In today’s day and age, advertising has taken on a whole new meaning. With the internet taking over traditional forms of advertising, a lot of questions are left for the business owner on what to do, how to do it, and the time it might take.
You might hear other businesses asking, do you have a Facebook fan page? Are you tweeting? Are you using PPC? Are you doing SEO? What are your clients saying about your service or brand online? Are you optimized for mobile? The questions are endless when it comes to marketing your business online.
So where do you start? Internet marketing can be broken down into four areas, some have to be done before others and some can be done in any order.
1. Building a basic web presence: For any business this is the starting point for marketing online. You need to make sure you build a website that is mobile-friendly, has a good call to action, and answers any questions a potential client may have. You also need to claim your listing on the top search engines and make it a point to make sure your business is listed correctly and completely on top directories.
2. Traffic drivers: Now that you have a website, what do you do with it? It’s somewhere on the internet, but how do potential customers find it? Just like a storefront where you would want to generate foot traffic, you need to do the same for your website. It is your online storefront. Drive traffic by running a Pay Per Click (PPC), or search, campaign and start optimizing your site with good Search Engine Optimization (SEO) practices. The more shelf space you can have on that first page of search engine results the better, and leaves one less spot for your competition to show up. Additionally, you need to make sure you track the results of these campaigns so you can see your return on investment.
3. Branding: Your business needs to make sure that it stays top of mind with both your current and future customers. Adding a display campaign can help with this, and can generate more traffic to your site. You can target your audience by many different segments so you make sure your ad is being displayed to the exact demographic you want (behavioral targeting). Also adding a retargeting campaign will ensure your business is getting in front of those customers that already showed an interest in the product or service you provide by visiting your site, reminding them to come back to your brand. Email marketing can also be a very effective tool with a sale or promotion.
4. Social: Social media has made a huge impact on internet marketing. Make sure that you create a fan page on Facebook, and you may want to create one other social outlet for your business, whether it be Twitter, LinkedIn, Google+, or Pinterest. Make it a point to get all of your customers to become a fan of your business, and update your pages frequently with news, updates, photos, and things you think customers would want to know when it comes to your business. Word of mouth is now happening on social media. Make sure you monitor your reputation online, and see what people are saying about you. You never know how much business you could lose from a bad review.
Hopefully this answers some questions about different aspects of internet marketing and removes the confusion that makes it all seem so overwhelming.