Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results. In general, the earlier (or higher ranked
Social network advertising, also social media targeting, is a group of terms that are used to describe forms of online advertising that focus on social networking services. One of the major benefits of this type of advertising is that advertisers
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using
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Businesses need an online presence.
For most businesses the most important online presence will be a website. A website offers the most control. Using other platforms means being subject to their policies/conditions and being vulnerable to the platform owners decisions (suspending or cancelling accounts etc).
Organic ‘Free’ Traffic
For a business to benefit from it’s website, the website needs to be seen by prospective clients. The cheapest way to get seen is to publish high quality articles, photos, audio and video (collectively called content) that interest and reassure prospective clients.
The search engine (Google, Bing, Youtube etc) are constantly crawling the internet to discover new content.
Then they index the content, by analysing the page and stored the results in their huge databases.
The final process is retrieval, where prospective clients query the search engine, to fetches a list of relevant pages.
A well designed online marketing plan can guild the create of content, to maximise the chance of prospective clients find the business’ website. This is called Search Engine Optimisation.
Letting content be ranked organically has a trade off, it takes time. It’s also limited to the numbers of people actively research the subject.
To find prospective clients more quickly and/or in higher numbers takes money.
It involves paying the search engine company, social media company or other platform owners money, so that they’ll put the business’ ads up front where the platform’s users will see it.
- * Google will put the ads at the top of search result for the business’ nominate keywords.
- * Facebook will put the ads into the timelines of people the meeting the business’ nominated audiences.
The ads then link to the business’ website.
The Cheapest Clients
Getting customer cost time or money. The cheapest sales are to existing clients. All the business needs is contact information, be it an address, phone number or email address. In the online context, it’s getting an email address that counts.
Email address come from past deals with clients, or in return for something of value that’s otherwise free (an ebook, discount code or coupon). This is called Email Marketing.
Once the business has the email address, sequences of emails can be sent. These contain a mix of useful information, product info and offer. Useful information is need to give value and build trust and an ongoing relationship with the client. Product offers are the business’ chance to make sales and improve the Return On Investment (RIO) on the cost of initially finding the client. Too much sales just drives clients away, providing value with useful deepens the client relationship.