Online marketing refers to the ways a business can market, promote and advertise its products, services or brand online. Online marketing helps promote your business to a target audience through multiple online channels – utilising these channels effectively means a business can reach a relevant, targeted market efficiently.
1. Search engine optimisation
Search engine optimisation (SEO) aims to improve the placement of your website in search results of search engines such as Google, Yahoo! and Bing, for selected keywords relevant to your business. SEO involves onsite coding and content changes, as well as completing offsite tasks to improve its search engine friendliness. The more likeable your website is to the search engines, the more chance they will rank it highly in the results. SEO can be an effective online marketing strategy for driving traffic to your website in the long-term.
2. Pay-per-click advertising
Pay-per-click (PPC) advertising is available on popular 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 is broken into two segments, Search Network and Display Network. The Search Network ads appear next to and above the organic search results. The Display Network ads appear on partner websites. PPC provides an instant, direct means for a business to start marketing online, and an immediate calculable return on investment.
3. Email marketing
Email marketing uses email as a platform to market your product, service or business to a bulk email database. Email marketing, is in fact, a form of direct marketing that can be targeted to specific audiences. For example, your current customer base, or potential customers, that have signed up for newsletters. Sending email marketing campaigns is one of the most effective online marketing strategies available. Keeping your operations front-of-mind for continued brand loyalty and customer retention is imperative for all businesses.
4. Social media
In recent years online marketing has become heavily slanted towards social media. This means promoting your business via social media channels such as a Facebook Business Page, Twitter, Google+, LinkedIn Business Profiles, YouTube and others. Social media enables businesses to get involved in real conversations with current and prospective clients in a public forum. Running competitions, answering questions and promoting your brand via social media is all part of running a successful online marketing campaign.
5. Business website
All the above online marketing strategies can help you promote your business to a relevant, qualified target audience. They can be used as either short term traffic driving tools or long term brand building campaigns – but if you fail to have a business website that delivers your brand message, product or service in an easy to digest, favourable light, then your entire online marketing campaign will be a waste. A professional website with user friendliness built in will be the glue that holds your online marketing together.