4 Essential Methods to Optimize Paid Online Marketing

If your business is looking to expand its marketing programmes, the vast amount of options available online can be overwhelming. It can be tricky to know where to begin, where you should invest and when it’s time to pull it back.

Each business is different, and what works for one company may not work for another, so it’s important to keep that in mind if you don’t always get the result you’re looking for straight away.

When it comes to online marketing, experimenting with different approaches and strategies is a great way to find out what works for you and will help to strengthen brand awareness and recall. With that in mind, here are a few easy-to-implement strategies for businesses that are looking to expand their online marketing.

1. Content

Creating relevant and relatable content on social media is a great way to establish your brand online, educate potential customers and lead people to your site. Content provides your customers with something valuable that they can take away from your brand, whether it’s a relatable article or a nice product image.

Keep in mind that building and planning a content strategy takes a significant amount of time and can take some time to gain traction, so don’t be disheartened if you don’t see results straight away.

Creating content is mostly free or low cost through the use of scheduling software, and it can have a positive impact on other paid marketing strategies in the future and will drive customers to your site. Using a media monitoring tool will enable you to analyze your posts, see your post engagement and work out which messages resonate the most with your audience.

2. PPC (Pay-Per-Click)

One of the most effective marketing methods available is PPC. This enables you to get your business in front of people whilst their intent to buy is at its highest, and you’re safe in the knowledge that your product or service is what they are looking for at that precise moment.

Depending on what you are offering, you may see increased conversions and traffic immediately. You can get started with an AdWords account and set up a campaign fairly quickly, and you can start off with a relatively small budget and still get results.

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3. Retargeting

Only a small percentage of site visitors will convert on their first site visit. Retargeting enables you to show online ads to users who have already previously communicated with your business online, and get back in front of potential customers who may then ultimately convert.

If you don’t have sufficient site traffic, its best not to implement retargeting just yet as it will cost you money that you may not get a return on. If you’re a start-up or small business, it’s best to start a retargeting campaign when you have a higher number of site views and web traffic.

You can also tailor the audience who see’s the adds depending on your goals, if your gym clothing brand and you ads show mens gymwear, you can filter out women viewers who have previously viewed it for the ladies section.

Although they might have an interest in the brand, your campaign might target your main stock level, or if the ads all have men's activewear on them, it’s more likely to catch a mans eye.

4. Email Marketing

Reaching out to your customer base through email marketing is a great technique for increasing your website traffic. Emails can easily be sent out to large audiences at a single time, which then generates a significant amount of click-throughs.

The rise of email spam, however, has had a negative effect on website traffic and can increase your website bounce rate, so try not to send repeat emails to the same audiences.

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