Online Marketing White Paper: How to Get Your First Customers

If you’re looking to get your feet wet with online marketing, then this white paper is for you. We’ll cover everything from getting your site set up correctly to using paid ads to promote your products. You’ll even learn how to manage your social media accounts. Basically, we’ll cover everything you need to know to get started with Internet marketing. So, let’s get to it.

Setting Up Your Website For Marketing

When it comes to marketing your products online, you have two options: SEO (search engine optimization) or SEM (search engine marketing). Which one you choose depends on your goals. If you’re looking to get more people to your site, then go with SEM. Otherwise, SEO is usually preferable as it gets a bit more complicated.

When setting up your site for SEO, you have to make sure that each page is optimized for SEO. This means that you have to take into consideration which words are used and how you want the page to appear. After all, you’ll be using search engines like Google to provide people with the information they’re looking for.

SEM VS SEO: What is the Difference?

Search engine marketing (SEM) is a type of marketing that relies on advertising to attract potential customers to your site. Once they’re there, you can capture their business with a suitable offering. In simple terms, SEM is paid advertising.

On the other hand, search engine optimization (SEO) focuses on getting your site to show up on the first page of search results for relevant keywords. Ideally, you’ll want to achieve this through on-site optimization, as well as link building and content creation.

Why Should You Try SEO First?

If you’re new to the world of digital marketing, SEO might seem like a complicated process. However, it’s actually quite easy. All you need is a good search engine and an idea of what keywords to target. Once you have a good foundation, everything else falls into place.

SEM is a broader term that includes both paid ads and organic SEO efforts. With paid ads, you’ll be displaying sponsored content or displaying ads on your site. Organic SEO is when you optimize your site for keywords and naturally occurring keywords. When someone performs a search and lands on your site, the odds are that they’ll stay a while and read more than just one page. In this case, you’ll want to implement a conversion funnel that’ll lead them to making a purchase or signing up for a trial.

Paid Ads

Paid ads are probably the simplest form of online marketing. After all, all you need is a debit or credit card and you can get started immediately. Typically, you’ll be interacting with a company’s SEO team to get your ad on the first page of search results for relevant keywords. You’ll also need to make sure that you don’t break any Google ads policies in the process.

Cost Effective

While paid ads are simple to set up, they can be quite expensive. If you’re looking for brand awareness and high search volumes, paid ads are a great choice. However, if you’re looking to slowly grow your site’s revenue, SEM is a more suitable choice. As a general rule of thumb, you shouldn’t spend more than 3% of your site’s revenue on paid ads. Otherwise, you might end up risking your Google Adwords account. (More on that in a minute.)

The Drawbacks Of Paid Ads

While paid ads are easy to set up and cost effective, there are a few drawbacks. First, you’ll want to make sure that you perform targeted research on the keywords you’re using. This way, you can ensure that your ads are reaching the right audience.

Additionally, if you’ve been in the online marketing business for any length of time, you’ll know that paid ads aren’t always as effective as you think they are. The issue is that people are often skeptical of ads, so they might just hit the back button as soon as they see them. This means that the advertiser never gets a chance to talk to that specific audience.

Last but not least, paid ads don’t allow for very deep insights into your target audience’s behavior. Unlike SEO and other forms of online marketing, paid ads are usually set up to only provide broad demographics instead of very specific ones.


SEO is a lot more detailed and advanced than paid ads. This is mainly because you have to consider a lot more variables when performing SEO. To give you an idea of how complicated SEO can get, here’s a short list of things you’ll need to check before launching your SEO campaign:

  • Product metadata (title, description, image)
  • On-site SEO: Keyword analysis, content strategy, and more.
  • Off-site SEO: Link building, blog articles, and more.
  • Content promotion: Social media, email campaigns, and more.
  • Analytics: You’ll want to track everything that happens on your site using tools like Google Analytics.
  • Conversion funnel: Tracking the stages your visitors go through before they make a purchase or sign up for a trial.
  • Automation: Setting up email campaigns, social media posting, and other processes to get the most out of your SEO campaign.
  • Content curation: Building a library of high-quality content that you can use for various projects.

If you’re looking to venture into the world of SEO, you’ll need the help of an expert. Luckily for you, us.

SEO is a lot of work, but with the right tools, it can be very rewarding. Not only does it provide you with a steady stream of organic traffic, it’ll also allow you to retarget those individuals who have already been exposed to your product or service. Additionally, SEO also provides you with the opportunity to analyze the performance of your ad campaigns and figureheads. This way, you can constantly refine your strategy and be more effective in the future.

Link Building And Content Creation

Besides getting your product or service in front of potential customers, you also want to develop valuable back links and high-quality content for your website. When a webmaster or a content editor builds a back link to your site, it’ll signal to Google that they think highly of your content. In turn, this will rank your content higher in the search results.

There are many ways to get link building, but none of them are easy or natural. Sometimes, you’ll have to pay for these links or offer a product or service in exchange for a link. While this might work for now, eventually, you’ll want to focus on creating valuable content that people are actually interested in.

Choosing The Right Niche

If you’re looking to get your product or service noticed by as many people as possible, you should choose a niche. The niche is basically the “small slice of the market” that you’ll be targeting with your product or service. Once you’ve chosen your niche, you can start finding your audience and building your following.

In terms of marketing, picking a popular and established niche means you’ll have an easier time getting your product or service out there. Additionally, you might also be able to piggyback on someone else’s popularity in your niche. For example, if you’re in the clothing niche, you might want to link to a popular clothing brand’s website. Doing this will not only help you get the word out about your product or service, it’ll also provide you with quality link material that you can use to build your own website. (

  • Cost-effective
  • Easy to find an audience
  • An established brand name in your niche will almost certainly benefit you
  • You’ll have the opportunity to piggyback on their popularity
  • If they have a good reputation in your niche, it’ll be easier for you to gain credibility in the same space
  • There’s a lot of content in their archive that you can use for inspiration


Choosing The Right Platform

From a marketing standpoint, you have a few options when it comes to where you’ll publish your content. You can create a blog for free on any platform, but some platforms are better suited for certain types of content than others. Take a look at the following: