Currently, over 4.5 billion people worldwide use the Internet, and this number is growing every second. It makes online marketing a crucial part of the whole marketing strategy. Online marketing is a set of marketing activities using digital channels to reach a specific target group.
Businesses can connect with people to promote products and services online. A single person has never before been able to reach so many people, in so many ways, in an instant, and with such ease. Online marketing is growing very fast. Each month more people buy goods and services online and more companies move their business to the Internet.
Plan your e-marketing strategy
There are tons of types of e-marketing. Companies select the best type of advertising considering the business model, industry, type of products and services, target group, and budget.
To get the most out of your internet marketing, develop a strategy. Set realistic goals and test different marketing channels. Once you know what works and what doesn’t, you’ll build better e-marketing strategies. To begin with, get to know the most important types of online marketing.
SEO – website optimization and positioning
SEO is the process of optimizing websites for search engines aimed at achieving high positions in the search results in the Google search engine. It improves the website and adapts it to the current Google guidelines and algorithms.
We divide SEO into on-site and off-site. On-Site includes HTML optimization, content quality, and content structure. Off-site activities are social signals and link building (obtaining backlinks from other websites).
Search engines use bots to crawl the internet and index online content. When someone searches for specific keywords, the search engine will try to deliver the most useful and relevant results. Nowadays, when we talk about SEO, we mainly mean Google because it is the most popular search engine in the world. SEO is a mandatory part of your online marketing strategy.
Positioning in Google Maps
If your business is local, an essential step in your marketing strategy is to report and verify your business on Google My Business. It is a free Google service that allows you to manage the company’s appearance in the search engine and Google Maps and increases visibility in search results.
Each company can set up a business card on maps and present their information about their company and offer. When people search the Internet for a product or service nearby, they are not only at the end of the sales funnel, but also close to your business.
If you don’t have a Google My Business listing yet, it’s time to create one. Many companies simply set up a profile and forget about it, not realizing plenty of features they can use to optimize their business information. Don’t be like them. Read the article about how to create a card in Google My Business.
Google Ads Search Network
Google Ads (formerly Google Adwords) advertising campaigns are when advertisers pay to show their ads on Google Search and other online platforms. The name of this model is Pay Per Click (PPC). Advertisers pay a fee each time a user clicks on their ads. Other billing methods include CPM (cost per mille) and CPA (cost per action).
Google Ads Search Network allows all advertisers to create text ads that appear in search results for specific keywords searched by users. The Search Network is one of the most powerful PPC advertising platforms on the Internet.
People use a search engine to find a quick solution and are highly interested in purchasing a product. Therefore, Google Ads advertising campaigns on the search network can convert a user into a customer from even one search for a specific phrase.
Google Ads system offers very efficient remarketing. It targets users who have previously visited your website but have not converted. You can tailor ads to them based on their experiences and behavior. Remarketing ads are so important in funnel marketing strategy because the majority of first-time visitors to the website are not ready to buy yet. You also have other solutions such as the advertisement maker or other options in case you want to try other advertising options rather than Google.
Content marketing focuses on creating and distributing valuable and useful content on the Internet to attract and retain a clearly defined audience. It aims to discreetly induce people to a specific activity, which may be the purchase of products or services, registration to the event, or a list or contact.
Content marketing refers to creating natural, attractive texts, videos, and graphics to increase brand awareness and create the desired image of the company. Natural content means all forms of shared media that encourage customers to interact with the brand. Blogs, infographics, e-books, sponsored articles, podcasts, or webinars that answer specific user questions and give them something they can’t get elsewhere.
By becoming a reliable, authoritative source of information in a specific field you gain users’ loyalty and trust. In turn, it allows your brand to strengthen customer relationships. This is how you can develop an active and engaged subscriber base, increasing the effectiveness of internet marketing activities and, consequently, increasing profits.
Content marketing works closely with other types of internet marketing – especially SEO and social media marketing. If you don’t have your content ideas, ask existing customers. What kind of information would be helpful for them? How they found your product? You will surely receive valuable tips in the field of content marketing. In this article you will read how to find good content ideas.
Social media marketing is used for gaining attention and promoting a brand through social media platforms. Strengthens user engagement, builds links, increases brand awareness, and drives online sales.
The most popular social media platforms are Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok. The choice of the platform on which you will focus your promotional activities will depend on your target market.
Social media marketing includes both paid and free (organic) features. Organic marketing in social media focuses on building a community and deepening relationships with customers to generate their interest and loyalty. You can supplement your content marketing by sharing it on social media.
Paid social media marketing allows you to promote your organic posts or create a dedicated ad tailored to your marketing goals. Facebook is a very effective tool because Meta has the largest amount of user data and can perfectly personalize the ad.
Email Marketing is the process of sending direct marketing messages to acquire new customers and retain existing ones. While email marketing may not seem effective, don’t underestimate its power. It is still one of the most effective types of marketing.
Remember to communicate with people who voluntarily provided their e-mail addresses, instead of using ready-made databases (cold email marketing). You can target your clients, registered users, or people who subscribed to the newsletter.
Email marketing tends to work in tandem with other types of internet marketing, such as social media marketing and content marketing, to acquire valuable contacts. With emails, you can share internal information, encourage purchases, and build relationships.
Be sure to look after your email subscribers, providing helpful content, gifts, discounts, and early access to new products. Email marketing ad campaigns often start with lead magnets. The bait is usually a discount coupon or particularly desired content, such as an e-book in exchange for a newsletter subscription.
You have to remember to personalize your e-mails. It means not only using the lead’s name but also referring to interests and actions previously performed by the user.
Affiliate marketing is the process of promoting an offer from other companies. It increases sales by allowing others to promote your products and services in return for a commission on sales generated through the link they provide.
Affiliate marketing is closely related to influencer marketing. Some influencers throw advertising banners on their websites or try to generate sales through their content. Affiliate internet marketing based on revenue sharing. If you want to sell more, you can offer promoters a financial incentive through the affiliate program.
An influencer is a person with a relatively large number of online followers. They are mainstream stars, industry experts, and authorities.
An influencer’s recommendations can be very effective because of the trust between him and his audience. But before you decide to cooperate with them, verify that the selected partners represent the target group you want to reach.
In viral marketing, other people do internet marketing for you without even knowing it. It’s a technique that marketers use to quickly spread their message on the Internet.
Like a biological virus, a viral marketing campaign spreads from one person to another. Social media provides the perfect ecosystem for viral marketing. Sharing videos, photos, and stories with thousands or even millions of people can be done in minutes.
Viral internet marketing is usually a deliberate venture, although the dissemination of the message happens organically through viral content, videos, email marketing strategies, or social media posts. The point is, no matter what channel you use, your marketing plan takes on a life of its own, driven by mentions of online influencers and word of mouth.
Viral marketing activities generate buzz about the company and build brand awareness. Unfortunately, viral marketing strategies are inherently unpredictable. There is no guarantee that your promotional practices will become “viral”.
In video marketing, you use videos to promote and market a service or product, increase engagement in digital and social channels, educate consumers and customers, and reach audiences through a new medium.
Over the past few years, this form of online advertising has gained great popularity as a content marketing format. Video is one of the best ways to get closer to your audience and give them a real insight into what your business is doing. Show them your philosophy, share information about an interesting event, or offer valuable information about a product or service.
Video marketing is not only on YouTube and Vimeo. It’s also on Facebook, Instagram, Twitter, Snapchat, TikTok, and LinkedIn. Right now video advertising is more popular than ever. Video can also increase the visibility of a website in Google results.
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