Introduction to Online Marketing

Online marketing refers to the tools, methods, and processes used to promote products and services on the internet.

Businesses that engage in online marketing aim to improve their competitive advantage, enhance their customer service, reduce their expenses, and nurture and increase brand awareness.

Effective online marketing leverages one or more of the following methods:

1. Traffic Generation

There are essentially two ways to drive traffic to a website. The first one is free, while the other way is paid. Free or organic methods, such as SEO(Search Engine Optimization) or social media marketing, take time but the results typically last for a long time.

Paid ads, on the other hand, cost more but they drive traffic almost instantly.

Traffic generation is a persistent problem for many companies across the world. In fact, according to a study from the Content Marketing Institute, 63% of brands and marketers find it difficult to find staff members who are skilled in content strategy, the leading driver of website traffic.

2. Lead Generation/List Building 

Lead generation refers to the process of attracting and engaging potential customers (or leads) who are interested in your company or its products and services. It involves understanding the buyer’s journey and cultivating their interest so you can eventually convert them into paying customers.

3. Sales Pages and Funnels

A sales funnel is a marketing term used to refer to the journey that a customer goes through before they make a purchase. Generally, a sales funnel has four main stages:

Awareness: This is when a potential customer becomes aware of your brand, product, or service. They may hear about it by word-of-mouth, on social media, or through your paid ads.
Interest: After learning about your brand, they’ll assess it according to their interest level and conduct research to learn more about you and what you have to offer.

Decision: Depending on what they’ve learned about your company, they’ll decide whether to make a purchase. At this point, you’ll need to use tactics like webinars, calls, and sales pages to help sway these prospects.

Action: This stage is where the prospect either buys or doesn’t. If it’s the latter, don’t lose hope as there are lead nurturing campaigns that’ll help you retain their awareness and interest.

4. Email Marketing

Email marketing involves the use of emails to promote products or services, build relationships with potential clients or customers, or keep customers informed regarding updates and developments in the company.

Although email is one of the oldest digital means of communication, it is still one of the most effective marketing channels.

Litmus, for instance, estimates that companies who spend $1 on email marketing stand to gain $42 in return.

Furthermore, according to the Balance Small Business, 59% of respondents in a survey were influenced by an email marketing message when they were making a purchasing decision.