You may have heard of online marketing and digital marketing, and maybe even seen a few Google ads while browsing. But do you know what they are and how they work?
If not, don’t worry: We’re going to cover everything from scratch so that even if you’re completely unfamiliar with marketing in general, you’ll know exactly what you’re doing.
What Is Online Marketing And Digital Marketing?
If you’re not sure what these terms mean, they’re basically just marketing done online. But that doesn’t mean that offline marketing doesn’t exist. It just means that online marketing and digital marketing are becoming increasingly important and used for a variety of purposes.
Let’s explore what these platforms and tools can do for your business.
The Growth Of Online Marketing
If you’re reading this, I assume that you’re already at least somewhat familiar with the internet and know how it works. With so much information and resources available online, it’s easier than ever for businesses to get their product or service out there to as many people as possible.
When you work with a digital marketing agency, they will help you develop a marketing strategy and implement it using various online platforms and tools. This strategy may include things like content marketing, SEO (search engine optimization), and PPC (pay-per-click advertising).
Because these platforms are usually free, it’s relatively easy for businesses to try them out and see how they work. This, in turn, makes it easier for businesses to grow their reach and establish themselves as an authority in their industry. In other words, it’s the perfect combination!
Why Do You Need An Online Marketing Campaign?
It’s a common question and misconception that because the internet exists, online marketing is automatically effective. Far from it!
In the same way that you wouldn’t try to sell a house door-to-door, using online marketing to gain website traffic isn’t a good idea. You need to have a strategy and use the right tools for the job.
If you want to gain online marketing or digital marketing success, you need to do the following:
- Develop a plan
- Measure your results
- Improve your strategy
- Use the right tools
- Generate leads
- Close the loop
Develop A Marketing Strategy
If you want to get the most out of your online marketing or digital marketing efforts, you need to first develop a strategy. A strategy is a plan of action that includes some of the following:
- An objective or goal (this could be sales, leads, traffic, subscribers, etc.)
- The rationale for your plan (i.e., why are you doing this?)
- The objectives you’ll use to measure your progress (i.e., what are you hoping to see happen?)
- The resources you’ll need to succeed (i.e., what will you need to do this?)
- The time frame in which you’ll need to accomplish this (i.e., what’s the timeline looking like?)
- Key performance indicators (i.e., what will you use to track your progress?)
How To Determine Your Website’s Marketing Strategy
Now that you have a strategy in mind, it’s time to determine your website’s marketing strategy. This is where you’ll outline what you’re going to do and how you plan on doing it. Don’t worry, this is where you can be as creative as you want!
There are some general suggestions for what you should include in your website’s marketing strategy document:
- A description of the target audience (i.e., who are you making the site for?)
- The purpose of the site (i.e., what is it for?)
- A listing of the competition (i.e., what other sites are doing and how are they performing?)
- Keywords (i.e., what words or phrases are you trying to optimize for?)
- An outline of the content (i.e., what are you going to write about?)
- A rough draft of the site’s structure (i.e., how are you going to lay out the pages on the site?)
- Links to other websites & social media accounts (i.e., what are the links for?)
- Contact information (i.e., phone number, email, etc.)
Once You Have All Of That Down, It’s Time To Action!
Once you have all of that written up, it’s time to action! Don’t worry, this is the part where you can be as creative as you want because everything you wrote down is supposed to be measurable. So, if you have a specific goal in mind, you can measure your progress toward reaching that goal. In other words, it’s time to take action!
Here’s where things get a little tricky. You can’t just jump into performing SEO or getting a website to rank on the first page of Google and expect to succeed. You need to take the time to learn the proper techniques so that you can grow your business efficiently. Fortunately, with the right guidance and tools, this is more easily done than you’d think.
If you’re wondering where to start, you may want to check out these SEO tips before you begin doing anything. They will help get you on the right foot for major search engine optimization success!
Make Sure You Measure The Correct Metrics
If you want to be able to track your progress, you need to make sure that you’re measuring the correct metrics. Measuring the right metrics depends on how you plan on tracking your success. For example, if you have a specific goal in mind (i.e., you want to increase website traffic by 10%), you may want to track the number of views on your website. This could be easily measured by looking at your website’s analytics.
If, however, you want to know more specifically how many visitors came from Google vs. Bing vs. Other Search Engines, you’ll need to look into paid search monitoring. This involves paying a company to monitor and report on the performance of your ads (i.e., how effective your ads are at drawing website visitors).
Improve Your Strategy If Necessary
In case you’re wondering, no, you don’t have to change your entire strategy to accommodate Google. In fact, it’s usually best to keep your strategy as-is and adjust your techniques as needed. In other words, if you have a general SEO strategy and it’s not working for you, it may be time to try out a new tactic. This is especially important if you’re paying for ads and don’t know how effective they are. For example, did you know that Google Adsense has a new feature that lets you compare the performance of your ads on different sites? This can help you pinpoint which ads are performing best and which ones you should keep using and which ones you should discontinue.
Use The Right Tools
Even if you’ve done everything else right and followed each tip and suggestion in your plan, no matter how great of a strategy you might have, nothing will matter if you don’t have the right tools to make it work for you.
It’s great to have a pretty website with all the right colors and fonts that display beautifully on all devices. Great to have an engaging copy that draws in potential customers and makes them want to learn more. And, great to have a strategy in place and know what you’re going to do.
But if you don’t have the right tools to make it work for you, none of that will matter.
Luckily, there are a variety of tools that can help you with all of this. Some of these tools are free, some of these tools are paid for, and some of these tools are a combination of the two. For example, Google Analytics is a free tool that tracks website traffic and allows you to measure the effectiveness of different marketing campaigns. But to use that feature, you’ll need to have a Google account and log in.
Depending on how much you want to learn, some of these tools can be quite basic and easy to use, while others can be a little more complicated.