The digital era has revolutionised the way businesses approach marketing. Regardless of your business’s nature, the digital world is likely central to your marketing efforts.
The surge in e-commerce has been notable, with an increasing number of businesses opting to sell their products online. Some of these businesses operate exclusively on the Internet. In contrast, other traditional brick-and-mortar establishments have expanded their presence to the online world, adopting a hybrid model known as ‘bricks-and-clicks.’
Beyond e-commerce, various business models have embraced the Internet to enhance their visibility and engagement. This includes leveraging websites, content marketing, email campaigns, mobile applications, search engine marketing, and the utilisation of social and professional networking platforms such as Twitter and LinkedIn.
Furthermore, internet marketing offers the flexibility to conduct a broad spectrum of marketing functions, from conducting market research to elevating the quality of customer service.
E-commerce
E-commerce presents numerous benefits compared to classic brick-and-mortar setups, particularly in reduced operating costs and the potential to engage with a broader audience. Additionally, businesses can enhance customer loyalty by delivering outstanding online sales experiences.
However, the online marketplace is fiercely competitive, necessitating small businesses to excel in all facets. This includes optimising website design, improving search engine rankings, managing effective pay-per-click campaigns, and ensuring secure payment processes to succeed.
Website
At a basic level, an exceptional business website serves as a digital storefront, allowing customers to discover you, view your portfolio, and access your physical store’s contact information. However, the scope of online marketing extends far beyond mere visibility.
It offers a platform to inform visitors about your products or services and highlight special promotions. Enhancing customer service becomes more achievable by providing valuable information through an FAQ section and encouraging customer feedback.
Promoting your website online
Having a website is only worthwhile with visitors. Simple measures such as selecting a memorable domain name, generating site traffic through email marketing efforts, and featuring your web address on promotional materials and official stationery can make a significant difference.
Another effective approach is to adopt digital versions of classic marketing strategies. This could involve advertising on websites frequented by your target audience or establishing affiliate marketing partnerships with other businesses.
Content marketing is another powerful tool for enhancing your online presence. Activities include blogging, participating in forum discussions, or contributing articles to industry-specific sites.
However, achieving high visibility often boils down to ranking well in search engine results. Search engine optimisation (SEO) and pay-per-click (PPC) advertising are widely recognised as the most efficient strategies for attracting a relevant audience to your website.
Email marketing
Email is an efficient and economical method for informing current and prospective clients about promotions, addressing inquiries, and offering customer assistance. It’s an effective tool for spotlighting deals and new items and plays a crucial role in directing visitors to your website.
The advantages of email marketing include reduced expenses and improved response rates compared to conventional postal marketing campaigns. Moreover, its response tracking capability allows straightforward testing and optimisation, enabling you to refine your strategies for better engagement.
Social networking
Social media platforms such as Facebook, Twitter, and LinkedIn play a vital role in connecting with your target audience online. These networks offer the opportunity to enhance your brand reputation, showcase your expertise, and cultivate relationships with customers, potential clients, and vendors.
Most importantly, they provide a powerful avenue for promoting your business and yourself on a broad scale, driving visitors to your website and increasing sales.
Author
Graham is the CEO of Taxoo.
He is a Serial Start-up Entrepreneur, Investor and Multiple Business Owner. He has vast experience in Marketing, Business Management and UK Foreign Investment. He has multiple qualifications in both Law, Post Grad Marketing and is a Chartered Marketer and Fellow of the Chartered Institute of Marketing.
He is also the CEO of Lawble, Xpats.io, HR Hype and Rokman Media.
