Online marketing is a broad umbrella term that encompasses multiple types of marketing that occurs in this digital age. To many people, it is a convoluted term that is hard to grasp because there are many different types and ways you can market online. Without knowing what you’re doing, online marketing can be extremely daunting and confusing.
We know the way we sell online is challenging to grasp and filled with too many options, but so is the industry itself. Understanding a concept is hard enough without competing with everyone else trying to do the same things you are to get a good loyal customer base to back you up.
So, let’s break it down into its parts and go through what each type of marketing is and why it can be so crucial for businesses to use.
Online marketing, in its simplest form, is any advertising done on the internet. This shouldn’t be confused with digital marketing, as it can deal with display advertising, which doesn’t always connect to the internet.
Online marketing deals with several topics that include paid advertising, organic reach, or a mix of the two that you can use to help improve the growth of your business. When we discuss online marketing, we are primarily speaking about seven individual terms that together can be used over the internet to market your business and your brand to a vast audience.
SEO is a way for your business to foster growth for themselves organically online. Using optimization techniques, you can boost your business‘ visibility using keywords in your content to rank higher on Google and other search engines if done well.
There are three types of SEO, on-page SEO, off-page SEO, and technical SEO.
On-page SEO you perform on your website. Search engines use a specific code and it reads the keywords in titles, headers, URL structures, meta descriptions, images, and more.
Technical SEO deals with the coding of a website, all of the behind-the-scene things that search engines look for. It includes load speed, meta tags, security, site maps, structured data, and not having duplicate content.
SEO leverages Google, so you appear relevant on search engines. This is essential because the majority of people searching for things online won’t look past the first page. Therefore, it is a necessity to optimize your content to gain a broad viewership. Consequently, you won’t get business if customers don’t even know you exist.
One of the most prominent forms of marketing currently is SMM. By using platforms like Facebook, Twitter, Instagram, or LinkedIn, it can provide a direct way to get the word out about your company. You can quickly inform others about your products and services. However, it is no easy feat.
In order to gain a following, you need to know your audience and follow the guidelines to SMM.
- Provide Valuable Content
- Motivate Others
- Stay Consistent In Posting
- Engage With Your Viewers
- Reciprocate Compliments & Follows.
SEM is done by marketing a website through search engines. You use paid marketing through the internet to be ranked higher in organic searches, paid listings, or both. SEM provides a way for a business to get its brands’ products and services noticed. Not only are you paying for viewership, but impressions as well.
If you have the funds available, this form of online marketing is worth it. You pay for keywords on networks such as Google’s Adwords or Facebook. The more competitive the word you are trying to use, the more expensive it will be to buy.
PPC advertising is usually done through a search engine such as Google or social media platforms like Facebook; it is a form of SEM. You pay a certain amount each time your ad is clicked on. The best use for PPC ads is to track them. By using Facebook tracking pixel or Google Adwords pixel, you can outline your target audience more clearly.
These tools will allow people interested in similar products or have been to your site before coming back. If they have started a shopping cart, or a lead form and left without finishing, they can be re-targeted with PPC.
Re-targeting is important because it uses consumer data to target an audience that has already been to your site. They already know about your company and have dabbled with the idea of purchasing a product or service from you. When an ad continues to pop up afterward, the viewer will be more likely to revisit and buy again, almost like inception.
Email marketing can be used to sell just about anything. It can generate sales more efficiently by using a lead magnet, which is a sort of incentive. Since building up a decent-sized mailing list can be brutal, many companies will integrate what is called a squeeze page by giving something else of value away for free such as trial software in exchange for their email. It will allow you to quickly build a mailing list that will create a relationship with email subscribers.
It allows for customers and potential customers to move up on your list and start offering them more high-ticket items or services they’ll be more inclined to purchase.
Content marketing is a go-to marketing tool online for so many businesses, especially start-ups. It is one of the most powerful tools online to use for free, organic marketing. It is not easy to generate content that will draw in business, but if you work at it, it can make a big difference.
First, you’ll want to anchor content down on your website. You will want to make it engaging and relevant to your viewers to draw them back into what you have to say about your product or service. Make sure that this content uses a keyword strategically, don’t just stuff them wherever you can as much as you can. Search engines can tell.
It is also essential to make sure your content is long and well thought over. We don’t want to see spelling errors or grammatical mistakes throughout your content, or it won’t have as good results. It’s always quality over quantity.
Next, you will want to back up your anchor content by creating authority content. This content needs to be related to the anchor content but also be unique. Remember always to use backlinks to bridge a keyword from the authority content to the original anchor content. The more authority content that links back to anchor content, the better because it will generate more visibility.
The last step for content marketing would be sharing the authority content you created. This way, when you share authority content, it will backlink to other pages on your site, giving you a higher viewership, especially towards your relevant, anchored pages.
It also allows for social sharing signals. Others will see these posts and, in turn, have the ability to comment, like, save, and repost, creating a domino effect. In conclusion, the more people who view your content will also draw in more people who can see it.
Affiliate marketing is done by marketing products or services for others. All it requires is that you have an audience to sell these products or services to. Meaning, without a large social media following or emailing list, it can get hard to be an affiliate marketer. You usually refer people to a product or service; it works well for known bloggers to be affiliate marketers for companies associated with what they tend to blog about.
Influencer marketing is similar to affiliate marketing, but you are using well-known people to advocate your product and influence others who follow them to take a look at what you have to offer. Since influencers have such loyal followers, people will listen to their opinions. This is a great way to get your product or service seen by a broad audience quickly. It can get pretty expensive, but as long as the influencer is in your line of work or a niche following, the payoff can be well worth it.
Trying to rise above the competition online can be hard, but with these marketing tactics, you can get ahead in your industry. If you’re serious about improving your online marketing, this is an excellent place to start. Knowing the basics and weeding through the information can be overwhelming, but we are here to help. For any other support figuring out an online marketing plan for your business and help decide which of these marketing tactics will work best for you, contact Ullaco Corp, (403) 910-7270.