The Essentials Of Online Marketing
Online marketing refers to the ways a business can promote and advertise its products, services or brand via the internet. Online marketing can help promote your business to a targeted audience through multiple channels. The following is a brief rundown of the main facets of online marketing:
Search engine optimisation
Search engine optimisation (SEO) aims to improve the visibility of your website in search engines such as Google, Yahoo and Bing. SEO involves onsite coding and content changes, as well as completing offsite tasks to improve the search engine friendliness of your website. The more “likeable” your website is to the search engines, the more chance they will rank it highly in search results. SEO can be an effective lohg term online marketing strategy for driving traffic to your website.
Pay-per-click (PPC) advertising is available on the major search engines like Bing, Yahoo and Google, and involves the advertiser paying if the ad is clicked and a visitor arrives at their site. PPC provides an instant, direct means for a business to start marketing online, and an immediate measurable return on investment.
Email marketing uses email to market your product, service or business to a database of email addresses. Email marketing is a form of direct marketing that can be targeted to specific audiences. For example either your current customers, or potential customers, that have signed up for your email newsletter. Email marketing campaigns can be one of the most effective online marketing strategies, and is a good way of keeping your business top-of-mind for ongoing brand loyalty and customer retention.
In recent years online marketing has become increasingly biased towards social media. This means promoting your business via social media sites such as a Facebook, Twitter, LinkedIn, YouTube and others. Social media enables businesses to get involved in conversations with current and prospective clients in a public forum. Running competitions, answering questions and promoting your brand via social media can be part of running a successful online marketing campaign.
All of the above strategies can help you promote your business to a relevant, qualified audience. They can be used for either short term traffic driving or long term brand building. However if your business website fails to deliver your brand message, product or service in an easy to follow, favourable light, then your entire online marketing efforts will be wasted. A professional, user friendly website is essential to make any online marketing startegy successful.