What is online marketing - or digital marketing - anyway? Quite simply, it is: using one or more channels via the Internet to promote your product or service.
More online visibility, more visitors to your website, more customers and what it's all about in the end: more profit.
In this blog, I tell you more about:
There are many benefits of online marketing, but these are the main ones:
There are many different forms of online marketing. Often there is also overlap in designations and activities.
Some call it social marketing, others SMM and still others call it community building. SEM, for example, stands for search engine marketing and again consists of SEO and SEA.
There are more examples like this, but below I'll take you through the basics and main channels of online marketing.
SEA is advertising in search engines such as Google, Bing and Yahoo. Actually, you cannot separate search engine advertising and Google Ads (formerly Google AdWords). Google has such a dominant position that SEA is regularly used - even by specialists - to mean Google Ads.
Highlighted in green are examples of search engine advertising in Google.
My personal favorite, SEO (search engine optimization) or search engine optimisation. It includes all the work - often done by an SEO specialist - that ensures that you higher ranking in the organic - or unpaid - search results.
In green, you see the "organic" search results here.
According to Content Marketing Institute, content marketing is:
"Content marketing is a strategic marketing approach that focuses on creating and distributing valuable, relevant and consistent content. to attract and retain a clearly defined audience - and ultimately to drive profitable customer actions."
So it's using valuable content strategically, to reach your potential customer. Often content marketing is seen as just blogging.
That's not right!
Content marketing is indeed becoming often used in the form of blogging. It can be of great importance for SEO - of course, I write this blog for a reason.
But when it comes to content marketing, also consider:
Social media marketing (or SMM) is the use of social media platforms to connect with your target audience. It includes publishing good content, engaging with followers and running social media ads.
Email marketing simply involves using email to promote your products and services. You can use your email lists in different forms of email marketing, such as:
With affiliate marketing, you actually let someone else promote your product or service, in exchange for a piece of your profit.
How does that work?
It starts with a personal link for the affiliate (the promoter). Then the affiliate starts promoting the link. Does anyone use this link for a purchase? Then the affiliate gets a committee (usually a fixed percentage) over the purchase price.
Many bloggers deploy affiliate links to make money. But it is also popular among YouTubers and other social media influencers.
You don't dwell on it:
But the main source of income for comparison sites such as kieskeurig.nl, pricewise.nl and trivago.nl, come from affiliate marketing.
This is happening more than you might think, especially in e commerce! Some examples of major companies deploying this are:
Affiliate marketing, in addition to ecommerce, is very popular with software, hosting and energy companies.
How can you use affiliate marketing?
There are several affiliate marketing networks where you can put your product or service. The most popular in the Netherlands is Daisycon.
Choosing and combining the right channels can be tricky, but maybe these questions will help you:
And perhaps the most important!
Is my website up to scratch?
You can attract as many visitors to your website as you like, but without a good website no good results.
I always compare it to a nice billboard along the highway. It can be as attractive as you like, but if your store is one big mess, you won't sell anything either.
So do always start with your website (or you can use a commission a website) and build from there with digital marketing.
In addition, put your answers to the questions next to the advantages and disadvantages of the channels. Then you will probably have a better idea of what suits your organization.
That depends on many factors, both have their advantages and disadvantages. When you do it yourself you have everything under control, you can start easily and you have no extra external costs.
So why would you outsource it?
The approachability of online marketing can actually be a danger. I regularly see entrepreneurs and businesses that are going off on their own plan. Then it can be that you more harm than good does.
So do I advise against starting online marketing myself?
On the contrary, I even recommend Test first before partnering with another party. This will make future cooperation easier and you will know better what to expect from an agency, freelancer or new employee.
Do try to avoid going completely overboard right away. Start slowly and choose one channel to focus on.
Do you want to yet scale up faster or outsource? Then do some research to find an agency or freelancer you feel comfortable with.
Another option is of course that you contact me! With MediaBrix, I'm happy to help you with your questions. Maybe I can even help you with a grow online or a new website.
Plan here a complimentary cup of coffee with me!