The Beginner’s Guide to Online Marketing


“Your product should be like honey to bees – inevitable”

Marketers are generally far too concerned with the changes in our channels and tactics, and have failed to see the paradigm shift in consumer behavior. We have taken the consumer funnel for granted for a long time, but things have changed. The way consumers discover, compare, decide, and evaluate has fundamentally shifted…significantly.

Today’s consumers are driven by research. By the time they’re ready to reach out to your company, they’re already far along in their shopping journeys. To succeed, businesses need to empower their audiences with information. Stop trying to sell, and focus on helping your customers learn.

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Shoppers look for information online, in stores or from other sources. They will make purchases online or in brick-and-mortar stores. They will often start in one venue and finish in another. They might start the process using a PC at home and finish it on a tablet or smartphone in the store. Throughout their journey they expect a seamless experience between online and offline sites.


“Data may err but not people and their opinions”

Online marketers are obsessed with traffic acquisition numbers and conversion rates. It’s easy to forget that your consumers are real people on the other side of the computer screen. In addition to chasing numbers, marketers need to understand and speak to people.

A shopper’s journey is not linear. It’s complex. It involves moving across a variety of online and offline marketing channels. Shoppers do so at their own speed, often switching the devices they use to suit their needs.

“Content marketing is all about conversation with the right target audience”

Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.

A social-media strategy is an important part of any approach to connect to today’s consumers. Social networking sites can help you engage with your prospects. Social media review sites affect buying behavior. Sixty-one percent of consumers read online reviews before making a purchase decision.

Consumer expectations continue to increase. Word of mouth now travels the world in a flash, whether it’s a Facebook post, a tweet, a Yelp restaurant review, or an product review. This can potentially turn any new product launch or brand experience into a positive or negative customer referral that reaches broad audiences.

“Try to have an emotional connect with your customers – let your product cut the emotion across”

Emotions are crucial for building long-term relationships with your customers, stakeholders, and audiences. Focus on building bonds instead of driving sales. Appeal to what your audiences are feeling in addition to what they’re thinking. These bonds will help your company thrive in the long term, beyond short term gains.

It isn’t always enough to create and promote an outstanding product or service. Often, your sales approach matters just as much as what you’re selling. The most successful entrepreneurs create a connection with the customer by bringing their own personal touch to the sales process.

“Budgets and Brands are like north pole and south pole of magnets – the more you invest the more you attract”

Brands are pouring six-to-seven figure marketing budgets into content. There has been a significant growth spurt among companies launching blogs, producing extensive guides, creating videos, and promoting infographics. It’s expensive, time-consuming, and hard work. But it’s worth it. Content marketing is the most high-yield marketing there is.

Colors and color combinations send different messages. Oftentimes for websites, colors intuitively create a mood or atmosphere. Color psychology takes this intuition and identifies common themes among certain colors. These color signals can be used to send stronger messages online.

Color has value beyond aesthetics. Yes, we all have preferences, but why? The answer to that question will directly affect your online marketing and conversion optimization strategy. Color is something that’s always around us, but we rarely think about how it impacts us.

“PPC, CTR, PPI and whatever – Have you got a solid product to boast about”

Marketers are well aware that little changes can make a world of difference. Take social media or blogging, for instance. A small change in your headlines can amplify your share counts. Similarly with PPC, if you’re able to boost your click-through rates by just one or two percent, you can dramatically increase your web traffic volumes.

“Psychological Pricing Is Your Golden Ticket to Selling More”

Companies big and small sometimes have teams dedicated to pricing products—and in some cases, a psychological pricing strategy is built in from the ground floor as part of their brand marketing. You want to make money. That’s why you run a business. Whether you’re selling a product or a service—you’ll have to put a price on what you’re selling at some point.

For many business leaders, pricing is something practical. You choose numbers that will pay employee salaries and keep the lights on. You pick numbers that will be extremely competitive with the market — after all, it’s your buyers that will keep your company afloat. There’s a key dimension to pricing, however, that your business may be missing. You guessed it — it’s buyer psychology.

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