Online marketing tools and channels
Let's talk a little about who needs online marketing, what online marketing tools and channels contribute to effective implementation. What do you use to build your brand, promote and sell your products and services?
In recent years, industry segments, consumer habits and the marketing industry have been constantly changing. There has been an increasing shift towards online and this is still the direction in which marketing tools are heading today. Perhaps this is not surprising, as marketing follows current trends and ever-changing consumer habits. The increasing number of online platforms and online shops, faster service and easier shopping make it more and more convenient for our target groups.
We’re sure many of you remember a time when we used to read about the latest special offers in the printed press, magazines and leaflets. Nowadays, we receive newsletters and various coupons or discounts to encourage us to buy.
Have you ever been in a situation where you thought of a product or service, told your friends about it or searched for it on the Internet, and soon afterwards you came across a similar advertisement?
It’s nothing more than a remarketing process, which may come as a surprise to those who are not immersed in online marketing tools, but it’s very common and very effective.
What is online marketing?
Online marketing, also known as digital marketing, is the activity of trying to promote your products and services online. Its big advantage is that it is easier and quicker, not to mention cheaper, to reach your target audience than traditional offline marketing. A particularly important advantage is that we can target potential interested parties and customers very precisely. For a business website, high traffic and conversion are of paramount importance.
This can be very well supported by PPC campaigns to increase these values. The more effective you want to be, the more traffic and engaging content you will need.
To do this, it’s essential that you know your marketing tools, and also know when and where to use them, on which channels and with which methods.
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Useful and important online marketing tools
1. Website/ online shop
In the life of a business, having a website or a webshop is an element that provides the basis for other online marketing tools. Whether it’s for networking, information sharing or sales, it’s a guaranteed return on investment. It brings together in one place everything you want to share about your business online. In preparation, we define our target audience, the purpose of the website and how it will support our marketing processes. Once all the essentials have been clarified, only then can we start to work on the image of tomorrow, the design.
2. Search Engine Optimisation/ SEO
SEO aims to gain traffic/visits from search engines organically, also known as free of charge. To do this, we need to know what keywords our target group is searching for, which is greatly supported by keyword research. We can get information about current search trends, the average number of searches per month for a given keyword and how saturated the search engines are with content related to that keyword. For each keyword, it is advisable to produce salient content that can be credible and interesting for the searchers. This will help to improve our rankings in search engin
3. Content marketing
It involves producing content that is genuinely interesting, useful, informative and of value on a pre-defined topic. Content marketing is an essential tool for search engine optimisation. Many people look to the internet for answers to their questions and solutions to their problems, so good content can make you an expert in their eyes. Whether it’s a blog or a vlog (video content), if it makes your target audience more aware, you’ll grow in their eyes. Good content will help your audience identify a situation and how to solve it. Build trust with your expertise to help sell your business’ products and services.
4. Paid advertising, or PPC campaigns
PPC or paid advertising campaigns have many possibilities. They can be banner ads, social media ads or Google ads. What they have in common is that you, as the advertiser, pay for clicks or conversions, not for impressions. The value of a click or conversion depends on a number of factors. These PPC ads work on a bid basis, so it is up to the advertiser to determine what the maximum they would pay for a click/conversion. Obviously, whoever has a higher budget will have better rankings.
5. Email or newsletter marketing
This marketing tool is considered by many to be outdated, but it can still be a cost-effective and affordable choice if you know how to use it and how to communicate through it. These emails are typically used to reinforce our brand, events, but are often used for promotions, personalised appeals and special offers. More businesses are sharing how effective their email campaigns are and how to build an email list. A useful tool can be a well-constructed landing page where people sign up to your list in exchange for a coupon or unique content. An excellent tool is Mailchimp, which many people know, or GetResponse.
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