Adding Internet Marketing To Your Business Marketing Mix
The importance of internet marketing cannot be denied in today’s business world and is continuing to expand. And as I’m writing this article, where most people are still stuck at home because of Covid19, I believe no one would argue this fact evermore so today. Even so, surveys of all kinds have shown a major shift in traditional marketing budgets to dollars being spent online since many years before.
Within the definition of Internet Marketing you will find mention of things like ‘pay per click’ advertising, banner ads, e-mail marketing, search engine optimization (SEO), blog marketing, and social media marketing. They are all equally important to consider prior to planning your internet marketing strategy.
Why Do Internet Marketing?
There are many advantages to having a fully executable internet marketing strategy. Some of the benefits include measurability, flexibility, and affordability. Many online marketing tactics provide us with the ability to calculate customer acquisition costs, unlike some offline marketing methods like Billboards and flyer distributions where the customer acquisition cost is really difficult to work out. Moreover, we are also able to track better which marketing campaigns are working and quickly allocate our spending towards higher producing campaigns and cut off the ones that aren’t working for us. This would definitely help us save tons of money too!
Internet Marketing Tactics
As the internet has expanded, so have the opportunities for marketing online. Here we will take a brief look at some of the internet marketing types and I’ll explain the benefits of each of them.
1. Pay-per-click Advertising
There are many sites or platform these days, like Google that offers ‘pay-per-click’ advertising for anyone interested in getting their message in front of the right segment or prospective buyer. This method is highly targeted and offers one of the best and most popular forms of internet marketing. Depending on the platform you choose, like with Google advertising, Marketers using ‘pay-per-click’ advertising only pay a fee, based on the competitiveness of a keyword or ad title, when a link is clicked on.
2. Banner Ads
One the most common online banner ads you will see popping up everywhere is probably Google Ads. However, there are many other sites that offer banner ads space rental, including individuals by people like bloggers who already have a huge following. You can purchase a specified number of impressions to run on a single site or network of sites, or you might be able to opt for a monthly fee for your ad placement. Banner ads can give your company or brand a wide exposure. However, they are generally not extremely targeted and therefore the number of clicks your ad will get is not guaranteed.
3. Email Marketing
Email marketing has been used for more than a decade and is still proven to be one of the most successful ways to do Internet marketing. It is effective because it allows you to build trust over a period of time with your customers through the emails you sent. It’s also a great way to keep reminding customers of your company, brand, products and services. To have a successful email marketing campaign, you would have to plan out a series of emails you want to send to your customers ahead of time. The good thing is you can schedule them and send them out automatically using services like Awebber and Mailchimp. I also find that it’s important to set the ‘tone’ of the email from day one, because this will showcase the image of your brand. For example, if you’re in the fashion industry, you might want to write your emails in a more ‘fun tone’ since that will resonate better with your audience, but if you are representing a corporate company, then you might want to have a more ‘serious tone’ instead.
4. Search Engine Marketing / SEO
If you want people to be able to find your site when browsing the internet, then focusing on search engine optimization and search engine marketing is probably a must. This is very useful for most eCommerce stores and even with factories that’s doing B2B. We all know that there are millions of sites out there, and chances of people knowing about your company or brand could be so slim especially if you are new to the market. So, for as long as you have a site, and you want clients to be able to find you when they are searching for a certain product or service, you have to include search engine marketing in your marketing mix.
5. Blog Marketing
I don’t know about you guys, but I think the word blogging has gotten even less popular these days, especially when video marketing since to be getting more hype! Maybe because it’s easier or faster to produce a video content than a blog content. Nevertheless, blog marketing is still very significant and plays an important role in internet marketing. That’s why, big organisations like Amazon and Microsoft still maintain their blogs. Putting out a lot of good blog contents will not only help people resonate with your brand better, but it will also help you build authority within your niche. Aside from that, if your blog post (articles) gets shared or mentioned from many other sites, it’ll also works as free advertising for you.
6. Social Media Marketing
Social media marketing just as the name suggested the use of social media platforms to connect with your audience to either build your brand, increase sales, or drive traffic to your site. You need to create a lot great content using your social media profile. To make this marketing strategy successful, you would also need to get your audience / followers engaged with you through some of these contents you put out, like for example running a contest or doing question polls, anything that gets your audience excited to participate / engage with you. These are some of the major social media platforms that people use today – Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Snapchat and TikTok. There are others, and the list will just keep on growing too. Honestly speaking, it is almost impossible for any business today to succeed if they do not use any form of social media marketing.
Regardless of the internet marketing tactics you choose, be sure to integrate a marketing strategy behind it. It helps to have a specific goal, supported with a definitive plan and budget. Lastly, conduct some research, discuss with people who’s already done it or work with professionals to enhance your internet marketing know-how to ensure the success of your strategy.
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