Native marketing is the process of integrating advertising messages and sales materials into a platform where it looks and sounds as natural as possible. For example, publishing well-crafted sponsored Facebook posts is a component of a native online marketing campaign. That’s because users in this social media platform expect to see these sponsored ads and won’t often mind them because they’re usually aligned to their timely interests and needs. Plus, these sponsored posts normally match the overall user interface design of the platform itself.
Another example of native digital marketing at play is when a company with B2B (business to business) prospects regularly publish sponsored LinkedIn posts. That’s because this website is a B2B platform. So users of this website expect to see sponsored posts from other businesses that are aligned to their corporate objectives and commercial interests. As you can see, the job of the advertiser is for the look and feel of their sponsored posts to best match the user interface design of this B2B network. They do this to package their ads and marketing messages in ways that look natural in the eyes of their B2B prospects who frequently hang out at this website.
- How Did Native Online Marketing Start Out?
Native marketing on the Internet began much earlier. Even before the massive adoption of the mobile Web and the insane popularity of social media at a global scale. More than a decade ago, the most effective strategies that incorporated native marketing were advertorials and organic content marketing. These materials were published in article directories and content repositories where other businesses and content publishers can syndicate or re-publish it as is on their websites. Each author was allowed to have a section in their material with a brief call to action summary of their expertise along with a link that points to any of the author’s Web properties.
However, this tactic was spammed to death after lots of marketers learned that publishing these materials in the article directories themselves gave them positive SERP (search engine ranking placement) results in Google for relevant terms. Even if their materials weren’t picked up for syndication by other website owners and businesses. That was why many of them opted to churn massive amounts of articles for submission to the top directories with high Google PR (Page Rank).
There were even software development groups that created article spinners for this purpose. This piece of software allowed marketers to write one article in a certain way that enabled them to churn out thousands of rewritten articles through the features of this application. Their objective was to cough up thousands of articles from one so-called seed article, with each one being able to fool Google into thinking that it was a fresh material written from scratch.
But Google soon killed this tactic. Now, advertorials and organic content publishing are still effective native online marketing strategies. The most effective campaigns that use these methods are done today as how they were supposed to be done back then.
What’s considered as an effective advertorial or organic content material today is one that talks about a popular topic or a controversial issue that’s aligned to the interests of the target readers and to the latest products of a business. This content is also published in platforms where readers expect to find materials that focus on particular topics and are written by expert brands and influencers. They’re also packaged in ways that match the look and feel of the platform. That’s how these advertorials and organic content materials are integrated with effective native online marketing tactics.
- Why is Native Online Marketing the Next Big Thing?
Native marketing continues to produce among the best positive responses from a variety of target audiences in many niches and industries. Many of your ideal prospects are likely to engage with your content when it’s aligned to their timely interests, relevant needs, professions, lifestyles, Web surfing activities, shopping habits, hobbies and content viewing preferences. More so if it’s integrated with the most controversial topics and hottest social media news that they’re currently interested in. Especially if it’s published in a platform where they expect to find similar types of content.
By making sure that your native marketing campaigns are implemented with these components, you’re bound to also get higher conversions and customer acquisition rates. That’s because all at the same time, you’re showing your useful expertise to your ideal prospects while clearly communicating the primary benefits and overall value propositions of your newest offers. Another big plus is that your materials aren’t obtrusive in the eyes of your target audience. Who wants to have products rammed down their throats while they’re having a relaxing time viewing content through their favorite mobile apps, video on demand repositories or social media platforms?
Another advantage of native online marketing, of course when done right, is the much better viral marketing results that your business can get from this tactic. Your materials are more likely to get more shares and links from your target prospects. After all, many of them are expected to share stuff with their peers that are aligned to their timely interests and needs. With this, you can take advantage of the snowball effect that this should have for your traffic generation and sales targets.
Bigger repeat sales can also be among the most beneficial results that you can get from the right native online marketing campaigns. More of your existing customers are likely to take your newest offers when you promote it in ways that are aligned to their current interests, preferences, habits and needs. Also remember that it’s much easier to sell new products to an existing customer than it is to do this successfully with a new one. It also costs 600% more to get a new customer onboard than it is to sell a new product to an existing one.
Keep in mind the things described above, and you’ll be able to generate more creative ideas on how to drastically improve your marketing campaigns. Don’t forget that you can also get all the help you need for your business from the right online marketing agency. Just remember to avoid blowing away too much time and money when you do this. Avoiding this is a matter of carefully choosing the right marketing service provider and starting out slow just to check if they’re a good fit to what you want to happen for your business.