Internet Marketing: The Definitive Guide
Every day, more individuals utilize the internet around the world; in fact, by 2021, nearly 4.6 billion people will have access to the internet. Internet marketing has always been about reaching customers where they are.. Television commercials, print ads, and billboards all attempt to do this.
The internet provides features that conventional marketing channels do not: reach, the ability to customize the content, and the ability to form long-term connections with customers, to name a few.
However, with movies and recipes, news articles, and e-commerce sites, the internet can be a confusing and all-encompassing creature. How are you expected to stand out in the congested internet area in order to attract the correct audience?
Internet marketing is the answer
Internet marketing uses digital means such as email, social media, websites, and search engines to reach your target audience. Unlike more traditional advertising media like print, the internet enables two-way communication between your company and your customers, resulting in improved long-term customer retention.
There’s no getting around it: online marketing will be vital to your company’s success in 2021 and beyond.
However, with all of the gimmicks and tactics, it can be tough to tell the difference between short-term gains and long-term solutions, which is why we’ve put together this comprehensive guide. We’ll go through everything from marketing techniques to real-world examples to guarantee that your company reaches the proper people among the four billion.
What is the definition of Internet/Online Marketing?
Online marketing, often known as internet marketing or web advertising, is a type of marketing that employs digital channels such as search engines, email, websites, and social media to convey promotional messages to clients.
Web design, SEO, email, social media, PPC, and other internet-related tactics are all examples of online marketing strategies.
What function does internet marketing play?
Simply defined, internet marketing’s goal is to assist your company in reaching, attracting, and converting online audiences.
Let’s look at two distinct goals you’ll want to attain with internet marketing, as well as the steps you’ll need to take to get there.
To Attract New Customers, Use Internet Marketing
To attract new clients, you might use online marketing tactics. To accomplish this, you should concentrate on sponsored social media ads, search engines, and web design.
For example, you might utilize Facebook’s Lookalike Audiences to target a demographic that is similar to your core demographic. Alternatively, you might pay a social media influencer to publish photographs of your products with her already large following. Paid social media can help your business or product reach new people, but you should undertake market research and A/B testing before putting too much money into one social media platform.
You must also maintain a strong SEO presence in order to attract new customers. With 89 percent of B2B buyers and 81 percent of customers utilizing the internet to research before making a purchase, it’s critical that your company is at the top of related keyword searches.
Having a strong SEO presence also means increased in-store transactions – in fact, 78 percent of local mobile searches result in an offline purchase, and half of all mobile users as a consequence of local searches, I visited stores within one day.
Finally, it’s vital that you devote time and resources to the design of your company’s website. If these aforementioned people come across your website and find it confused or useless, they are likely to be put off from trusting your brand and purchasing your product. As a result, it’s critical that you devote time and effort to developing a user-friendly (and mobile-friendly) website.
Brand Loyalists Can Be Cultivated Through Internet Marketing
Customers who have been with you for an extended period of time. This is an equally vital goal, given that attracting a new customer costs five times more than keeping a current one.
To raise brand awareness, build a strong online community, and keep consumer loyalty, you’ll want to use email, blogging, and social media methods. Consider sending personalized emails to prior customers to impress or motivate them – for example, you could offer discounts based on previous purchases, wish them a happy birthday, or remind them of future events.
You’ll need an email list to use email campaigns effectively. Here’s how to start an email list from the ground up.
You may also utilize social media to show off your brand’s personality and get direct feedback from your customers. Consider organizing a Twitter conversation, using Instagram to do polls, or using Facebook to run exciting contests.
If you don’t have the time or resources to develop all of your social media material in-house, consider hiring a third-party service like UpContent, which provides you with captivating, curated content that you can share with your followers to boost engagement.
Internet Marketing vs. Content Marketing: What’s the Difference?
Content marketing and internet marketing are two very comparable tactics for attracting leads and prospects to your website and converting them into customers. There are a few minor changes between the two, though.
Content marketing is a subset of online/internet marketing, which means that online/internet marketing is the overarching strategy, and content marketing is one of the processes within it.
Only the process of developing and distributing information to reach consumers is referred to as content marketing. Online marketing, on the other hand, includes not only sharing that material via email, search engines, and social media, but also paid to advertise, retargeting, and a variety of other tactics for reaching online audiences.
While most online marketing techniques revolve around content creation, online marketing also encompasses non-content creation internet marketing chores such as PPC bidding and website design.
Internet Marketing Techniques
- Create a Website That Is Easy to Use
- Search Engine Optimization (SEO)
- Use opt-in email campaigns or email marketing.
- Press Releases on the Internet
- Create a blog and run contests and campaigns on social media.
- Leverage Pay-per-click (PPC) marketing
- Conversion-Optimize Your Website
- Upload videos to YouTube or other social media sites.
- Find influencers to collaborate with on your project.
- Form a Facebook Group.
To be successful at internet marketing, you’ll need to use 11 of these different methods.
1. Create an easy-to-use website
First and foremost, you must develop a user-friendly and mobile-friendly website. The look and feel of your website will reflect your brand’s personality and set you apart from other online businesses. But it’s not only about appearances: a cleaner, more well-organized site structure can have an impact on how you rank in the search engine results pages (SERPS).
2. Make Your Website Search Engine Friendly
Keyword(s) that are relevant to your business and include them in the URL, body text, picture text, headers, and navigation bar.
3.Use opt-in email campaigns or email marketing
One of the most effective long-term techniques for connecting with potential customers and cultivating brand loyalty is through email marketing and opt-in marketing campaigns.
4. Distribute press releases over the internet
Writing online press releases is another approach to get more online coverage for your company from other sites, which will help you rank higher in the SERPs. Furthermore, if a local news outlet covers your company, you’ll have access to their audience, which you might not have otherwise.
5. Start a blog
I may be prejudiced, but blogging is one of the most effective ways to build a huge audience for your website, establish your company as an industry thought leader, and demonstrate that your brand is both valuable and contemporary.
Writing blog posts is especially effective for providing different opportunities to land on page one of search engines — for example, your eyeglass store’s website may be on page three of Google for “eyeglasses,” but your “Best Sunglasses of 2018” blog post may be on page one, attracting a significant amount of traffic (over time, that blog post could also boost your overall website to page one).
6. Create contests and campaigns on social media
Contests and campaigns on social media are fantastic ways to connect with your online audience, build relationships with customers, and discover more about your buyer personality
For a comprehensive guide on everything you need to know about social media campaigns, from how to write flawless Facebook posts to the most popular LinkedIn terms, go no further.
7. Make the most of pay-per-click advertising
Paid advertising is used by 45 percent of small businesses, so it’s not a tactic you should overlook. PPC (pay-per-click) advertising is a type of advertising in which advertisers are only charged when someone engages with their ad via impressions or clicks.
PPC is most typically utilized on search engines, and it can help your company appear in searches for products or services that are relevant to your business. This is especially crucial for more competitive keywords, where ranking on page one against websites with higher domain authority can be tough.
It’s vital to remember that PPC doesn’t replace SEO; rather, it complements it. For example, according to Ahrefs, if you’re trying to rank for “website builder,” the keyword difficulty is “very high (95).” Long-form keywords like “what is a website builder?” (52) or “top website builders for eCommerce (57)” may help you rank.
If you really want to target “website builders,” you’ll need to bid on an ad and use PPC to stand out from the crowd.
8. Make Conversions a Priority on Your Website
Okay, you’ve attracted visitors to your website or blog… So, what’s next?
In the end, you’ll want to invest in conversion rate optimization resources (CRO). You risk not being able to convert any of your traffic into qualified leads and, eventually, customers, if you don’t.
CRO can help you in four different areas of your website. The homepage, pricing page, blog, and landing pages are examples of these.
A CRO strategy for a blog can include placing pertinent calls to action throughout the article or asking visitors to submit their email addresses in exchange for an ebook. A CRO strategy for a price page could include a slide-out that invites visitors to schedule time with a sales agent or watch a demo.
Conversion optimization is an important part of any successful internet marketing plan.
9. Share videos on YouTube and other social media sites
Video marketing is an undoubtedly effective way to reach out to new audiences and convert leads into paying consumers. In fact, 83 percent of video marketers claim that video has helped them create leads, and 84 percent of individuals say that watching a brand’s video has persuaded them to buy a product or service.
Have I persuaded you yet? If you don’t believe me, consider this: 89 percent of video marketers expect to use YouTube in 2021, which means that even if you aren’t, your competitors most likely are.
To attract audiences who favor video over text or YouTube over Twitter, you’ll want to diversify the type(s) of content you produce. Consider how you can use video to reach and convert new audiences to your own business.
10. Collaborate with influencers
Influencers on social media have developed strong, meaningful ties with their fans. Their followers usually trust them to give honest, dependable advice on a variety of areas connected to their specialty. As a result, influencer marketing can be an efficient way to reach new audiences and raise brand awareness.
If you think influencer marketing is a suitable fit for your company, look into micro-influencers as a more effective (and often less expensive) alternative. According to a recent survey, 82 percent of people stated they were “very likely to follow a micro-recommendation.” influencer’s
Finding the perfect influencer(s) for your brand may also be expensive and time-consuming. If you’re going to invest in the approach, think about working with the same few influencers over time, as this will allow your organization to form stronger bonds with their social followers.
11. Create a Facebook Group first.
Unlike a Facebook page, a Facebook group is a closed, private group that allows you to foster a sense of community around your business.
A Facebook group isn’t required for every business, but when done correctly, it may go a long way toward strengthening your relationship with your customers. Most importantly, it can aid in the development of relationships between your consumers.
Because having a strong community can help you establish brand loyalty, it’s critical to look for new ways to interact with your customers directly. If a Facebook group doesn’t seem to be a good fit for your company, there are alternative options, such as social media or a branded newsletter.
How to Market Your Business Online
- Choose the proper keywords for your site and optimize it for search.
- Make a mobile-friendly and user-friendly website.
- Regularly publish blog posts.
- Email marketing initiatives should be undertaken.
- Encourage others to talk on their social media accounts.
- Distribute news releases over the internet.
- Paid social media initiatives should be nurtured.
- For competitive keywords, use pay-per-click advertising.
- Upload videos to YouTube or other social media platforms.
- To reach new audiences, collaborate with micro-influencers.
Examples of Online Marketing
There are hundreds, if not thousands, of online marketing examples to use as inspiration for your next campaign.
I’ll go over five real-life examples of social media, email, SEO, and website marketing in this article. For even more great ideas,
Under Armour’s “I Will What I Want” campaign on social media
Under Armour created the hashtag “I Will What I Want” to encourage great female athletes to pursue their objectives despite any obstacles. The hashtag, which was first used by Misty Copeland of the American Ballet Theatre, went viral on Facebook after supermodel Gisele Bündchen used it in one of her Facebook postings. The hashtag has also been used by a number of other female athletes.
While promoting Under Armour’s women’s gear, the advertisement promotes a positive message of female empowerment. The campaign generated five billion media impressions, improved Under Armour’s women’s sales by 28%, and increased visits to their website by 42%.
This?” message can come across as pushy, so choose your words carefully to build a long-term email subscriber.
This is why JetBlue’s one year re-engagement email works so well: it employs comedy to express a sense of warmth and pleasure, while also reminding an old email subscriber that JetBlue’s new flight discounts are worth checking out.
Case study on Pipedrive, a sales CRM, from Moz.
Pipedrive, a sales CRM, was able to rank #1 for a high-volume keyword — “sales management” — by employing a content marketing strategy that comprised content development, outreach, and guest posting (9,900 search volume). They outperformed SalesManagement.org, InsightSquared, US News, and even Wikipedia. They made their plan public on Moz.
Brian Dean’s YouTube technique in SEO
Keywords like “on-page SEO” and “video SEO” are examples. Dean acknowledges that his YouTube channel failed to acquire any views at first.
Dean was able to achieve #1 on YouTube for search results relating to his business by utilising SEO techniques such as keyword optimization. On Backlinko, he shared his entire strategy.
DisabledGO Web Design
Agency51 was engaged by DisabledGO, a UK and Irish information provider for persons with impairments, to design an SEO migration plan to shift DisabledGO from an old platform to a new one.
Agency 51 was able to successfully convert DisabledGO to a new platform while maintaining their existing SEO power by using 301 redirects, transferring metadata, setting up Google webmaster tools, and building a new sitemap.
Furthermore, they were able to increase visitor numbers by 21% year over year, and the site restructuring allowed DisabledGO to outrank competitors. SingleGrain.com has a case study accessible.
The Most Effective Online Marketing Tools
- Facebook Insights
- Crazy Egg
- Google Keywords Planner
Finally, including inbound marketing methodology into your internet marketing strategy will yield the finest results. To begin with, you want all of your online material to bring value to the lives of your customers. This is the only method to acquire high-quality leads and establish long-term relationships with your online community.
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