When it comes to digital marketing, most businesses will have heard of ‘online marketing’ and may even partially understand what it means. However, since it is such a broad term that can mean many things, it can be quite difficult to truly grasp the importance of this element of marketing.
To put it simply, online marketing is the process of marketing a business or product online. Typically, this will involve using various kinds of social media platforms (such as LinkedIn, Twitter, and Pinterest), as well as blogs and websites to promote a product or service.
If you’re interested in an in-depth look into how online marketing works, this post will help explain everything you need to know. So, let’s get started.
Key Facts About Online Marketing
Before we begin, it is important to note a few key facts about online marketing.
- The term ‘online marketing’ can also refer to ‘digital marketing’
- Online marketing is often used interchangeably with ‘digital marketing’
- Unlike traditional marketing, which involves getting out there and placing billboards in visible areas to attract potential customers, online marketing is much more proactive and uses various online platforms to attract and retain customers
- Because of the nature of the internet and online marketing, this element of marketing is also referred to as ‘net marketing’
Key Facts About Online Marketing
Now that you’re equipped with the basics, let’s move on to discuss how to truly succeed in this arena.
The Importance Of Online Marketing
As explained above, online marketing is quite important to a business, but the exact significance of this element of marketing can vary from company to company.
Depending on your industry and the type of customer you are trying to attract, you may realize that one or more of these social media platforms aren’t as effective as you think they are. For instance, if you’re selling luxury goods, you might want to try using platforms like Instagram to gain traction.
On the other hand, if your target audience is more tech-savvy millennials or generation Z, you may find that traditional marketing methods like television ads work much better.
One other important thing to keep in mind is the diversity of the internet and social media. While it’s still relatively rare to find a business or brand not represented on some form of social media, the internet as a whole is a huge place.
Due to this diversity, it is essential to try and reach as many people as possible. While it’s easy to gain traction on Instagram focusing on your main target audience, engaging with users who aren’t exactly like your ideal customer can be more difficult. That is where broadening your reach comes in.
Where To Start
Now that you’re equipped with an overview of what online marketing is, you may wonder where to start. Since this is a broad and constantly evolving field, there is no single right answer to this question. Instead, it really depends on your own unique situation and the type of results you are trying to achieve.
Some experts advise starting with SEO, while others suggest focusing on content. Depending on your own situation, you may decide that one approach is more beneficial than the other. But for the sake of this post, we will discuss the pros and cons of both approaches.
SEO Vs. Content Marketing
To begin with, let’s discuss SEO. If you’re unfamiliar with SEO, it stands for Search Engine Optimization and is one of the more traditional approaches to online marketing.
The basic idea behind SEO is to optimize a website or blog for various search engines like Google, Bing, and Yandex. To do this, you will need to ensure that the site is setup properly and that all content is optimized for SEO.
In practice, this usually means using words and phrases that are easily found and understood by Google and the other search engines. Additionally, you will want to focus on having multiple high-quality backlinks (which we’ll discuss below) pointing to your website or blog.
When it comes to SEO, there are a few major benefits. For starters, you can begin to see improvements in search engine rankings quickly. Additionally, SEO is a strategy designed to build credibility and trust with potential customers. Finally, SEO is relatively inexpensive compared to other forms of digital marketing, so it’s often a preferred choice for small and medium-sized businesses.
On the other hand, content marketing has a few major benefits. First, it allows you to target the right audience. Since content marketing involves creating content to attract and retain customers, you can rest assured that your content will be engaging and relevant to your target audience. Additionally, content marketing allows you to have complete control over the content that is displayed and shared. This gives you the opportunity to create content that is perfectly suited to your product or service.
As a business owner, it’s important to note that not all businesses will see the same results from content marketing. Some firms may see higher search engine rankings but may not see an increase in revenue. This is mainly due to the fact that some businesses use SEO to drive organic traffic and sales, while content marketing is often used to establish a brand identity and gain credibility with customers.
The Importance Of Linking
In SEO, getting backlinks (links that point to your website or blog) is considered to be one of the most important factors when se ranking websites. This is mainly because whenever Google sees that you have many inbound links, it will assume that you are a legitimate and reliable source and may favor your content over other content that is not linked to.
Anchor texts are often used to link to websites. An anchor text is the text that is embedded in an anchor (a link that refers to a webpage). For example, if you want to create a link to an article that is hosted on a business’ website, you might use the following anchor text:
Learn More About XYZ Here
This is a short and easy-to-understand text used to link to various pages on a website. When potential customers are searching for information about your product or service, they will often see this text and click on it.
To continue the example above, if you wanted to write an SEO-optimized blog post about the benefits of XYZ brand coffeemakers, you could use the following structure:
Why Should You Buy a Coffee Maker From XYZ Brand?
In the example above, you are linking to a specific page on the business’ website, but you could also create a link to an article or to a whole blog post. In the latter case, you wouldn’t use the
tag since it will apply to all the pages on the website.
Creating high-quality backlinks is an important part of SEO. When Google sees that you have many inbound links, it will assume that you are a reliable and legitimate source of information and may favor your content over other content that is not linked to. Additionally, creating backlinks takes time, so it’s important to set aside some dedicated time each week to do this.
Tips For Attracting And Retaining Customers
Since this is somewhat of a self-serving post, let’s discuss some tips for attracting and retaining customers.
One of the primary goals of any business is to gain and retain customers. However, since this is difficult to do, you may want to consider these tips to help.
Make The Website Easy To Use
A common mistake that many businesses make is putting too much information on their website. When potential customers visit a website, they don’t have the time to go through an overly complex training process to use the site. So, make sure that your site is as easy to use as possible. This means removing any unnecessary information (such as unnecessary text or complicated graphics) and focusing on making the site user-friendly.
To further improve your website’s usability, remove all the navigation bars (the things at the top that allow users to browse the site). Instead, use buttons or links that lead to the different parts of your website. Additionally, always use text links (not image links) when possible since users tend to click on these more often than not.