If you are an online business owner and are confused about where to start in digitally marketing your products, then this article is for you! Here are easy steps and strategies that you can implement to market your products online.
1. Set Goals (SMART Goals)
Determine the goals you want your business to achieve, such as gaining followers or leads or increasing the number of people visiting your store. To set goals you want to achieve, consider the following:
- At what stage is your business currently? Are you just starting, or are you at a stage where you already have quite a few buyers but want to improve further? You can understand the marketing funnel and set your marketing goals according to your current business funnel.
- After knowing at what stage your business is, you can start creating SMART goals (Specific, Measurable, Achievable, Time-Bound) to measure the success of your strategy.
2. Research the Right Audience for Your Product
Who will benefit from using your product? You can research the appropriate audience, such as what they typically do, what they like, so that you can market your product using more accurate methods. Here are ways to conduct proper audience research:
a. Analyze Audience with Analytical Tools
- Google Analytics: If you are just starting a business, Google Analytics is an extremely helpful tool for understanding visitor behavior on your website. You can find out which product pages are most visited and where visitors come from to your website. Are they coming from social media, or from articles you have written? If you already have Google Analytics, utilize this platform to understand the effectiveness of your marketing and your audience’s customer journey.
- Social Media Analytics: You can learn about your audience’s demographics, such as location, age, gender. Facebook Audience Insights is a tool that helps you understand your audience on Facebook. For example, a beauty business owner can use Audience Insights to learn about the interests, demographics, and shopping habits of their audience. With this information, you can create more targeted and relevant ads for your audience.
b. Competitor’s Audience Research
You can observe how competitors interact with their audience across digital marketing channels, and from these insights, you can deduce which audience is suitable for your business industry.
c. Make Audience Persona
After conducting audience research, you can create an audience persona that aligns with your business, including demographics, their likes, the problems they face, and how your product can solve those issues.
3. Choose the Right Digital Marketing Platform
After conducting audience research, you can identify the platforms where they are most active, such as Instagram, TikTok, Twitter, Google, YouTube. Focus on the places where your audience or target market usually interacts. Platforms you can choose include:
a. Social Media Organic
You can create content that is relevant to your audience on Instagram.
- Choose content pillars that are relevant to your audience.
- Determine the style of language you will use when interacting, in line with the brand image you want to present to your target market.
- Social media platforms you can choose include Instagram, TikTok, YouTube, Pinterest.
b. Social Media Advertising
To reach your target market more quickly, you can advertise your business on social media. The function of advertising is to make your product seen more quickly by those who are your target market.
c. SEO atau Search Engine Optimization
Create articles that are interesting and relevant to your target market. Utilize tools like SEMrush or Ahrefs for keyword research that have a good volume and also low competition.
For example, if you own a restaurant, you can research keywords that people frequently search for, such as “dining place ideas” or “family restaurant recommendations” that have low competition. By targeting the right keywords, you can increase the visibility of your business in search engines.
d. Google Ads
Google Ads can help small and medium-sized enterprises (SMEs) reach audiences who are searching for the products or services they offer.
For instance, if you provide home repair services, you can use Google Ads to target keywords like “nearest home renovation service” and display ads to people who are actively searching for such services.
e. Email Marketing
Email marketing is useful for those who want to send messages to their customers via email. You can segment your audience in email marketing using RFM (Recency, Frequency, Monetary) analysis and send messages according to your customer segmentation.
Email marketing tools you can use include Mailchimp, MailerLite, Hubspot, Brevo. For example, a fashion brand may want to send special discount offers only to customers who have not made a purchase in a long time.
4. Analyze Marketing Results According to Objectives
To analyze the results of your digital marketing efforts, you need to identify the key metrics that will serve as benchmarks to determine whether your marketing strategy is effective or not.
a. Social Media Organic Analysis
You can monitor metrics such as Reach, Engagement, and Followers. If your social media account or business is new, you can focus on monitoring Reach to reach as many people as possible.
You can analyze the performance of each post you have shared on your business’s social media, such as what hooks are appealing to the audience, what format works best, whether it’s images, carousels, or Reels, to achieve your goals more quickly.
b. Social Media Ads and Google Ads Analysis
For Ads, adjust metrics according to your Ad Objectives. For instance, if the objective of your ad is to drive traffic to a website, you can monitor metrics such as Clicks, Click-Through Rate (CTR), and Cost Per Click (CPC).
Specifically for ads on Instagram/Meta, you can analyze your ads more effectively with Advize. Advize is a tool designed to help analyze and provide recommendations for improving your ads. Try Advize Now.
c. SEO (Search Engine Optimization) Analysis
You can check the position of keywords or keywords that match your audience’s intent. You can use Google Search Console or Screaming Frog to monitor the performance of your website.
d. Email Marketing Analysis
You can monitor the open rate (the rate at which people open emails), click-through rate (CTR), conversion rate, unsubscribe rate, and analyze the best time to send emails. Also analyze what kind of content is good and inviting to click.
5. Optimize Digital Marketing Effectively
After analyzing and obtaining data, you can use the results to optimize your strategy. For example, in social media advertising, if you find that video formats bring more conversions, you can focus more on videos for your ads.
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