For some business owners, they’ll think of a website. Others may think of social media, or blogging. In reality, all of these avenues of advertising fall in the category internet marketing and each is like a puzzle piece in a much bigger marketing picture. Unfortunately, for new business owners trying to establish their web presence, there’s a lot of puzzle pieces to manage.
And yet, internet marketing is essential to all businesses, even if they’re small, local, sole trader. Your online presence can help you establish your expertise, draw in new leads and make sales without even needing anyone to help market your company.
PPC marketing is paid advertising where marketers create an ad, bid to have it shown to their target audience, and then pay for results. Depending on the platform and what they choose to optimize for, they may pay for clicks, conversions, actions taken, or impressions. PPC marketing comes in either two forms: search ads or display ads.
Search ads allow you to show text ads to users who are actively searching for the keywords you’ve targeted. If they’re searching for “purple checkered pants” and you’re running an ad campaign to sell some, they’ll be shown your ad at the top of their search results. Google AdWords and Bing Ads are the two most common PPC search ad platforms.
Social media marketing includes both organic marketing and paid advertising through a social media platform’s native PPC ad programs. The main goals of social media marketing campaigns are often to build brand awareness and nurture relationships with customers, keeping your brand at the forefront of your mind.
The most popular social media platform for marketing is Facebook, where you can create thorough Pages with a lot of information about your business. Even with the latest algorithm change that is causing a big drop in organic reach, it’s still likely the most important social media site for business to be on. You can have business profiles on as many social media platforms as you’d like, but it’s good to start small and scale up unless you’re hiring someone to manage your social media for you. Pick one or two platforms that you believe will be most beneficial to you and that your audience is most active on, and start there.
Email marketing is the practice of nurturing leads and driving sales through email communications with your customers. Like social media, the goal is to remind users that you’re here and your product is waiting. Unlike social media, however, you can be a lot more aggressive with your sales techniques, as people expect that email marketing will contain offers, product announcements and calls to action.
You’ll want to capture users’ emails regularly, both when they purchase…and even before they become a customer. You can use lead magnets or discounts to incentivize email sign-ups and using an email management service like MailChimp allows you to create triggered autoresponders that will automatically send out pre-made welcome email campaigns when they subscribe.