10 online marketing strategies you can launch right now

The steady emergence of new technologies and audiences means disruption is now the status quo for online marketers, who must compete in an increasingly crowded and fragmented environment. Digital marketing today is more competitive than ever, but there are lots of strategies that can help improve marketing performance.

Stand out from competitors and connect with your target audience using these 10 tactics.

1. Search engine optimization

Search engine optimization (SEO) refers to the art of shaping your website’s design and content in such a way that search engines are more likely to display your site on their results pages.

Done right, SEO can reduce the cost of customer acquisition by nearly 90%. Make the most of your SEO budget by researching how your target audience uses organic search, including which keywords they are most likely to enter when searching for your product or services.

2. Email marketing

Valued at $7.5 billion in 2020, the global email marketing market is set to more than double by 2027. Make sure you’re part of that growth by selecting an email marketing service designed for your business size and model.

Next, get to work building your email list by incorporating quick and easy opt-in options for your target audience, starting with your website’s contact page.

3. Content marketing

Drive consumer engagement by creating value for your target audience beyond your products. This holistic approach, known as content marketing, may take the form of email and SEO marketing, as well as how-to blog articles, informational videos, and downloadable guides.

To get started, identify your audience’s pain points — then start creating resources designed to address them.

4. Social media marketing

Social media marketing includes the use of social media platforms to promote a brand, product, or service. While simple in theory, it can be difficult to determine which platforms to prioritize and how.

According to a 2022 GWI report, the average social media user rotates between an average of seven platforms every month. Avoid spreading your brand too thin by determining which of these your target audience is likely to use most often and focusing your efforts on those.

5. Conversion rate optimization

Conversion rate optimization (CRO) refers to the process of increasing the number of users who perform a desired action on your website or mobile app, such as clicking “add to cart,” completing a form, or submitting a review. Reducing the friction in each of these steps is critical to lowering customer acquisition costs.

Start today by identifying the most important actions in your customer’s journey and eliminating any unnecessary barriers.

6. Paid marketing

Don’t wait for consumers to come to you — seek them out proactively through paid marketing. In today’s digital world, this means creating pay-per-click (PPC) campaigns in which you pay an advertiser based on how many times a user clicks on your ad.

Google estimates brands that advertise with them average an eight-fold return on investment. Get the most out of your PPC ads by keeping them simple and specific.

Lead scoring cheat sheet

7. Influencer marketing

Collaborating with high-profile social media users who have large followings in order to encourage awareness of a product or service is a great way to increase brand awareness and trust.

Effective use of this tactic, known as influencer marketing, doesn’t demand pairing up with someone with a million or more followers, either. Working with accounts with audiences in the tens of thousands can be just as effective — and a lot more affordable — when done right. That means determining which influencers your target audience engages with and trusts.

8. Web design

Web design is about more than just a great-looking website (although that’s important, too). When done right, web design also involves mobile responsiveness, increases site speed, and improves your site’s searchability, leading to higher traffic, and contributes directly to increased sales and leads through a seamless customer experience.

Make sure your site is optimized by identifying the most important actions you want users to take and orienting its design around them.

9. Affiliate marketing

In affiliate marketing, you pay someone else to promote your products or services, often in the form of a small commission from every sale. The approach is generally best suited for brands operating in the ecommerce retail industry, although there are exceptions.

To get started, research and join an affiliate network that can act as the intermediary between you and possible promoters.

10. Reputation management

As your brand grows, staying on top of its reputation takes work. If you’re just starting out, however, it’s a good idea to focus on staying on top of reviews and responding to feedback in a timely and professional manner. Doing so will reassure customers that you’re committed to their long-term happiness.

Starting new online marketing strategies

An effective online marketing strategy is about more than checking boxes. To really succeed, each effort must work in concert to move your customer from knowing little or nothing about your brand to trusting and handing you their hard-earned cash.

Fortunately, there are tools designed to help you do exactly that.

Adobe Marketo Engage, for example, specializes in customer engagement for complex B2B

buying journeys. As a complete solution for lead management, it brings marketing and sales together to nurture leads, orchestrate personalized experiences, optimize content, and measure business impact across every channel.

Take a Marketo Engage product tour or explore Adobe Experience Cloud to learn more.