The way we interact with the world around us changes as fast as technology develops. New ways of doing business and marketing emerge to fit the times we live in. Today, most businesses can be found online, and marketing online is a must if you want to succeed.
But how exactly do you go about marketing your business online? What is the best approach to take?
In the following, you will learn about FernStudium’s approach to online marketing from the point of view of a digital marketer. We will cover the basics such as creating an effective marketing plan and identifying key performance metrics, before delving into more specific tactics such as SEO, content marketing, and social media marketing.
The Importance Of Planning
Planning is crucial to a business’ success; without it, it’s like flying in the dark. Even the most professional of entrepreneurs make mistakes due to lack of planning. It’s always better to be over-prepared rather than under–as you will never have enough time to get everything done if you don’t plan properly in the first place.
Marketing your business online requires a lot of planning and research. You need to be able to figure out what will work best for your business, and what will be the most effective way to market it. When it comes to digital marketing, nothing is more vital than planning your PPC (Pay-Per-Click) campaign. You won’t be able to efficiently campaign without a clear idea of what you’re doing and why you’re doing it. This article will guide you through the entire process of PPC marketing so you can plan your ideal strategy to increase your sales.
The Difference Between Internet Marketing and E-marketing
Marketing on the internet can be described as ‘traditional’ offline marketing – with just a few exceptions – that is, marketing done via email, social media, and ads on websites.
Inline marketing has existed since the early days of the internet, and can be traced back to the 90s. It mostly involves paying one or more websites to promote your product or service in exchange for traffic. You’ll find a variety of popular products and services that were marketed via online in the early days, such as GoDaddy, WordPress, and eBay. These days, you will still find many successful businesses that rely heavily on online marketing, especially given the vast amount of options that exist within the digital realm. Without a proper strategy, it’s easy for businesses to get lost in the noise of the internet, making it hard for potential customers to find them. That’s why every business owner needs to understand how to market their business online, and the importance of proper planning and research beforehand.
The Difference Between Advertising And Marketing
In the world of advertising, you typically pay to have your ads displayed to potential customers. When someone clicks on your ad, they’re taken to a landing page, where they can learn more about your product or service, or buy it from you. The goal of an advertising campaign is to have as many people as possible click on your ads to learn more about your product, and to purchase it. In contrast, marketing is a bit more strategic and has the potential to convert potential customers into actual customers — people who have already shown interest in your product or service and are now likely to purchase it.
When you market your product or service online, you are aiming to convince people to action — whether that’s signing up for your email list, making a purchase, or becoming a lead for later conversion. The entire process of bringing a new customer into the fold is known as ‘acquisition’ — the act of getting someone to choose your product or service over another.
Why Do You Need To Market Your Business Online?
Just as there are many differences between traditional and online marketing, there are also many similarities. One of the major similarities is that both require a business to have a web presence — whether that’s a website, or at least a professionally designed blog. With a web presence, you can easily market your business online. The web is global, allowing you to gain customers from all over the world — and it’s a place people go to learn about new products and services, research products and services, and find answers to questions. In fact, many large businesses and corporations were born out of the browsing habits of internet users.
With internet marketing and the power of social media, you have the ability to connect with thousands, if not millions, of people across the globe. The number of internet users is constantly growing, and so is the number of people using social media platforms to connect, communicate, and share ideas.
If you’re looking for ways to grow your business, the answer is simple. You need to market it.
The Basics Of Market Research
When you’re deciding to market your business online, you’ll naturally want to know what is working and what is not. There are three essential steps to effective market research.
First, you want to determine your target audience. You can do this with a popular tool such as Google Analytics — which we’ll discuss in more detail below — or through direct email conversations. Second, you need to decide on a marketing channel for your business. This is akin to deciding on a phone number or mailing address for your business — it will be the place people come to find your product or service. Third, you need to identify the main goal of your marketing campaign. Simply put, what are you trying to achieve with this campaign? Are you looking to gain more customers? Do you want to increase productivity? Determine the answer to this question and you’ll be well on your way to creating an effective marketing plan.
The Importance Of SEO
Search engine optimization (SEO) is the process of adjusting the content on your website so that it appears more relevant to keywords searched for on the search engine result pages (SERPs).
SEO can be tricky, especially for businesses with no previous experience. The process involves a lot of trial and error, and it’s not always easy to determine the impact of every change you make. That’s why you need to have a strategy in place before diving in.
SEO is a long-term strategy, and it requires continuous attention and maintenance to ensure that your site remains optimized and findable.
Attracting, Converting, And Maintaining Customers
When a customer clicks on your ad, they’re taken to a landing page that serves as a short journey through your product or service. The goal of your landing page is to convert this interested person into a paying customer, and then maintain and grow that customer’s value.
From the moment they reach your landing page, to the moment they make a purchase, to the moment they remain a valued customer, you want to track everything that happens. This data will then be used to determine future marketing and ad trends. For example, if your landing page converts a single sale per week, you might decide to increase your spend on Pay-Per-Click (PPC) ads, simply to generate more conversions. Or, if 50% of your landing page visitors make a purchase and 50% do not, you will know which direction to take your future marketing collateral — the products or services you will promote to convert those who are not yet converted.
The Importance Of Content Marketing
Content marketing is the process of creating and distributing content — typically in the form of blogs, articles, and videos — to attract, acquire, and retain customers.