The Content Marketing Institute named email as one of the top three B2B marketing channels of 2021. Email marketing provides a pipeline between companies and clients that delivers communication, content, and transactions.
Using email as a form of private, person-to-person communication is nothing new. However, neither is using email marketing to promote products and services.
Email marketing means using email to interface with potential and current clients. Each phase is part of the buying cycle, whether it’s to send informational content, special promotions, or deliver a service directly.
Email marketing is primarily conversion-focused. It converts prospective customers into recurring customers.
Recommendations in executing a successful email campaign include planning, marketing strategy, and personalization. Spam, or unwelcome emails, are not only ineffective but detrimental. Additionally, personalizing emails presents an opportunity to tailor the message to the client and build your company’s brand.
6. Omni-channel Marketing
Omni-channel marketing connects companies with clients across various marketing channels. It includes video, email, social media, etc.
While this business strategy is India Phone Number growing in popularity globally, using multiple marketing channels is nothing new. Brands have been using a combination of television ads, print ads, direct mail, and in-person promotions for a long time.
Getting more specific, omni-channel marketing means repurposing content. For example, suppose you have a podcast, a company social media profile, and a blog on your website. In that case, you don’t necessarily have to create unique marketing content for each channel.
While shared on your website, a blog post can be search engine optimized to boost web traffic, promoted on social media, and used as the topic of discussion on a podcast episode.
Omni-channel marketing provides lead generation, traffic, and conversion metrics at every level of the sales funnel. That means gaining traffic in the form of prospective clients and increasing client retention.
7. Search Engine Optimization (SEO)
Research shows that 68% of online experiences begin with a search engine. SEO connects your company with clients through search engines like Google, DuckDuckGo, Amazon, YouTube, Quora, and any other website or platform that utilizes a search. This includes search results on social media such as LinkedIn and Indeed.
Historically, search engines have provided the dominant form of online traffic through organic search results.
To better understand marketing through search engine optimization, we can define it as the comprehensive efforts to ensure your company’s digital presence conforms to search engines.
Generally, SEO marketing or Search Engine Marketing (SEM) means getting ranked to appear in front of users. That could mean appearing in a Google search as a how-to article or the nearest service to the user.
SEO marketing is popular for gaining traffic. However, its potential for conversion is often overlooked. To better understand how to target different stages of the buying cycle, companies would study the intent behind search results pages or queries to attract the most qualified leads.
According to Ahrefs, over 90% of websites receive no organic traffic at all from Google. Marketing through SEO efforts is a voluminous topic that requires time and dedication to understand. Some important subcategories to explore include keyword research, backlinks, organic search, paid search, on-page and off-page SEO, crawling, and indexing.