No matter where you are in the world, you’ll always have a way to get online and connect with people. In today’s world, internet access is nearly impossible to avoid. In the past, people might have needed to physically go to a library to check out a book or go online to look up information, but thanks to the wonders of technology, all of that changed. Nowadays, information is just a few clicks away.
However, despite the convenience that technology provides, it can also be a double-edged sword. If you rely heavily on the internet for your income, you’ll want to ensure that you’re protecting your online reputation as much as possible. When you register a domain name, you’ll see an option to “Purchase premium privacy” which provides additional security for your e-mail address, protects you from spam, and allows you to set up automated email campaigns, etc.
If you’re reading this, I assume that you’re either a business owner, an online marketer, or a person in charge of an online marketing campaign for a business. In other words, you’re probably already aware of the importance of a strong online presence and the need to build credibility and trust online. If that’s the case, then you’re in the right place. In this article, we’ll discuss some of the essential things you need to do to establish and maintain a strong online presence, as well as some of the key differences between online and traditional marketing.
Establishing Your Online Brand Identity
You’ve probably heard the expression ‘being found’ or ‘being visible’ when it comes to online marketing. Essentially, being found is when a potential customer is able to locate you on the internet, regardless of whether they’ve heard of you or not. Visibility is similar, but instead of being found, customers must be able to locate your website or online brand identity in order to reach you.
What this means is that you, as the entrepreneur or business owner, have to take the initiative to make sure your online presence is consistent and easy for customers to find. It’s easy to get bogged down in the day-to-day operations of your business, but establishing an online brand identity is an important step toward ensuring that your customers can find you easily. It requires that you think about the type of content that will attract your target customers, and then create content of that nature.
Making Your Site Mobile-Friendly
According to Google, around 64% of Google searches now happen on a mobile phone or tablet. That means that if you’re not mobile-friendly, you’re almost certain to lose out on a significant portion of your target audience. What is mobile-friendliness, you ask? Simply put, mobile-friendliness is the ability for a customer to easily navigate your site on a small device screen such as a mobile phone or tablet. Most websites are not constructed with mobile users in mind, which makes it nearly impossible for them to navigate easily on a small device screen. If this sounds familiar, you’re in the right place. We’ve got lots of tips on how to make your site mobile-friendly. Simply follow the steps outlined below:
Make Sure Your Site Is Secure
If you’re reading this, it’s probably safe to assume that you’re either a business owner, an online marketer, or someone in charge of an online marketing campaign. In other words, you’re probably already aware of the importance of ensuring that your site is secure, particularly if you’re selling something online – especially if you’re selling something that’s valuable or costly. That’s why you’d want to keep your website safe from hackers and other online assailants. Sadly, plenty of websites have been hacked, resulting in sensitive customer information being exposed. It’s a major pain for the business, and it’s entirely preventable.
Keep Your Content Fresh
If you’re writing product reviews for your blog, make sure that they’re engaging. A big part of online marketing is keeping your content fresh and interesting, which Google heavily weighs in favor of. When a customer finds content that’s been published recently, it’s considered ‘newsworthy’, and this usually results in the content being more relevant to them than older content. You can also use SEO or Content Marketing to engage with existing and potential customers, and promote your business.
Keeping your content fresh is easier said than done. It takes a lot of research and planning to come up with engaging content that’s relevant to your target audience. However, the advantage of fresh content is that it keeps your audience interested and engaged. When they find that the content is somewhat stale, they’ll lose interest quickly. Keep that in mind when planning your content strategy.
Developing Your Email Marketing Campaign
You’ve probably heard of email marketing, right? You may even be doing some of it, whether you realize it or not. When you develop an email marketing campaign, you’re basically setting up automated emails that will blast out to your customer list, sharing new products, special offers, etc.
What makes up an email marketing campaign? Essentially, it’s everything from your emails, to your letter’s subject line, to the content of your message itself. With that in mind, you have to think about what type of content will resonate most with your target audience. When someone receives an email marketing message, they’re typically engaged in some way, shape, or form. Therefore, you want to ensure that your emails are concise and to the point, using language that’s easy for the reader to understand. You don’t want to waste their time with overly complex language. Additionally, you need to keep track of what’s working and what’s not, in order to continually improve your email marketing campaign.
Different Types of Marketing
Even if you’re only planning on running a basic email marketing campaign with no additional marketing spend, you’ll still need to understand the various types of marketing that exist, and how they work. With that in mind, here’s a brief synopsis of some of the more popular ones.
- Search Engine Optimization (SEO): Improving your site’s position in search engine results
- Content Marketing: Publishing marketing-quality content that engages with existing and potential customers
- Social Media Marketing (SMM): Using social media to grow your audience, create awareness, and drive sales
- Email Marketing: Sending marketing emails to existing and potential customers to encourage them to purchase your products or services.
As you can see, there are a lot of different methods of marketing, and you’ll need to pick which one makes the most sense for your business.
Traditional Marketing Vs Online Marketing
So far, we’ve covered establishing an online brand identity and making your site mobile-friendly. However, this is just the beginning. Once you’ve got a site, you can start establishing your online marketing presence, using one dominant method or a combination of the above. Essentially, these are all the things you need to do to make sure that your customers know where to find you online.
As for the differences between traditional and online marketing, they primarily come down to the medium. When you’re marketing a business or product online, you’re using the internet and digital marketing to promote a product or service. As the name would suggest, traditional marketing relies on more of the same, only expanded to offline media. TV, radio, and magazines are still used heavily in traditional marketing. However, the internet has changed all that. With that in mind, below you’ll find a list of pros and cons for both traditional and online marketing.
Traditional marketing is where it’s at. As we’ve established, the internet has opened up countless new opportunities for business owners and entrepreneurs. However, the same can’t be said for offline marketing. With that in mind, here are the advantages of traditional marketing:
- Cost-effective: Magazine and newspaper subscriptions, billboards, radio spots, and television commercials are all cost-effective ways to reach your target audience.
- Targeted: With a traditional marketing campaign, you can be confident that you’re reaching your target audience. This makes it much easier to justify the cost.
- Engagement: With a traditional marketing campaign, you’re able to keep your audience engaged. This usually involves some type of reward or gain for the person reading or listening to your ad.
On the other hand, traditional marketing has its disadvantages as well. The most significant disadvantage is that it’s not entirely controlled by digital marketing experts. That’s why many businesses don’t take advantage of all the new technology that’s available, particularly when it comes to email marketing. A business owner or an online marketer can easily set up an email marketing campaign, and they can get a lot of information from the Google Analytics tools.