The Basics of Online Marketing

It’s not magic, but it’s a science – online marketing. In times when the Internet is where everything happens, it is essential to seize the opportunities offered by online marketing. Sometimes, it feels like the Wild West, but don’t worry, you can make the most of it with the right basics.

What Exactly Is Online Marketing?

First, a quick introduction: Online marketing includes all marketing activities carried out over the Internet. This includes search engine optimization (SEO), social media, email marketing, and content marketing. The focus is increasing the brand’s visibility and effectively addressing the target group.

Why is online marketing so important?

Think of the Internet as an endless ocean full of fish – the fish are your potential customers. You can ensure your networks are always complete with the right online marketing strategies. The Internet is also where people get information, shop, and exchange ideas.

Online Marketing Strategies and Channels

Search engine optimization (SEO)

Oh, good old search engine optimization or SEO – it’s almost like trying to crack the Da Vinci Code. What’s the matter? It’s about designing and maintaining a website to perform well on search engines like Google. Whoever hits the jackpot here will find themselves on the first page of the search results. It’s about keywords, i.e., words that people search for. These should be incorporated into the website text wisely but not too frequently. Backlinks, i.e., links that point to your site, are also worth their weight in gold. Then there is technical SEO, which focuses on loading times, mobile-friendliness, and clean code. Quite a lot to consider, but if the stars – or rather the algorithms – are correct, visitors will flock to the site as if there was no tomorrow. And if you have a lot of visitors, you also have a lot of potential customers.

Social media marketing

Social media marketing is the new black gold in the online marketing mix. This isn’t just about cute cat pictures and holiday snaps; it’s about tricky business. Facebook, Instagram, Twitter, LinkedIn, and Co. are like a marketplace where you can talk directly to the target group. And then there is the super-turbo: Pay-Per-Click ads, often called PPC. It’s like using a magic wand to summon the right customers. You place ads on social media, but instead of just paying in the dark, you only pay when someone clicks on the ad. Clever, right? And the best part is that you can tailor the ads to your target audience. Age, interests, place of residence – everything can be considered. So, not a cent is wasted, and the message ends up exactly where she should go. It’s like having a giant neon sign over your target audience’s head, advertising precisely what they want. You have to know how to wave that magic wand.

Google Ads

There’s this giant in the online marketing world called Google. What is that exactly? Imagine if you could put up a billboard right on the Internet highway where millions of people drive by every day. This is Google Ads. When someone searches for something related to what your business offers, your ad will appear at the top of the search results. It’s like shouting to customers: “Here I am! Look what I have!”. And just like with social media marketing, the Pay-Per-Click (PPC) principle also applies here. You only pay when someone clicks on the ad. This makes Google an effective and cost-efficient way to target the right people. But be careful: Google Ads can be complicated. There are keywords, bids, Quality factors, and much more to consider. It’s like a game of chess against a search engine. But if you make the right moves, it can change the game and send sales through the roof.

Email marketing

Email marketing is like the good old friend that never goes out of style. It may not be as dazzling and exciting as social media, but it should not be underestimated. Why? Because it works! Imagine having a direct line to your target group’s inbox: no distractions, no competition, just your message and the recipient. With a well-thought-out email newsletter, you can inform customers about offers, offer them exclusive content, or strengthen loyalty to the brand. And the nice thing is that everything is measurable: How many opened the email? How many clicked? Where did they click? This data is pure gold because it helps to optimize email marketing further. It is as if you have a constant flow of feedback and can continue to refine your strategy like well-oiled clockwork. Email marketing is like a loyal companion that will never disappoint if you treat it right.