Internet Marketing Essentials

What is Internet Marketing

Internet marketing is an umbrella term that covers a plethora of different online marketing activities, both paid and ‘free’ activities.

There are of course many routes to market online, each suited to different niches and specialities.

One of the most important tasks is to determine which marketing strategy is best suited to your business needs & which will give you the mose cost effective return on investment (ROI).

Internet Marketing Options

  • Organic Search Results
  • Paid Search Engine Advertising
  • Banner Advertising
  • Social Media Marketing
  • Social Media Advertising

Organic Search Results

Often considered to be the creme de la creme of online advertising, top search engine rankings for highly competitive search terms will deliver highly qualified, targeted traffic with good conversion to sale opportunities.

Every day, millions of people use search terms and specific keywords to find what they are looking for. The sites which rank at or near to the top of the listings attract large volumes of people who are actively looking for the goods you sell and the services that you provide.

Value Rating: 8/10

Effectiveness: 8/10

Paid Search Engine Advertising

While organic search results are not instant and require you to build the quality and popularity of your website over time.

In contrast, paid Google advertising (PPC / Adwords) is a near instant process where you can publish Ads which appear on the front page of Google search (as long as you bid enough per click on each keyword).

The upside is instant traffic and sales, the downside is the higher cost base compared with organic rankings.

With PPC you have to pay for every click that you receive, so it’s vital that your website is geared up to convert those visitors efficiently.

Banner Advertising

Banner adverts can be published across Googles network (any site that allows Google Ads to be published). There are millions of sites that use Banner Ads to earn an income and you can publish your Ads and appear in front of those users.

Banners are also often used for remarketing. Remarketing is a process whereby your Ad can be shown only to people who have already visited your website.

By doing this you can increase your conversion rate by bringing many window shoppers back to your site to make a purchase.

Generally speaking, Banner Ads convert at a much lower rate than PPC Ads, because they are far less targeted, but are an effective tool to remind past visitors to come back to your site.

Social Media Marketing

Social media marketing is a growing tool for selling online. While it is undoubtedly becoming harder to achieve organically because post sharing has been severely restricted in recent times, it is still an important and valuable route to market for many businesses.

The secret is not to attempt to ‘hard sell’ on Facebook, Twitter, LinkedIn etc. Instead, offer help, advice and support and you can become the ‘go to company’ that is then recommended to others.

Social media is a slow burn selling process, involving building as many followers and likes as possible, along with testimonials whenever possible.

Social Media Advertising

Hand in hand with building your social media presence is advertising across social media.

Initially social Ads had little uptake, but as with everything in life, times are changing and many people are much more receptive to social media advertising today.

Because of the demographic options you can choose when writing Ads, there are some great opportunities for certain businesses, but it doesn’t suit all niches, products or services.