In this digital world online marketing is crucial for the visibility and success of any business. Yet jumping into the world of technology-driven marketing can be a daunting task. As with many things in life, starting is the hardest part.
Marketing beginners need to familiarize themselves with key terms, the best channels and general approaches to strategy. It can be a lot of information to digest. That’s why we created a highlight reel. While the lists are by no means complete, these terms, channels and tips are necessities for any business leaders looking to emerge onto the online marketing scene.
Terms to know
Some of the terms involved to navigate online marketing can be difficult. Understanding the function behind online channels isn’t always necessary, but marketing leaders need to understand some basic terms. The most important phrases to remember largely surround creating or measuring the success of your marketing efforts. Let’s take a look at three of the most popular terms.
SEO: If there is one term that is absolutely essential in online marketing it is SEO. This stands for “search engine optimization.” Marketing is pointless if potential customers can’t find you. SEO helps make your business visible online. According to AdWeek, 81 percent of shoppers conduct online research before doing business with a company. SEO assures your business appears in these online searches via keywords and other tactics. Get familiar with SEO in order to maximize your marketing efforts.
PPC: Pay per click, more commonly known as PPC, is another essential in the vault of online marketing terms. It refers to an advertising model where businesses pay online marketing platforms based on clicks. You only pay when your ads actually direct traffic to your website. This is a very commonly used model on social platforms.
Analytics: Analytics consist of the data that lets you know which marketing tactics worked and which didn’t. If you aren’t focusing on analytics then there is a major flaw in your approach to online marketing. These numbers include things like conversions and traffic – important numbers for marketers looking to build a consistent strategy.
The run-down of online marketing channels
When it comes to online marketing your platform is often as important as your content. Picking the wrong channel can cause your efforts to fall flat. Before you even begin to pick a platform, or even your content, consider your audience. Are you marketing to a 22 year old college grad or a 65 year old retiree? These types of questions will reveal key answers to the whats and wheres of your marketing strategy. Here are a few channels for content distribution.
Email: Email may seem to be a little outdated compared to the fast-pace world of social media but it is still a huge marketing asset. According to The Business Collective, emails function as the world’s biggest social network. Businesses should take advantage of this channel to market to their customers. This method is best for target audiences 17 and older. Marketing Artfully reported that the 12-17 age range is the least active on email accounts.
Social Media: Obviously there are a handful of social media sites out there. As such there is a wide range of users. Businesses new to marketing should take full advantage of these platforms. If we were to recommend only one site? Facebook. The social network allows for effective and wide spread customer engagement. The 2015 Social Media Marketing Industry report found that 93 percent of marketers use Facebook as a part of their social media strategies. Don’t miss the boat by avoiding this platform.
Video: If orange is the new black than video is the new orange. Take advantage of videos as a part of your marketing strategy. Each month 800 million new users visit YouTube, reported The Business Collective. In just a single day, 500 years of YouTube videos are viewed on Facebook. Combine your channels and get your marketing out there. We promise you won’t regret it.
Quick tips for novice online marketers
You’ve practiced the lingo, you know the channels, so what else is essential to tackling your first online marketing strategy? Honestly, we could write an entire book. But after careful consideration we have boiled the remaining necessities into three quick tips.
1. Define, target and engage: If you only take one thing away from this beginner’s guide let it be this: customers are your lifeblood. This is true in every aspect of business. Without customers you wouldn’t exist. In marketing the entirety of your strategy will depend on them. Marketers need to do three things: define, target and engage. Define your audience, target them with your marketing materials and engage them on your various platforms.
2. Be consistent: Once you’ve pinned down your marketing plan, be consistent in your efforts. According to Marketing Land, 4.75 billion pieces of content are shared daily on Facebook alone. Don’t let your business get lost in the noise. Keep your platforms constantly updated and relevant to ensure you remain on your customers’ radars.
3. Don’t ignore the mechanics: Our last tip lies heavily in the numbers of your marketing efforts. Don’t ignore them. Businesses need to pay close attention to the data in order to make sure their marketing is effective. Which posts got the most hits? What emails prompted the most website traffic? Keep track of this information to ensure your content is hitting its mark.