What is online marketing?

In a nutshell — it’s using the internet to find customers online who want to purchase your product or services. It can drive traffic to your site, boost sales, and skyrocket profits.

There’s a lot of confusion about modern marketing strategies and techniques—little wonder we’re frequently asked, “What is it?” Even so-called industry experts find it hard to say what it is about precisely — let alone explain how it can sell your brand.

In this simple step-by-step guide, we’re going through the basics of marketing, from what it is to how you can use it to generate sales. There’s no convoluted jargon or complex topics — just the easy-to-understand explanation you’ve been searching for.

online marketing

What is Online Marketing?

It refers to all promotional activities connecting customers with your brand, products, and services. That’s it. It can mean content creation, social media, pay-per-click advertising, or email marketing.

It’s a broad concept. When people ask about it, we often wonder, what isn’t it? You’ll often hear it referred to as digital or internet marketing — we do, too. Technically, there’s a subtle difference.

While digital marketing refers to any electronic form of marketing, this one exclusively uses the Internet.  But with it increasingly the sole reason we use our digital devices, its distinction is becoming less and less relevant.

Why Try Marketing Online?

In short — because almost all your potential customers are online.

That’s the real reason. There are tons of potential benefits from this type of marketing. But let’s be honest — marketers go where the people are. If we all spent our days wandering around fields, we’d be talking about field marketing.

We’re all online, so that’s where your effort needs to be. It’s not the sole reason, however.

Here are our top benefits:

More Personalized

Traditional marketing  — like magazine ads, TV commercials, and fliers, relies on mass appeal. Online digital marketing lets you target customers interested in your industry, products, or services. It means it comes with a substantially higher conversion rate than yesteryear’s marketing techniques.

More Cost-Effective

Fewer people will see your marketing efforts, but those that do are more likely to convert. The result is that you spend less. Plus, with email marketing, you generate a higher lifetime value for customers due to repeat purchases.

More Measurable

You can tweak your marketing campaigns with more excellent data to respond to customer interest. Find out what works and what doesn’t by harnessing the power of data and metrics.

More Efficient

Online marketing strategies work faster than traditional techniques. You can build brand awareness in a year or less with social media and SEO marketing. Different from conventional methods.

Types of Internet Marketing

With ever more platforms and aspects of the internet, virtual marketing is continually expanding. Here are common types of marketing that see success:

1. Search Engine Optimization (SEO)

SEO is the subtle art of improving your ranking on a search engine results page. The higher you rank, the more clicks you’ll receive, and the more likely you’ll see an uptick in sales.

You’ll find it a common topic in online marketing agency circles. But there are a lot of misconceptions and misinformation. To succeed with search engine optimization, focus on two things:

  1. High-quality content with relevant keywords.
  2. A fast-loading, engaging site that’s easy to navigate.

Get those two aspects right, and maximize your SEO efforts. Forget the “experts” who complicate the topic. Just focus on delivering value to your customers.

2. Content Creation

Content creation — landing pages, blog posts, videos, infographics, industry reports, and more, goes hand-in-hand with SEO and business online marketing.

You’ll want to sprinkle keywords throughout your content. It’s how your customers will find it in a search engine. Avoid focusing solely on overly competitive short-tail keywords, like “running shoes.” You’re unlikely to ever rank for these terms.

Instead, go after middle-tail and topical long-tail keywords with less competition but more specificity — for example, “best running shoes for men” or “high-quality trail running shoes.”

3. Social Media

Every company is complete with a social media account. Just remember — it’s called social media. It’s supposed to be a conversation between you and your customers. Promoting active engagement makes you more likely to generate interest, get shares, and drive sales.

Consider online marketing strategies like contests, votes, provocative questions, and more.

It’s also essential which social media you use. Facebook, for instance, is better for products and services targeted at the older market. In contrast, Instagram has a user base in their 20s and 30s. LinkedIn, meanwhile, is the only game in town for B2B marketing.

4. Email

Email is the most neglected form of marketing. But it’s also one of the most effective. With email marketing, you’re sending newsletters, reminders, or special offers to existing customers to prompt them to buy more.

You already know such people are interested in your products. That makes your subscriber lists one of your most valuable assets. After all, this online marketing strategy is far more cost-effective to keep your existing customers than to attract new ones.

5. Paid Advertising

Paid advertising, like pay-per-click ads, builds brand awareness and generates customer interest. However, long-term SEO is more cost-effective. PPC can be a helpful complementary strategy as you build up your SEO content backlog.

The types of paid advertising strategies will vary from business to business. In most cases, you’ll want some lead generation campaign along with a retargeting campaign. After all, you’ve done the hard part of getting people to your website.

Getting them back is much easier once they’ve become familiar with your brand. Your choice of online marketing tools will matter in this case.

6. Reputation Marketing

Reputation marketing — it’s great for controlling your online reputation and putting mechanisms in place to continue your business’s growth. With more than 98% of online viewers consistently or regularly reading online reviews than ever before, it’s an essential part of a valid marketing strategy to continue building your company’s brand.

But you should take a step further than just asking for reviews. You need to respond to the review — both positive and negative. People want to see how you react at your best and, more critically, at your worst.

This task gets easier with reputation management as your online marketing strategy. After all, no one can have a good day every day, but you can control how you manage specific experiences.

 

online marketing

What Is the Role of an Online Marketer?

Online marketers are essential in enhancing brand visibility and driving lead generation across various digital platforms. It encompasses both organic and paid methods available to a company.

These platforms include social media, the company’s website, search engine rankings, email campaigns, display advertising, and corporate blogs.

A digital marketer‘s primary task involves monitoring and optimizing each channel’s key performance indicators (KPIs) to gauge effectiveness. For instance, an SEO specialist may track a website’s organic traffic using online marketing tools.

An individual may oversee multiple digital channels and strategies in smaller companies, whereas larger enterprises typically assign specialists to manage specific brand channels.

Here are a few examples of these specialized roles:

SEO Manager

The person assuming this role is crucial to digital marketing, primarily aiming to increase organic website traffic. They achieve this by employing various SEO strategies to improve a company’s ranking on Google search results.

Aside from optimizing content and website structure, SEO Managers often collaborate closely with content creators to ensure that the content aligns with Google’s quality standards and is optimized for search engines.

Content Marketing Specialists

These people focus on engaging and retaining website visitors through sound online marketing strategies. Their key objectives include:

  • Boosting the time users spend on web pages.
  • Enhancing overall blog and YouTube channel traffic.
  • Growing subscribers on YouTube.

They are responsible for creating digital content such as articles, videos, and multimedia presentations.

Content marketing specialists also manage content calendars to ensure a consistent publishing schedule and collaborate with other departments to promote products and campaigns effectively across digital channels.

Social Media Managers

These people are responsible for building and maintaining a solid presence for a company on various social media platforms. Their main goals revolve around increasing the number of followers, impressions, and shares on these platforms.

These digital marketing online specialists establish posting schedules, develop content-sharing strategies, and oversee the company’s social media presence. Social media managers work to engage the audience, improve brand awareness, and foster a sense of community around the company’s products or services.

Marketing Automation Coordinators

Someone in this position is critical in streamlining and optimizing marketing processes. Their key objectives include improving email open rates, increasing click-through rates, and generating leads.

They are responsible for selecting and managing marketing software tools that help the marketing team understand customer behavior and measure business growth.

Marketing automation coordinators also organize marketing activities into campaigns, ensuring that they track each for performance and that lead-generation efforts effectively convert prospects into customers.

Does Online Marketing Work for All Businesses?

Yes, it can benefit businesses across various industries. Regardless of your company’s products or services, this marketing strategy involves creating buyer personas to understand your target audience’s needs and generating valuable online content.

However, the approach to digital marketing may differ depending on the nature of your business.

The primary focus for Business-to-Business (B2B) companies is often online lead generation. The goal is to attract high-quality leads through your website and digital channels, ultimately leading them to engage with a salesperson.

B2B digital marketing strategies often target business-oriented platforms like LinkedIn, where the target demographic spends time online.

On the other hand, online marketing companies approach Business-to-Consumer (B2C) companies by helping them convert website visitors into customers without direct sales interactions. B2C marketing emphasizes creating an accelerated buyer’s journey, guiding visitors from landing on the website to purchasing.

Product features may be highlighted earlier in the marketing funnel, and stronger calls to action may be employed. For B2C businesses, social media platforms like Pinterest and Instagram are often more effective than business-focused platforms like LinkedIn.

Incorporate Digital Marketing into Your Strategy

Every chance to engage with your audience is a potential opportunity to convert a lead or gain a customer. Business online marketing expands these opportunities by enabling you to connect with potential buyers through numerous channels.

Whether on social media platforms, websites, via text messages, or any online medium, digital marketing offers an invaluable means to promote your business, service, or product. It opens up many avenues for reaching and connecting with your target audience.

online marketing

Choose Clicta Digital as Your Marketing Partner

When you understand Internet marketing, you can take your business to the next level. By harnessing the power of the internet, you can reach audiences you’d never have imagined. You can follow the essential tips above and start building your marketing strategy. However, you must work with the pros for more efficient results.

Are you ready to take your online marketing efforts to the next level? Contact the online marketing experts at Clicta Digital to learn more about our marketing and campaign strategies for your business.

Schedule your free consultation today!