Simply put, online marketing is the use of digital tools to market a business, products, or services. The field can be divided into four major areas: marketing analytics, search engine optimisation (or SEO), content creation (including social media and content curation), and lead generation. Each of these elements is vital to the survival of businesses both large and small across the globe.
Marketing Analytics
The first and most basic element of online marketing is marketing analytics. Analytics, as it relates to marketing, can be defined as the measurement, analysis, and reporting of data and results from the marketing activities of organisations [source: Marketing Analytics Institute].
The practice of analytics evolved along with the field of marketing itself. It started back in the early 20th century, when businesses started collecting data to gain a competitive edge. The most basic form of marketing analytics is the measurement of marketing activities, such as website traffic, social media activity, and offline marketing.
Search Engine Optimisation
SEO, or search engine optimisation, is the practice of making a website or digital content more discoverable online. Simply put, SEO is a set of techniques that helps to make a website or digital content more relevant to search engines, such as Google.
In the simplest terms, SEO involves using a range of tactics, from on-page SEO to off-page SEO, to influence how others find your content when they search for relevant topics.
On-page SEO relates to the content on your website, while off-page SEO relates to the links (often known as backlinks) that you establish to other sites, often with high-quality content.
Content Creation
Content creation is all about the written and photographic words and images that you create for your business. Sometimes businesses outsource content creation to freelance writers and photographers, but you can also get the benefit of in-house content specialists to create fresh, engaging material for your business.
You can use content to support a variety of marketing activities, from SEO to social media marketing, or even lead generation. For example, you may want to use content to generate interest in a specific product or service, and then follow up with a social media marketing campaign to drive sales.
Lead Generation
Lead generation is all about generating and nurturing leads, or potential customers, into sales-ready individuals, couples, and households. To be able to do this, you need to have a clear idea of what you’re trying to generate, in terms of qualitatively measurable results, and you need to be able to track the progress of your efforts.
The difference between lead generation and marketing is that you’re not only seeking to identify potential customers, but you also want to engage with them, and gain their trust. This is often referred to as ‘persona building’ [Persona Building]. You can use a variety of marketing tactics, including content creation and lead generation to achieve this [Marketing Mix].
In the simplest terms, lead generation is about using marketing to get potential customers to enter your sales funnel.
The Basics of Online Marketing
The Basics of Online Marketing are four basic areas of concentration that you need to know and understand in order to successfully market your business or product online. These elements are vital to the success of businesses both large and small across the globe.
Each of these areas – marketing analytics, SEO, content creation, and lead generation – are discussed in more detail below.
Marketing Analytics
Marketing Analytics examines the behaviour of individuals and groups of people (consumers) using digital platforms (such as websites and apps) to interact with companies and brands.
It focuses on understanding the lifestyles, habits, and behaviour of consumers (target audiences) to inform marketing and business decisions, and track the effectiveness of campaigns.
The importance of marketing analytics can’t be overstated. It has become a ‘must have’ element in every business and brand’s digital marketing strategy. Simply put, without adequate marketing analytics, you don’t know if you’re investing in the right media, or if your campaigns are having the desired effect.
SEO
As the name would suggest, SEO or search engine optimisation is all about getting your website or digital content more visible to search engines, such as Google, when users enter keywords or search phrases into search boxes.
When your website is ranked higher in search results, you’ll enjoy better visibility, and more opportunities to reach potential customers. Not only that, but you’ll also have the opportunity to appear before more qualified leads, which in turn, could translate to greater sales.
SEO is about making your website more ‘visible’ to search engines – regardless of whether you have an existing site or are just getting started with a new one. There are a variety of techniques and methods that you can use to get ‘organic’ traffic (i.e., traffic coming from search engines) to your site, and keep it there. This, in turn, can lead to qualified prospects, and eventually, increased sales.
Content Creation
Content creation is all about the written and photographic words and images that you create for your business. Sometimes businesses outsource content creation to freelance writers and photographers, but you can also get the benefit of in-house content specialists to create fresh, engaging material for your business.
You can use content to support a variety of marketing activities, from SEO to social media marketing, or even lead generation. For example, you may want to use content to generate interest in a specific product or service, and then follow up with a social media marketing campaign to drive sales.
The creation of high-quality content can be a daunting task, particularly in the early stages of your business. You’ll want to establish a process for creating content, and follow it religiously. This will help to ensure consistency, and ultimately, attract and retain customers.
Lead Generation
Lead generation is all about generating and nurturing leads, or potential customers, into sales-ready individuals, couples, and households. To be able to do this, you need to have a clear idea of what you’re trying to generate, in terms of qualitatively measurable results, and you need to be able to track the progress of your efforts.
The difference between lead generation and marketing is that you’re not only seeking to identify potential customers, but you also want to engage with them, and gain their trust. This is often referred to as ‘persona building’ [Persona Building]. You can use a variety of marketing tactics, including content creation and lead generation to achieve this [Marketing Mix].
In the simplest terms, lead generation is about using marketing to get potential customers to enter your sales funnel.
The Basics of Online Marketing
The Basics of Online Marketing are four basic areas of concentration that you need to know and understand in order to successfully market your business or product online. These elements are vital to the success of businesses both large and small across the globe.
Each of these areas – marketing analytics, SEO, content creation, and lead generation – are discussed in more detail below.