Online marketing (also called Internet marketing or Digital marketing) is a set of methods and tools used to create publicity for your company’s product or service through platforms that are based on the internet. Right now, it is essential to know how to reach out to your consumers via online channels more than ever. The dynamic change ushered in by the age of technology is no longer supported by traditional means of marketing. Learning how to implement online marketing techniques is crucial to ensure that your business not just survives, but thrives. Online marketing strategies might look intimidating at first, but by the time you read the entire article, you’ll have a pretty good idea of what it is all about.
When you plan to take your business online, there will be many who will guide you on things like:
- Keep your focus on your customers
- Have a concrete marketing framework
- Make your brand story
- Have your own audience
- Make the right connections
- Drive sales and what not.
No doubt, all these things sound legit but how to get started to reach them is what actually matters. This is where different types of online marketing techniques can help you to get started the right way.
Here are some of the major online marketing techniques that are widely used by businesses.
Pay Per Click (PPC)
It is an advertising model where the marketers pay only for each click on their advertisement in a particular platform. It is an umbrella model that includes various types of marketing. Search Engine Marketing and Social Media Marketing are the two major branches of the PPC model.
Search Engine Marketing (SEM)
When you type certain keywords in a search engine like Google, you’ll notice that you generally click on the first few results on the result page. Starting a new company or having a lot of competitors in your field means that you’ll have to jump ahead of them to come up at the top of the search engine results page. Search Engine Marketing is when you bid a certain amount of money for a specific keyword in a service like Google AdWords so that your website information comes up right at the top of the Google results page when someone enters that keyword. The popular keywords will have more expensive prices per click, making it easier to lose money, so you must choose the right keyword in order to ensure more publicity.
Social Media Marketing (SMM)
While browsing through the internet, we see advertisements on a frequent basis. While they catch our eye, some of them can be annoying at times, which is why it is important to place the right advertisement at the right place to the right person. You must have your viewers interested in what you have to offer in the first place. Properly placed ads toward a well-defined target audience can boost brand visibility and increase conversion. It is essential to choose your social media platforms according to the USP of the product or service you offer. For example, if your company sells intricately carved jewelry, Instagram is a great platform to show it off. If you have an event coming up and want others to join, you can start a page on Facebook and promote it to get people to sign up.
Search Engine Optimization (SEO)
This is probably one of the most talked-about techniques when it comes to online marketing. SEO means the integration of salient keywords in the content or source code of your page. The web crawlers (a search engine’s bot that browses through web pages to index them in the search engine results page) will notice the number of times the keyword appears in your content. Thus, the more the keywords you have in your content, the higher your page will rank in the results. SEO is an organic type of marketing, meaning, it will lead to increased quality and quantity of traffic to your website, without paying for it like SEM. In fact, if your site is at the top of the organic results page, people will trust it more than the websites that are listed at the top due to SEM. There are two types of SEO:
- On-page SEO: Optimizing your site’s content and its source HTML code with relevant keywords.
- Off-page SEO: Efforts taken outside of your website, like link-building, to build its ranking in the results page.
This is the best type of marketing for it focuses on spreading knowledge. Posting helpful and reliable content, like tutorials, on a regular basis makes you trustworthy. Consumers will be interested in the products you recommend since you have cemented your position as an expert in that particular field.
A part of content marketing, making video content like tutorials, seminars, demos or entertaining content is a great way to attract your audience. YouTube is a good platform to make a channel for your company, post videos, and give updates about something new that has been launched. Videos aptly showcase features that are more impactful through a visual medium than through a written medium.
Many-a-times overlooked; it is a simple yet effective way to build a personal connection with your target audience. Offering tempting freebies would get your audience to sign up for your email list, which you can use to regularly send updates. E-mail marketing creates a lasting brand image and brand recall in the audience’s mind. If you are a niche brand or are not well-known, this can act as a huge boon to familiarize people with your product or service, increasing the chances of them purchasing from you.
If you know people in your specialty that have a huge following on a social media platform, this is the type of marketing you should go for. Building an affiliate network with many content creators would mean that you don’t have to actively promote your content; the content creators will do it on your behalf to their large audience base. The interest they create in their viewers about your goods or services will lead to them buying your products through the affiliate links of the respective content creators. The content creators receive a certain percentage of money from every purchase made through their links, as a commission for their work. It is a symbiotic relationship for both, the content creator and the company providing the product/service.
Influencer marketing is a lot like celebrity endorsements, except you not only use traditional celebrities, like actors or sportsmen, to promote your product, but also use the help of social media influencers, who have become a household name due to their strong presence in online media. These people are prone to influence the behavior and the lifestyle of their large following. There are various kinds of influencers out there, so you will have to go to someone who is well-known in your particular niche.
Viral marketing is a type of marketing where information about the product or service is designed in such a way that it is spread rapidly through the internet or word-of-mouth. But this sort of marketing is usually a hit or miss. Viral marketing is risky and can be found annoying after a point of time. It consists of many factors coming into play that must be carefully considered. It is more of a gamble, where you cannot control the rate of its spread or the type of audience receiving the message. But if successful, viral marketing can offer you more than five minutes of fame and lasting brand recall in the mass audience.
These are the different, broad categories of online marketing that you must know as a beginner. There is much more to each of them, and you can research them in-depth once you decide which categories you want to apply for your company.
Let your presence be felt with your work online. Perfect your online strategy and make it work in your favor.