Internet Marketing

Globally, a paradigm shift can be observed, wherein more marketing resources are being invested in internet marketing, rather than in conventional marketing strategies. The well-planned, judicious implementation of suitable internet marketing strategies, tools, and techniques is a guaranteed way to enhance the online presence of your business, and to drive traffic to your website.

Internet marketing primarily focuses on attracting new customers to your website, converting more of the traffic to your website into actual customers, and enhancing your brand value and credibility.

What Is Internet Marketing?

Internet marketing refers to the use of online media to grow and promote a business. Internet marketing includes website design for conversion, social media optimization (SMO), search engine optimization (SEO), e-mail marketing, web analytics, Pay Per Click (PPC) advertising, and much more. Internet marketing experts maximize each of these techniques to ensure that you get the best possible results and value for money.

Internet marketing is for any kind of business, small, medium, or big, that is focused on growth and increasing sales. Like traditional marketing strategies, internet marketing begins with your business, and your goals. The key to a successful internet marketing campaign is to meticulously analyze your business, and then choose the appropriate techniques and tools that are suitable for the specific requirements of your business.

Creating an Internet Marketing Strategy For Your Business

The main thing to understand is that internet marketing is not about indiscriminately scattering keywords in your web page in the hope that this will increase your page’s search rankings. Your internet marketing process has to be a well thought-out part of an integrated marketing strategy that will prompt your customers to buy your products and services online, and build credibility for your business.

While defining what your internet marketing strategy should comprise, the first step is to identify what exactly your customers are looking for, to think like them, and understand their needs and requirements.

Next comes the crucial part, where your product or service offering is uniquely positioned and highlighted, keeping in mind the market requirements, and focusing on the advantages that your product has over those of your competitors. This is when you need to decide the exact marketing methods that you require and can afford for your particular business. An ideal strategy would be one involving various techniques such as PPC, SEO, e-mail marketing, blogging, video blogging, podcasting, webinars, link building, banner exchanges, and the like.

The final step is to monitor your internet marketing campaigns, in order to keep track of your search rankings, to find out which keywords were more frequently used by customers to search for your site, to analyze which keywords translated into the highest monetary returns in PPC marketing, etc.

Some Internet Marketing Tools And Techniques

Pay Per Click (PPC) advertising is an internet marketing technique where you bid on those specific keywords that prospective customers are most likely to use while searching for products and services similar to what you offer. For instance, if you sell antique furniture, you would bid on the keyword “antique furniture”, hoping that a potential customer would use this keyword in the search engine, come across your particular ad, click on it, and buy your product. You need to pay for your ad only when a user clicks on it. Such ads, called sponsored links or sponsored ads, generally appear in close proximity to the natural results on a search page.

E-mail marketing, another internet marketing method, is a permission-based, relationship marketing strategy, which includes e-mailers and online newsletters. Once people choose to receive regular updates about your products and services, an avenue is created for you to convert prospects into customers, and to retain existing customers. Effective e-mail marketing campaigns go a long way in creating value for your business, extending your brand, and forging lasting relationships with your customer base.

Social media marketing is a form of internet marketing that utilizes social media optimization (SMO) techniques such as RSS feeds, social news buttons, blogging, etc. to generate publicity for your products and services through social media, online communities, and community websites. This strategy ensures that your customers are connected to your business in a bi-directional way.

Another internet marketing technique is to use interactive advertising, in the form of banner ads, Flash presentations, and other such interactive media, which are aimed at eliciting active participation from the intended audience. This form of advertising makes all the significant information about your products and services available online, so that your prospective customers can make an educated purchase decision. Interactive advertising makes it possible for you to engage with your customers in direct and personal ways, in a sophisticated dialogue designed to influence their buying decisions.

An integrated internet marketing strategy, which comprises select internet marketing techniques that complement each other and are suitable to your core business, will help to build credibility for your business, grow your brand value, and drive new business to your website.

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