Notice when you’re watching a video on YouTube and suddenly it gets interrupted to show a short advertisement of some product for 5-6 seconds without giving you an option to skip? Or when you enter a webpage and an advertisement pops into your screen out of nowhere? That is online marketing. The purpose of online marketing is to use web-based channels to make customers aware of a certain product or service.
The objective is to reach potential customers through channels or sites where they spend their time reading, browsing, watching videos, etc. Such as- social media, email, search engine, e-paper, Google Ads and so on.
Online marketing is not a simple task. There are a lot of steps to work on and layers to penetrate to acquire the best result. But no need to be scared, we’ll explain every single item in simple words for you to understand the concept and use it to flourish your business.
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The ABC’s of Online Marketing
Choose a Path
At first, select your group. The group will be selected based on demographic attributes (age, sex, occupation, income, etc.). Categorize the people who you think are suitable for using your product. After that, you need to fix a goal that is measurable in numbers. How many people are you planning on reaching? 100? 1,000? 10,000? Pick a number and move onto the next step, which is selecting a way to reach those numbers.
We already mentioned above how a potential customer can be reached. Pick whichever one is the most convenient for you, whether it’s through e-mail or social media or something else. Find a way to connect with your group. Create an online presence to achieve your targeted goal.
Set up a website, write a blog, create videos, podcasts or use graphic designing software to create unique logos and WebPages. This will determine the way you wish to layout the marketing strategy for your product or service.
Tools of Online Marketing
To build anything, you require tools. Online marketing has its own set of tools to build the market for your product or service. Here are some of these tools that can come in handy:
- Marketing through email
- Using social media (e.g. Facebook, Instagram, Twitter)
- Display advertising
- LinkedIn Ads
- SEO (Search engine optimization) & SEM (Search engine marketing)
- PPC (pay-per-click) advertising
- Video advertisement
- Affiliate marketing
- CRM (Customer relationship management)
- Content Writing/Blogging
- Digital analytics tools
- Social media management
- Media monitoring tools
- Headline optimization
- Customer loyalty programs
Choose the tools best suited for your product and use them to create a strong marketing campaign. Some options might work for you better than others. Look at your selected group of target customers and determine the best approach to pique their interests. To achieve the right strategy for your marketing, the best option is to start with your audience and then work your way backward from there.
Which One Is Better?
Many of you grew up in the era of traditional marketing when marketers had to depend on billboards, magazines, newspapers, television, and radio for audio and video advertisements. These types of marketing were really expensive and often failed to reach target customers as there was no way of singling them out.
Now, anyone with any online or offline business can build their marketing campaign with minimal costs. There is no need for you to rush to a printing press or a production house. Other than that, the internet has ways of presenting people with stuff based on their preferences. Each person leaves a digital footprint when they surf online (especially in social media).
This builds up a profile for an individual which can be used to show them the advertisements they might be interested in. This way, your resources won’t be wasted in targeting the people who have zero probability of buying your product.
Without a doubt, online marketing is superior to traditional marketing when it comes to reaching target customers.
No Idea Is Crazy Enough
How do you catch the attention of your customers through your marketing? You make it attractive. Many believe that there is no originality left in this world anymore. They can be proven wrong by you! No idea is crazy anymore. If you have an idea, execute it and present it in your way. The crazier the idea, the more likely it is for people to be interested.
Don’t be afraid of taking risks. Even if the idea is a worn-out one, your way of showcasing it may be different and might connect with your customers. The aim is to turn virtual visitors into your potential customers and existing customers into returning customers.
Search Engine Is The King!
What better way is there to catch someone’s eye than standing right in front of them? When we want to look for a particular product or service, the first place we go to is the search engine. When it comes to online marketing, organic search is more important than anything else.
Your target should be to enrich your SEO strategy so that it can be found higher in the results when people are putting in the keywords related to your website. Search engine optimization is a process that can help your website to rank higher in SERP (search engine results page) and drive more traffic towards you.
To achieve a higher SEO score for your website, you can make your content more shareable, get sponsors, build a better relationship with customers online and be more interactive. The more people share your content and come across your webpage, the greater your SEO score will be.
To conclude it all, the main focus of your marketing should be your customers. Before launching any kind of advertising campaign, make sure to conduct your due research to truly understand what your customers want and need. They are your top priority.
Other than customer prioritization, you also need to take into account your resources. Online marketing is cheaper than traditional marketing but it can still cost a huge chunk of money. Just make sure it’s utilized well. Use every tool at your disposal.