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For those of you wanting to start your own business or already have a business, online marketing should be the cornerstone of your marketing strategy. Why? Because the Internet as a marketing medium is quickly overcoming other mediums of advertising such as TV, Radio, and Print as the preferred marketing method for businesses, brands, and organizations. Whether your business is brick-and-mortar or click-and-mortar, a strong Internet presence will insure more sales for your company. In addition, Internet marketing allows even the smallest of companies to compete in a global marketplace. With limited time and a limited budget, you have to be selective, and you have to choose the marketing method that has the potential to bring you the most highly qualified clients. Your web property without an online marketing strategy is like a store in the middle of the desert. As for why your company should use online marketing, there is really only one reason-to increase revenue.
Online marketing is one of the most dynamic forms of advertising in history and the beauty of this method continues to be low cost and high return. As mentioned in the intro, online marketing is the fastest growing medium that is being adopted by businesses world wide as an effective website promotion tool. Online marketing is often related to public relations, customer service, sales, and information management, but can also be used to good effect with offline businesses. Also known as Internet marketing or web marketing, online marketing is used by companies selling goods and services directly to consumers as well as those who operate on a business-to-business model. Because the whole field of online marketing is based around ever-changing developments on the Internet, some of the top entrepreneurs in the field are constantly educating themselves about the latest trends in the industry.
Reputation matters in any industry and online marketing is no exception. The key to successful online marketing is a balanced, long-term approach guided by a single principle: "Focus on the customer, and all else will follow". Unique content provided in collaboration with online marketing and an understanding of search engine optimization will almost surely propel your business to the top of the search engine pages. (This is a good thing). The key here for successful online marketing is understanding what search engines want and need to get your website ranked highly. Your ultimate goal is to have more customers come to your web site, right? This is why using a pay-per-click (PPC) online advertising campaign is a good idea. The PPC campaign will allow you to only bring in highly qualified (and motivated) visitors to your website. Search engine optimization and online marketing is all about getting the right people to your website.
It would appear that online marketing began as an afterthought to traditional core marketing activities such as print, radio, and television advertising, but has since gained more popularity. Remember too that integrated online marketing is very time-consuming and requires a big-picture perspective. Instead of thinking in micro-sized chunks of your marketing puzzle - one or two pieces at a time - you're marketing on the macro level, with the entire puzzle laid out before you as a cohesive whole, each piece linked to the next and all of it pulling your targets back to your primary channel. So, getting started with integrated online marketing takes a little thought and planning.
All online marketing may have its roots in the blogosphere. In the early Internet days, blogs were the way most users created a web presence and banner advertising was the norm. "Blog marketing" is, as the name implies, using a blog to market something. Some entrepreneurs would say blog marketing has become the axis around which revolve other online marketing efforts. Spinning around that central axis are other entry points for prospects such as social media, content-sharing sites, PPC advertising, content marketing, and even traditional off-line marketing. For many marketing departments, the question of "how do we reach people online" isn't just the most important question of the age of the social Web, it's the only question. Companies that find true success in online and social media marketing don't push it to the margins of the marketing department, rather they make it a key component of their overall marketing plan.
Here we'll touch briefly on Search Engine Optimization. This is really a subject for another article, but I thought it should be addressed at this point. There is a reason why established SEO "gurus" charge upwards of $500.00 an hour. It could be because not a lot of people have the time or energy to understand the complicated art of SEO, or it might be because 95% of the other "SEO experts" have no idea how to rank a website high in Google even though they might have a headline saying "Guaranteed top positions or your money back". Whatever the reason, SEO is the backbone of online marketing and without it your business can be doomed to failure from the start. Some established SEO consultants charge upwards of $3,500 a month for very simple tasks and most consultants out there cannot increase website rankings and instead focus on increasing link popularity instead of rankings. The key to a great SEO campaign is a website with rich content (including keywords and phrases) "On-site", and boosting your "Off-site" SEO by increasing the number of inbound links to your site. According to the Link Guru, Debra Mastaler, if you plan on doing link building yourself, you need to possess these seven traits: The Seven Habits of Highly Effective Link Builders. It's a complicated business and that's the reason for the high prices paid for someone else to do it for you.
In summary, being in business for yourself is synonymous with a great web presence. Working for yourself means doing all the legwork that was previously the responsibility of your employer such as marketing. The good part is online marketing is one of the easiest ways to get your website, offline business, or any other enterprise seen by the general public. Remember to create unique content, utilize PPC advertizing, keywords and phrases, and get an idea of what Search Engine Optimization is and how it works.
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