In 2021 an additional 900 million people began regularly shopping online, bringing the global figure to a staggering 2.14 billion or, just under 50% of the world’s adult population.
Food and clothes were the two most commonly bought goods online, but it’s not just products it’s services too that are being bought on the internet.
In an online landscape where competition is not limited by the number of shops on the main street, online marketing is becoming increasingly important, if not pivotal, to upwardly aspiring online businesses.
In this article, we use examples from well-run and thriving online businesses to demonstrate how important and powerful online marketing can be. Read on to find out about a number of success stories and also increase your understanding of the various forms that online marketing can take.
Positive Reviews
Don’t be fooled into thinking that online reviews are unimportant because of how hard they are to get. For anyone who has run an online business, we know how frustrating it can be to get 1 positive review from 100 satisfied customers to then get 5 negative reviews from 5 disgruntled customers.
It doesn’t seem fair that the negative voices are often the loudest, but there is a way to redress this balance – by asking customers for positive reviews. No, seriously, just ask them. Whenever you speak to a customer via email or on the phone, ask them to leave a positive review for your business on Google or Facebook.
Make sure every email has a link to leave a positive review. Do all of these steps and you’ll soon notice that your positive reviews start to outnumber any negative feedback you may receive.
This is an approach favoured by online casino sites that operate in an incredibly competitive market where consumers use casino comparison websites to decide which provider to place their wagers with. The online casino with the best customer reviews is likely to feature at the top of these comparison sites.
Presence
The average Briton is spending anywhere from four to five hours a day looking at their mobile screens and/or computer screens. This means that over a third of our waking time is spent online, where we can be advertised to.
It’s important then, for online businesses to maintain a solid presence online for their brand awareness and to cement themselves in the minds of their potential customers.
Food supplementation and meal replacement company Huel are the perfect examples of this presence-first approach.
On Reddit, Instagram, Facebook, TikTok, and Twitter, Huel have a huge presence, especially when it comes to the content that their key demographics will be looking at. If for example, you are in anyway interested in the gym and personal fitness, chances are you’ll come across an advert for Huel online.
It is an approach that led to the company posting revenues of $170 million for the year to the end of July 2022, a 40% year-on-year rise.
Engaging Content
Adverts are everywhere. Turn on the radio and you’ll hear the latest, annoying jingles from local and national businesses. Open up your email and you’ll be bombarded with the latest ‘great’ offers from a list of retailers you had no idea had your details.
Quantity and frequency, two previous staples of marketing, can no longer be trusted to gain new customers and increase repeat business. In order to stand out in 2023, companies need to tell a story with their marketing or entertain with it.
Whether this be through traditional means like a monthly newsletter featuring the latest offers and insightful articles, or by creating engaging, entertaining and educational TikToks. The only way to sell to someone is when you have your attention, prioritize making content that will do that.
Need an example? Head over to GymShark’s TikTok where you’ll find a whole host of videos teaching you the best technique and form for a variety of exercises.
Useful Apps
The best way to ensure that you are at the forefront of a customer’s mind is by having your brand always close to them. How do you do that? By creating an app that your customers will download and regularly use.
Nike Running Club is one such example of an amazing app that is useful, necessary and increases brand loyalty. Users download the app to receive running coaching, track their stats and set their own fitness goals.
At the same time as providing all of these features, the app lets the user know when it’s time for them to purchase some new running shoes. It reminds them about the various products that Nike offers to make their running experience as smooth as possible.
If you can create an app like that, that not only advertises to customers and allows them to buy your products but also fulfils their needs, you’re on to a winner.
In Summary
Above are examples of outside-of-the-box thinking that can improve your online presence and increase your chances of standing out from your competitors. Don’t forget the basics though.
You’ll still need to post regularly and from a number of different social media channels to keep your brand awareness up. In addition to that, regularly reviewing your SEO and updating your website are basics that you simply cannot afford to overlook.
