It is fairly common that customers and others we talk to don’t have a full understanding of the different types of online marketing. We put together a brief slideshow in order to introduce you to the most common types: Search Engine Optimization, Pay-Per-Click, Social Media, Video, Email, Cause, & Affiliate Marketing.
Search Engine Optimization
Search Engine Optimization, or SEO, is the process of developing and promoting a website in such a way that makes it more easily found by search engines. The goal is to rank a website higher in organic search results, since the websites listed at the top of the page usually receive the most traffic. The first step is to find which words and phrases are being searched using a keyword tool. Using these terms in the body of your website pages, writing quality content related to your subject, being active on social media, and finding sources for high quality links to your website will help improve your ranking. Our next blog post will explain the different types of search results.
Pay-Per-Click, or PPC, advertising begins by selecting keywords related to your website, such as with SEO, and deciding on a daily or monthly advertising budget. When someone conducts a search on a search engine for one of your selected terms, an advertisement for your website will show up above or to the right of the organic search results achieved through SEO. With PPC, you only pay when someone clicks on your ad that directs them to your website. PPC engines and keyword tools price each click based on the number of other websites advertising for your same keywords. Once you have received enough clicks to reach your budget, your ad will no longer show up until the next day or month.
Social media marketing is using online networks such as Facebook, Twitter, and Instagram to improve relationships with your customers and promote your company. Each social network has its own purpose, but several great ways to utilize these platforms include sharing tips, photos, videos, and articles, asking your customers for their preferences and feedback, and carrying on conversations. We will discuss the best uses of each social network in an upcoming post.
Video marketing is the process of creating video content to be published on your website and social media accounts. Typically, the best uses of video include creating an introductory video about your company, how-to videos and tutorials, event coverage, and commercials. People, by and large, want to consume information with as little effort as possible. Video provides the easiest method by which to learn, since the viewer can simply click and watch.
Email marketing is using email to promote your company. All websites should include some type of lead capture form or email opt-in where visitors can submit their name and email address to stay in contact. The best uses of email marketing include sending out promotions and discounts, sharing newly published articles or blog posts, and creating new leads. Email marketing requires a careful balance in the amount of information you send out, because you do not want to overwhelm your customers to the point they unsubscribe or consider your email spam.
Cause marketing is a type of promotion that dedicates a portion of your company’s profits to a cause or organization. For example, October is known as Breast Cancer Awareness Month, so your company might donate 5% of profits during the month of October to the National Breast Cancer Foundation or Susan G. Komen Foundation in the Mid-South. Most large organizations have various programs, sponsorship packages, and fundraising ideas in place that you can find on their websites.
Affiliate marketing is the process of promoting and selling a third-party product or service through your own websites and promotional materials. Usually, an affiliate marketer will develop a website dedicated to a single product or group of similar products, and use other forms of online marketing such as SEO and PPC to promote that website. The creator of that product then pays a commission to the marketer for each sale that website makes.
This concludes our introduction to forms of online marketing. We hope you have a better understanding and are able to use each of these types to help promote your business. If you’d like to learn more about online marketing, please give us a call at 901-387-9205 or feel free to leave us a message here.