Online marketing basically encompasses any marketing endeavors your business undertakes, that are completed on the internet; most of those endeavors will revolve around a website. However there are rare cases where this may not be the case.
Frequently online marketing is referred to as digital marketing, they pretty much mean the same thing though some believe the term digital to include other digital media’s such as radio and TV.
To break it down as clearly as I can, I have split online marketing into three main areas, one, two and three to simplify online marketing for your Colchester, Essex based business.
1. Lets start with Search. This covers a range off different ‘search’ marketing techniques, the two main techniques that any online marketing agency or individual will come across are:
A. SEO or Search Engine Optimisation. This is the art of building, writing and tending to ones website, in order to fulfill the complex requirements (ascertained by the search engines complex algorithm) to display your website within search and in what position.
SEO covers a broad variety of different techniques such as blogging, link building, keywords, meta data and content. SEO keeps working for months and years after it is implemented, though it is a sensible approach to tend to your businesses SEO very regularly by ensuring fresh new content is added to the website and in turn the search engines.
B. PPC or Pay-per-click is commonly referred to as Adwords in the industry, which is just Google’s version of PPC. This is all paid for advertising, the advert is only displayed if certain keywords are typed into the search bar. Your business pays every time someone clicks on the advert.
Suitable trigger keywords are defined in the Adwords tool, such as ‘online marketing Colchester’, which allow you to target your campaign for local search results, you can also refine and tweak your campaign on a daily basis. However it does not assist your website once turned off.
2. Email Marketing. This is where emails are sent out to existing clients or out to prospective clients within your local business area such as Colchester, Essex. Under usual circumstances an email campaign would lead clients and prospects to a promotion or an offer, typically available on your website. However having a website is not essential to running a great email marketing campaign.
There are many email marketing software packages out there (some are free to use for the right audience) that can assist with automating some of the email responses needing to be sent in a serious campaign.
The bonus of using a suitable piece of email marketing software is that your business can measure the success of the email marketing campaign. Software packages such as mail chimp give you valuable insight into how many emails were opened, how many were returned and how many clicked through to your website.
3. Social Media. There are a variety of different ways of using social media, some are fantastic, some are fads and not all of them will be right for your business model. Most social platforms allow your business to focus a campaign on demographics such as Colchester Essex, Female, 18-25, which may be suitable for a trendy make-up business.
The likes of Facebook, Twitter, LinkedIn, YouTube and newer social platforms are so popular, they feed the masses who are hungry for information, they give your business the platform to share information quickly and effectively while driving traffic to your website and increasing brand awareness along side engaging with and retaining customers.
If your business fulfills a niche within a market place locally or internationally, the use of social media such as LinkedIn Forums can be a fantastic place to showcase your business as a leading industry expert. It can also raise your profile within your hometown, i.e Colchester, Essex.
These points on search, social media and email marketing are what I class as the 3 main segments to online or digital marketing. There is a lot more depth to them, in fact I could write several books and it still wouldn’t cover it all.
I do hope that I have demystified online marketing somewhat and am very happy to answer any questions you may have around the topic.
Thank you for taking the time to read this article, I welcome your feedback on it. Simply Ruth Ltd is an online marketing company based in Colchester, Essex offering local businesses assistance with all aspects of online marketing, in particular empowering you to master cost effective techniques that you can adopt yourself.