Before it is possible to understand the different strategies and marketing tools that are available, it is important to identify what online marketing is and how it promotes a business. Online marketing, also known as internet marketing, web marketing, or digital marketing, is any tool, strategy, or method of promoting your business digitally. Online marketing bolsters a company’s reputation by increasing its ability to be found. A large number of potential customers peruse the internet to look for potential vendors. By taking advantage of online tools and resources, it is possible to encourage potential customers to look further at your organization.
According to the 2014 State of B2B Procurement study from the Acquity Group:
- 94% of business buyers do some form of online research
- 84.3% check business websites
- 77% use Google Search
Components of Online Marketing
Website design or User Experience web design is the process of enhancing user satisfaction: improving usability, accessibility, and pleasure provided in the interaction between the user, the product, and the platform.
Search engine optimization (SEO) is the process of affecting the visibility of a website or webpage in a search engine’s unpaid results (often referred to as natural, organic, or earned results). Typically, the earlier or higher ranked on the search results page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. There are two pain pillars of SEO:
On-Site SEO are rules you can apply on your website or blog so that it’s more search engine friendly. For example, you using proper titles, good descriptions, well-formatted URLs, correct use of H1, H2, tagging images etc.
Off-site SEO refers to the process of getting votes from other websites for the purpose of increasing your web site’s trust in the eyes of search engines. Votes in our case are links coming from other websites to your site. That is also the reason why off-site SEO is referring to as link building. It’s not only a matter of how many links you have pointing to your site but also from where these links are coming from.
Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts. Search Marketing has evolved into an umbrella term used to cover SEO and SEM efforts.
Search Engine Marketing (SEM) is the process of gaining website traffic by purchasing ads on search engines. SEM or Pay per click (PPC) is an ad that is displayed on search engine result pages. The advertiser pays when the ad is clicked by the user and is directed to their website or landing page. PPC allows for nearly immediate exposure online and can provide a high-level cost transparency.
Social media marketing utilizes social media networking as a method to circulate content and attract customers. They provide the opportunity to develop a solid and professional reputation. You can also advertise your company, website, and services through your social networking pages. It allows you to employ reputation management strategies, engage with customers and answer questions. By engaging with customers, you encourage them to share their experiences with those in their network
Email Marketing is used as a tool to reach out to current customers by sending out newsletters, coupons or informational emails. You can also encourage new customers to sign up for your newsletter or mailing list to learn more information about the products or services that you provide.