For those that have tapped into their passion, created a website and are now offering content, the next step ineffectively market the products so that customer will buy them.
While traditional marketing was grounded in some basic fundamentals, internet marketing sometimes feels like a counter-intuitive art form that requires consistency, imagination, and persistence to truly succeed.
As we breeze through the year 2020, internet marketing should be a major part of your business advertising effort as you cannot sell your products unless people know you have them.
The basic rules have not changed. As you may remember, there is a marked difference between marketing and selling.
Your website should be geared towards the selling aspect (offering) while your efforts in creating new content, advertisements and so forth is aimed at marketing to get new customers.
There are two elements that have become crucial to businesses in general:
- Search Engine Marketing (SEO)
- Social Media Marketing
1. Search Engine Optimization
Search engine optimization (SEO) has to become a major part of your marketing activity. While the way SEO is used in content has changed over the years, the essence of how it works is still the same.
Essentially, SEO is the use of keywords or key phrases in the content that you produce, which popular search engines such as Google, DuckDuckGo or Bing will then pick up, and display them in their search results.
The higher your website appears in the results (that is…the better or higher ranked you are), the higher the chances that potential customers will click thru to visit your site or product page.
As a general rule, you want to try to be on the first page (or first two pages at least) of the search pages. This is also known as SERP. (Search Engine Results Page)
Keywords are the words or phrases used by people who are searching for information about the types of products you have.
So if someone is wants to find out about cupcakes, they might type in “cupcake” or perhaps even “best chocolate cupcake in Florida.”
In this case “cupcake” is what we refer to as a keyword. When keywords are longer like “best chocolate cupcakes in Florida” this is what we refer to as a keyword phrase.
So the idea is to understand what your customer might be looking for, which in this case is something to do with cupcakes, and making sure you have relevant articles or content on your site that have the words or phrases that contain the word “cupcakes.”
This is known as passive marketing where instead of reaching out like traditional advertising, you are trying to pull people into your website.
Working through with keywords in this way, your SEO becomes a critical strategy in your business.
2. Social Media Marketing
In addition to traditional SEO that we discussed above, incorporating social media is now more important than ever.
It is vital to have popular social media sites such as Facebook, Twitter, and LinkedIn as part of your marketing effort. You absolutely need to have a presence on these sites.
Social media sites such as Pinterest, Instagram and Tumblr bring you even further to other customer bases or demographics that you might have an interest in.
While you might have the temptation to be in every social media site as you can, it would be a much better approach to be on one or two platforms, and focus on delivering content to the audience who are present there.
While things keep evolving, here is a quick sampling of the popularity amongst social media sites (as at Jan 2020):
Facebook: 2.41+ billion users
Twitter: 330 million users
Instagram: 1+ billion users
Pinterest: 298 million users
Linkedin: 303 million users
Youtube: 2 billion users
As previously mentioned, the key is not to dilute yourself in all the platforms, but to stay focussed on one or two. It’s a great way to stay connected to trends that keep you close to your audience.