With the evolution of social media and internet marketing, it’s never been easier to promote your business. However, while this might seem like a good thing, it can also make things more complicated. Knowing what to do and how to do it can be a challenge. That’s where we come in. In this article, we’ll discuss the ins and outs of online marketing and how to go about performing the functions needed to promote your business successfully.
The Basics Of Online Marketing
Before we get started, it’s important to understand the basics of online marketing. This will help you get the most out of your efforts and avoid unnecessary confusion. Marketing occurs when a business promotes a product or service in order to make sales. When executed correctly, marketing can be very effective. However, if done incorrectly, it can lead to disastrous results. For this reason, it’s important to understand the differences between marketing and advertising. Advertising is the promotion of a product or service using paid means, usually advertisements or sponsored posts. Marketing, on the other hand, is the promotion of a product or service using non-paid means, such as articles, videos, and social media.
Advertisement Or Marketing?
When talking about online marketing, people frequently use the terms interchangeably. However, they are not the same. While advertising is a type of marketing, marketing is not necessarily limited to advertisements. Marketing is all about spreading the word about your product or service in any way possible. In fact, according to HubSpot Blogs research, 66% of businesses use online marketing to promote their product, while only 24% use advertisements. This makes marketing a more viable option for businesses who want to grow their brand.
Paid Or Organic?
Another important distinction to make is that between paid and organic marketing. Paid marketing occurs when a business buys advertising (such as Google AdWords or Facebook Ads) in order to gain people’s attention. Organic marketing, on the other hand, occurs when a business gains people’s attention through marketing efforts that are free from paid promotion.
Buying advertising is called paid marketing because the products or services being advertised are paid for. However, this does not mean that all paid marketing is bad. In fact, paid marketing can be an effective way to gain initial attention for your product or service.
On the other hand, organic marketing is considered to be a more effective method of gaining attention because it relies on establishing trust with the audience rather than paying for ads.
Attracting A Target Audience
One of the first things you need to do in order to engage your audience is to find your target audience. You have two options here. You can either choose to target potential customers based on their geography or you can look into choosing your audience based on their interests.
If you decide to go with the first option and want to target potential customers in Australia, for example, you can use Google Maps to find the nearest geolocation to perform the search. You can also utilize tools like ClixSense to find the interest of your potential customers.
Choosing your target audience based on their interests means that you are appealing to people whose interests are already aligned with your brand. This is often the case with digital marketing, where people are trying to find products that match their interests. For example, if your target audience is millennial shoppers, you can choose to advertise your fashion brand on platforms like Instagram or Facebook to reach this audience.
Choosing The Right Social Media Platforms
Once you’ve attracted your target audience, it’s time to choose the right social media platforms to promote your product or service on. There are several different options available, so you want to pick the ones that will be most effective for your brand. As a general rule of thumb, you want to pick the ones that your target audience uses most frequently. For example, if you’re targeting Gen Z shoppers, you might want to try TikTok or Instagram.
TikTok is a social media platform that was specifically designed for short-form video content. As a result, it’s highly suitable for consumer-facing brands looking to gain attention through engaging content.
Instagram, on the other hand, is a bit more traditional in terms of the content that it hosts. However, this doesn’t mean that it’s not effective. Instagram is the second-largest social media platform in terms of monthly active users and the largest in terms of daily active users. This means that your product or service will most likely be seen by a lot of people on this platform. Also, since Instagram is completely free, it’s a popular option for businesses who are looking to establish an online presence.
When picking your social media platforms, it’s also important to choose ones that are relevant to the content you are marketing. For example, if you are promoting a fashion brand, you might want to choose a platform like TikTok or Instagram, since these are largely driven by fashion trends and style. On the other hand, if you are marketing a skincare brand, you might want to consider using a platform like Facebook or YouTube to share your product videos.
Curate Quality Content For Your Audience
When choosing social media platforms, it’s important to remember that not all content is created equal. Just because a consumer finds your content valuable does not mean that it will have the same effect on someone else. As a general rule of thumb, you want to create content that is educational or entertaining, but don’t give too much thought to the subject matter. Instead, just produce good, solid content that your audience will value.
As a business owner, it’s your responsibility to create content that is engaging, interesting, and most importantly, valuable to your audience. When executed well, content can be an effective tool for getting a business’s name out there and attracting potential customers. However, poorly crafted content can do just the opposite. It can make your viewers wary of your business and its products, which could seriously hurt your brand’s reputation.
Monitoring The Performance Of Your Online Marketing Efforts
In order to maximize the effectiveness of your online marketing efforts, it’s important to monitor their performance. This can be done passively through search engine optimization (SEO) and monitored actively through social media. In terms of SEO, you can use tools like Google Analytics to track the performance of your website and see how people found your content, the performance of the different campaigns you launched, and which keywords you should be focusing on.
As for social media, you can use platforms like Hootsuite or Sprout Social to monitor the performance of your various accounts, identify your top performers, and track the results of your various campaigns and content ideas. (Hootsuite)
With these platforms, you can also keep an eye on the performance of your competitors. This way, you can stay one step ahead of the game and continue discovering new ways to grow your business.
Delve Into Analytics To Understand The Ins And Outs Of Your Audience
Depending on your line of work, you might not always have access to the kind of data that would help you succeed in your marketing efforts. In these cases, analytics come to the rescue. Having access to this data allows you to understand exactly what is happening with your audience and how you can continue to grow your business.
When you have access to analytics, it’s important to understand the difference between numerical and actual values. The numerical values represent the things that you can measure, such as the number of visitors to your website, the amount of time users spend on your blog, or the percentage of people who clicked on an ad compared with the number of people who saw it.
The actual values, on the other hand, are the things that you can’t measure easily, such as the demographic data of your audience or the amount of sales you make. Knowing the difference is very important in understanding how you can continue to improve as a marketer.
Marketing Vs. Advertising
Now that we’ve discussed the differences between paid and organic marketing, it’s important to remember that these are not exact opposites. In fact, they can both be used to great effect. In many cases, businesses will use paid marketing to get the word out about their products and services, and then will switch to organic marketing when they see positive results.
One of the best things about having both options is that you can measure the success of your paid campaigns and adjust your strategy accordingly. If you see that a particular campaign has not performed well, you can put into place a new strategy and try again. This is particularly beneficial for smaller businesses who may not have the resources to continually try new things.