10 tips to achieve success through online marketing
Tip 1: Implementation of quality that does not have to be expensive
Whether pictures, texts or videos, high-quality content is what makes a good website stand out. Having a homepage alone will not convince a customer or contribute to winning new customers. Quality in words and pictures does not have to cost a lot, but companies should still adhere to some standards of the online world.
For example, all pictures should have a higher resolution and not be taken with a smartphone. It is advisable to choose images with a lower resolution for the mobile version of the website so that loading times are not delayed. It is worth using the services of an experienced copywriter for the texts. While the site operator is an expert in his field, the copywriter is a master of words.
Caution: From a low-quality website many viewers subconsciously deduce a low quality of products or services. Even high-quality articles do not stand out if they are poorly presented online. High quality in words and pictures should also be reflected in top service.
Tip 2: Analyse personas and target groups accurately
Every website can be accessed from anywhere in the world within seconds. Nevertheless, it is not aimed at every viewer in the same way. Companies should already have a clear target group in mind when designing their website. This is best achieved by creating so-called personas.
Personas are typical website visitors who are defined by age, gender, income, or private interests. Depending on the most important personas, the right approach, and the right design of the website has to be chosen. It is important to be aware that there are different preferences in using the internet.
A younger clientele will prefer to visit websites via mobile. Business personas, on the other hand, more often expect a clearly structured design that is accessed via the computer desktop. If the target group has been precisely defined, any marketing campaign can be implemented more efficiently and cost-effectively in combination with the page design.
Tip 3: Understanding the importance of social media
Online marketing in Switzerland and worldwide works through numerous channels. The homepage is indispensable, but only one part of a strong presence in the digital world. Too many companies neglect social networks such as Facebook and Instagram, wasting valuable marketing potential.
Social networks in particular make it possible to be in direct contact with existing and new customers. Likes and comments allow communication with each other and to respond to praise and criticism. Through this, companies show direct customer proximity and a dynamic presence in the online world. Both are essential for a contemporary perception of the company in terms of online marketing.
Tip 4: Giving old content new value
When using social networks, a problem quickly arises: users quickly forget a post on Facebook or Twitter. As much effort the site operator put into the creation of the post, the effect of the post seems to be short. One can give old content a new value at any time.
One option for this is the introduction of a company-owned blog as another variant of social media. The blog offers companies the opportunity to present content on a larger scale. The entries can later be advertised and linked to Facebook, Instagram & Co. Over the months and years, the same topics can be taken up again and again in a new guise. The regular linking of existing blog articles thus continuously provides new readers.
Tip 5: Trust automation without high costs
Marketing in its classical form takes time and effort. Many companies also fear this when they first enter online marketing. The digital world offers great potential to outsource many efforts. By automating various tasks, companies themselves need to do little to achieve a strong and lasting advertising effect.
The degree to which automation makes sense depends on the goals set and the scope of the marketing campaign. Even the automated dispatch of newsletters with individualised content can help in the search for constant proximity to the customer. The publishing of new posts on Instagram or Facebook can also be automated. Once prepared by in-house staff or an agency, parts of the marketing strategy no longer require any effort over weeks or months.
Tip 6: Analyse backlinks and expand structures
Every successful online marketing strategy includes backlinks. This refers to links from other websites to your own homepage. An active effort for link partners is possible, as well as the trust in the network of an experienced agency with diverse, thematically relevant partner websites.
Even if companies do not have any influence on set links of other websites, they can take the initiative in backlinking. In this way, online tools can be used to determine which pages currently link to your own website. Website operators are often surprised by who has set a backlink.
The next step is to analyse which web offers are similar to the linking pages. In this case it can be worthwhile to contact us directly in order to set another strong backlink. The same applies to a well maintained network in social media. Even without a paid ad, many accounts will gladly point out their own offer and set a new backlink.
Tip 7: Research new content regularly
Successful marketing requires marketers to regularly bring new and exciting content to the web. Even if marketers re-link and use older articles successfully, there must be no lack of new content on the website and social media. Here it is not always easy to find new content that inspires existing and new customers.
For the homepage or blog, it helps to get direct feedback from the customer. Perhaps there are certain topics and questions that are frequently asked. Addressing these on the website or blog regularly provides new incentives. Furthermore, customers recognize that they are being listened to and that real customer proximity is lived.
Cooperation with other users can provide momentum for social media. The posting of guest contributions almost automatically generates new followers and growing attention from potential customers in line with the target group. Whatever strategy is chosen: Content posted online should never serve an end in itself. Getting inspiration from competitors is of course allowed. Nevertheless, the content should always be unique and offer the viewer something new and exciting.
Tip 8: Finding the most suitable software solutions
Whether it’s creating newsletters, managing Facebook posts, or retargeting, without the right software, no online marketing can make progress. Applications that are tailored to the respective objectives make online marketing in Switzerland significantly faster and less stressful. In all areas of digital marketing, the choice of software solutions is huge. Both individual entrepreneurs and large corporations will find the right applications here.
Before purchasing software, it is important to consider who should use it. On the one hand, there is the issue of licensing, which is necessary for some applications depending on the device or user. Additionally, it is often worthwhile to familiarise oneself with certain programs through in-house training. Training often only takes a few hours and makes it much easier to get started and use the programs.
Tip 9: Use Google Ads wisely
A major goal of digital marketing is to achieve top rankings in search queries via Google. In addition to the best positions in the organic result pages, companies should draw attention to their web offering by placing advertisements via Google Ads. Ads should be an integral part of every digital campaign and is particularly suitable for the following purposes:
- Advertising for brand new websites and projects
- Advertising for new products in your shop
- Information on special offers and competitions
- to present short-term discounts
Google bills the use of Ads in the form of Pay-per-Click or similar. Companies should use their budget for Google Ads in an intelligent fashion. Bidding on all possible keywords related to their own web offer is by no means sensible. Instead, companies should find niches and place more emphasis on regional criteria. After all, a significant number of search queries via Google have a regional character, especially for mobile users.
Tip 10: Set meta data creatively and intelligently
The extent to which Meta Title and Meta Description contribute to Google’s rating of a website has been under discussion for years. Some marketers still consider meta information to be very useful, while others see only limited relevance. What is noticeable is that top-listed sites in a Google search query almost always have unique and meaningful meta information.
Site operators should take advantage of this and continue to rely on comprehensive meta information. However, they should not automatically set these with the same words. Especially in online shops with many similar articles, site operators want to save themselves the trouble and use the same meta information. A little hard work and creativity are worthwhile in order to show Google the great efforts made in relation to their online offer.
In addition: Meta Title and Meta Description are displayed directly on the result pages of a Google search. These should therefore arouse curiosity and satisfy the viewer’s interest after clicking on them. With a bit of skill, some interested parties can be attracted to your website.
Conclusion on online marketing in Switzerland
These ten tips provide basic insights into important issues that companies should consider when marketing online in Switzerland. Of course, we have more tips and detailed approaches on how to follow the individual approaches in a meaningful way. Working with an experienced agency helps to understand the advantages of the individual measures more precisely and to make a successful entry into the digital world. ONELINE is a strong partner for companies in this field.
