The 5 pillars of online marketing

A guide to marketing

Mastering online marketing is all about understanding what makes it tick

You can’t really escape the power of online marketing in business any more. Gone are the days when you could pretend the Internet didn’t exist and still have a successful business under your belt. That’s not to say that traditional sales and marketing channels are obsolete; far from it. However, failing to take advantage of the benefits of a strong online presence could be costing your business an important extra lead generation tool or revenue stream.

But what exactly is online marketing, and what areas do you need to be exploring to make sure your getting your business across effectively online? If you find yourself unsure of the answer, then read on to find out more about the five key areas which make up online marketing.

Content marketing

Content marketing is exactly as it sounds: producing content which you can share to promote your business. Many businesses opt to do this in the form of on-site and off-site blogging. By utilising interesting and relevant content it is possible to engage an audience and turn those website visitors into paying customers or trusted clients in the future.

Today’s content also needs to be diverse. Think infographics, imagery and videos alongside well-written articles. In fact, 63% of people who use infographics feel they are effective. Content marketing has become increasingly popular over the last few years and shows no signs of slowing down, with 76% of marketers planning to produce more content this year than last.

Social media marketing

Social media is the marketing channel of the moment. It’s now considered by many businesses to be the easiest way to reach the largest number of people. You need only look at the most popular social media platform, Facebook, and its 1.8 billion monthly active users to see that this is true.

Not only can social media help you get people to see your content, it can also help you convert them too. 57% of consumers say they are influenced by positive comments online, and 80% of marketers say that engagement on social media through likes and shares is the most important tell for social marketing success.

Email marketing

Email marketing often gets forgotten, but its potential is undeniable. It might almost feel outdated to be sending personalised emails to potential customers instead of using social media, but don’t be too quick to cast email marketing aside. It’s actually 40 times more likely to get you a new customer than Facebook or Twitter, and this is largely down to its ability to be personal. In fact, email provides the best impact with customers with a 26% conversion rate compared to paid advertisements at 5%.

78% of consumers list emails as one of their preferred communication methods, and emails with social sharing buttons in them have a 158% higher chance of being clicked through.

Digital marketing

In 2016, the internet officially overtook television as the world’s largest advertising medium. Over the course of this year, digital marketing is predicted to grow another 13%. There’s just no stopping that world wide web.

Digital marketing includes a lot of different things, from SEO to paid searches to displayed advertisements (though the latter is seen as untrust worthy by 54% of internet users). Video marketing is also on the rise, with 88% of businesses stating that video is an important part of their digital marketing strategy.

Mobile marketing

If online marketing is still fresh, then mobile marketing is practically a newborn — but that doesn’t mean it hasn’t already proven its worth. Figures show that by 2019 mobile marketing will represent almost 75% of all digital ad spending.

But the main reason mobile marketing should be important to businesses? Because it’s important to customers. 83% of mobile users say a good experience across multiple devices is extremely important, and 57% won’t recommend a business with a badly designed mobile site. If a customer has trouble navigating a mobile site, 61% of them are unlikely to return and 40% will head straight to a competitor to find what they’re looking for.

By understanding online marketing, you’re one step closer to mastering it for your business. If it still feels out of your comfort zone however, you can outsource your online marketing to experts.

For more information on boosting your online presence, why not get in touch with Clear Editorial today?