One of the most effective methods to expand your own business is to promote your business on the Internet. The worldwide network provides many opportunities to expand your reach and grow your customer base. But to use them, you need to skillfully use every available promotion tool.
In this article, we will tell you about the main methods of promoting a business on the Internet, as well as provide a short overview of each of them.
How to Effectively Promote Your Business on the Internet
The best result is obtained by comprehensive business promotion on the Internet. In the process, experts combine several or all of the relevant marketing tools to leverage the impact of each.
How does the integrated promotion work? Let’s take a blog as an example. A blog is a completely independent tool for promotion, it allows you to increase the percentage of regular visitors and consumer loyalty. But a blog is needed not only for this.
If articles are optimized for relevant high-frequency keywords, then each of them will attract traffic from search. In combination with SEO, a blog can significantly increase the traffic and visibility of a resource for information requests. Also, the presence of a blog on the site gives another bonus for SEO – it improves behavioural factors: time on the site and the depth of viewing, which are taken into account when ranking.
A blog is also useful for SMM. Posts in social networks with announcements of fresh articles allow you to generate interest among subscribers. Visitors will follow the link to read through to the end. This way you will be able to attract additional targeted traffic to your site.
By announcing new materials in your mailing list, you keep the attention and interest of your current customer base, get referrals, and increase the number of repeat visits (if possible for your niche).
We have considered only one of the customer channels, there are many more similar relationships. As you can see, due to the mutual influence of marketing tools, an integrated approach to promotion gives the best result.
Basic Methods of Business Promotion
A whole arsenal of marketing tools is available to promote your business online. Each of them has its own strengths and weaknesses, which should be known in advance. Online business promotion can include:
- search engine optimization (SEO);
- social media promotion or social media marketing (SMM);
- contextual advertising (PPC);
- content marketing;
- email marketing;
- targeted advertising.
Each of the listed items helps to maximize several individual performance indicators and affects the rest only indirectly or in combination with other tools.
Search engine promotion is necessary to get free traffic from organic search results. In most cases, this is the main promotion method.
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Advertising on the Google Media Network (CMN). Ads are displayed to Internet users in ad units on search results pages or on sites that are part of search engine advertising networks. The peculiarity of this type of advertising is that the user sees the ad only after they have shown interest in the advertised type of goods or services, which significantly increases its effectiveness.
Social media promotion includes keeping active on your own public or social media account, as well as attracting subscribers through viral or guerrilla marketing and PR publications on other publics. The main goal of social media marketing is to work on reputation, increase consumer confidence and loyalty, but getting customers from social networks is quite possible if you use marketing posts wisely.
Content marketing is a large-scale aspect of work, which includes any methods of promotion through the creation of high-quality content:
• blogging on the site;
• publications in online media and information portals;
• advertising from opinion leaders.
Content marketing can serve various purposes: to attract conversions to the site, increase the demand for a product or service by revealing their value, gain consumer confidence, etc. Also, publications on information portals are often used for external search engine optimization in order to get backlinks to the site from trusted resources.
Comprehensive website promotion is not the use of all tools at once. First of all, this is a long-term strategy for the development of the enterprise, where each of the customer channels is used exactly when it is able to give the best result, complementing the rest.