Online marketing is the action of creating and promoting products and services using the Internet. Broader in scope than advertising, marketing establishes a brand, presence, or reputation for a company and its products or services and communicates that to its target audience.
Online Marketing Strategies Start Here
It starts with your brand, clarifying what you know of yourself, your company, and researching your target market.
- Who are you as a company?
- What is your UVP, Unique Value Proposition? How is your company different from others in your market segment?
- Who is your target audience?
- Where are they found?
- What communication style do they prefer?
Your goal, of course, is to improve your bottom line. And you can only do that through sales. You have to put yourself, your company, out there in front of the market that is hungry for what you offer.
Online Marketing Opportunities
Whatever you sell, you may find you have a way to reach a segment of the market because ‘the other guys’ just don’t understand the segment. You may realize that other products and services just don’t fill the need of the customer; maybe they don’t speak to them in a way that makes sense. That’s one way you can position your company as different. Remember, it’s not about your products and services, it’s about what it does for the customer.
Bacon is Awesome, but Not for Everyone
If you are selling bacon, you can cross off several target audiences whose dietary choices are anti-bacon for spiritual or health reasons. You could be offering the best bacon ever, but your efforts are better spent selling to bacon-o-philes. You may have heard a great salesman can sell ice to Eskimos, but in all that time and effort explaining and convincing them they need ice, you could be selling lots more ice to people in hot desert climates. (yes, there are cold desert climates.)
Meet your Market Where They Are
When you define your target market, (baseball fans?) then you will know where to find them. Talk to that crowd. Learning how they search for your products helps you choose the best way to be search engine optimized to reach them. Social media marketing is a great way to get the word out, but you need to know which social media your target market is using. They may prefer LinkedIn over Snapchat.
Now that you have this info in hand, tackle the search engine optimization to get your awesome content found. Get the word out on social media, and make sure your content matches the context of each platform. Each platform drives visitors to your website and you collect the results of your online marketing efforts there.