Although online marketing is a crucial aspect of any modern business, it can seem complex and a little daunting to the uninitiated. Sufficed to say, if you don’t consider yourself at all tech-savvy, you may be confused by terms like SEO and PPC. You might even wonder whether they are relevant to your business.
Whether you aim to tackle your online marketing yourself or hire a professional, it’s a good idea to understand the basic elements of an Internet marketing campaign, so you know what’s required. Here they are in five easy steps.
Step One: Create a Professional Website
Your website is the heart of your online market strategy. A reliable, responsive site is something all business needs, and yours will directly feed all your other advertising efforts, and vice versa. You shouldn’t scrimp on quality here – your web presence is well worth investing in.
If you’re not particularly tech-savvy or you don’t have much free time, it’s a good idea to hire a local web design agency to build and maintain your website for you. If you’re looking for a web design Glasgow company, visit the Made In Scotland website.
Step Two: Optimise Content for SEO
Once you’ve created your website, you’ll also need to commit to posting regular, high-quality content so you'll feature in search engines. Google loves content, so the more frequently you post, the higher your chances of a good ranking in search listings. There are other elements to SEO, too, such as keyword use, link-building and social media engagement, so it’s best to hire an SEO consultant or an online marketing agency that can take care of this for you.
Step Three: Utilise Online Advertising
Online ads are a great way to send traffic to your website. Your options are to use paid social media ads, email marketing, display ads, retargeting (aimed at existing customers or previous site visitors) or PPC (pay per click). Alternatively, you can use a combination of all of the above methods. Just be sure to do your research before you select which is right for you, and don’t be afraid to outsource your ad campaigns to an expert.
Step Four: Learn to Leverage Social Media
There are few online marketing tools as useful as social media, so it’s in your interest to learn to leverage it. Platforms like Twitter, Facebook, LinkedIn, and Instagram can help you target a specific demographic, amplify your brand name and extend your customer base. They’re also great for networking with potential clients, influencers and affiliates. The goal of social media content is to focus on value rather than volume; if you keep posting annoying ads, your followers will just block or unfollow you, so you need to strike a careful balance. Analytics tools can help you see how users behave in response to your ads and how many click-through-rates (CTR) you get so you can adjust your strategy accordingly.
Step Five: Communicate Consistently
The key to any online marketing campaign is consistency. This means you have to reach out and engage with your audience on a consistent basis, using your brand’s authentic voice. It’s not enough to send out a few cursory blog posts – you have to do it frequently and with intention if you want to grow your brand. This is the same for social media posts and any other marketing communications.