In this episode, we talk about the pillars of online marketing and how you need to make them all work together to achieve marketing success.
- Paid Search
- Search Engine Optimization
- Content Marketing
- Social Media Marketing
- Email Marketing
- Mobile Marketing
- Marketing Automation
Click through to read the show notes.
Show Notes: The 7 Pillars of Online Marketing
1) Paid Search
Google search is almost indispensable in our online lives.
If you have a question you need answered, whatever it is, the first thing you do is head straight to Google.
It’s so ubiquitous you don’t even have to press a button anymore.
As marketeers, we leverage this to get our products and services in front of people who are searching for them.
The reason why paid search is so powerful is because position #1 in search engine results gets the most clicks.
Which leads us to the next pillar.
2) Search Engine Optimization (SEO)
After the first few positions which are usually taken by ads, you have organic search results.
The way you show up on the first page of organic results is through SEO.
SEO is the the process of optimizing the content on your website, the code on your site, site load speed, mobile responsiveness etc.
You want to be the #1 organic result.
Research shows the #1 position on page 1 generates about 25-35% of click-throughs, the #2 position gets about 14%, and drops off significantly as you go down the list.
What is a “click-through rate?”
Click-through rate is the percentage of people who click on your link after seeing your entry in the search engine results.
So, if 100 people see your result and 20 people click through to your website, that’s a 20% click-through rate (CTR.)
The best place to hide a dead body is on page 2 of Google.
SEO is something a lot of clients want, but they don’t have a complete understanding of what it entails
3) Content Marketing
Online marketing is a holistic process.
Content is the way you generate traffic to your website.
It could be any piece of writing, image, audio or video that you create to try to entice people to come to your website.
Going back to SEO for a moment, Sheyaf says he’s been a part of many meetings where clients who want SEO think of it like magic or flipping a switch.
They think all it takes a few tweaks to their website and voila, they’ll start showing up on the first page of Google.
More aware people sometimes say “content is the new SEO.”
That is, the quality of your content determines your search engine rankings.
Nabeel says SEO efforts generally take about 6 months to see results.
Don’t create content for search engines, create content for users.
4) Social Media Marketing
Almost half of all internet users are on Facebook.
You need to use your social media presence as a conversation with your customers and not as a megaphone.
Each social media platform has its own demographics so it’s important for marketeers to use the right platform to reach their target audience.
For example, if you’re a B2C company it doesn’t makes sense for you to invest heavily in marketing on LinkedIn.
5) Email Marketing
The first time someone comes to your website chances are they aren’t going to buy.
Maybe it takes them 2-5 visits or more to become a customer.
They need time to get to know you before they buy from you.
An easy way to do this is via email marketing.
Try to get website visitors to subscribe to your email list so you can nuture your relationship with them by providing value.
People think email marketing is dead, but that’s BS.
Email is one of only tools that you will use every day without fail.
Understand, this is not about spamming your subscribers with sales pitches or marketing messages.
The email marketing we’re talking about is creating a conversation and telling a story to your target audience.
SO THAT they fall in love with your product, service, or brand, and become loyal customers and evangelists for your business.
And the more expensive your products and services are, the more you will need to nuture your audience before they buy.
Most people do email marketing wrong, which is why their results are abysmal.
Others are able to sustain their entire business via email marketing alone.
Email marketing tips
Email clients like Gmail are very sophisticated in that they can detect which emails are sales or marketing messages.
These emails may end up in your spam or promotions (Gmail) folder.
The way to get around this is to give email subscribers clear instructions on how to whitelist your email address and add you to their contacts.
6) Mobile Marketing
Mobile penetration in the Middle East is one of the highest in the World.
The UAE has the highest mobile phone usage in the World at around 200%.
This means every person has two mobile phones. That’s huge.
Around 70% of these users have mobile internet connectivity.
This is why mobile responsiveness is so important.
Your content needs to be easily viewable on a mobile screen.
You also need to incorporate mobile-specific messaging and actions.
For example, you add a clickable “call now” button on your website.
You can also use messaging services like Whatsapp and Facebook Messenger.
If you can invest in a mobile app you can use in-app advertising and push notifications.
You can also use the tried-and-tested SMS marketing.
7) Marketing Automation
This is one most UAE businesses haven’t tapped into yet.
Marketing automation connects all of the pillars mentioned above together.
Using a single integrated software or several softwares together, you can track your readers’ journey from the moment they first see your ad or social media post to the moment they become a customer, and beyond.
Most importantly, it lets you measure the effectiveness of your marketing campaigns so you know which ones are working and which ones aren’t.
This saves you a lot of time and money, and ultimately allows you to precisely demonstrate the effect marketing has on your bottom line.
Examples of Marketing Automation software:
Ubrik uses Hubspot and Neatly.io for its own marketing automation.
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