Arguably the “daddy” of Internet marketing, GoDaddy’s Bob Parsons feels that capturing consumer interest requires far more than slapping a business name or motto all over the Internet. His approach, branded by the New York Times as “decidedly not subtle,” is incredibly effective; Parsons has launched some unique and edgy campaigns, including the iconic GoDaddy girls and such familiar faces as Danica Patrick. Businesses looking to replicate GoDaddy’s success must also toss a little edge into their marketing strategies, whether the focus is on developing content or tweeting witty banter.
A Web page without content really is no page at all. To get readers interested in your product, you need blog posts, pictures, polls; in short, you need a content marketing strategy. Essentially, this approach to marketing involves the generation and maintenance of content with the overarching goal of generating interest, and ultimately, investment from your intended consumer base.
Social Media Marketing
The ultimate buzz word arrived around 2008, when marketing experts began to cotton on to the vast potential held by such social media platforms as Facebook and Twitter. Now, that trend has grown to also include Pinterest and Instagram, two of the current hot names in social media marketing. If you don’t have a page on at least one of these sites, you are throwing away a vast and important demographic. Clearly, this strategy works, for as Media Bistro points out, 36 percent of marketing employees have latched onto customers or clients with the assistance of Twitter.
The Nielsen Norman Group reports that the vast majority of website visitors leave after less than 10 seconds. This is hardly long enough to get consumers invested in your product or service. Extend the viewing period through ad retargeting, a tactic in which consumers continue to view ads long after they’ve left the advertiser’s website. With continued exposure comes greater potential for the user to finally give in to his or her curiosity—and give that website another try.
Based on an extensive analysis from Conductor, nearly half of all website visits originate from search engines. You cannot afford to leave search engines behind in your effort for more and longer-lasting customers. Paid search often serves as an effective tool for drawing in visitors to your site. In involves the placement of ads directly on search engines. Remember that side bar on Google? Those ads all originated as paid search. Designed to fit in with the given user’s search preferences, these targeted ads offer an easy means of drawing users in, then depending on quality content to keep them there.
No, email is not yet a technological fossil. According to a study from Blue Kangaroo, seven in 10 email users claim to have utilized a coupon found through an email marketing campaign in the past week. With email marketing, the prime directive is to draw users from their email inboxes to the sites featured in received messages. And don’t underestimate the consumer—given the prevalence of Nigerian scams, they can immediately identify the legitimate email campaigns from the trash. If they even suspect that your email is less than legit, they’ll waste no time dumping that carefully crafted marketing email into the trash folder.