Marketing is something that every business needs to do, regardless of the industry. There are very few if any, companies that can just put a product or service out there, sit back, and wait for customers to find them. Marketing is an active approach to finding new customers, reaching out to existing customers, and converting those interactions into sales.
If you own a company that has been stuck in the cycle of traditional marketing and is seeing few results, it may be time to modernize. The dos and don’ts of online marketing we outline below will help you feel more confident. These tips may be all you need to finally dip your toes in and give it a try yourself.
Don’t Assume Your Business Is Fine Without Online Marketing
A big mistake that companies can make is assuming online marketing isn’t right or necessary for their business. This can be especially true with small and medium-sized businesses. Larger companies tend to employ all types of marketing, so they generally don’t need as much convincing. If you’re a business owner, what are you doing to stay competitive? How do you plan to chip away at the sales of the big companies if you don’t increase your company’s visibility?
Online marketing is effective because it can be targeted. A targeted approach allows the messaging to be more direct and, therefore, more effective. Additionally, it is much more cost effective than traditional marketing forms.
Do Show Examples of the Product to Engage and Attract Potential Customers
Another way in online marketing is to show customers an example of the product you’re offering. This is a great way to spark interest. The text you use in your marketing campaign is always going to be important, but also remember the “show, don’t tell” marketing rule.
Online casinos are one type of business that effectively uses the marketing practice of showing the product. Many of the sites on Casinos.com do a great job of highlighting their main features and welcome bonuses, but that’s not always enough.
Therefore, online casinos are wise to employ screenshots and even videos of the hottest games within their marketing campaigns. Some people need to imagine themselves playing the games to feel inclined to visit the website.
This practice can apply across many industries and sectors. Any time you can show the product or service in use, it helps the campaign to be more successful.
Don’t Use Online Marketing Without Also Tracking the Metrics
One significant benefit of online marketing is the ability to track metrics and results. This allows you to make changes to your campaign, better target those who see the message, and so forth. If you don’t plan on tracking the campaign, there’s not a lot of sense in putting one together. Tracking should be a top priority regardless of your industry or company size.
Do Consider Hiring a Professional Marketing Firm
Whether you’ve tried online marketing in the past or this is your first attempt, the services of a professional marketing firm should not be underestimated. You can choose a firm that adjusts its services to your needs, allowing you to pick a relatively basic approach or something much more hands-on.
Marketing firms understand how to put together a successful campaign, conduct target market research, what metrics to track, and what the most effective adjustments to make are. The more services you require, the more expensive the firm will likely be. Hiring professionals saves you the time and hassle of trying to do it yourself and potentially going about things the wrong way.
Don’t Rely on Online Marketing Alone
Even though online marketing can reach a broader audience and be incredibly cost-effective, it shouldn’t necessarily be your only marketing avenue. Certain industries or businesses still need to invest in traditional marketing techniques. It comes down to your target market, the industry, and what the marketing campaign’s goals are.
Do Optimize Your Online Marketing Campaign for Mobile Devices
Here’s an often-overlooked but simple tip. Think about how many people use smartphones nowadays to check their email, browse, and shop online. In Canada, 84% of people own smartphones, according to Pew, as of 2022. There’s a good chance that number is even higher today. You need to ensure that your emails and website appear consistently across both computer screens and smartphones.
If your website isn’t optimized for mobile use, menus may not work properly, photos and videos may not work, links may be broken, and the site can be difficult to navigate. Users may quickly leave your website for a competitor’s.
Don’t Spam Your Customers
Speaking of sending emails to your customers, be careful not to spam them. You need to strike a balance in sending the right amount of emails and promotions to avoid frustrating your audience and prompting them to mark your content as spam or unsubscribe. Another tip to prevent your emails from looking like spam is to personalize the content.
Embrace the Wonderful Tool That Is Online Marketing
Online marketing is rapidly becoming a crucial tool for businesses of all sizes and across all industries. It doesn’t mean the more traditional forms of advertising cease to exist. It just means there may be a more efficient way to reach your goals. With that said, these dos and don’ts can help you navigate the waters when you’re just starting, ensuring that you get the best return on your investment.
