Online Marketing Techniques for Maximizing Your ROI
Online marketing is one of the best ways to reach your target audience, no matter where they live, how old they are, or whatever other demographic characteristics they have. Any business of any size can reach their audience online, even with a small budget.
But unless you want to waste your time and money on online marketing strategies that don’t work, you need to do a little research to find out what techniques will give you the best return on your investment. Fortunately, we’ve done some of that research for you. Here are some of the best online marketing techniques to help you maximize your ROI:
Use the Right Keywords
The right online marketing starts with the right keywords. You can make great ads, informative blog posts, and engaging videos, but if they aren’t incorporating the right keywords, they won’t reach the right audience.
Spend time doing extensive keyword research with tools like those offered by Google and Moz. These tools will let you know not only what kind of traffic and competition there is for each keyword, but they will also give you suggested keywords that are used by the same audience members.
Use a Platform with User-Intent Algorithms
In the past, getting ranked high in search results was a matter of just using the right keywords. Now, search engines and other platforms are getting more advanced so they can give users more relevant information. And when users get information that is better matched to what they need, they are more likely to become leads or customers.
Take this example: A person searches for “native NC plants.” Do you know from that search if they want to plant perennials or annuals? Of if they want flowers or edible plants? It’s not enough information to ensure that your content is the right match. But a user-intent algorithm will look at things like what other sites the person has visited and what content they have interacted with to know what they really want. By signing up for a platform that relies on user-intent signals, you can ensure that your content is better matched for greater chance of follow-through.
Provide Incentives to Buy
Don’t just tell your audience why your product or service is so great and what benefits it offers. If you want to maximize your sales — and the return on your marketing efforts — you also need to provide an incentive for people to buy.
One of the best incentives you can offer is a freebie. You might offer free shipping, a free gift with purchase, or an additional item (such as a buy one, get one free sale). People will look for ways to meet the requirements to get the free item, even if it means buying something they hadn’t intended on buying. You can even offer a low-cost item for free and get the overhead covered by the shipping costs. Once someone is a customer, they are more likely to make another purchase in the future.
Make Payment Easy
If users have to search for the cart, the payment options, or anything else related to completing their order, they are more likely to just abandon their cart and your site altogether. Your cart should be easy to find, and the payment process should be easy to complete.
One way you can make the payment process easier is to store payment data for future purposes. Once people sign in, all their information will auto fill, so they must only confirm the information to complete the purchase. Just make sure you understand the legal considerations when storing payment data.
Find Ways to Connect with Users
At the end of the day, your business is not about selling products or services — it’s about people. When you can put your focus on the people you serve and find ways to connect with them, the rest will fall into place. People who feel engaged with your business will feel more loyal to it and will be more likely to buy products or services from it.
You can make connections with your customers through your marketing. Whether in your blog posts, your social media marketing, or your ads, you need to find ways to create an emotional appeal. Your content can be funny, sad, controversial, or inspirational — it just needs to inspire emotion. When your audience feels emotionally connected, they are more likely to pay attention to what you’re saying, to return to your site, and to feel an affinity for your brand, and all that translates into more sales.
Bring It All Together
Using one or two winning strategies will improve your ROI a bit, but if you want to maximize it, you need to bring together all the successful strategies in one overarching marketing campaign. You need to implement winning techniques in every element of your marketing, from your PPC advertising to your content plan.
Run split testing on every element of your marketing plan to make sure that you are getting the best results. Then monitor your analytics closely to assess the success of your plan. You cannot let even one-day pass or spend even one dollar without monitoring and testing. Make sure that every dollar you spend, every second you invest, and every word you type is working to get your brand more awareness and to make your business more sales.
Online marketing is the great equalizer among businesses. Any business of any size can use it to get more customers. But online marketing isn’t a paint-by-numbers game. You have to do the work to get the results. Make sure you are implementing these and other effective strategies to get the maximum return on your investment that you can. You will meet your short-term goals and establish the long-term success of your business.