What Is Web Marketing?
Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, Google AdWords and more. The objective of marketing is to reach potential customers through the channels where they spend their time reading, searching, shopping, and socializing online.
Widespread adoption of the internet for business and personal use has generated new channels for advertising and marketing engagement, including those mentioned above. There are also many benefits and challenges inherent to online marketing, which uses primarily digital mediums to attract, engage, and convert virtual visitors to customers.
Online marketing differs from traditional marketing, which has historically included mediums like print, billboard, television and radio advertisements.
Before online marketing channels emerged, the cost to market products or services was often prohibitively expensive, and traditionally difficult to measure. Think of national TV ad campaigns, which are measured through consumer focus groups to determine levels of brand awareness. These methods are traditionally lso not well-suited to controlled experimentation. Today, anyone with an online business (as well as most offline businesses) can participate in online marketing by creating a website and building customer acquisition campaigns at little to no cost. Those marketing products and services also have the ability to experiment with optimization to fine-tune their campaigns’ efficiency and ROI.
The Internet has changed various kind of aspects in our daily lives. From the way, we communicate with another person, to business (web marketing, SEO, etc), and technologies. Who would’ve thought that we can buy almost anything with just a few taps on your smartphone?
If you have your own business, then you must understand all the opportunities the internet can offer to you, and you must take advantage of them. That is mean, you need to hone your skill in web marketing, so you can reach more people as your potential buyers.
Benefits Of Online Marketing
A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.
Analytics for web or mobile app experiences can help determine the following:
- Which online marketing channels are the most cost-effective at acquiring customers, based on the conversion rate of visitors to customers, and the cost of those visitors.
- Which channels are effective at acquiring and driving higher lifetime value for customers — such as email marketing, which drives repeat purchases to prior customers.
- Which cohorts of customers exhibit strong engagement behavior and high potential for upsells — such as software or mobile apps, which expect to sell more products to customers with high engagement.
Web marketing types
There are several types of web marketing. Some of them can be used alone, and some only can work fine if used together with other types.
1.SEO (Search Engine Optimization)
SEO is a process to improve a site’s rank in the search result with various kind of methods. It was done so it would be easier for people to be able to find a particular site. Basically, the higher the rank is the better.
SEO is quite important now. Why? That is because people use a search engine like Google to look for an answer or solution for their problems.
It is also not only about ranking and search result. A good SEO practice can help improve the usability of the site and makes it more user-friendly.
Search result on Google or other search engines is based on a complex algorithm. The algorithm will take various kind of factors to decide the ranking and the position of the sites in the search result.
In a simple way, SEO can be divided into 2 main stages:
- On-site SEO
On-site SEO is the rules that can be used on your site to make it more search-friendly.
- Off-site SEO
The methods that used to promote your site or blog so it can rank well in the search result.
2. Email marketing
Even with other newest form of web marketing, email is still considered as one of the most important types of online marketing. Email probably not as cool as it’s younger partner, social media, but if you prefer something more private and direct, then email marketing is the best choice for you. This is also one of the reasons why email marketing is still widely used even now.
To make it work, you need to focus on the private aspect of the email’s nature and treat your subscribers in a special way, more than non-subscribers. For example, you can give them special discounts, exclusive content, personalized offers, or other special things that non-subscribers can not get.
However, at the same time, you also need to be extra careful when you manage your email marketing system. Make sure your email does not violate the spam laws.
3. Pay per click ads
Pay per click ads or PPC is a type of web marketing where the advertisers will pay a fee everytime someone clicks on their ads. Basically, you will pay so someone visits your site, instead of relying on an organic result.
If you do it properly, PPC may become the fastest method for you to get traffic into your site. But if not, then you may waste away your money for nothing.
Keyword research for PPC itself can be time-consuming, but at the same time, it is also very important, especially if you want to do it properly. PPC campaign is built around keywords, after all.
An effective keyword for PPC should be :
4. Blog marketing
What is blog marketing? Blog marketing is the process to reach your target market with a blog. Nowadays, it is easier for a business owner to integrate both of the website and the blog, so it will be easier to manage and easier for the customers to access.
Why should you use a blog for your web marketing tactic? Here are a few reasons why:
- Help drive more traffic to your site.
- Convert traffic into leads
- Give you a long-term result
- Help establish authority
5. Video marketing
As you may know, Youtube has become one of the most visited sites and also the second largest search engine in the world now.
Even though video production is not cheap and easy, but it will pay you big time. In fact, about 76% businesses say that video offers a good return on their investment. Besides, editing and taking videos are not that expensive right now. Some video editing software can be used for free, and you can make a decent video with your smartphones.
6. Social media
Now more and more people like to use social media platforms to promote their brand and products.
Social media marketing refers to the process to get more traffics via social media platform. There is various kind of activities for this kind of web marketing, such as making and uploading videos, posting images and text, and other content that can drive audience and engage them directly.
Before you decide to do your social media campaign, first you will need a plan. Starting a social media campaign without any goal in mind is like wandering in a forest without a map and a compass. It probably fun, but in the end, you will get lost.
7. Content marketing
Content marketing is a long-term web marketing strategy where the main focus is to build a strong and long-lasting relationship with the audience by giving them a good quality content that relevant with your products or brand.
A good and high-quality content marketing should be able to achieve these goals:
- Be discussed
People should be willing to discuss your content in their community
- Be shared
This is the main purpose of your content marketing. Let people share your content willingly, so you can get maximum exposure.
- Make sales
- Generate leads
How to Get Started
The first step to getting started with online marketing is to evaluate your goals and make sure they are measurable. Are you hoping to sign up 100 new customers? Generate 1,000 leads to fuel your B2B sales process? Build an email subscriber base of 10,000 people?
After that, you need to make a choice about how to construct an online presence that helps you achieve that goal and create corresponding a marketing strategy for these channels. Maybe you need to set up an e-commerce site. If you’re interested in blogging to drive awareness and subscribers, look into setting up a blog and strategize on how to create great content that would encourage sharing on social media channels. Partnering with a customer that is willing to evangelize your business by creating a case study or infographic can be powerful social proof as customers are evaluating your company. A simple website or landing page with a lead capture form can help you start developing your brand and generating traffic. A basic analytics platform (like Google Analytics, which is free) can help you start to measure how you are tracking your marketing efforts towards your initial goal.