You’ve started a business and now you’re ready to start getting the word out to start bringing in more sales. But if you’ve never done online marketing before, where do you start?
While there are plenty of different ways you can market your business, product or service online, here’s a quick run-down on some common online marketing techniques that can help you reach more customers and grow your business.
Search Engine Optimization, or SEO, is basically the process used to improve the chances of your website showing up on the results page when a user searches for something.
SEO is designed to make it as easy as possible for search engines to understand your website by considering things like your content and use of keywords, the structure of the website and your URLs, and your use of title tags, meta descriptions, heading tags and alt text.
By making a few simple changes to your website, you can dramatically improve your chances of ranking higher on search results pages and increasing the volume of organic traffic coming to your website.
Unlike SEO which is designed to ‘earn’ you more traffic, you also have the option to ‘buy’ more traffic by using PPC advertising.
PPC advertising (which you can set up using Google Ads) allows you to bid on keywords which are relevant to your business, product or service—if you happen to be the highest bidder for a keyword, it’s a quick way to get your website shown at the very top of the search results page when users search for it.
Depending on how your campaigns are set up, generally you won’t need to pay anything unless a user clicks on the link (hence the name pay-per-click). However, there is a fair bit that goes into creating effective PPC campaigns—from choosing the right keywords to target, developing well-organized ad groups and creating effective landing pages.
If you want to get the most value out of your PPC advertising, it’s a good idea to engage PPC Agencies who know exactly how to get the most bang for your buck and can manage your campaigns for you.
Improving your social media presence is also an important aspect of any online marketing strategy.
First, you’ll need to decide which social media platforms you want to use, work out the type of content you want to share and how frequently you want to post. You’ll also need to decide if you want users to be able to purchase your products directly through the platform, or if you’ll direct them to another channel.
It’s also smart to develop a plan for how you want to interact with your followers, including how you’ll to respond to both positive and negative comments. While social media can be an excellent way to reach, engage and connect with your audience, it can also work against you if you don’t do a great job rectifying any grievances.
In addition to building a social media presence, you may also want to venture into paid social media advertising. This allows you to serve ads to users that match the demographic profile of your target market, and can be a very effective way to reach a new customer base.
Then there are influencers—if you’re trying to reach and build trust among a particular type of customer, getting some help from an influencer that’s widely known and respected among your target audience can be invaluable.
While influencers each operate differently, you can try sending them a PR package in the hope they’ll promote your product, or even negotiate to pay them a set amount in return for a post which shows off your product or service in a favorable light.