The Definitive Guide To Internet Marketing
By Indeed Editorial Team
Updated March 19, 2021 | Published February 25, 2020
Updated March 19, 2021
Published February 25, 2020
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Marketing strategies have changed significantly as technology and the internet has become a larger part of consumers' daily lives. Online marketing has become an essential component of any business marketing strategy. Knowing how to create an effective internet marketing strategy can help your business reach your target audience and increase your profits. In this article, we discuss everything you need to know about internet marketing, including how to create an internet marketing strategy.
What is internet marketing?
Internet marketing, also commonly referred to as online marketing or digital marketing, is the process of using the internet to reach a wider base target audience and promote your brand, products or services. Internet marketing is an all-inclusive term that encompasses any marketing tool or strategy that is done online.
Benefits of internet marketing
Successful internet marketing campaigns offer a business several benefits that all impact the company's bottom line. Some of the biggest benefits of incorporating internet marketing into your overall marketing strategy include:
It raises brand awareness
It increases the amount of traffic to your website
It drives more inbound leads
It increases sales
It improves customer loyalty and retention
Related: 7 Ways To Market a Small Business
Types of internet marketing
There are several types of internet marketing, including:
Website design refers to both the visual appeal and functionality of your company's website. A well-designed website will encourage your site's visitors to stay on your site longer, and the longer a visitor remains on your site the more likely they are to respond to your calls to action.
Search engine marketing
Search engine marketing is any marketing effort intended to optimize your website to rank higher on search engine results pages like Google. Both search engine optimization and paid search ad campaigns are considered search engine marketing, but each one is different. Search engine optimization is the process in which your website's content, quality and functionality naturally increase your SERP ranking. Effective SEO campaigns require extensive keyword research and the ability to write high-quality, valuable content based on your chosen keywords. Paid search ad campaigns are known as pay-per-click advertising.
Pay-per-click advertising is a form of search engine marketing in which you pay for every click on your link from a search engine result page or a display ad. These results are marked as "sponsored" or "ad" to indicate they are part of a paid ad campaign. You pay a set fee every time someone clicks on your paid link from the SERP or display ad.
When you run a text PPC advertising campaign, search engines place your link at or near the top of the SERP for searches that use the specific keywords you are targeting. When you run a display PPC advertising campaign, your ads are displayed across the internet to consumers who fit your target audience demographics. Ads that show up on your newsfeed as you scroll through Facebook are an example of a display ad.
Social media marketing
Social media marketing is the process of using social media platforms to raise brand awareness, remain engaged with your customers, build customer loyalty and generate sales leads. Social media marketing consists of both organic marketing and paid advertising.
Content marketing is used to raise brand awareness, educate and inform your customers and site visitors, and build trust in your company's knowledge and expertise. These things ultimately lead to an increase in leads and sales. Content marketing refers to any content that is written and published online to promote your brand. Content can include blog articles, e-books, case studies, white papers and guest posts.
Email marketing campaigns provide a way to stay in communication with your client list, advertise new products or services, offer discounts and promotions and remind them about your company. There are several things you can do to grow your email list, such as asking customers for their email addresses when they make a purchase and using "join our email list" buttons and calls to action throughout your website. You can also offer a special discount or coupon to entice customers to sign-up for your email list.
Related: Q&A: What Is Email Marketing?
How to create an internet marketing strategy
Follow these steps to create a successful internet marketing strategy:
1. Perform market research
The first step in creating a successful internet marketing strategy is to perform market research. This market research should aim to identify who your target audience is, which online channels are most effective at reaching your target audience, what online marketing strategies your competitors are using and how well those online marketing strategies are working for your competitors.
2. Determine your company's needs
Next, use the insights gathered from your market research to review your company's marketing goals and determine what your company's online marketing needs are. During this step, you should try to identify which online channels you need to use to reach your target audience and achieve your marketing goals. For example, you may determine your company needs a strong social media presence, an optimized website with an active blog and search engine optimization.
3. Create a budget
Once you know what your company's online marketing needs are, you can create a marketing budget that includes each of your online marketing needs. If your initial marketing budget is not high enough to cover the costs of all the online marketing strategies you want to use, consider starting with only one or two strategies and working your way up to a larger marketing budget as you begin to receive a return on your initial investment.
4. Design a user-friendly website
Your company's website will likely serve as the base of all your online marketing campaigns. The primary focus of most other online marketing campaigns is to refer more traffic back to your website and encourage visitors to take action while there. A well-designed, user-friendly website is essential for a business. In website design, user-friendly means the website has an eye-catching and appealing design, is easy to navigate and engage with and is optimized for several platforms, such as computers, laptops and mobile devices.
5. Optimize your website
Once you have created a user-friendly website and are ready to start drawing traffic to your site, you will need to optimize your website for search engine marketing. Begin by creating a search engine optimization strategy and determine which keywords you want to target. Then create valuable content for your website that targets those keywords. Make sure you are optimizing for both on-page and off-page optimization.
6. Create company profiles on social media platforms
Next, you should consider creating a company profile on at least one social media platform. Many businesses use several social media platforms, but how you use each platform is more important than how many platforms you have a profile on. Think about which social media platforms your target audience uses the most and then create a social media marketing strategy designed for those specific platforms.
7. Determine the additional types of online marketing you will use
Once you have a user-friendly, optimized website and have created your company's social media profiles, you can determine what other types of online marketing campaigns you want to incorporate into your online marketing strategy. You may also want to start slowly, creating a plan to implement a different type of online marketing campaign into your overall strategy at different times. For example, you may begin by using a pay-per-click campaign on social media and an SEO campaign to drive traffic to your website before beginning an email campaign a few months later.
8. Measure, review and analyze results
After you have implemented your online marketing strategy, you will need to carefully track and measure the results of your marketing efforts. There are several tools available that will help you monitor how well each part of your online marketing campaign is performing. Analyze your results to see which strategies are having the greatest impact and which strategies you can improve upon.
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