4 Online Marketing Techniques Your Business Should Be Using

Even in just the past decade, the digital landscape has evolved dramatically, meaning businesses have to keep up with emerging trends and the latest marketing practices. A customer-centric approach is crucial for companies looking to stay ahead of competitors. And with AI, data, and personalization causing such significant shifts in the industry, having the right marketing strategies is a must. Let's take a look at the four online strategies to help boost your marketing and drive growth in this new year.

 

SEO remains a cornerstone of digital marketing, but today’s SEO goes beyond keywords. Understanding user intent is essential, and search engines like Google now place priority on offering highly relevant results based on what they see as a user's needs. According to a study by Search Engine Journal, 70% of consumers prefer finding solutions quickly, and the websites that meet these needs see 25% higher conversion rates. So, when you align your content to address user intent and use structured data to enhance search listings, you can increase both visibility and clicks.

Mobile optimization and page speed are also crucial. Studies show that over half of mobile users abandon a site if it takes more than three seconds to load, and since almost 2/3rds of global searches happen on mobile devices, optimizing your website speed is crucial to retaining these visitors.

 

Gone are the days of curated feeds now that social media has shifted to focus on authenticity and direct engagement. Social platforms are now driven by interactive content, like live streaming, Stories, short-form videos, and carousels. According to Sprout Social, 86% of customers say that authenticity is crucial in deciding which brands to support, with almost half unfollowing brands due to their lack of authenticity.

 

Innovations with TikTok, Instagram, and even LinkedIn have required brands to become more engaged with their audiences and adapt content to each platform's strength. Short-form TikTok videos, in particular, receive up to five times higher engagement rates, according to a HubSpot report. When brands incorporate authentic content, such as behind-the-scenes videos and customer testimonials, they simultaneously humanize the brand while boosting customer loyalty and engagement.

 

PPC campaigns are more immediate and targeted than SEO's organic building over time, and with the power of AI behind it, it now offers even more personalized ad experiences and more data. Tools like Google’s Performance Max use AI to maximize reach across Google’s ecosystem, making PPC campaigns even more effective for targeting specific demographics and interests.

 

Pairing PPC with SEO can increase your digital footprint and allow your brand to appear at the top of search results organically and in paid spots. Retargeting is also crucial for PPC to encourage users who previously interacted with your site to return and convert through personalized ads. And studies show that retargeted users are 43% more likely to convert than non-retargeted visitors, demonstrating the importance of a strategic PPC approach.

 

Many people think email marketing has lost its touch, but with the power of automation and AI-driven insights, it can be a very effective way to drive traffic and conversions to your site. Email is the perfect way to reach customers with personalized messages at the right moment. Automated drip campaigns especially allow you to nurture leads and deliver relevant offers while users navigate the buyer’s journey. Plus, this significantly increases engagement and sales.

 

With AI-powered tools, marketers can now segment audiences based on various factors, like behavior, demographics, and preferences, to personalize user content. Take OpenAI, for example. Its data analysis capabilities can suggest optimal send times, content adjustments, and even subject line improvements designed to boost open and click-through rates. Plus, studies show that 61% of consumers enjoy receiving weekly promotional emails, proving that email marketing is a valuable way to engage audiences (when done right).

 

When you integrate these strategies, your brand can create a more compelling online marketing plan that better aligns with consumer expectations. Each approach is vital to modern marketing success, from targeted SEO and PPC to authenticity on social media and personalized emails.

 

Ready to elevate your digital marketing? Contact Sales & Marketing Technologies to develop a strategy catered to your needs. Let’s grow your business with cutting-edge techniques backed by data and designed for results!

*This post was originally published on December 18, 2009, and has been updated.