Online Marketing & Social Media: What Is It? How Is It Used?

In the digital age, all businesses, no matter what industry, must have an online strategy. Having an online strategy is essential when it comes to reaching potential customers, engaging with existing customers and gaining brand loyalty.

But what is an online strategy, and how do I put one in place? How about social media?

What Is It?

Simply put, an online strategy is a business’ plan to utilize the internet (and social media) to promote and grow their business. It could include developing a website, creating and uploading content to social media, using SEO (search engine optimization) to gain high search rankings, or using PPC (pay per click) advertising to gain online sales.

Every business, regardless of size, can benefit from an online marketing strategy. The key is to figure out what will make you unique and what will help you stand out from your competitors. If you can implement these strategies effectively, you will see increased website traffic, greater engagement on social media and a boost to your bottom line.

How Is It Used?

Once you have a strategy in place, you can begin to implement it. You may decide, for example, to create and upload content to share on social media to attract and engage with customers. You could also, decide to use SEO to gain higher rankings for relevant keywords on search engine results pages (SERPs), or to use paid social media advertising to gain brand credibility and influence.

In these strategies, you will use various channels (i.e., websites, social media, etc.) to spread the word about your business. When it comes to social media, you may decide to use platforms like Twitter, Facebook, and LinkedIn to gain more engagement and grow your following.

Why Are Online Marketing & Social Media Important?

Before you begin developing an online marketing strategy, you must understand why these platforms are so important.

As a business owner or marketer, you may decide that the optimal way to reach your audience (e.g., customers, potential customers, etc.) is through online marketing and social media. Why?

Because, in today’s world, people spend more time online than they do in real life. In fact, according to HubSpot Blogs research, about 48% of consumers’ time is spent on digital media, while about 38% is spent on social networks.

Because of this, it is possible to target the right audience, engage with them and encourage them to act on your behalf. There is also the added bonus of being able to measure the results of your efforts. That way, you can determine if your strategy is effective or need to be revised.

What Are The Different Kinds Of Online Marketing & Social Media?

To make things a little easier to understand, we have organized all of this content into a reference guide that will help you navigate the world of online marketing and social media. This guide will discuss the different forms of online marketing and social media, how to use them and when to use them.

Traditional Online Marketing

Traditional online marketing, or viral marketing, as it was sometimes called, generally refers to marketing activities that rely heavily on traditional print and television advertising.

These methods of marketing still work, but they are less effective today than they were in the past. With more and more people using the internet to find information, it is simply not as effective to shout out your brand name and hope that someone will remember you or your product.

To be successful at traditional online marketing, you must have a reasonably sized audience to start with, otherwise known as a base. Once you have a base, you can begin to implement various marketing strategies to encourage more people to interact with, subscribe to or remember your brand. These strategies include:

  • Print advertising
  • Product placement in movies and television shows
  • Sponsorship and endorsement deals
  • Decoration or decoration of some sort (e.g., web banners, pop-ups, etc.)
  • Trade shows
  • Conference and workshop sponsorship
  • Social media campaigns

Modern Online Marketing

Modern online marketing, as the name implies, is all about utilizing digital and social media to reach your audience, engage with them and grow your business.

One of the distinguishing factors of modern online marketing is its use of various platforms and channels to spread the word about your business. This enables you to target your audience based on the platforms they use most often (e.g., Facebook users, Twitter followers, etc.).

To be effective, you must have a clear idea of what content will perform best on your various platforms (e.g., video content for Facebook, etc.). Platforms like YouTube and Snapchat use artificial intelligence to determine what content will engage their audience the most.

“You can use your marketing and marketing channels to target the right audience and engage them with your content,” said Michael Arntfield, head of Marketing at Huge, a digital marketing agency.

“Today, everyone has a digital footprint, so your marketing activities have the potential to reach everyone. That means you can use various tactics (e.g., content, email, social media, etc.) to target the right audience and engage them with your brand. AI (artificial intelligence) is making this sort of thing easier by figuring out what will perform best for individual platforms. When you know how to use these tools, marketing and digital marketing become much easier.”

The advantages of using modern online marketing are numerous. For one, you can target the right audience and engage with them on a personalized basis. This means you can offer something special to people who follow, like or interact with your brand on social media. You can also measure the success of your marketing strategies to determine if you have reached your goal.

Enterprise Online Marketing

If you are a business that sells its products and services to other businesses, you may want to consider developing an enterprise online marketing strategy. Why?

Similar to traditional marketing, enterprise online marketing involves using the internet to promote your business and attract customers. However, an enterprise strategy takes this a step further by having you target other businesses that you sell to, as well as independent customers who are not affiliated with your buyers (e.g., customers, suppliers, partners, etc.).

To put it simply, with so many platforms available, it is possible to target the right audience, gain their trust and encourage them to act on your behalf. The key to an effective enterprise strategy is to decide what you will and will not do in order to get the most out of this effort.

Deciding When To Use Which Type Of Online Marketing

As we mentioned above, there are different kinds of online marketing, and you must decide which one is the most effective for your business. For example, if you are an eCommerce store, you may decide that traditional marketing, such as print advertising and trade shows, are the most effective ways to engage with your audience.

If, however, your business model is more B2C (i.e., “Buyers to Consumers” or a business that sells its products to individuals), you may want to invest in a more digital strategy. This would involve using platforms like Facebook, Twitter and YouTube to gain more leads and customers.