If you’re looking to grow your business online, you’ll need to understand the various means of marketing that can help you reach your audience, and how to use each one effectively. Offline marketing is also important, and can be used in conjunction with online to drive sales, but it requires a different approach and a bit more planning.
This guide is an overview of the various online and offline marketing elements, and how to use each one effectively to grow your business. We’ll cover email marketing, digital marketing, social media marketing, and much more.
Email Marketing: Why Should You Invest In This Element?
Traditional mail marketing is nothing new, and has been used effectively since the early 2000s. However, with the rise of digital marketing, and social media, many businesses have begun to re-evaluate their use of mail marketing, and have begun to see it more as a supplement to digital marketing rather than a replacement.
If you think about it, the whole process of purchasing a product and following up on a sale, with the involved paperwork and waiting, inherently fits into the digital marketing sphere. This is why you’ll often see businesses that do a lot of their marketing online, also utilize traditional mail marketing as an extra facet of their marketing mix.
The main reason why you should invest in email marketing is because you can reach a lot of people with it, really effectively. If you want to market your business, product or service in a certain region, email is a great way to do it, particularly if you want to target someone within that region. Facebook, Instagram, and Twitter, are all fantastic examples of platforms where you can promote your business and gain followers, but you have to be present in the minds of your audience, which is where email comes in. Once you have a list of email addresses, you can send a monthly or bi-monthly email with information about your business, specials, and/or upcoming events.
Depending on your budget and existing email marketing software, getting started with email marketing can be relatively cost-effective. Once you’re established, you can scale your marketing efforts to other platforms, like social media.
Digital Marketing: What Is It?
If you’ve been online at all in the past couple of years, you’ll undoubtedly have noticed the rise of digital marketing. Much like email marketing, digital marketing is all about getting the word out there about your business, product, or service, without having to rely on just one platform or technique for the entire duration. It includes everything from SEO to PPC (pay per click) marketing, and incorporates all modern marketing strategies under one umbrella.
The main difference between digital marketing and traditional marketing is that digital marketing is about creating, distributing, and measuring marketing content, such as websites, blogs, and videos, across media platforms (i.e., digital) for the purpose of driving visitors to a marketing goal, such as a sale.
Depending on your budget and existing digital marketing software, getting started with digital marketing can be relatively cost-effective. Once you’re established, you can scale your marketing efforts to other platforms, like social media.
Social Media Marketing: Why Should You Invest In This Element?
While there are many different social media platforms, for the purpose of this article, we’ll focus on the three biggest, which are Facebook, Instagram, and Twitter.
Each of these platforms has evolved to become a place where consumers, and in particular, prospective customers can congregate, connect, and engage with brands.
When it comes to marketing on social media, you’ll often see businesses utilize everything from traditional banner ads to become social media influencers, in an effort to gain more traction and engagement on their platforms.
The key to successful social media marketing (and any form of marketing for that matter) is to establish yourself as an authoritative voice in your industry and to have someone, somewhere, recognize and value your opinion.
On social media, you should utilize all the major platforms, not just one or two. Having a presence on multiple platforms shows that you’re a reputable business, and hopefully, someone will want to work with you because you’re a valuable asset to their organization.
What Is SEO?
Search engine optimization (SEO) is all about getting your website to show up when someone searches for your product or service on a search engine, like Google.
The better your SEO, the higher your website will show up on a search engine results page (SERP). When a potential customer types in “flower delivery,” your website should appear as one of the first few results.
There are many different, often complicated, ranking factors that affect SEO, so you’ll need to do a lot of digging into that to fully understand how SEO works. However, make sure you understand the basic premise behind SEO, because it will make a lot more sense then.
What Is PPC (Pay Per Click) Marketing?
Pay per click (PPC) marketing is all about getting visitors to your site, and then getting them to take action, which could include making a purchase, filling out a form, or visiting a specific page or landing page.
The nice thing about PPC is that you don’t necessarily need a lot of money to get started with it. You’ll need a website and a Google account.
From a website standpoint, you’ll want to make sure that it’s easy for people to find what they’re looking for. From a Google standpoint, you’ll want to set up your account so that it’s easy for people to find you when they’re searching for your products or services.
The most effective form of PPC marketing is when you collaborate with a search engine marketing (SEM) company, which handles all the technical side of SEO and PPC, and you just focus on growing your business.
The Many Forms Of Marketing
Now, we mentioned above that email marketing, digital marketing, and social media marketing are all facets of marketing, but it’s important to understand that there are many more forms of marketing out there. Some of the most popular ones include search engine optimization (SEO), which we just discussed; pay per click (PPC) marketing; and content marketing.
With these different forms of marketing, you don’t necessarily need to limit yourself to one or two platforms. You can use a combination of some of these techniques, depending on your budget and existing software for each platform, to get the results you’re looking for. For example, if you’re looking for SEO results, you might want to focus on building a strong social media presence.
If you’re looking to grow your business, you’ll need to get started somewhere, and the above information should give you a good idea of where to begin.
To get started with email marketing, simply create a mail marketing list. There are free tools like AWeber, or if you have a business email address, you can use that.
As for digital marketing, you can do any number of things with a regular web browser. You can visit websites that are relevant to your business, like your competitors’, and see what strategies they’re using, how they’re structured, and what content they’re using.
For example, if you sell swimwear, you can visit other websites that cater to women, or men, and see what styles they’re promoting and why.
As for social media, you can create accounts on the major platforms like Facebook, Instagram, and Twitter, and start building your audience. As we mentioned before, these are fantastic places to promote your business, but you have to be present in the minds of your audience, which is where email comes in.
Once you have a good base of subscribers on these platforms, you can begin to experiment with different forms of content, like videos or blog posts, to engage with your audience and potential customers. Above all else, make sure you communicate value, and make your work valuable. If you can do that, you’re sure to succeed.