Reading Time: 11 minutes

There’s no denying that online marketing strategies are evolving rapidly, and what worked yesterday might fail tomorrow. To achieve sustainable results, you need a strategic, adaptable approach that’s tailored to your goals and audience.

From leveraging social media platforms to crafting data-driven email campaigns, proper internet marketing strategies can help you stay relevant. Plus, they allow you to build stronger connections with your target audience. 

In this article, we’ll explore the 12 best online marketing strategies for increasing engagement and boosting ROI in 2025. Each strategy addresses current trends, ensuring your business stays ahead of the curve.

Let’s get started!

Why online marketing is crucial in 2025

Businesses rely on online marketing strategies to connect with tech-savvy, always-online consumers.

We’ve even seen internet usage continue to grow over the years. In fact, a Statista report shows over 5 billion internet users worldwide in 2024, with 96.2% of global users accessing the internet via mobile phone. More people are actively browsing, shopping, and engaging with brands daily.

This growing audience makes online marketing techniques the most effective way to reach potential customers. And, with mobile devices accounting for the majority of internet traffic, you need to adapt your marketing to meet customers where they are — on their phones.

AI tools are also transforming how your brand approaches marketing. For instance, automation tools can help streamline your email campaigns, and chatbots can provide 24/7 support. This way, your customers get timely, consistent support and communication, enhancing their overall experience. 

Additionally, predictive analytics help you make data-driven decisions to personalize user experiences. This is crucial because adapting to evolving consumer behaviors is no longer optional. 

Customers expect personalized experiences, whether it’s through personalized emails, targeted social ads, or interactive content. So, failing to implement online marketing strategies means you risk falling behind competitors.

Top 12 best online marketing strategies

Online marketing isn’t a one-size-fits-all process. Every brand has its own unique needs and objectives. This means your approach will most likely be different from someone else’s.

Still, you can implement many web marketing strategies to attract new customers and spread awareness about your brand. So, we’ve outlined 12 of the best online marketing strategies to drive engagement, boost conversions, and maximize ROI:

1. Leverage email marketing

Email marketing gives you a direct line to your audience and delivers one of the highest ROI rates in digital marketing. In fact, according to an Omnisend report, email marketers report an average ROI of $68 for every $1 spent on their campaigns.

Now, to make your email marketing effective, you need to implement three key practices:

• Personalization: Tailor your emails to individual recipients using their names, purchase history, or browsing behavior. For instance, if it’s an ecommerce store, you can recommend products based on what a customer recently viewed.
• Segmentation: Divide your audience into smaller groups based on demographics, behavior, or preferences. For example, if you’re running ecommerce advertising for a fitness brand, you can create separate campaigns for yoga enthusiasts and weightlifting fans.
• Automation: This helps you streamline repetitive tasks to focus on strategy and growth while ensuring consistent, personalized customer interactions. Leverage email automation tools like Omnisend to increase efficiency and save time. With features like automated welcome sequences, cart abandonment reminders, and re-engagement campaigns, you can maintain timely, personalized communication with minimal effort.

Other effective online marketing strategies include utilizing a compelling subject line, visually appealing layout, and clear calls to action (CTA). You can easily set up all of this in your automation, too, using the available tools, as you can see on Omnisend.

Also, monitor your performance metrics like open rates and click-through rates to refine this online marketing strategy.

2. Invest in content marketing

Creating valuable, engaging content is one of the best online marketing strategies to attract and retain customers while building trust and authority in your industry. Focus on producing diverse content, like blog posts, videos, infographics, and case studies, to meet your audiences’ unique needs and preferences.

You can also repurpose your existing content to maximize its reach. For instance, you can transform a long-form blog into a short video for social media or an infographic for LinkedIn. This approach saves time and ensures consistent messaging across platforms.

Regularly analyze performance metrics such as engagement rates and time-on-page to keep your content fresh and relevant. Combining these insights with strategic SEO and content repurposing can enhance audience engagement and increase conversions.

3. Use social media marketing

Social media marketing is one of the best online marketing strategies for connecting with your audience and building brand awareness. 

To use this strategy, choose the platforms where your target audience spends the most time. For example, if you’re targeting Gen Z, platforms like TikTok or Instagram would work best, while LinkedIn is better suited for B2B marketing. This post from Omnisend is a prime example:

The key thing here is engagement. So, respond to comments, share user-generated content, and create polls or interactive posts to build a sense of community. For example, your food brand can encourage followers to share their favorite recipes featuring its products and repost them on its page.

You can also leverage paid ads to expand your reach. Platforms like Facebook and Instagram allow you to run highly targeted campaigns based on demographics, interests, and behaviors. Then, you can use retargeting ads to re-engage users who visited your website but didn’t convert.

Even more, trends like short-form videos and influencer collaborations can boost your efforts. Short, engaging clips on TikTok or Instagram Reels often go viral, which increases your brand’s visibility. 

In addition, you can partner with influencers who resonate with your audience to enhance credibility and drive targeted traffic to your page.

4. Optimize for search engines (SEO)

Search engine optimization (SEO) is one of the best online marketing strategies to improve your website’s visibility and attract organic traffic. 

Start with on-page SEO, which involves optimizing individual web pages. Incorporate targeted keywords into titles, meta descriptions, headers, and body content to expand your page’s visibility.

Don’t also forget off-page SEO. Focus on building authority through backlinks by collaborating with reputable websites to link to your content. You could do this through guest blogging on industry-relevant platforms to drive traffic while improving your search ranking. 

There’s also technical SEO, which ensures your website is accessible and user-friendly. Here, you want to optimize page load times, use HTTPS for security, and create a mobile-friendly design. With most users browsing on their phones, a responsive website enhances user experience and helps improve retention and boost your Google rankings.

5. Implement pay-per-click (PPC) advertising

PPC advertising is one of the cost-effective online marketing strategies to drive targeted traffic to your website. With platforms like Google Ads and Bing Ads, you bid for ad placements on search engine results pages (SERPs). For example, if you’re selling eco-friendly cleaning products, your ads can appear when users search for “natural cleaning solutions.”

Set a clear budget for your PPC campaign and daily or monthly limits to avoid overspending, especially if you’re working with a small marketing budget. With PPC, you pay only when someone clicks on your ad, making it essential to monitor costs and ROI. 

Additionally, you need to target the right audience for your PPC to succeed. Use features like demographic filters, location targeting, and keyword match types to reach your ideal customers. If you’re a local bakery, for instance, target users within a specific radius of your store.

Set up a PPC dashboard to regularly track and optimize your campaigns. Here’s an example of what that looks like:

While you’re tracking your campaign, monitor click-through rates (CTR), conversion rates, and cost-per-click (CPC) to refine your strategy. Then, adjust bids for high-performing keywords or reallocate your budget to ads that generate better results.

6. Focus on video marketing

Video marketing is one of the most engaging online marketing strategies for connecting with your audience and driving results. Platforms like YouTube, TikTok, and Instagram Reels make it easier to showcase your brand through compelling visuals and storytelling. 

Whether it’s a product demo, customer testimonial, or behind-the-scenes look, videos help humanize your brand and capture attention quickly. So, create videos tailored to your audience’s interests and pain points. Take inspiration from this example:

Keep your videos short, especially for platforms like TikTok and Instagram Reels, where concise content performs best. As you create these videos, incorporate storytelling with a narrative that emotionally resonates with your viewers.

While making these videos, incorporate storytelling by using a narrative that resonates emotionally with your viewers. This creates a sense of connection with your audience.

You should also engage your audience by encouraging interaction. Include clear CTAs like subscribing to your channel, visiting your website, or trying a free trial. Then, track performance metrics like views, engagement rates, and shares to measure success and refine your strategy.

7. Utilize influencer marketing

By collaborating with influencers whose values align with your brand, you can tap into their loyal followers and drive engagement. Whether it’s a nano-influencer with a tight-knit community or a macro-influencer with a large audience, finding the right partner is key when implementing online marketing strategies.

Start by identifying influencers who resonate with your industry and audience. For instance, as a health-focused brand, you might collaborate with fitness influencers who share workout tips or nutrition advice. Here’s an example of a partnership between an influencer and a beauty product:

This is one of the best online marketing strategies because you can even use popular digital marketing platforms like Instagram, TikTok, and YouTube for influencer collaborations.

For this collaboration to work, you should clearly define campaign goals, whether it’s to increase brand awareness or increase sales. You can also provide influencers with creative freedom but ensure their content aligns with your brand message. 

Don’t also forget to measure ROI from the collaboration. You can use tools like UTM links or discount codes to measure ROI directly.

8. Harness affiliate marketing

Affiliate marketing is a cost-effective online marketing strategy that leverages partnerships to expand your reach and boost sales. Affiliates promote your products or services on their platforms and earn a commission for each sale or lead they generate.

To start, set up an affiliate program through platforms like ShareASale, Impact, or your website. Define clear commission structures and provide affiliates with resources like banners, product links, and promotional materials. 

Monitor performance by tracking clicks, sales, and conversion rates. Then, use analytics tools to identify top-performing affiliates and reward them with bonuses or higher commissions. 

For this online marketing strategy to work, you need to build strong relationships with your affiliates. Engage regularly through newsletters or dedicated portals to keep them updated on new products, campaigns, and marketing assets.

9. Use SMS marketing for instant engagement

SMS marketing is one of the most effective ways to connect with customers directly. In a SimpleTexting survey, 79 % of consumers opted to receive texts from businesses in 2024. This shows that more people want direct communication with businesses.

You can take advantage of this with promotional offers, abandoned cart reminders, and time-sensitive updates. As a retail store, you can send a Black Friday sale reminder with a discount code to drive faster purchases like this example:

SMS marketing software like Omnisend simplifies this process by allowing you to integrate SMS with email campaigns. Let’s say a customer doesn’t open an email about a sale — automated text messages can ensure the message reaches them through another channel to achieve cross-platform engagement.

To maximize the effectiveness of your strategy, personalize these SMS messages. Address customers by name and tailor content based on their preferences or recent activity.

10. Engage in community marketing

Community marketing is one of the best online marketing strategies for creating and building genuine relationships within online communities. It’s a long-term strategy that helps you build trust and loyalty by connecting with your audience where they spend their time. 

A great starting point is platforms like Reddit, Facebook Groups, or niche forums. For example, as a health brand, you could join a fitness-focused Reddit group. Then, share valuable tips and engage with potential customers. Here’s what that would look like:

You can also build your own branded community, like hosting a private Facebook group for customers. This creates a space for discussions, feedback, and exclusive updates, keeping users engaged while nurturing a strong sense of belonging.

Consistent engagement is key. So, if you have a team, assign someone to monitor and contribute regularly to conversations. This way, your brand stays active and relevant.

11. Host webinars and live events

Webinars and live events are online marketing strategies for building authority while engaging directly with your audience. They let you showcase expertise and answer questions in real-time.

To maximize the reach, promote your webinar well in advance through email campaigns, social media, and even SMS reminders. You can also use platforms like Zoom or Microsoft Teams for easy hosting and tools like Calendly to simplify registrations. 

Always provide a clear value proposition for attending, such as actionable insights or exclusive content. Require registration for webinar access to gather names, emails, and business details and then nurture these leads with targeted follow-up campaigns.

During the event, focus on delivering value, engaging attendees with Q&A sessions, and using polls or live chat for interaction. Afterward, send recordings to those who registered but couldn’t attend so your message reaches a wider audience.

12. Implement loyalty programs

Loyalty programs are an ecommerce marketing strategy for encouraging repeat purchases and strengthening customer relationships. By rewarding customers for their loyalty, you can create a sense of exclusivity and motivate ongoing engagement. 

This can be as simple as offering points for every purchase, which customers can redeem for discounts or free products. A great example of this is the Chubbies loyalty program:

You can also implement tier loyalty programs to incentivize your customers to spend more. 

Plus, digital loyalty apps allow customers to track points and for you to communicate your offers easily. Platforms like Smile.io or Yotpo allow seamless integration with online stores, allowing you to personalize your customer experiences.

Additionally, you can expand the impact of your strategy by combining loyalty programs with personalized email or SMS campaigns. For instance, send reminders when points are about to expire or highlight exclusive member-only benefits. 

Conclusion

Implementing online marketing strategies is no longer optional in 2025 — it’s essential for business growth and staying competitive. From leveraging email marketing and SEO to engaging with audiences through social media and webinars, each technique helps drive traffic, conversions, and brand loyalty. 

So, start small by implementing one or two online marketing strategies, like optimizing your content or launching a loyalty program. After that, gradually expand your efforts to include more advanced methods like influencer collaborations or community marketing.

You can even use tools like Omnisend to automate your email marketing campaigns. You get better customer engagement and develop meaningful connections with your audience.

Online marketing strategies FAQs