Every business needs to implement a form of marketing to bring in customers. Word-of-mouth is the simplest and cheapest. Newspaper ads, TV commercials, and social networks are all marketing media. Internet marketing often complements or is complemented by traditional forms and can be broken down into several categories. These include pay-per-click advertising (abbreviated as PPC), search engine optimization marketing (SEO), social media, email campaigns, and website development.
Networks, search engine pages, and people who write blogs post ads linking readers to companies’ websites. Every time someone clicks on the ad, the website/blog/network host is paid. The reader does not need to buy anything for the host to be paid: just click. While this could seem like an expensive advertising strategy, experts claim that PPC is cost effective if thoughtfully applied. When ads are placed where an audience is already interested in the product being advertised, once landing on the e-commerce site they are more likely to place an order than if that ad were posted based on the number of views a site receives.
After establishing the most popular terms customers use to search for a product online, marketing writers use various internet media to post those terms. Key words are attached to social media posts, written into blogs, and become part of an e-tail catalogue. Analyzing and implementing key words is like leaving bread crumbs for a search engine: they lead Google, Yahoo, and Bing, etc. to your commercial door or very near it. SEO strategists write content to be as natural as possible and pay more attention to what people type into a search engine box than to grammar or creativity. If a campaign is successful, the company in question should come up on the first page a potential customer sees, maybe at the very top.
Almost every business website contains links to social media sites such as Facebook, Twitter, and Instagram. They are means of engaging the reader/shopper in a more personal and direct way than other advertising can achieve. Web writers encourage viewers to “like” a company or a product on Facebook to receive loyalty points and to be entered into contests. The more “likes” a company has, the more established and popular they appear to be.
Social media also fosters a sense of community and belonging, especially when words are accompanied by images of people. Within this community, there might be a vein of true relationship where managers and clients really communicate with each other. Loyalty grows out of community. Even if a consumer never uses social media, his friends will tell him about the positive impressions a business has left with them. Word-of-mouth still has a strong role to play in advertising, but one which is fostered by internet marketing.
All of these approaches are designed to lead a potential client to your website. Even if your email campaign was tasteful and well directed, PPC ad locations were chosen thoughtfully, and SEO was successful, advertising can fall apart here. A user-friendly site which is well-organized, thematically linked to the product/service, and visually attractive convinces clients to trust a business with their money.