Online Marketing Transcript – What You Need to Know

You’ve probably heard of online marketing, but even if you haven’t, you likely know what it is. If you’ve ever shopped online or used social media platforms like Facebook or Twitter, then you know what online marketing is all about. Essentially, online marketing encompasses all of the activities people and companies use to attract, convert, and retain customers online. It is a form of marketing that is mostly digital and can be targeted to specific groups of people. The goal of online marketing is to gain consumers’ trust and grow a business or brand online. Because of its interactive nature, being online is always a preferable choice for marketers whenever possible.

Types of Online Marketing

There are four types of online marketing:

  • Search engine marketing (SEM)
  • Pay per click (PPC)
  • Shopping cart marketing (SCM)
  • Direct marketing (DM)

Each of these types of online marketing has its own specific purpose and target audience. Let’s examine each type in turn.

Search Engine Marketing

Search engine marketing, or SEM, is all about ranking well on search engines for specific keywords or phrases. To put it simply, the better your website’s SEO (search engine optimisation), the more likely you will show up when users search for specific terms on search engines.

In order to get started building your SEO strategy, first you’ll want to think about what keywords and phrases you want to target. Next, you’ll want to consider what SEO tools and metrics you need to use to track the success of your strategy. There are a number of tools that can help you find the keywords and phrases you need to target, like Google Keyword Planner or Wordstream’s Keyword Finder.

Once you have a good idea of the types of keywords and phrases you want to target, you can create a list of keywords and phrases you and your team can begin to incorporate into content on your website. Having content that ranks well on search engines will greatly increase the likelihood of a visit to your website from a potential customer.

Pay Per Click (PPC) Marketing

Pay per click (PPC) marketing, or simply PPC, is all about paying websites and social media accounts to promote your products or services to individuals. You, as a business owner or marketer, will enter into an agreement with a PPC provider, such as Blue Corona or HubSpot, to spend money on clicks. Essentially, when someone clicks on a PPC ad or product link, you pay the service a certain amount of money.

PPC marketing is relatively simple and easy to get started with. You’ll need to have a budget and set a daily spend limit. It’s a good idea to start small, testing the waters with a few hundred dollars a week, before you commit to large-scale spends. Once you’ve determined how much you’re willing to spend on PPC, you can begin to strategize how to use the platform in order to grow your business.

Shopping Cart Marketing (SCM)

Shopping cart marketing, or SCM, is all about getting people to click a button or connect with a form to receive email notifications when their favourite products are available for purchase. Essentially, when a person enters their email address into a form on a website, they are giving their consent to receive email notifications from that website or brand.)

People use shopping carts because they like to keep track of everything they’ve purchased and want to be able to buy products online that they’ve seen in real life. A shopping cart website like Shopify or BigCommerce offers marketers the ability to connect with potential customers while they’re still in the middle of their shopping journey.

Shopping cart marketing is simple to implement but can be slightly more expensive than conventional online marketing. However, if you plan on using email marketing to promote your company, then you’ll want to have an email marketing strategy in place before you begin your SCM strategy.

Direct Marketing

Direct marketing, or DM, is all about sending letters, email blasts, and text messages to potential customers in order to get them to take action. The key difference between direct marketing and traditional advertising is that with direct marketing, you’re not paying for clicks. You’re simply paying for production and distribution of the mailpiece.

Your goal with direct marketing is to target individuals who have an interest in your products or services. You can use a tool like DMPix to get started or build your direct marketing campaign. You can also use a tool like HubSpot to build your initial email campaign and then segment the list using a tool like SmartTarget.

Once you’ve got your initial email list segmented, you can begin to send out periodic emails with news about your company and information about new products or special offers. Remember, you’re not trying to sell your products online – you’re simply providing information that will either draw people to your site or encourage them to buy your products or services.

Organic, or traditional, marketing is all about getting people to come to your website or social media accounts through traditional means of marketing. With organic marketing, you are not paying for clicks – you are simply paying for the actual cost of getting the word out there. So, in some ways, it’s the opposite of paid marketing.

Although organic marketing is the most traditional form of online marketing, it is still considered to be one of the most effective forms of marketing. Why? People trust websites that offer valuable content and value-aligned ads over those who try to trick them with misleading adverts.