Internet Marketing Defined
Internet marketing is a form of marketing that uses the internet in several forms- web, email, and social media. The online landscape is constantly changing and evolving, making it important to be a marketing chameleon of sorts; always adapting and embracing agile marketing ideologies. Of course, traditional forms of marketing such as television, radio, and print ads are still relevant. However, internet marketing has grown to become extremely important to brand success at all points of the marketing funnel. People live online and turn to the internet for many reasons, particularly when it comes to the buying process. Consumers use the internet to become aware of products. They also engage in product research, whether it’s through reading reviews from their peers or comparing prices and features. Now through e-commerce the internet is widely used to actually buy products.
According to CMO by Adobe, online sales are predicted to grow to $370 billion in 2017, up from $231 billion in 2012. Sites like Yelp and various social media outlets allow consumers to promote or demote products and brands. However, about 50% of Millennials say they regularly browse for items that they don’t necessarily plan on buying. This is why internet marketing is important. With the entire buying process now available online, it is essential for brands to maintain an influential presence through web marketing, email marketing, and social media marketing in order to stay competitive.
Web marketing is a very broad term that encompasses a variety of internet marketing techniques including websites, online advertising in the form of images or videos, sponsored search engine ads, and organic search engine results via search engine optimization, also known as SEO for short. Always make sure that:
1. Your website gives off a great first impression to potential buyers.
2. Your online ads appear in front of the right buyer personas.
3. Your content is not only relevant, but interesting in order to yield optimized organic search results.
Somewhere around 93% of all online experiences start with a search and about 75% of users never look beyond the first page of search results. SEO helps ensure that users find your website on the first result based off of things like keywords, tags, and content. What’s more, SEO leads have about a 14% close rate, much higher than outbound leads. All of these aspects of web marketing should be in conjunction with one another, creating a seamless brand image that appeals to the right buyers. Professional marketing agencies, such as Infinite Reach Agency in Phoenix, AZ, work their magic to ensure that web marketing is integrated with other forms of internet marketing.
Email marketing can be extremely powerful when performed correctly. You cannot simply send out emails to consumers and expect them to take interest instantly. Instead, it is of high importance that emails contain quality, useful information that is personalized toward the receiver. This article discusses a few ways to make your emails stand out against the many emails consumers receive from brands daily. It is necessary to promote joining the mailing list. Having an opt in form on your webpage can only take you so far. Make sure you have calls to action featured across multiple platforms, not just the webpage, that draw attention to the benefits of receiving emails. Also, each email should be personalized. Include the person’s name and catering to their specific interests. Also be careful to optimize the layout of the emails so important information can be quickly found, no matter what device is being used to read the email. Lastly, make sure emails are leading to conversions. It may seem obvious, but leading users to the appropriate landing page within the site is a key to increasing conversions and bettering the user experience. Email marketing is a wonderful way for people to engage with brands and remain connected with them.
Social Media Marketing
Speaking of connection, about a third of millennials say social media is their preferred channel for engaging with brands. With over 2.1 billion people active on social media, brands are finding ways to join social circles and connect with consumers on a deeper level. Since the average user maintains 5 accounts, brands can reach out to audiences in a variety of ways. The different platforms mean different techniques are needed- whether it’s a 15 second video on Instagram, a carousel on Facebook, or a 140 character post on Twitter, brands are able to tell interesting stories and engage with users on a more personal level. It also allows brands to jump on social trends (although some do it better than others). By reacting uniquely to crazes like “Damn, Daniel” and Shark Week, brands can gain the upper hand. Hootsuite has a great blog on all things social like this one: 18 social media marketing tips. One of the tips: Always be proactive. Much like the brands jumping on social trends, always be listening and engaging with users. Create interesting, and refreshingly relevant content that will win over audiences. Another tip is to know when to outsource your social media. If you didn’t immediately recognize the “Damn, Daniel” reference, then it may be a cue to check in with social media more. Listening and reacting quickly takes dedication and finesse. Experts can stay on top of your accounts without losing your brand’s authentic voice.
The Final Say
We can all laugh about the fact that some people thought the internet was going to be a fad. Filled with challenges and opportunities for marketers, the internet is now integrated in practically everything we do- including the buying process. Keeping up on web, email, and social media marketing makes you an internet marketer. However, putting forth quality content that is directly relevant to your audience makes you a great internet marketer.
The web is becoming more and more cluttered with advertisers that blend into the background, making it easy for consumers to brush by without a second thought. Make sure your internet marketing strategies and tactics have the ability to stand out. Does your website have a fantastic design and information that is tailored to your audiences needs? Are your emails getting reads and clicks? Are your social media posts sparking engagements? If not, then hopefully this article has some helpful tips to get you started in the right direction! Looking for more? Infinite Reach is a marketing agency in the Phoenix area that is qualified to bring your brand’s internet marketing up to speed!