent website to promote your product if your future customers can't find it. There are millions of websites on the internet, and your website is just a drop in a vast sea.

That’s where SEO comes in. SEO’s main task is to arrange your browser’s search preferences in the order of most relevant to least relevant. And if your website is the most relevant for a given query, it might well easily turn up on Google’s first page, and, with excellent SEO, it might even be the first pick.

Better SEO – Better Traffic 

However, enough about SEO in general – let’s talk details now. Having a website properly optimised for SEO, you’re looking at a significant increase in traffic on your website. Even if your conversion rate is low, say 4-5 per cent, the number of visitors to your website might be quite large. From this, you can logically deduce that your customer conversion can still be high despite your low conversion rate.

In terms of SEO ROI, you can expect some really good numbers. An investment of around $250K over a 2-year period can yield around $360 million, of which around 10% is pure profit. So, an investment of $250K will yield a 1500% return of investment. Quite the numbers, aren’t they?

Now, one thing many businesses do wrong when it comes to SEO is that they don't update it. Many websites that used to top Google search fall into obscurity because they neglected their SEO.

To avoid that, your SEO needs to be adjusted at a regular basis – the search engine is getting smarter by the year, and tactics like keyword stuffing that worked before will get your site flagged these days, and you're risking losing it completely.

The World of Social Media

One of the most effective internet marketing strategies is utilising social media to promote your business. Many businesses invest heavily in ads on Facebook, Instagram and other social media platforms, as this is the fastest way to reach your targeted audience.

Social media will not only help reach your customers, but it also helps cultivate followings and form communities around your brand, which is certain to boost your numbers.

And the best part? Investing in social media marketing is not nearly as expensive and complicated as investing and managing SEO – you just need a profile for your business and a team savvy in the ways of social selling and creating catchy content.

On top of being able to interact with your customers directly, SEO and social media go hand in hand. Every bit of effort you invest in your profile will reflect positively on your brand’s popularity and awareness, which will, in turn, boost your placement in the search engine.

Promotion, Feedback, Engagement

Like we said, one of the strong points for investing in social media is product promotion. Most people have some kind of online presence on social media, and they're scouring constantly for interesting and engaging content.

This means that they're also likely to defer to their chosen platform in order to find and do research on their future purchase of goods and services. Having a profile that's "out there" will allow you to reach out to those people, and, hopefully, convert them into customers.

Besides promotion, social media also has a very low CAC (Customer Acquisition Costs). CAC is a number derived from the money you invested into your means of converting your visitors into your customers. With social media, creating posts and upkeep of profiles and pages is very cheap, which allows you to use social media platforms as an effective means of increasing your traffic and boosting your sales.

Social media platforms also provide strong feedback on the quality of your product and services. The core of social media is interaction, and users tend to be very vocal about their experiences online. If your service is stellar, and your customers happy, they’ll be sure to tell you and their friends what they think about your business. In this way, they’re engaging with your, providing feedback, and, ultimately, serving as sort of micro-influencers, promoting your product almost virtually for free.

The World of Content Marketing

Another strong marketing strategy is investing in content marketing. Content marketing is much less invasive than traditional marketing, via advertisements on TV, billboards or pamphlets.

In addition, content marketing, though believed to be more inclined to younger people, is approachable by all generations of customers. Having a blog, vlog, a research paper or an infographic, promotes curiosity among the viewers and pushes them to explore and research more. This, coupled with a good few backlinks, reassures the reader that your product or service is the real deal, and might just prompt them to actually do business with you.

The Popularity of Blogs

Speaking of content marketing, blogging is one of the most popular ways to keep your future customers engaged and invested in your brand. In fact, as of last year, University of Massachusetts Dartmouth Center for Marketing Research found that of the Fortune 500 corporations, around 53% are using blogs to promote their ideas and cultivate an interest in their services. Not only that, but of those 53%, over ¾ have comment sections open, allowing customers to reach out to companies with any questions they might have, or any issues that they might want resolved.

Link Building

A practice that goes hand in hand with blogging is link building. Link building is a practice of introducing hyperlinks into your text that lead to other relevant websites. This is mostly used to promote other websites that, in turn, promote your own (without promoting your competition), and to encourage further interest and research into your particular topic.

With that being said, the linking to other popular and established websites improves your own website’s SEO, leading to your business getting more exposure and traffic, and, ultimately, a higher customer conversion rate.

Conclusion

All in all, the goal of your investment into digital marketing is to increase the traffic on your website and to increase your customer conversion rate. To this end, you will be focusing on these three aforementioned strategies as core of your marketing campaign. All of these strategies are proven to be highly effective in increasing profits and generating a highly positive ROI.

In the end, if they worked for somebody else, they’ll surely work for you, so give them a long and hard thought in your future endeavours. Until then, cheers and happy marketing!