The 10 Best Online Marketing Strategies to Make You a Unicorn

Larry Kim
Larry Kim
Jan 4, 2017 · 6 min read
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My 10 Most Unicorn-Worthy Online Marketing Strategies

#1. Aim for super-high organic click-through rates

Does organic CTR matter? YES! Now more than ever! If you want to compete in the new SEO reality, you’ve got to raise your click-through rates and other engagement factors. Here’s our process:

  • Ditch boring titles and test emotional, relatable headlines that promise value
  • Improve intent match to reduce bounce rate and pogo-sticking
  • Bonus: Data indicates raising CTR can move up your rank!
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#2. Aim for super-high ad click-through rates

CTR isn’t just important for SEO (duh). It’s also incredibly important for paid ads, because ads with high engagement rates get better placements at a lower cost per click on Google AdWords, Facebook Ads, Twitter Ads and pretty much every platform. Here’s what you need to know about raising your ad CTR:

  • Ads with the highest CTR focus on four key emotions: anger, disgust, affirmation, and fear
  • Bonus: High CTR ads usually have high conversion rates too!
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#3. Forget everything you know about conversion rate optimization

Sorry to burst your CRO bubble, but the classic A/B test is a fairy tale — too often, we get super excited about early leads, but they tend to disappear over time. Either the test hadn’t reached statistical significance, or people were responding to novelty, but the effect didn’t last.

  • To really move the needle, change your offer to something truly irresistible
  • Brand familiarity has a massive effect on conversions — so try remarketing!

#4. Remarketing is great … but try Super Remarketing!

Maybe you’ve noticed (ha) that in the current online marketing landscape, it’s harder and harder to get your content noticed. The competition is insanely fierce! That means everyone’s attention is spread thin. But all hope is not lost, aspiring unicorns!

  • Use social media remarketing to increase engagement by 2X to 3X
  • Then step it up with Super Remarketing: the awesome combination of remarketing, demographics, behaviors, and high-engagement content

#5. Hack RLSA for a Unicorn Surge of Leads

Regular old, plain-flavor RLSA is kind of a shell game: You’re basically cherry-picking your cheapest leads from a larger pool. Yes, you save money, but your lead volume is greatly reduced! Most people don’t want that, right? We want more leads AND lower costs.

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  • Bias people toward your brand by using social ads to dramatically increase the size of your cookie pool

#6. Get your Facebook organic reach back

Newsflash, Facebook organic reach sucks. In fact, we recently discovered it’s even worse than we thought!!

  • Use Larry’s Unicorn Detector Pyramid Scheme
  • Invite people who like your content to follow your page
  • Post video content for way higher engagement rates — the key to organic reach

#7. Outsmart your competition!

Try these brilliant competitive advertising strategies:

  • Disrupt your competitors’ videos with YouTube ads
  • Use your competitors’ brand names to keyword target your Gmail Ads
  • Download and target your competitors’ Twitter followers

#8. Use social ads to make an impression on influencers

Not a big name yet? No problem!

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  • Write an awesome guest post for an influencer, then promote and amplify so it makes a splash
  • Tag your fave influencer and do an engagement campaign
  • Become a trending story on LinkedIn Pulse

#9. Learn how to REALLY run a Twitter lead generation campaign

Forget Twitter’s advice for running lead gen campaigns — it’s totally wrong! Do this instead:

  • Never use automatic bidding — it’s a trap
  • Instead, use funny images, emoji, advanced targeting options and don’t forget conversion tracking!

#10. Master the art of Medium publishing

There are insanely good reasons to republish your content on Medium — like reaching a much bigger audience with minimal effort. Here’s how to make the most of the Medium platform:

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  • Follow people who engage with your content to build your audience

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Larry Kim

Written by

Larry Kim

CEO of MobileMonkey. Founder of WordStream. Top columnist @Inc ❤️ AdWords, Facebook Advertising, Marketing, Entrepreneurship, Start-ups & Venture Capital 🦄

Marketing and Entrepreneurship

Tips & News on Social Media Marketing, Online Advertising, Search Engine Optimization, Content Marketing, Growth Hacking, Branding, Start-Ups and more.

Larry Kim

Written by

Larry Kim

CEO of MobileMonkey. Founder of WordStream. Top columnist @Inc ❤️ AdWords, Facebook Advertising, Marketing, Entrepreneurship, Start-ups & Venture Capital 🦄

Marketing and Entrepreneurship

Tips & News on Social Media Marketing, Online Advertising, Search Engine Optimization, Content Marketing, Growth Hacking, Branding, Start-Ups and more.

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