The Online Marketing Trifecta: Web, Content and Social Media


Online marketing consists of several parts so called Trifecta. Let’s take a look.


1. Web Marketing

CRO (conversion rate optimization) is an optimization of the conversion rate, i.e. working on a site or a separate page to engage users in the desired activities (a variety of things, from purchase to subscription).

Conversion in this context is a targeted action for users.

  • An online store? – Sale
  • Blog?  – Subscription
  • Software? – Trial period and other

What is the conversion rate?
CR (conversion rate) is the percentage of successful targeted actions from the total number of visits to the page. It is considered as a simple ratio.

For example, your website offers individual dietary programs. Every month, 100 people visit the landing page. 10 of them sign up for the trial period – CR is 10%.

Why optimization is so important?

You may have heard this opinion from colleagues: “It’s easier to double conversions than traffic.” It’s true. Sometimes even a few simple changes on the lander can significantly increase conversion rate. Let’s that you make small changes to your website and it is now 15 of 100 that sign up for the trial now. You just increased the conversion rate by 50%!

CRO should not be target number on

In general, doing CRO for the sake of CRO does not make sense. For example, your website sells iPhones for $699. The conversion rate is 5%. Drop the price to $1 and the CR will boast to 100%.

The graph will be great, but the ultimate goal is the profit that the site is able to generate. It is important to remember that the client (and ourselves) will be finally happy only with the increase in net profit.

What to change first?
This is not an easy question, on our sites a lot of significant elements that affect the commission of targeted actions. However, here are three ways to start the tests.

1. Start with high-traffic pages. It is simple, if you can improve the conversion rate by even a small percentage, the total number of targeted actions will give a significant increase.

2. Worst pages of the site. It makes sense to go from the opposite and start tests with poorly converting pages – they have nowhere to grow but up 🙂

3. Qualitative and quantitative data. The most reasonable thing would be to rely on metrics collected through Google Analytics, a behavioral factor assessment tool, and heat maps.

For example, data suggests that people don’t click on the CTA button without noticing it. Try to change the position of the button on the page, color or size, but before you try to understand the true reason and put forward hypotheses.

Rely on the data and logic you’ve collected. Without them, we rely on chance. Intuition sometimes helps, but statistics are more reliable.

2. Content Marketing

Don’t believe it if you are told that content marketing is the future of business. It’s real. Analysts talk about the explosive growth of this area of internet marketing.

Content marketing – if you haven’t heard the word yet, remember it, you’ll hear it very soon. You’re probably already implementing this technology without even knowing it. If not, you will start implementing it very soon. Content marketing, in fact, will soon become a backbone path to the development of Internet marketing in general.

So what is content marketing?
Content marketing is a marketing technology for creating and distributing sought-after content to attract a target audience. The goal of the technology is to encourage the consumer to take action, to involve him in your conversion scenario. Content marketing is information received by your potential buyer at the right time and place.

Do you think you have good prices? But your client doesn’t even know it!
Do you think you have a real competitive advantage? But your client doesn’t even know it! Do you think that your products and services are the best on the market? But your client doesn’t even know they exist!

All your client is looking for on the Internet is information. Correctly submitted information, spread through the right channels, is the essence of content marketing.

Now, to make it more clear, let’s give an example. You’re selling some merchandise. Your page literally begs the visitor to buy. Content marketing technologies are fundamentally different from this. We take your goods and products of competitors, we do a review on “Why is your product better”? We let the consumer make their own choice – which product to choose, and this choice should be in your favor. After all, your product is really the best on the market? And most importantly, there should be a lot of such reviews. More precisely – a lot. More precisely – very, very much.

The main benefits of content marketing:

  • Mediated sale through content demanded by your audience.
  • Content marketing doesn’t work for your brand directly, but makes it recognizable.
  • Promotion of the brand requires a smaller budget than through classic ways of advertising.
  • Positions in the issuance of search engines are improving. They like natural references!
  • Search traffic increases due to growth – because content marketing implies a constant increase in the number of new materials on the site, which means that the number of promoted requests increases.
  • The authority of your company or brand is strengthened, creating quality content will make you an expert in the eyes of both the consumer and competitors.
  • Content marketing is natural! This is not a pressure to issue search engines at the expense of seo-links. This means that in the long run this is exactly what search engines will demand.

As you can see, there are only pluses. Content marketing creates trust, credibility, which, in turn, destroys the “resistance” of the client. The information you need is a description of the benefits a customer will get from a particular product or service. Content “rules” on the Internet, because consumers are looking for information that can solve their problems.

3. Social Media Marketing

SMM (Social Media Marketing) – Marketing on social media is the promotion of products and services in social networks, which are perceived by marketing as social media.

Social media marketing is a tool for the dialogue between a social group and a marketing company. SMM is a direct work in communities that cover the target group of users. Social media platforms are a modern tool for interacting with the target audience. Today, the audience of social networks is comparable to the audience of television channels, but it is more attentive and active.

Marketing of social media is located at the intersection of journalism, sociology, advertising, trade marketing, public relations. SMM has more to do with PR than with advertising. Consumers’ attention can be obtained and bought through advertising. Trust of the target audience can not buy, it can only earn. Social marketing has more of journalism than blogging or posting. These are tools of direct and open or covert interaction with the target audience, not “throwing” on the audience of what is interesting and important to the company or writer of posts.

Tasks that can be solved with SMM:

  • PR
  • Branding, brand promotion
  • Mass non-personal advertising with elements of social significance, with the aim of providing advertising coverage
  • Trade marketing – stimulating activities among the social community
  • Social and internet support for offline marketing activities
  • Social support for online marketing activities
  • Group dialogue with a group of active consumers of the company’s marketing adepts
  • Social dialogue with an audience interested in solving problems and discussing problems, problems and prospects close to the subject of marketing
  • Social promotion – popularizing the social value of the marketing subject of the company and the company itself
  • Cross-promotion with non-competitive companies and brands, within a common social target group
  • Verification of the views and aspirations of the social community with plans and strategy of the brand and the company
  • Increased attendance of the company’s Internet resources.

SMM is still a tool for non-standard marketing interaction but, to date, is the most promising. Marketing in social media is in demand by both large companies, market leaders, and as small and medium-sized companies that use SMM for their own promotion and contact with their consumers.

SMM does not have an instant effect, but gives a long-term result, provided targeted and proper use. Its main advantage is the low cost of investments compared to the possible effect of the activities.

Traditional marketing tools in social honey:

  • Group dialogue – creation, design, content ingesting materials (conducting) the blog
  • Social dialogue – information messages in thematic communities, support for discussions, answers to questions and comments
  • Trade marketing – stimulating activities among the social community
  • Hidden Marketing – Work on popular thematic sites: launching and supporting discussions in the format of an agent of influence
  • Direct marketing – dialogue on behalf of the company
  • Direct advertising in thematic communities and on the pages of popular bloggers
  • Viral marketing
  • Monitoring positive and negative information. Creating a positive information background
  • Optimization of the company’s Internet resources under social media (SMO)

Social media marketing involves mandatory optimization of the site and bringing it in line with the basic criteria of SMO – Social Media Optimization, as it is a tool by which members of the social community – the target audience attract to the site from social networks, communities, blogs, diaries and forums.

SEO on top of that all

To unite all the step 1 – 3 we need to put SEO on top of that. What is SEO? This is search engine optimization or simple words promotion of the site in the issuance of Google. Unlike other promotion tools, Search engine optimization works with free traffic from search engines. The popularity of this technology is great. In the future, the “promoted” company in the top issue will be able to attract to the site 60-90% of all traffic in its niche. However, many are afraid of complexity, incomprehensible algorithms of ranking and long implementation period.

Since the advent of SEO site owners, marketers and promoters want to know exactly: how do search engines determine which resource is better? Yandex and Google ranking algorithms are stored behind seven seals. There are stories that even the employees of search services 100% do not know all the nuances of the ranking. However, the basic principles of search engines are well known.

The classic Search engine optimization is based on key user queries. That is, Yandex or Google robots search the network for sites with the most relevant search query content. This is the simplest and most outdated algorithm. Since 2005, search engines have introduced the concept of relevance. To advance in the TOP, it was not enough just to “fill” the page with keywords. In order for the site to be able to count on high positions in the issuance, all content must comply with the request.

Another factor influencing CEOs is the behavioral characteristics of visitors. In other words, optimized content should engage users, encourage them to stay on the page longer, click on links, comments, and be active in every way possible.

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