How to develop an online marketing strategy for your business

By ​Jenn Livingston

Businesses that fail to market themselves effectively are far less likely to find success within today's increasingly competitive marketplace. Online marketing techniques can offer a number of key advantages, such as their lower cost as well as their potential ability to reach a larger audience to make contact with a key demographic. Learning more about the latest trends that are shaping digital advertising and influencing content marketing strategies can allow business owners to make more informed, effective and successful decisions regarding any resources that may be needed in order to create and implement the right promotional strategy.
Search engine optimization (SEO)SEO marketing techniques often form the backbone of a content marketing strategy. These techniques involve creating and hosting content that features specific phrases and combinations of words that are able to be recognized by online search engines. Blog posts, newsletters and other forms of hosted content can provide businesses with the opportunity to communicate with both current and prospective customers while enhancing their online visibility. SEO marketing services are ideal for long-term strategies and can often play an essential role for new businesses and startups that are seeking to establish themselves within the market.
Pay-per-click (PPC) advertisingUnlike SEO marketing techniques which are typically centered around long-term strategies, PPC content may be used to create a short-term spike in visitor traffic and customer awareness. Perfect for raising awareness ahead of a product launch, promotional event or even for businesses that have yet to begin operations, PPC marketing tools offer a proven and effective way to attract the interest of new customers and prospective clients. PPC advertising methods may be able to produce even greater results when used in concert with SEO marketing methods or language translation services.
Translation servicesBusinesses that may limit themselves to only certain markets and demographics could be making a very serious and costly misstep. Language translation and closed captioning services can allow marketing content to reach a far larger audience and may play an essential role in future expansion efforts. Even a small and seemingly minor translation error can cause lasting damage to the brand or image of a company. Dealing with professionals who can ensure quality results is often the best way to utilize both existing and future content to attract new demographics or to attract and acquire clients in new regions and locations.
Social media solutionsSocial media provides an ideal home for hosted content for many reasons. Consumers who rely on the recommendations of other customers and past clients in order to determine who they will do business with can be more easily interacted with through social media. Sharing quality promotional content can also create a ripple effect which may allow businesses to enjoy a level of exposure and attention that may far exceed expectations. While creating and maintaining a website, blog or newsletter can often be an essential part of content marketing strategies, overlooking the potential opportunities and benefits that may be found through social media sites can quickly place businesses at a very serious disadvantage.
Mobile-site optimizationGreater numbers of consumers are relying on their smartphones to make transactions, select service providers and conduct their business than ever before. Mobile-site optimization can provide all site visitors with the best browsing experience possible and is not a resource that should be taken lightly by organizations interested in implementing a more effective content marketing or promotional strategy. Failing to meet the needs of mobile users can greatly diminish the effectiveness of even the most promising advertising efforts.
Crafting the right strategyEvery business is a little different. While no business should underestimate the importance of online marketing efforts, no one strategy may be able to meet the needs of every organization. A little experimentation, access to professional assistance and a wider range of resources as well as a willingness to make future changes in order to further optimize the effectiveness of a strategy once it has been implemented may all be necessary in order to ensure that promotional efforts are able to produce superior results.

Source:​http://www.cio.com/article/3152020/advertising/how-to-develop-an-online-marketing-strategy-for-your-business.html