The Internet is teeming with failures in online marketing strategies, thus it is always pleasant to find companies that are doing it right. Digital marketing is an ever-changing field of practice, and as new entrants come into the market, businesses find it more difficult to attract the attention of their target audiences.

However, by situating your business in the right place, time and way, you can come out of obscurity and engage with your audience in meaningful ways. Below, we offer a list of four strategies, and the lessons we can learn from them:

Audience targeting

Not all online marketing solutions can get a solution using Facebook, Twitter or other marketing platforms. It’s important to identify your main audience, and determine where much of their online visits are spent. You should exert your influence in those areas. As you examine your ROI, you’ll notice the importance of knowing ‘who’ and ‘where, because time and effort must be directed towards actions that will bear fruit.

Case study: Uber

Uber discovered its main audience to be tech-savvy mavens who had no problem parting with a little more money to travel comfortably and in style. They made superfluity the normal, supporting it by creating an eye-catching app that made bookings on Uber highly convenient and efficient. The result is the success story we hear about now and again.

Looking at the numbers

Your internet marketing effort shouldn’t be just about increasing the numbers of unique traffic. What counts is converting that traffic – whether you need them to read an e-book, subscribe to newsletters or fill out a form.

The same applies to getting likes on your Facebook page – having thousands of fans is awesome, but that’s not the end. How many convert to loyal customers and brand ambassadors? Those numbers are more important.

Many organizations erroneously focus on metrics that don’t add value in themselves – pitching services focused on numbers of likes, visits, shares or comments. Instead, sales, conversions, relationships and signups would offer more meaningful numbers.

Case study: Pink Cake Box

Pink Cake Box is a modest shop in New Jersey that deals in specialty cakes. It set up a blog and website, posting content on its cupcakes and specialty cakes regularly, including pictures to draw viewers’ attention. Not only did traffic grow, the number of orders placed grew along with it.

At some point, traffic no longer directly correlated with sales rather it consisted of people searching for information and recipes. The shop in turn began to gear the content towards the smaller buying group rather than just attraction of traffic.

Setting precise goals

All the marketing channels you use should project the same message. If you’re getting high bounce rates, this should be cause for concern – perhaps your page gives a different impression from the ad/marketing channel that drew the visitor in. This is especially true with PPC advertising, and it loses the business a lot of potential revenue.

All messages communicated via separate channels must offer a unified picture of the business. This means keeping goals precise and easily measurable and messages targeted towards said goals.

Case study: Kiva

Kiva is a non-profit institution facilitating micro-financing of students and entrepreneurs worldwide through the web. Its mission is to alleviate poverty by connecting people via lending. In November 2013, the company could raise upto $ 1M in three days. In every social channel, its goal and message has been precise and uniform, which has caused the platform to attract over one million lenders from all over the world.

Mobile accessibility

It’s no longer an option to have a mobile-friendly site. The number of potential consumers running searches and accessing sites via different mobile devices surpassed those using desktops in 2014.  It is therefore imperative not only to be accessible, but also shareable through smartphones and other mobile devices.

Case study: BuzzFeed

BuzzFeed was able to triple its visitors within two years by focusing on the “Bored in Line” and “Bored at Work” demographic to read and share its content. It found that most people accessing its content through phones could drive its social shares to the roof. Therefore, it focused on making content mobile friendly and sharing and user participation on mobile much easier. Today they attribute over one-third of their traffic to mobile users.


More important than being attracted to the newest ‘in-thing’ or technology, gear your online marketing campaign towards your best objectives. The latest or most-popular platform or tool is not necessarily the best to help you achieve those objectives. Rather, define your objectives and set the measurable metrics clearly through research and by studying other success stories within your field. As you read up on them, you are likely to stumble on an idea that will revolutionize your digital campaign.