01. Content marketingIn the past decade, there's been a shift in the marketing mindset. Today we s

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11 Mar 2024
34

01. Content marketing


In the past decade, there's been a shift in the marketing mindset. Today we see a rise in blogs, podcasts and webinars that are engaging and inclusive to audiences—so they feel more connected with brands.





02. Social media marketing


71% of small-to-mid-sized businesses use social media for marketing. This high percentage comes as no surprise. Social media marketing is one of the most influential ways to use digital marketing to increase visibility and gain traffic to your website. More so, it can be a valuable lead generation method, a sales channel, an audience insights tool and a customer service outlet.


This marketing strategy also allows brands to tap into the phenomenon of viral content. While not easy to achieve, it can have a dramatic impact on key marketing metrics and KPIs, such as website traffic, and brand visibility.

Social media advertising is another component that should not be overlooked. For example, advertising on Facebook can drastically increase new customers. Want to try Facebook advertising for your business? Facebook Ads by Wix directly connects to your website to set up and optimize your campaigns. Remarketing on social media channels is a highly effective way to bring people back to your website to complete a purchase.

Popular social networks for promoting a business:



Our recommended reading to improve your social media strategy:





03. Search engine optimization (SEO)


Search engines are filled with micro-moments. These are high intent instances when someone wants to learn, buy or do something. By optimizing your chances of ranking higher on search engines to show up at these instances, you're practicing search engine optimization SEO.

Search engine optimization (SEO) can be used as a core marketing strategy or a marketing tactic. In either case, a solid SEO strategy centers around making a brand’s content desirable, discoverable and accessible for web users via search engines like Google and Bing. Like inbound marketing, the most effective SEO strategies will include a great deal of audience research (typically with keyword research) and will be designed to ensure the brand has competitive visibility within the target audience.

SEO strategists tend to focus on industry specialisms and niches, such as technical SEO. Taking this approach can help brands to concentrate knowledge, utilize the most effective SEO tools, and best satisfy user intent.
Using SEO techniques, you'll direct the right kind of traffic to your site. People who find you through searches already arrive at your business website with intent. Driving traffic to your website isn't the only significant benefit. Bottom line sales also improve with SEO. In fact, 70% of online marketers say that "SEO is better than PPC advertising for generating sales."

To implement an SEO strategy, start by learning how to do keyword research the right way. After selecting which high intent keywords you're after, you can begin optimizing your content and improving your online presence to increase your search ranking and visibility.




04. Email marketing and newsletters


Recent studies show that 89% of marketers use email as the primary channel for generating leads. However, for email marketing campaigns to succeed, they need to deliver the right kind of message to your audience (no spammy "Buy now" emails). Good email marketing builds a relationship and acquires trust with readers.

You can still automate emails (check out marketing automation software) but remember to always add value. These newsletter examples show how all-sized companies can communicate uniquely and interestingly with subscribers. When you make a newsletter, conduct A/B tests to maximize performance.

When done correctly, your newsletter and email marketing strategy can create a strong ROI, improve customer retention and influence purchasing decisions.

Email marketing tips:

  • To build your email list, add a pop-up to your website to collect user information.
  • Share engaging content in your emails, such as blog posts, user-generated content and videos.
  • Personalize emails by adding information such as first names and customizing content based on how the user engaged with your site.





05. Influencer marketing


According to author and entrepreneur Seth Godin, "People do not buy goods and services. They buy relations, stories, and magic. These wise words sum up the power of influencer marketing. As one of the quickest growing marketing strategies, influencer marketing uses real people to speak for your brand. Another side of it, is tapping into celebrity branding - using high profile influencers or online celebrities as part of your marketing efforts.

Influencers are individuals with high following or authority on a given topic or niche. This is one of the best marketing strategies because you get to expose your products and brand to a high follower reach without spending time building the audience. More than that, the influencer you've chosen to work with can use their authority to sway potential consumers to buy. Influencer marketing is not unlike word of mouth marketing or referral marketing.

The key is to find influencers that relate to your product and align with your brand values. Don’t be afraid to start with smaller partnerships with nano and micro-influencers. Interestingly enough, often their engagement rates and conversions are much higher than the ones with massive followers.

After reading these impressive stats below, you’ll further understand the lucrative power of a good influencer marketing strategy in helping your secure greater market penetration as part of a wider mass marketing strategy:

  • 60% of marketers report better performance with influencer content vs. their own brand content.
  • Over 70% of marketers agree that the quality of customers and traffic from influencer marketing is better than other forms of marketing.
  • Influencer marketing yields between $5.20 to $6.50 for every one dollar spent.



06. Earned media and PR


After you've launched your business and website, it's time to spread the word. Gaining positive publicity and traction from media outlets will create the buzz around your business to get the attention of the masses. Business marketing strategies within this realm come in varying forms, including TV, newspapers, radio and podcasts.

Ideally, the press and publicity you acquire are organic (unpaid), but even if you’re considering working with a paid PR agency, the ROI can prove worthy. Bill Gates himself said, “If I only had two dollars left, I would spend one dollar on PR. It's an effective way to take your marketing communication to the next level.


07. Landing pages


What is a landing page? In simple terms—a marketer's best friend. This standalone page has one clear goal which is conversions.

No matter how successful your various online marketing strategies are, your landing pages and website must convert at a decent rate to make all the efforts worthwhile. Even just a one-second delay in page-load speed leads to a 7% drop in conversions.

Stay up to date with landing page best practices to increase your website conversion rate. By using Wix’s landing page builder, you’re already optimizing with best practices in mind. The landing page templates have customizable designs with CTA buttons placed strategically, built to be mobile-friendly, and critical information above the fold. Simply upload your images and change the text to fit your business.




08. Advertising


There are numerous types of advertising to consider for your business. From social media advertising to TV and print advertising, the options for advertising campaigns greatly vary. One thing is clear, online advertising is a powerful way to get your audience's attention. Its digital technology helps you better target, track and measure the results of your paid marketing investment.

Learning how to advertise on Google early on will significantly benefit your growth within digital advertising. Since Google is the largest search engine globally, you want to stay ahead of the competition and show up for strategic keywords related to your offerings with Google ads. Advertising on Google and many social media platforms is also known as Pay-Per-Click (PPC) advertising.

To choose the proper advertising methods for your business, consider:

  • Your audience
  • Costs and budget
  • Timing and length of your campaign
  • Creative assets available



09. Affiliate marketing


To answer the question, “What is affiliate marketing?” you can think of it as paid partnerships where others promote your brand for you. By creating an affiliate marketing program, you’re ultimately working with another affiliate that will distribute product promotions on their social media accounts, blog, or other platforms. Their sales get tracked with unique links called affiliate links, which allow the individual to get compensated based on performance.

This type of marketing is increasing in popularity, and more and more companies are rolling out their own affiliate programs. Due to this growth, today, 81% of advertisers include affiliate marketing as part of their overall marketing strategy.


10. Retargeting


Retargeting is a highly effective way to reach people who are already familiar with your brand and have expressed some level of interest in what you have to offer. It allows you to show ads to people who have already visited your website or shown interest in your products or services.

There are a few different ways to retarget people who have visited your website, from display and social media ads to email marketing, which can help you in the following ways:

  • Increase brand awareness. Make sure your brand is top of mind for people who have already visited your website. This can make them more likely to remember you when they are ready to make a purchase.
  • Generate leads. Showing ads to people who have visited your website and have done nothing else can encourage people to take the next step. Try offering free discounts or trials to give further incentive.
  • Drive sales. People who abandoned their shopping carts or visited your website but didn’t buy anything might just need a reminder, and you can make sure they get one.


Whichever platform you choose, just make sure you are tracking the results of your retargeting campaigns so that you can see what’s actually working.


11. AI marketing


Artificial intelligence (AI) is rapidly transforming the world of marketing. AI-powered tools and technologies are being used to automate tasks, personalize experiences and target audiences more effectively. As a result, AI is becoming an essential part of any successful marketing strategy.

AI marketing is still in its early stages, but is rapidly growing in popularity. As AI technology continues to develop, it's likely that AI marketing will become even more important in the future. Here are some specific examples of how AI is being used in marketing today:

  • Chatbots: Chatbots are AI-powered software programs that can simulate conversation with human users. Chatbots are increasingly being used in marketing to provide customer support, answer questions, and generate leads.
  • Personalized recommendations: AI can be used to recommend products or services to customers based on their past purchase history, interests and online behavior. This is a powerful way to increase customer engagement and drive sales.
  • Targeted advertising: AI can be used to target ads to specific audiences based on their demographics, interests, and online behavior. This is a more effective way to reach target audiences and improve the return on investment (ROI) of advertising campaigns.
  • AI website maker: There are a number of AI-powered design tools available that can help businesses create websites more quickly and easily. These tools use AI to generate templates, layouts and even content for websites.


These are just a few examples of how AI is being used in marketing today. As AI technology continues to develop, we can expect to see even more innovative and effective ways to use AI in marketing in the future (such as AI marketing automation).


Marketing strategies examples (and why we love them)


Wix: Content marketing with education in mind


If you haven't yet heard—we launched a podcast. Now What interviews leaders to discuss the future of business, design and eCommerce. The episodes are filled with helpful insights on succeeding as an entrepreneur as technology keeps changing.

Podcasting is a content marketing strategy that centers around the listener. On top of educating and informing with this content, Wix also turns some episodes into blog posts and shares them on social media. We saw how helpful it could be to have all types of content that listeners and readers can consume in the medium that best fits them. And most importantly its not just about promotion—it can inspire and teach something new. Podcasts and other forms of marketing content can also be used as part of your customer relationship management, as they allow you the ability to engage directly with your users or potential customers.




Berta: Social media marketing that keeps up with the trends


Bridal company Berta didn't earn its 2.9 million followers for nothing. Their highly engaging, humorous and trendy Instagram Reels and TikToks take over social media feeds. In one of their Instagram videos, they used a trending voice-over of the Kardashian family speaking. They styled each Kardashian voice with a different Berta dress to playfully showcase their dress line to each unique personality.

Their trendjacking marketing strategy is not only clever and entertaining, but it also displays products naturally. Berta makes themselves relatable and likable, while also positioning themselves as driven by innovation, through social media—something all brands can learn from.




Etsy: Email marketing campaigns that add value


Etsy, a platform known for its handmade gifts, understands how to use email marketing to showcase products while also benefiting the reader. The sharp yet level-headed subject line "Next-level gifting" grabs attention immediately. Opening the email with the following helpful advice:

"A few tips for nailing their gift: 1) Try a pick that's unexpected—but so perfect. 2) Celebrate your connection, whether it's a shared hobby, a sweet message, or an inside joke. 3) Add a personal detail to make it completely one of a kind."

The email grouped different products, such as jewelry, cozy gifts, heartfelt art and more. As a receiver, you're happy you got some thoughtful gift ideas from Etsy. Instead of spamming product links into an inbox, Etsy added value and tried to find ways their marketing could be helpful.


01. Content marketing


In the past decade, there's been a shift in the marketing mindset. Today we see a rise in blogs, podcasts and webinars that are engaging and inclusive to audiences—so they feel more connected with brands.

Creating valuable and informative content has become a win-win especially when it comes to developing and improving customer engagement. Content marketing creates a strategic opportunity for your business to connect with a customer meaningfully.

Content marketing also helps you generate awareness, become an authority and tell a story. Focusing on this strategy early on is handy for other marketing ideas, as you can share your content on social media or in email newsletters later. The most popular content strategies are:





02. Social media marketing


71% of small-to-mid-sized businesses use social media for marketing. This high percentage comes as no surprise. Social media marketing is one of the most influential ways to use digital marketing to increase visibility and gain traffic to your website. More so, it can be a valuable lead generation method, a sales channel, an audience insights tool and a customer service outlet.

From Instagram Reels to TikTok, your options of getting in front of new audiences are endless. Ensure you strategically choose which channels you focus most on, based on your target audience. If you aim to reach a professional audience, LinkedIn is a must for creating a company page. Social media platforms are a great way to secure first-mover advantage, a concept in marketing and business when companies are the first to market in a specific product category. The speed at which its possible to generate and distribute multimedia content on social media is ideal for this.

Video marketing is a format that is becoming more heavily favored on social media as users consume more content on their mobile devices (this marketing strategy also works well if you're focusing on mobile marketing), so consider this as an important form of content creation in your marketing strategy. This marketing strategy also allows brands to tap into the phenomenon of viral content. While not easy to achieve, it can have a dramatic impact on key marketing metrics and KPIs, such as website traffic, and brand visibility.

Social media advertising is another component that should not be overlooked. For example, advertising on Facebook can drastically increase new customers. Want to try Facebook advertising for your business? Facebook Ads by Wix directly connects to your website to set up and optimize your campaigns. Remarketing on social media channels is a highly effective way to bring people back to your website to complete a purchase.

Popular social networks for promoting a business:



Our recommended reading to improve your social media strategy:





03. Search engine optimization (SEO)


Search engines are filled with micro-moments. These are high intent instances when someone wants to learn, buy or do something. By optimizing your chances of ranking higher on search engines to show up at these instances, you're practicing search engine optimization SEO.

Search engine optimization (SEO) can be used as a core marketing strategy or a marketing tactic. In either case, a solid SEO strategy centers around making a brand’s content desirable, discoverable and accessible for web users via search engines like Google and Bing. Like inbound marketing, the most effective SEO strategies will include a great deal of audience research (typically with keyword research) and will be designed to ensure the brand has competitive visibility within the target audience.

SEO strategists tend to focus on industry specialisms and niches, such as technical SEO. Taking this approach can help brands to concentrate knowledge, utilize the most effective SEO tools, and best satisfy user intent.
Using SEO techniques, you'll direct the right kind of traffic to your site. People who find you through searches already arrive at your business website with intent. Driving traffic to your website isn't the only significant benefit. Bottom line sales also improve with SEO. In fact, 70% of online marketers say that "SEO is better than PPC advertising for generating sales."

To implement an SEO strategy, start by learning how to do keyword research the right way. After selecting which high intent keywords you're after, you can begin optimizing your content and improving your online presence to increase your search ranking and visibility.




04. Email marketing and newsletters


Recent studies show that 89% of marketers use email as the primary channel for generating leads. However, for email marketing campaigns to succeed, they need to deliver the right kind of message to your audience (no spammy "Buy now" emails). Good email marketing builds a relationship and acquires trust with readers.

You can still automate emails (check out marketing automation software) but remember to always add value. These newsletter examples show how all-sized companies can communicate uniquely and interestingly with subscribers. When you make a newsletter, conduct A/B tests to maximize performance.

When done correctly, your newsletter and email marketing strategy can create a strong ROI, improve customer retention and influence purchasing decisions.

Email marketing tips:

  • To build your email list, add a pop-up to your website to collect user information.
  • Share engaging content in your emails, such as blog posts, user-generated content and videos.
  • Personalize emails by adding information such as first names and customizing content based on how the user engaged with your site.





05. Influencer marketing


According to author and entrepreneur Seth Godin, "People do not buy goods and services. They buy relations, stories, and magic. These wise words sum up the power of influencer marketing. As one of the quickest growing marketing strategies, influencer marketing uses real people to speak for your brand. Another side of it, is tapping into celebrity branding - using high profile influencers or online celebrities as part of your marketing efforts.

Influencers are individuals with high following or authority on a given topic or niche. This is one of the best marketing strategies because you get to expose your products and brand to a high follower reach without spending time building the audience. More than that, the influencer you've chosen to work with can use their authority to sway potential consumers to buy. Influencer marketing is not unlike word of mouth marketing or referral marketing.

The key is to find influencers that relate to your product and align with your brand values. Don’t be afraid to start with smaller partnerships with nano and micro-influencers. Interestingly enough, often their engagement rates and conversions are much higher than the ones with massive followers.

After reading these impressive stats below, you’ll further understand the lucrative power of a good influencer marketing strategy in helping your secure greater market penetration as part of a wider mass marketing strategy:

  • 60% of marketers report better performance with influencer content vs. their own brand content.
  • Over 70% of marketers agree that the quality of customers and traffic from influencer marketing is better than other forms of marketing.
  • Influencer marketing yields between $5.20 to $6.50 for every one dollar spent.



06. Earned media and PR


After you've launched your business and website, it's time to spread the word. Gaining positive publicity and traction from media outlets will create the buzz around your business to get the attention of the masses. Business marketing strategies within this realm come in varying forms, including TV, newspapers, radio and podcasts.

Ideally, the press and publicity you acquire are organic (unpaid), but even if you’re considering working with a paid PR agency, the ROI can prove worthy. Bill Gates himself said, “If I only had two dollars left, I would spend one dollar on PR. It's an effective way to take your marketing communication to the next level.


07. Landing pages


What is a landing page? In simple terms—a marketer's best friend. This standalone page has one clear goal which is conversions.

No matter how successful your various online marketing strategies are, your landing pages and website must convert at a decent rate to make all the efforts worthwhile. Even just a one-second delay in page-load speed leads to a 7% drop in conversions.

Stay up to date with landing page best practices to increase your website conversion rate. By using Wix’s landing page builder, you’re already optimizing with best practices in mind. The landing page templates have customizable designs with CTA buttons placed strategically, built to be mobile-friendly, and critical information above the fold. Simply upload your images and change the text to fit your business.




08. Advertising


There are numerous types of advertising to consider for your business. From social media advertising to TV and print advertising, the options for advertising campaigns greatly vary. One thing is clear, online advertising is a powerful way to get your audience's attention. Its digital technology helps you better target, track and measure the results of your paid marketing investment.

Learning how to advertise on Google early on will significantly benefit your growth within digital advertising. Since Google is the largest search engine globally, you want to stay ahead of the competition and show up for strategic keywords related to your offerings with Google ads. Advertising on Google and many social media platforms is also known as Pay-Per-Click (PPC) advertising.

To choose the proper advertising methods for your business, consider:

  • Your audience
  • Costs and budget
  • Timing and length of your campaign
  • Creative assets available



09. Affiliate marketing


To answer the question, “What is affiliate marketing?” you can think of it as paid partnerships where others promote your brand for you. By creating an affiliate marketing program, you’re ultimately working with another affiliate that will distribute product promotions on their social media accounts, blog, or other platforms. Their sales get tracked with unique links called affiliate links, which allow the individual to get compensated based on performance.

This type of marketing is increasing in popularity, and more and more companies are rolling out their own affiliate programs. Due to this growth, today, 81% of advertisers include affiliate marketing as part of their overall marketing strategy.


10. Retargeting


Retargeting is a highly effective way to reach people who are already familiar with your brand and have expressed some level of interest in what you have to offer. It allows you to show ads to people who have already visited your website or shown interest in your products or services.

There are a few different ways to retarget people who have visited your website, from display and social media ads to email marketing, which can help you in the following ways:

  • Increase brand awareness. Make sure your brand is top of mind for people who have already visited your website. This can make them more likely to remember you when they are ready to make a purchase.
  • Generate leads. Showing ads to people who have visited your website and have done nothing else can encourage people to take the next step. Try offering free discounts or trials to give further incentive.
  • Drive sales. People who abandoned their shopping carts or visited your website but didn’t buy anything might just need a reminder, and you can make sure they get one.


Whichever platform you choose, just make sure you are tracking the results of your retargeting campaigns so that you can see what’s actually working.


11. AI marketing


Artificial intelligence (AI) is rapidly transforming the world of marketing. AI-powered tools and technologies are being used to automate tasks, personalize experiences and target audiences more effectively. As a result, AI is becoming an essential part of any successful marketing strategy.

AI marketing is still in its early stages, but is rapidly growing in popularity. As AI technology continues to develop, it's likely that AI marketing will become even more important in the future. Here are some specific examples of how AI is being used in marketing today:

  • Chatbots: Chatbots are AI-powered software programs that can simulate conversation with human users. Chatbots are increasingly being used in marketing to provide customer support, answer questions, and generate leads.
  • Personalized recommendations: AI can be used to recommend products or services to customers based on their past purchase history, interests and online behavior. This is a powerful way to increase customer engagement and drive sales.
  • Targeted advertising: AI can be used to target ads to specific audiences based on their demographics, interests, and online behavior. This is a more effective way to reach target audiences and improve the return on investment (ROI) of advertising campaigns.
  • AI website maker: There are a number of AI-powered design tools available that can help businesses create websites more quickly and easily. These tools use AI to generate templates, layouts and even content for websites.


These are just a few examples of how AI is being used in marketing today. As AI technology continues to develop, we can expect to see even more innovative and effective ways to use AI in marketing in the future (such as AI marketing automation).


Marketing strategies examples (and why we love them)


Wix: Content marketing with education in mind


If you haven't yet heard—we launched a podcast. Now What interviews leaders to discuss the future of business, design and eCommerce. The episodes are filled with helpful insights on succeeding as an entrepreneur as technology keeps changing.

Podcasting is a content marketing strategy that centers around the listener. On top of educating and informing with this content, Wix also turns some episodes into blog posts and shares them on social media. We saw how helpful it could be to have all types of content that listeners and readers can consume in the medium that best fits them. And most importantly its not just about promotion—it can inspire and teach something new. Podcasts and other forms of marketing content can also be used as part of your customer relationship management, as they allow you the ability to engage directly with your users or potential customers.




Berta: Social media marketing that keeps up with the trends


Bridal company Berta didn't earn its 2.9 million followers for nothing. Their highly engaging, humorous and trendy Instagram Reels and TikToks take over social media feeds. In one of their Instagram videos, they used a trending voice-over of the Kardashian family speaking. They styled each Kardashian voice with a different Berta dress to playfully showcase their dress line to each unique personality.

Their trendjacking marketing strategy is not only clever and entertaining, but it also displays products naturally. Berta makes themselves relatable and likable, while also positioning themselves as driven by innovation, through social media—something all brands can learn from.




Etsy: Email marketing campaigns that add value


Etsy, a platform known for its handmade gifts, understands how to use email marketing to showcase products while also benefiting the reader. The sharp yet level-headed subject line "Next-level gifting" grabs attention immediately. Opening the email with the following helpful advice:

"A few tips for nailing their gift: 1) Try a pick that's unexpected—but so perfect. 2) Celebrate your connection, whether it's a shared hobby, a sweet message, or an inside joke. 3) Add a personal detail to make it completely one of a kind."

The email grouped different products, such as jewelry, cozy gifts, heartfelt art and more. As a receiver, you're happy you got some thoughtful gift ideas from Etsy. Instead of spamming product links into an inbox, Etsy added value and tried to find ways their marketing could be helpful.


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