Marketing online follows a seemingly endless cycle of market research and communication. As a successful marketer you get to know your target audience, place your products in front of your audience, and then effectively differentiate your brand. Consistent communication with your consumers lets you continue to market more accurately and with better information.
Clearly defining your market is the keystone to running a successful campaign. There’s no need to spend massive amounts of money on large research projects. If you know your product half as well as you should, you’re already familiar with your basic audience. You already know what they want and probably have a good idea how they’re going to consume your product. Focus your time and efforts on finding out their conversion and traffic details. How do they find your product? Where do they get your product? What motivates them to make a purchase?
When it comes to placing your brand in front of online markets, smart money invests in a solid Search Engine Optimisation strategy. By making your site appealing to search engines, you earn high rankings and greater visibility. Using the right keywords and long-tail phrases lets your market find your site by more closely matching their search terms. Build up a network of backlinks to related sites and actively produce quality content to keep those search engine rankings relevant and competitive.
It pays to make your brand one that stands apart from the competition. Online markets can be even more congested than physical channels due to the lower cost and fewer barriers to entry. Branding your company on the Internet means offering your products in a way that makes your product memorable and consistently interacting with your market base. A memorable product becomes associated with the company in the minds of the consumers, creating a link between your brand and the product it represents. Effective branding makes the two ideas inseparable in the minds of your consumers.
Consistent interaction with your consumers maximizes the effectiveness of your marketing efforts by reinforcing the impression of your brand in the minds of your consumers. Consumers who interact regularly with your brand will be more likely to search for your keyword phrases. They will recognize your brand more readily and respond to marketing research requests more accurately, which allows you to better optimise your keywords and improve the strength of your brand.