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A Brief Description of How Online Marketing Works, as well as Creative Tactics for Small Businesses on Low Budget.

<strong>by Francis Akhanyinya</strong>
by Francis Akhanyinya

I help ambitious business owners attract & generate qualified leads, sales & profit through online funnels. As a self-starter enthusiast currently looking to build and grow my digital marketing career and portfolio. I consider myself an innovative, passionate, and avid learner who can work under tight conditions to meet deadlines comfortably.

Hey? Would you believe me if I told you that the number of people who go online every day is still growing, considering how accessible the internet is today?

According to Pew Research, “constant” internet use by adults has risen by 5% in the last three years. And, despite what we hear all the time, the way people shop and buy has changed as well, which means offline marketing isn’t as successful as it once was. Across the globe, marketing has always been about making the right connections with the right people at the right moment. That means you’ll have to find them where they already spend their time: online.

Basically, online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. In this day and age, your business needs to take care of its visibility and communication, as well as create interesting content and overall positive buzz. In Kenya, the use of the Internet has become increasingly popular in recent years, where the cost of accessing and building on the Internet and website is relatively low. Many local companies, organizations, marketers, and creatives employ the World Wide Web to gather and disseminate information to and from actual and potential customers and increasingly for end-consumer business transactions through electronic commerce.

digital marketing strategy consulting

The key goal of online marketing is to maximize relationships, starting with increasing awareness. Online marketing, compared to other marketing media, has the lowest cost and boasts the highest potential to brand, build, and boost business. Actually, there is no right way to approach web marketing. Application varies based on target market, goals, management resources, strategy, previous history, competition, and organizational distinctions. Common online marketing tools include:

  1. Websites, Blogging
  2. online PR,
  3. paid search marketing,
  4. search engine optimization (SEO),
  5. e-mail marketing,
  6. social media,
  7. video marketing.

It is proven that a mix of strategic methods frequently creates the maximum impact. Search engine optimization takes time, but the earlier you start, the sooner you’ll see results. SEO is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword. Usually, SEO is a mix of site architecture, use of the content, linking, frequency of content, and popularity. If you are with a local organization, improve your search results by adding a local listing to Bing, Yahoo!, Google and some online address directories to achieve great exposure for no cost.

how online marketing works

A good blog can be better than any marketing strategy. Blogs are a huge driver for search engine optimization. The way blogs are structured, the frequency of content added to blogs, as well as the linking built into blog content management systems (CMS), make them search engine magnets. Consider including a blog in the overall online marketing strategy to boost awareness, communicate, connect, serve customers, and support sales. A blog can serve as a source of information and become a valuable piece of marketing collateral to help build marketing alliances. Content can include company news, “insider” information about products and events, and core values, all liberally sprinkled with key phrases that best describe the products and services to help boost search visibility.

The power of social media is undeniable. Social media allows millions of people to discuss, review, recommend and give feedback about an organization. Twitter, Facebook, and LinkedIn are not merely propaganda tools. These are two-way conversations that support P2P marketing, allowing organizations to listen, understand, educate, and share valuable information about products or services. Social media marketing executed intelligently will save time and money, boosting visibility in search engines and on multiple web channels.

For instance our case, every time a new blog post is created, we use tools that create automatic social media updates with a link to the new blog post, allowing people to post to the blog and feed it instantly to Facebook, LinkedIn, and Twitter accounts. Voilà! One blog post gets immeasurable exposure.

Lastly, email marketing is a critical web marketing tool. It is also the heart and soul of spam. Don’t confuse the two. Use a third-party e-mail management tool. It’s more professional and legally compliant. Third-party e-mail management tools help manage contacts, maintain a current database, send e-mail blasts to appropriate groups, design professional-looking messages, stay off of ISP (Internet service provider) blacklists, and use online marketing best practices.

Your work e-mail might be flagged as spam if it’s used directly to contact large numbers of recipients. While you might feel you get better results from direct e-mails, sending large quantities from a personal account can cause problems. Building an e-mail marketing program with a third-party management tool will allow you to sell, serve, and stay in touch.

Wrapping Up

Digital marketing provides businesses with incredibly flexible opportunities for continuous growth — but it’s up to you to take advantage of them. No matter which online marketing tool you choose, the only constant with web marketing is changing. Online marketing works to brand, build, and boost business. It can help support awareness, get a message out, serve and connect with current and prospective customers, and generate sales. No one builds a house without a blueprint. The same is true of web marketing. Building an online marketing plan on a strong foundation is the healthiest approach to ensuring that web marketing works well! Your online marketing success mantra should be “Strategy first, execution second.” A little introspection now will save a world of heartache and bankruptcy paperwork later. Moreover, to get ahead, you need to get started.

What’s your favorite type of online marketing? Are you building a business with it? Which type of marketing will you learn next? Let me know in the comments!

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