Essential elements of successful e-marketing

E-marketing is a wide field including practically everything related to the internet. E-marketing is one of the fastest growing mediums. Internet has become number 1 marketing channel in the UK and the USA. In Estonia it is currently on the third position. We have spoken about the ABC of internet marketingwhere we gave 3 basic steps for a successful e-marketing strategy. Now we will give you directions how to achieve them.

5 tips for successful e-marketing

Functional website

Successful e-marketing starts with a functional website. Having a poor website makes the marketing process unproductive. A website designed in Flash is a bad sign, also using bright colours, pop-up’s, automatically playing themes etc. (read more 15 things people hate about your website). Some widgets are easily removed, others require a complete redesign of a website.

A new website is not something done light-hearted, and it shouldn’t be especially if the defects can be removed.  A good and functional website fulfils its objectives, offers fast and relevant information about the company. Such website has a great designis functional, user friendly, easy to find and has a marketing support.

Keyword strategy

Each business owner desires to get the right kind of visitors to his company’s website. A visitor who is interested in the products/services you provide is much more likely to make a purchase. The question is how to get the right people to your webpage?

Keywords. Keywords are those magical terms that correspond to your products/services description. Keywords are used for website optimisation and search engine advertising (AdWords). Keywords are aimed to match the search query to the service provider. People who search information about a product/service via Google are more interested in your services as they wanted to receive information about a specific item. In order to achieve maximum results the keywords must be chosen correctly. When choosing keywords you should consider search volume, competition and the relevancy of keywords.

Keyword strategy requires more than just choosing the right keywords. You must also consider the landing pages. The aim of the keywords is to create a landing page that corresponds to a specific term and offers the information searched by the users. The harmony between the landing pages and keywords apply both for optimization and AdWords. In addition to primary keywords you can use secondary keywords that have smaller search volume but that are relevant to the topic. You can use those as synonyms (if possible) or as interesting subtopics.


Search engine optimization i.e. SEO is the visibility of a website in Google search engine, meaning that it’s the most basic thing for e-marketing. Optimization is necessary to bring the right kind of visitors to your page, as mentioned in the previous point. Optimization is highly valued due to the reliability of organic search results and high traffic volume.

Optimization is divided into onsite and offsite optimization. Onsite optimization makes the navigation easier and creates relevant content. Offsite optimization is mainly done to create external links as Google consider high value links when ranking the page. Main onsite optimization practices are: determining meta keywords and meta descriptions, setting a page title, headings H1, H2, H3, determining titles for pictures, internal linking, anchor texts etc.

Optimization is mostly considered free advertising as there is no direct cost. The reality is that optimization is a serious business and requires constant investment – both in time and money. There are lots of e-marketing agencies that offer SEO services. It’s important to know at least the basic points of optimization otherwise you can risk with your webpage reputation and position in Google (read how to spot a bad SEO service).

Blog and content marketing

As mentioned above being visible on Google is extremely important. Google values fresh and unique content that offers value to the readers. The best way to do so is by blogging. Blogs are effective communication tools that offer valuable information about the business field without aggressive advertising. Blogging creates trust, active discussion, image and reputation. Blogs are easily shareable via social media creating a buzz effect. Start blogging now, before your competitors do.

Content marketing is another topic that needs your attention. The aim of e-marketing is usually conversion. Even if a website has great functionality and other qualities a weak content may cost you a sale. To be sure you offer a great value check your texts: product information, service description, about the company, CTA’s etc. Make sure you have no grammar mistakes, review your writing style, relevancy and most important – the goals. Pay attention to pictures, 40% of customers would rather avoid purchase if there are no lifestyle images of products on the website (gsi commerce).

Social media

E-marketing is quite often related to sociality – it’s interactive and creates active relations between the company and clients. Studies have shown that it’s easier for clients to interact with a company via social media, they get more attention and their problems are solved faster. Social media is growing very rapidly and each interest group has its own “home” social media channel. The most popular of them is Facebook that celebrated lately the crossing of one billion active users limit. It’s understandable why marketers direct their social media strategy mainly to Facebook.

There are many other social media environments that are worth your attention. Twitter is the second most popular channel besides Facebook. Twitter has about half as much users as Facebook. Nevertheless it’s a powerful medium that offers numerous functions unique only to Twitter. It’s highly recommended for businesses that host events or organize seminars. Google+ is another social media channel that offers innovative features useful for businesses who organize events, for example enabling live conferences. LinkedIn is mainly useful for B2B companies for networking. As you can see, social media reaches far beyond Facebook, you just need to find the right one(s) for your business.


Successful e-marketing is a holistic strategy based on combined marketing activities. Having a well optimized webpage alone does not help if the content is poor. Neither doesn’t work a great website that is impossible to find. Internet offers so many opportunities for marketing and the best results are achieved as a synergy of different activities. The 5 points brought out are the most basic ones to achieve a successful e-marketing strategy. Keep your eyes opened and look for opportunities the internet has to offer for your business.