Top 5 Online Marketing Strategies for the 21st Century

The Internet has significantly changed the way marketing is done, and it has a great impact on business success in modern days. Effective online marketing campaigns can capture the imagination of a generation, reflect a unique Zeitgeist, and speak to your audience in a way other marketing strategies never could.

Here are five killer online marketing strategies for the 21st century. The first and most important is not a new idea. However, it still remains one of the most powerful online marketing tools. It is email marketing.

E-mail Marketing

Email marketing is one of the most effective tools for many businesses. It reinforces positive relationships with your client base. Communicating with your customers and engaging them directly with special offers, bonuses and other incentives, keeps your product or service on top of your customers' minds. Experts say that consistency and engagement via email campaigns can go a long way toward maintaining the momentum of your marketing campaigns.

Online marketing pyramide
Online marketing pyramide

In order to ensure best practice in an email campaign, always be sure to identify yourself. Don't forget to tell your recipients who you are and why you are contacting them. Keep your email brief and to the point. Use short, informative sentences to keep your reader opening your emails. Aim to develop trust. Explain clearly on your sign-up page exactly what a subscriber can expect and the frequency with which newsletters will be sent out. It's a good idea to enhance the visual appeal of your emails with attractive graphics and text. Always include a clear "call to action." This might be to visit your website, share the newsletter with friends, or make a purchase.

Your Website and Blog

Secondly, you should always maintain an optimized website and an up-to-date blog. Regardless of your business goals, having a web presence should be part of your business plan. A website is the face of your business online. It is your key business platform. Your website helps prospective clients to find your business. It is also your key online opportunity to engage clients' interest and pitch your unique selling point.

A frequently updated blog helps you to convey the credibility of your business, build market authority, showcase your brand and share your expertise. A fully optimized website can also drive more customers to your offline locations and give them access to information and support around the clock.

Social Media Marketing

Thirdly, one of the most powerful ways to drive traffic to your website, blog and sign-up page is through a dynamic engagement with social media. Social media marketing is the new "big thing." It has become an essential element of successful online marketing in the 21st century.

Because social media use is ubiquitous and cross-generational, it has become the most effective digital marketing platform today. According to a recent "Hubspot" report, about 92 percent of marketers say that social media buttons are significant for their online business marketing campaign; 85 percent indicate that engagement with social media boosts traffic to their websites and leads to improved sales.

Social media campaigns can increase brand recognition. Your social media networks are powerful, interactive channels through which you can develop the identity of your brand. Social media engagement can improve brand loyalty. Reports published by Texas Tech University show that brands that are engaged in social media channels enjoy higher rates of return custom than other brands.

A strong social media strategy increases your conversion opportunities and is the only potential route to seeing one of your campaigns "go viral" as your customers also become your brand representatives. High brand authority comes when customers compliment or brag about your product or service on social media. With a successful social media campaign, your visible authority and brand reach can skyrocket.

Paid Online Advertising

When people think of paid online advertising, also known as Pay Per Click (PPC) Advertising, they automatically think of Google AdWords, and for very good reason. Google AdWords dominates the market and offers the biggest reach available to all marketers. However there are other platforms to give a shot on spending your advertising budget.

Bing / Yahoo Ads is the second most popular search engine marketing platform. Technically it is very similar to AdWords so there is minimal learning curve to give it a try. Bing still offers a bit lower CPCs because of its smaller market share (below 30% in US), and because the competition from advertisers is moderate.

Facebook has billions of users and maintains its own on-line advertising platform to deliver a portfolio of targeted advert types: Marketplace Ads, Promoted Posts and Sponsored Stories amongst others.

Twitter allows you to target its massive pool of users in many ways; Promoted Accounts to get followers, Promoted Tweets to get engagement for individual tweets, Direct Website Clicks to gain traffic to your website, to mention just few.

LinkedIn Ads shall be your choice if you want to target business-people by their job title, industry or by seniority and company size.

All above plaforms provide so called self-serve advertising, i.e. the ability to place your own adverts on-line without the assistance of an actual advertising sales representative. So you don't need to hire an "brick and mortar" advertising agency.

Search Engine Marketing

Finally, make sure all your website content is search engine optimized. Search engine optimization (SEO) is a long-term online marketing strategy that aims to improve your website page rank and visibility in search engine results. Without SEO, it can be difficult to gain significant page ranking. Some of the most successful businesses put considerable effort into fighting for the top position in search engine results. There are two fundamental rules to effective SEO. The first is to create lots of useful, unique, high-quality content. The second is to ensure that your content include terms (keywords) that your customers are using to search for your products or services.

Implementing these four digital marketing strategies in an integrated campaign will improve brand awareness for your business, increase website ranking, generate traffic and increase sales conversions. These strategies also work hard to power up your market authority and build brand loyalty. Above all else, direct engagement with the customer is the key to successful online marketing in the 21st century.

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