From customer support and purchasing to product announcements and advertisements, brands are taking their businesses online. But does this mean for you? What is “online marketing” and how does it benefit you and your business?
As a brand, maybe you’re wondering, “what can I do to take my business to the next level?”
Traditional marketing strategies, like billboards, print ads and TV ads, continues to be a driving force of sales and brand awareness today. However since the dawn of the internet, new marketing means have emerged making it easier for business to attract their customers.
So, what is online marketing?
According to TNMedia, online marketing is:
…any tool, strategy or method of getting the company name out to the public… it builds up the company reputation by increasing its ability to be found online.
To put it simply, it is any effort to promote your business online.
There are countless ways for your business to strengthen its presence online. However there are 3 ways to jumpstart your online marketing journey.
First is Content Marketing where you create and distribute valuable content to captivate and engage a your target audience, ultimately, to drive profitable customer action.
Then there’s SEO or Search Engine Optimization, the process of optimizing your online content affecting its visibility on a search engine’s results.
Search Engine Marketing or SEM, is the paid version of SEO, where instead of promoting your content from the ground up, you pay your way to the top results.
Social Media Marketing, where you utilize social media channels to share and spread your message, all the while engaging and establishing a connection with your online community.
And finally, Pay-per-click Advertising or PPC, where you pay for each click that you receive in every ad that you make.
As you can see, Online marketing is a big, integrated web that consists of strategies, if executed well, could do wonders for your brand. But before that, let’s get to know each strategy to give you an idea on what will fit your business.
Content is the the most important ingredient in any online marketing campaign. It serves as the “meat” that makes your campaign worthwhile to even look at or pay attention to.
According to Content Marketing Institute:
Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.
By providing useful and quality content, you not only get your message across in a creative way, but have the potential to change consumer behavior.
Here is an example:
Red Cross Singapore, in partnership with a digital agency in Singapore, launched a mobile game app called “Donor Dash” to spread blood donation awareness and encourage more people to donate blood. Not only was it fun and entertaining, it provides trivia and tidbits about blood donation, while serving as a mobile portal of blood center information and donation process.
You must aim to inform and educate using creative and relevant content, that invokes new perspective and behaviour when it comes to your brand.
SEO – Search Engine Optimization
Website is a crucial part in growing your business, as it is the embodiment of your brand online. All the information your market needs to know about you could be found in your website. And with that, people tend to look you up online.
But none of this will matter if you’re not searchable in search engines.
That’s where SEO comes in.
By providing good content while factoring in other ranking factors like, keyword research and site architecture among others, you make your website search engine-friendly with the potential of making it to top organic search results.
Not only that, by optimizing your content for mobile, you target a huge chunk of the online market. Take note, Facebook has over 1.03 billion daily active users on mobile. Having a mobile-friendly site makes it all the difference.
Here’s an example:
Costa Asia, one of Asia’s premier travel cruise lines, re-designed there website optimizing it for mobile and desktop use. The new interface now provides a more seamless and optimal interaction, making it easier to navigate. Plus with its localized content, it makes it easier for different target markets to understand.
SEM – Search Engine Marketing
Like mentioned before, SEM is the paid version of SEO. Instead of optimizing your content organically, you invest on ads to help your page’s visibility, depending on what keyword is searched for.
The more people search for a specific keyword, the more it is competitive and expensive.
But by setting conversion goals, you can keep track of the actions of consumers upon clicking your ads and how much you spent and earned during your campaign.
Social Media Marketing
Facebook, Twitter, Google+, Instagram, Vine, Pinterest. The list goes on and on.
Millions, no, billions of people are active in social media everyday, making it more crucial for you to explore and start your own social media marketing campaign.
Although, there are constant algorithm changes in every social media platform, there are many ways for you to be creative with your content.
Here is an example:
In partnership with a digital marketing agency, Honda Malaysia utilized Facebook’s new feature, Facebook Live, by announcing the all-new Honda Civic in a well-executed and well-directed Facebook Live video, with the support of microvideos, as part of their #RideTheDream campaign. This digital marketing campaign garnered 760,000 views overtime and over 11,800 engagement, including likes, shares, and comments.
Facebook Live is now one of the most popular social media marketing strategies that businesses prefer, as it not only provides a unique brand experience, it also lets you engage and connect with your fans in real time, making it more unique and intimate.
Here’s another example:
Panasonic Singapore launched a Facebook app called “Veggie Life” in support of their “A Better Life, A Better World” brand story. The app showcases Panasonic’s Veggie Life line of products, as well as healthy eating tips and recipes that you can download.
Facebook App lets you customize your page any way you like, whether its in a form of a game, RSS feed, customized sign-up forms, and many more. With this, you provide a brand experience to your customers that is unique to your business.
PPC – Pay-per-click Advertising
SEM is only one type of PPC advertising. There are many other platforms that offer pay-per-clicks that allows you to reach a targeted or niche audience, from Facebook, Twitter, YouTube, LinkedIn and Instagram.
Facebook, for example, offers a wide range of ads with different purposes, from brand awareness to clicks-to-website. According to Facebook, over $6.24 billion of ads revenue was recorded for the second quarter of 2016. And just recently, Instagram reached the 500 thousand mark of active advertisers on their platform.
Here are some examples of PPC advertising:
Remember, no matter how many ads you create or how much you invest in an ad campaign, content and targeting still matter.
Brands today, big or small, have embraced online marketing as a crucial part of their business. In some way, it became the turning point of how they do business and engage with their customers. Every businesses have its misses, but the good thing about online marketing is that, you can improve from them and further strengthen your approach.
Definitely, online marketing is now part of the daily user experience. And it’s about time you take advantage of it.
If you’re looking to start your own online marketing campaign, IH Digital, a digital marketing agency in Singapore, offers a wide range of digital marketing services that are tailored to fit your brand. From website development to video production, we have the services that could help kickstart your business. To learn more about our services, “color: #808080;” href=”https://www.ihdigital.com/business-enquiries”>contact us now.