8 Fundamental Internet Marketing Strategies To Grow Your Local Businesses
Before we deep dive in to the 8 Fundamental Internet Marketing Strategies to grow your local business, let’s identify first what is the definition of internet marketing.
The definition of Internet marketing may vary depending on whose using or consuming the information. As the terminology implies, internet marketing means marketing a product, service, or a cause using the internet. Here is how Wikipedia describes internet marketing or most of the time known as digital marketing.
At one time, Internet marketing consisted mostly of having a Web site or placing banner ads on other websites. On the other end of the spectrum, there are loads of companies telling you that you can make a fortune overnight on the Internet and who try to sell you some form of Internet marketing program. Today, Internet marketing or online marketing is evolving into a broader mix of components a company can use as a means of increasing sales, even if your business is done completely online, partly online or completely offline.
The decision to use Internet marketing as part of a company’s overall marketing strategy is strictly up to the company, of course. But as a rule, Internet marketing is becoming an increasingly important part of nearly every company’s marketing mix. For some online businesses, it’s the only form of marketing being practiced. Essentially, Internet marketing is using the Internet to do one or more of the following. Communicate a company’s message about itself, its products or its services online conduct research as to the nature such as the demographics, preferences and needs of existing and potential customers, and to sell goods, services or advertising space over the Internet.
1. Business Website
There are several Internet marketing components you should know. Components of Internet marketing or online marketing may include setting up a Web site consisting of text images and possibly audio and video elements used to convey the company’s messages online to inform existing and potential customers of the features and benefits of the company’s products and or services. The website may or may not include the ability to capture leads from potential customers or directly sell a product or service online. Websites can be the Internet equivalent of offline brochures or mail order catalogs, and they are a great way to establish your business identity.
2. Search Engine
Then there is search engine marketing, which is marketing a website online via search engines, either by improving the site’s natural ranking through search engine optimization, buying paper click ads, or purchasing pay for inclusion listings in Web site directories, which are similar to offline yellow page listings. We will look at these in more detail in later videos. Then we have email marketing, which is a method of distributing information about a product or service, or for soliciting feedback from customers about a product or service through email.
3. Email Marketing
Email addresses of customers and prospective customers may be collected or purchased. Various methods are used, such as the regular distribution of newsletters or mass mailing of offers related to the company’s products or services. Email marketing is essentially the online equivalent of direct mail marketing. Another component is banner advertising, which is the placement of ads on a Web site for a fee. The offline equivalent of this form of online marketing would be traditional ads in newspapers or magazines. We also have online press releases which involve placing a newsworthy story about a company, its website, its people and or its products and services with an online wire service.
Focus on building your email list from day one. It’s important and you might as well collect emails from interest people from the start, even if it’s not a substantial list. But be realistic with your goals. And as you build your audience, put more time into your email list and see how you can serve your business. The final strategy is to use forums and community boards. Community forums like Quora, Reddit and Facebook are great promotion channel.
4. Content Marketing
Then there is blog marketing, which is the act of posting comments, expressing opinions or making announcements in a discussion forum and can be accomplished either by hosting your own blog or by posting comments and or URLs in other blogs related to your product or service online. We also have article marketing, which involves writing articles related to your business and having them published online on syndicated articles sites. These articles then have a tendency to spread around the Internet since the article services permit Republication, provided that all of the links in the article are maintain article marketing can result in a traffic boost for your Web site, and the distribution of syndicated articles can promote your brand to a wide audience.
Now, blogging isn’t writing about what you did today or even something more noble, like an epiphany you had. That’s a diary. But don’t get me wrong, this kind of content can work well if you have an existing and loyal audience. But for most of us that just want to get more traffic leads in sales, we need to intentionally target problems that your target audience wants to solve. In the world of blogging, this whole process can be summed up as a technique called keyword research.
5. Social Media
There is social media marketing, which can involve social networks like Twitter, LinkedIn, Facebook and social bookmarking sites like Digg. So as you can see, there are many parts to Internet marketing to consider. We will cover these in more depth later.
Right now, we’re in the phase of Facebook messenger marketing where customers are not yet experiencing things like banner blindness (web ads) or email fatigue (email marketing).
7. Lead Pages or Funnels
A marketing funnel is a system designed to attract and convert customers (or clients) to your business.
Here’s how it works in a nutshell:
If you’re wondering why it’s funnel-shaped, it’s because some people tend to drop out at each stage of the funnel.
Let me explain with an example:
Imagine you own an ecommerce store that sells headspin beanies.
These are padded beanies for breakdancers who do headspins.
One hundred people are losing their hair from doing headspins without a beanie. So, they turn to Google to look for a solution to their problem.
Search volume for headspin beanie via Ahrefs’ Keywords Explorer Because you are ranking on Google for headspin beanie, 40 of them click through to your site. On your website, you offer a 20% discount in return for their email address.
Twenty people take up your offer.
Life gets in the way, so only ten people use the coupon and purchase a beanie from your store. Since people drop off at each stage, the top part (Awareness) is always larger than the bottom part (Conversion). You can see the numbers decrease: 100 -> 40 -> 20 -> 10.
This results in a funnel shape.
Marketing funnels often seem complicated to beginners because they jump in at the deep end. They see a diagram of a funnel with lots of arrows and if/else conditions and they get overwhelmed trying to figure it out.
Source: https://www.digitalmarketer.com/lp/training/conversion-funnel-mastery/ As you can see, this is way too complicated for marketing funnel newbies.
We’ll avoid this. Instead, we’ll discuss a simple version.
Now, let’s learn how you can build your own funnel.
Most of video growth was done through YouTube SEO, so I’ll leave links to a tutorial to help you rent your videos and get more views. Next up is social media marketing. Rather than covering every social media network, I want to pass on a couple of important tips that will help you grow your social channels. The first is the focus on just one social media channel when you’re just starting out. It takes time to build a following, but numbers aren’t everything.
Now, there are two ways to look at podcasts. First is to create your own, and the second is to be interviewed on someone else’s podcast. Creating your own podcast can be great for brand and building an audience, but if you’re just starting out, it can take quite a bit of time to get any sort of traction. Getting interviewed on podcasts is a different story. Podcasters are always looking for interesting people to interview.
Let me show you two clear cut examples on how keyword research works. In the first example, let’s say you sell physical products like computer parts and accessories. What do you think future customers might be searching for? And Google probably questions like why is my computer so slow? How to build the computer, how to speed up a computer? These are all very real problems and people are looking for solutions. In fact, H.F. Keywords Explorer tells us that these exact search queries and tens of thousands of searches each month.
Now, the best part about these specific queries is that you can help people solve their problems while integrating products from your store into content. Why is my computer so slow? Could come down to a hard drive CPU or RAM problem. So help your readers diagnose the problem and offer product solutions within your post. How to build a computer will be a super easy plug for any computer components they’re already showing intent to build, so it’s unlikely that they’ve already purchased parts and peripherals.
All right, second example, let’s say you’re a real estate agent and you’re compensated when someone buys, sells or rents a property. Now, the thing that most agents do is boast about how many homes they’ve sold or how they won in a war that you nor I have never heard of. My point is that the average buyer or seller doesn’t care enough to prove my point. No one is searching for things like which realtor won the most awards in New York.
But again, potential customers are looking for solutions to their problems. Problems like how to invest in real estate, how to buy a house, what credit score is needed to buy a house. And again, these all have the potential to attract a massive audience by ranking a Google for something like how to invest in real estate, you’re now attracting potential buyers with deep pockets, and they likely have intent to buy content on how to buy a house would likely require the work of an agent at some point, which could be you.
What credit score is needed to buy a house is a great way to show that your knowledge and intentions go beyond making a sale. The best thing about blogging for SEO is that once you rank, you’ll be getting free, consistent and passive traffic from Google. If you’re new to SEO, I highly recommend watching our SEO for Beginners video, which will give you a nice overview of what SEO is, how it works and how you can get it to work for you.
I’ll also link up some additional resources on doing keyword research that grows traffic and revenue, as well as a video on how to write a blog post with SEO in mind. For now, let’s move on to the second strategy, which is to invest in video content, specifically on YouTube. YouTube is the second most visited search engine in existence. To top that off, video carousels nearly doubled in twenty seventeen and Google search results. Video isn’t just the future.
It’s the present in the same principle of helping potential customers. Works for video, too. When people go to video search engines like YouTube, they’re looking to find answers to their questions. For example, if you bought a so-called new iPhone X on eBay, you might search for iPhone X on boxing and see if all the contents are in the box. And according to HFS keywords explore, one hundred and eight thousand searches are happening each month globally on YouTube, alone for this keyword.
In fact, this video that you’re watching right now was chosen because I can see that people are specifically looking for digital. Marketing tutorials for beginners to come up with topic ideas that people are searching for in your niche head over to HQ was explore, switch the search engine to YouTube and search for a broad keyword in your niche. Let’s use makeup as an example. Now, makeup as a standalone keyword isn’t a problem. So let’s go to the questions report where you can see popular questions people are searching for on your topic.
And right away you’ll see great topic ideas like how to clean makeup brushes and how to cover acne with makeup. Now, when you’re creating these videos, try and keep the fluff out and pack in as much necessary value as possible. Doing this has helped us grow our YouTube views to over 150000 views per month. And best of all, since all of our videos show how our SEO tools can help. It’s led to thousands of new paying leads and customers specifically mentioning that they found us through YouTube.
What you want is a loyal following. When you did your toes into every possible social media network out there, your attention gets divided and the results get diluted. So which social media marketing channel do you choose? That leads us into the second tip, which is to go where your target audience is and cater to the platform if you have to choose just one social network. It’s not about choosing the one with the most active users. It’s all about understanding the audience that’s there.
And if you can serve the reason for them being there, you really need to think about why someone is logging into the specific social media network. For example, people usually go to YouTube to learn how to do something or to be entertained. But Facebook is different. Think about it. Have you ever logged onto Facebook hoping that you would see an unboxing tutorial? Or better yet, have you ever open your Facebook app hoping you would find a limited time offer?
That’s ninety seven percent off only for the next thirty seven minutes? Probably not. People don’t check Facebook with credit card and hand. People like and share things that are helpful, interesting, shocking or funny. So if you’re going to try and bring people into your world, present your message as a story, video or something else that will likely stand out from the endless speed of vacation vanity shots. Pinterest, on the other hand, is primarily a social search engine where people can control what they want to search for.
The primary intent of users on this platform is to get inspired, learn things and plan to do things. So create content that caters to their intent for being there. So if this is your audience, take advantage of a less competitive landscape from both in ads and organic perspective. Speaking of ads, that’s the next digital marketing strategy on the list for today. When it comes to paid advertising, please do not throw your money blind into an ad network because you read that it was good.
What works for one person won’t necessarily work for the next person. Instead, think about the ABCs of paid advertising is for audience, B is for budget and C is for commerciality. We’ve already covered the audience part. You want to engage on social networks for your target audience hangs out. Budget is the next one. Bloomberg reported that Google and Facebook own a combined 58 percent of the 111 billion dollar market. Now the way ads work are usually based on auctions.
The more advertisers there are, the more expensive it gets for you and I. So let’s say you’re in the ultra competitive industry of conference calls. If we search for that keyword and keywords, explore with Google, set us the search engine, you’ll see that the cost per click from Google ads is twenty dollars. If you have an ad budget of, let’s say, a thousand dollars per month, you’d only be able to get fifty clicks before your budget was depleted.
Instead, you can do two things. The first option is to look for keywords that have a lower cost per click. Just go to the phrase match report to see all keywords in our keyword database that contain your target keyword next set of filter to only show keywords that have a maximum cost per click of something lower like five dollars. From here you can filter through the list and see if there’s some more lucrative opportunities rather than spending twenty dollars per click this one for a conference call.
That might be a good one since it’s a quarter of the price. Another benefit is that the reason behind the search query is more clear. Someone searching for this is clearly looking for an app that does conference calls, whereas someone searching for just conference call could be looking for many different things. The second thing you can do is experiment with less popular ad platforms where your target audience might be finally is commerciality. Now, all major ad platforms are able to bring Arawa for their advertisers, otherwise they wouldn’t exist.
But you have to find a way to bridge the gap between the intent of the platform and how you monetize your products and the solution. It’s going to be content. For example, let’s say you sell boutique furniture and think that Pinterest will be a good platform to run some ads. In my opinion, it wouldn’t be a good idea to advertise a bunch of links to high end furniture like couches and dining tables instead, blog posts could work really well here since people log on to Pinterest mainly to get inspired and learn new things.
Here’s what that bridge might look like. Pinterest ads would be the discovery tool. You pay the money and they’ll show your pin. The bridge would then be a helpful blog post on, let’s say, 11 interior design tips for your living room that won’t break the bank. And within that content, you could showcase your products where it supports the tape you’re speaking of. Now, the ABCs of paid ads and increase your chances of actually converting your hard earned dollars into Arawa.
Even if you don’t have a ton of experience in the online world, their offline experiences and expertise could be a great way to land yourself a position on a popular podcast. Now, if you don’t know which podcasts you should approach, an easy way to find opportunities is to look at your favorite podcast and find someone in your industry that has been interviewed. Looking at the podcast page for Entrepeneur on Fire, you’ll see this episode with Jim quick. Now, if we click through to the interview, you’ll notice two things.
The first is that the guest name is in the title. This is very common for podcast interviews. Second is the link on the page. The host will almost always link to the guest homepage in the show notes. Knowing this, we can use a tool like Said Explore to find all podcast they’ve been interviewed on. So I’ll enter and Jim put dot com and I’ll also set the search mode to a Eurail search so we can find pages that are linking specifically to the home page.
Once the overview page loads go to the Back Links report, which will show you all of the pages that are linking to this URL. Finally, let’s use the include search and type in Jim quick and to keep our results super relevant. I’m going to set the filter to search for his name only in the titles of the referring pages. And we now have around one hundred and twenty podcasts we can pitch to get interviewed. So filter through relevant podcasts and pitch the host as to why they should interview and the value you can give to their audience.
Next on the list is email marketing. If you’ve ever looked into email marketing, then you’ve probably heard people claim that email is king. But I promise you that once you get into it, you’ll quickly discovered that it’s not as turnkey as online gurus make it sound. Don’t get me wrong, email marketing is great. But first you need traffic to get email subscribers. It also requires often forms to turn a visitor into a subscriber. In my opinion, email is a great long play to build connection with your audience and even sell high ticket items.
But before you go off and start posting links to your product pages, there are a few things you need to understand. And these are all based around the unspoken rules of spam. First, don’t promote your products or services pages within these groups. The intent of users on these platforms is to learn not to be sold to directly. Instead, think of these networks as a place to share your expertise, build relationships and help others. Second, use links to your content sparingly.
If you’re constantly posting links to your blog and have justified in their head that this is non promotional, then you’re most likely wrong. Links can be more appropriate based on the network you’re posting on. For example, Quora generally has longer answers and linking to your content. Where it supports your point is a good idea. Facebook groups, on the other hand, are a different story. Let’s say you’re a real estate agent and you join a first time home buyers group on Facebook.
If someone asks a question like I’m looking to buy my first home and was wondering if I can even get a mortgage now, if every agent on that group post links to their website, can you see how spammed I could get? Instead, it would make sense to post a link to someone else’s affordability calculators or offer introductions to be lenders. The point is that helping first will go a lot farther than self promotional content that can change your reputation. Now, I’d love to hear from you.
Which digital marketing strategy do you think is most effective in online marketing? Let me know in the comments. And if you enjoy this video, then make sure to like, share and subscribe for more actionable SEO and marketing tutorials. So keep grinding away. Focus on one marketing channel before trying the next and I’ll see you in the next tutorial.