What is Online Marketing
We could define 'marketing' as the actions one takes to get your product and service well known. The term infers that there is some plan or overall structure to what you are doing so that it is not just 'advertising' or 'sending out promotional material'.
To add the term 'on-line' to this definition means that we are referring to the promotion that happens across the internet - so excluding radio, tv and print media (although they can all be considered).
Online marketing then is going to take into account (but is not limited to);
- social media, both paid and unpaid
- responding to and handling social media comments
- bulk emailing (including the collection and correct use of email addresses)
- search engine advertising (usually Google Ads)
- articles, blogs, and other content placement across websites
- pop-ups and other on-page advertising
- video and video websites
- SEO (Search Engine Optimisation), both on-page and off-page
- SEM (Search Engine Marketing)
Each of these methods has its place in promoting your online presence, or a brick and mortar business. And each, when used correctly, are able to boom a business.
What is needed is;
- a good understanding of what each is and what it is capable of
- an understanding of the costs (including labour costs)
- knowledge of how to use the tools that optimise each of the above (they each have specialised means of implementation)
- when to use each one; the schedule and for how long
- the legislation involved (such as spam laws)
- understanding how people will consume your information, on what devices, and how they might respond that will be beneficial to them and your business
I'm going to go over each of the means above with detail on how to implement them and when. The trick is, of course, how to fit them all together, and which is going to be best for your business.
As an initial tip, a clear plan at the outset, and the skills of a graphic designer, and a back end web specialist will be needed. Use a calendar to plan out your campaign, and have the funds worked out early.
Finally, you will need to be clear about the way that you will measure the success of your marketing. What are the key statistics you will be looking for, and how will you judge if your marketing campaign is working both week to week (or even day to day) and at the end of your campaign.
Set some key indicators to look at, and be honest about their use.
Some of the tools you can use for this include;
- Google Analytics - measuring increased audience, site conversions etc
- views, likes, comments etc on your social media
- increased search engine appearances and rankings
- purchases or closes
I would usually suggest an expert is put on to plan out your online marketing campaign You may choose to retain such a person to implement the campaign, but do ensure reporting is clear and scheduled.
By understanding each of the tools fully you can use them to boom your business!