If your online business is failing, you might want to start considering ways that you can save it from bankruptcy or liquidation. Credit insurance is something that many businesses seek, as cover against losses due to their customers/debtors being unable or unwilling to pay their debts. This is a great solution that can help your business survive in the short term. But what about the long term?
One of the proven ways to help turn the tide of your business trajectory in the long term is by incorporating digital marketing strategies into your operations. An effective digital marketing campaign should see your online business begin to rank higher on Google, gain higher engagement rates and generate increased conversions.
This guide will explore the wide world of digital marketing and analyse how your business can utilise it to turn your business from a failure into a success.
Digital Marketing Strategies for Online Businesses
Search Engine Optimisation (SEO)
Your online business isn’t going to be a success if nobody can find your website and the main way of getting more exposure for your website is through SEO. The higher you rank on Google, the more customers you will have coming to your website and seeing your products or services. Click-through rates on Google search engine results pages (SERPs) is very telling, as 39.8% of users will click on the first link and 18.7% on the second link.
There are three pillars of SEO that online companies can use to give them the best chance of saving their business:
- On-site SEO: Adding new content and optimising existing content on your website can significantly improve SERP rankings. Ensuring that the metadata, tags and internal links all meet requirements will be very beneficial. Google focuses on high-quality content when deciding what should rank higher, which makes on-page SEO important.
- Off-page SEO: There are several elements at play with off-page SEO, such as link building, social media strategies and local SEO. Link building involves getting links from other websites that link to certain pages on your website, social media helps get more exposure through brand mentions and local SEO makes key business information easier to find online.
- Technical SEO: This refers to the aspects of your website that Google must crawl, index and rank for relevant events. If your online business isn’t crawlable, search engines will not be able to pick out key information for ranking. Improving user experience with quicker load speeds, mobile-friendliness and website structure will also be beneficial.
Pay-per-click (PPC) Advertising
PPC is a paid form of advertising that relies on an auction-based system with advertisers paying each time a user clicks on one of their online ads. Paid search ads are the most common type of PPC advertising with ads appearing when users search keywords online, especially if it involves products to purchase. Some types of searches that trigger these ads include mobile searches, local searches and gift shopping.
You can optimise your PPC advertising strategy by choosing the most relevant keywords, improving your ad quality and having a solid account structure.
Social Media Marketing
Social media marketing is an effective approach for online businesses of all sizes to reach prospects and customers to boost your brands online presence. People use social media to discover, learn about, follow and shop from brands, so if you’re not on Facebook, Instagram, or LinkedIn, you’re missing out on a huge chance to capture the attention of new customers! Each social media platform can help with targeting a particular audience, so you need to choose wisely which will best benefit your online business.
Great social media marketing can help your online business achieve extraordinary success by generating committed brand advocates and even driving leads and revenues. This can prevent your business from falling behind and becoming bankrupt.
Content Marketing
Content marketing has been a valuable tool in marketers’ toolboxes for almost a century due to its ability to persuade and convert users to product or service pages on a business website. This can help save your online business due to:
- Genuine Engagement: Consumers who are moved by the substance of a brand-sponsored article, newsletter or blog are more likely to support the brand in the future.
- Delivers Value: Whether it’s a video on how a product can solve a specific problem or a podcast episode about productivity provided by a content management software firm, material that adds value to consumers boosts the brand’s reputation.
- High Versatility: Content marketing gives you more ways to target potential customers, as there are more tools available digitally for businesses to use.
Email Marketing
Using a combination of email methods for communication and promotion, email marketing can help you get your business information to new users’ eyes. Your products or services can be sent to past customers, existing customers and potential customers in the hopes that they see this, click on your call to action (CTA) button and complete actions on your website.
If you need to share a general message with your customers, email marketing is a very effective way to do this whether it’s about an industry event or discount code offerings.
Conclusion
Digital marketing strategies offer a chance at a more successful lifeline if an online business is showing signs of struggling. The most effective tools for making your online business more profitable include SEO, PPC advertising, social media marketing, content marketing and email marketing. Businesses can significantly improve online visibility, engagement and conversions to help gain a larger customer base and save them from failure.
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