E-marketing is a series of activities that utilize the Internet to promote the company and its business, as well as tailoring its services and products to the needs of potential customers and market requirements.
In order to understand the meaning and the specificity of e-marketing activities, it is necessary to know the basic issues of internet marketing such as positioning, email marketing, Google AdWords, Content Marketing, Facebook Ads, Social Marketing, and Internet auctions.
1. Website positioning - SEO
Website positioning and optimization - Strive to achieve the highest possible position in the web search engine for specific phrases - keywords. This is an extremely effective and relatively inexpensive method of advertising on the Internet.
With our high search engine position, we greatly increase our market opportunities - we become visible and recognizable. Internet users usually click on the first few results after entering a particular phrase in the search engine. Whether we get a high position in the search results depends on whether the potential customer will come to our site and see the offer. It may happen that our offer will be the most competitive and exceptionally attractive, but if we do not reach the potential customers we can not count on sales.
Every visitor can be a potential customer, hence extremely important for e-marketing is the good placement of the site for certain phrases and site optimization.
High search engine rankings can be achieved by gaining specialized SEO knowledge available on the web or outsourcing these activities to an outsourcer. However, keep in mind that high search engine rankings may not always translate into increased sales. Therefore, before we decide to sign a contract for positioning it is worth to first check whether our site is ready for such activities. More on this topic, we write about it in the article - is positioning the best way to increase sales.
2. E-mail marketing
E-mail marketing - utilizes email in marketing matters. The basic tasks of email marketing include communicating with customers via e-mail, creating and analyzing the mailing database, preparing the content of individual messages to the contractor, and encouraging potential customers to take advantage of the offer offered by the company.
In the long run, e-mail marketing affects the customer's trust in the company, and in addition they are relatively inexpensive and easy to promote.
It is worth avoiding certain negative aspects of your email marketing campaign, so as not to discourage your customers. The issues that affect the relationship with the contractor will certainly be sending unsolicited messages (SPAM).
Mailing should therefore be carefully prepared and the address database acquired in accordance with good email marketing practices. Otherwise, instead of customer loyalty, we get irritated and qualify our company as a company that is imposing and does not respect the privacy of others.
What to keep in mind:
You should take care of your mailing database, it is worth deleting inactive and outdated addresses
In the messages you send, it's best not to use the word promotion, discount, etc. - such emails are treated as SPAM
Before sending out a mailing, it's a good idea to first test and distribute the message to popular operators like Gmail, etc., and see if the message does not go to SPAM, and if you need to correct the content of the mailing,
Be careful about the high email availability and relatively similar traffic sent from your IP address - jumping in the number of emails sent can cause the IP address of the server to go black.
3. Google AdWords
Google AdWords - This is the most popular paid search advertising system (on Google). With Google AdWords, you can create your own ad and personally pick keywords related to your business and profession. This e-marketing system allows you to display sponsored links on Google search results as well as on partner sites. The ad gets to the person when he or she searches the web for products related to our business. It is displayed as a specific ad slot.
This form of e-marketing activity allows you to accurately determine and plan the budget that will be spent on your advertising efforts, as well as to verify what elements of your advertising work, and not necessarily.
The key benefits of using Google AdWords promotional campaigns are:
The company's website is displayed to people looking for information related to the company's profile, so it immediately goes to the people who are potentially interested in it.
It allows complete supervision of the activities conducted - the company deciding on it itself decides what shape of the advertisement will take - what will be its final cost, on the pages in which the language will be displayed,
The Google AdWords customer does not pay for ad serving and clicks. You can also measure its effectiveness accurately. You can measure the relevancy of your AdWords ads with the help of so-called. AdWords Quality Score. The final AdWords Quality Score includes such elements as Quality Score at the site level or Quality Score at key word level.
4. Content Marketing
Content marketing has become one of the most important elements of modern e-marketing in recent years. It is difficult to imagine effective positioning without valuable content. Thanks to the enormous popularity of social networking sites, especially Facebook, content, or content in various forms, can be used to build brand awareness, generate leads or traffic on the site. More and more marketers are aware of this and more and more companies are investing in valuable content.
What content is most popular:
It is also worth remembering about copywriting. In the area of internet marketing by copywriting we will first understand writing the text for a specific website (also for pages that are just emerging), as well as preparing articles on a specific topic.
Creating unique, valuable and specific text keywords is referred to as SEO Copywriting.
SEO Copywriting can be defined as a specific technique for creating texts - articles should not only be attractive to potential readers and properly edited, but also useful for positioning and optimization of a specific website.
SEO Copywriting is a very important part of e-marketing and image building on the Internet. It has nothing to do with copying someone else's text and mindless insertion of keywords. Such practices can only discourage internet surfers and demonstrate lack of professionalism.
SEO Copywriting is an interesting, unique and valuable content, optimum amount of keywords and proper editing taking into consideration the aspect of positioning. When creating SEO content, you should help with the tools. Here we write more about tools to assist SEO copywriting.
5. Facebook Ads
Facebook is the most popular social networking site. It currently uses 1.86 billion people per month. At the same time, it has the largest user base, which it manages very well. The users themselves provide information about themselves - what they do, what they like, how they spend their free time. In one word, Facebook has very detailed information that marketers can use in many ways.
Facebook Ad is an advanced tool for creating marketing campaigns targeted to mesmerized, targeted audiences - the so-called. audiences. With advanced targeting tools, we can accurately identify the group of users we want to reach. Gender, age, geographic area, interests, occupation and many other technical parameters. In addition, it is possible to create groups of recipients close to a particular group - Facebook takes into account the parameters of a defined group and, on that basis, seeks users with similar parameters.
It's not the end of targeting possibilities. By placing the appropriate tracking code on your website - the so-called. "Pixel" we are able to build groups of users who visit our site and direct them to ads in the so-called process. "Remarketing."
In addition to segmenting users into available tools, we have many types of advertising forms that we can use to create a message to our users. Depending on the goals of our campaign, we have the usual posts, that is, pictures with text, carousels consisting of many posts, created from photos animations to classic videos.
In addition, Facebook allows you to test multiple ad formats within a single campaign and multiple ads within a group.
All these opportunities make Facebook an ideal place for e-marketing, which we can use to build brand awareness, create an audience on your fanpage, or generate leads by redirecting traffic to your website.
6. Internet auctions
Online Auctions - are related to the sale of a product through a specific auction platform. In Poland, the most popular site of this type is the Allegro site, but on the Internet there are more such sites. Ebay or Alibaba. Online auctions allow you to purchase an item or service over the internet in a simple way.
Allegro brand and other auction sites are very recognizable and users like to use these sites. It is worth to use them not only to sell products, but also to draw attention to the company or brand. Internet auctions are an important sales channel from which many users begin their buying path.
Presenting a product even among competitors in most cases will be a very good strategy. In addition, there is the ability to redirect traffic from auctions directly to our website, that is also a tool to generate traffic on the site and thereby generate sales and promote our brand through marketing outside the auction.
7. Viral marketing
Viral Marketing is an element of e-marketing activities that aims to create a situation in which Internet users disseminate information about themselves or their business. Thanks to such practices, the company can reach many people in a short amount of time and at a low financial cost - because potential customers distribute advertising themselves (often "hidden" under the facade of a funny movie, interesting article, eye catching photo, catchy slogan, and even addictive Computer game).
E-marketing activities can take place on many levels. The Internet gives us plenty of opportunities, but it also forces us to be flexible and adapt to changing market demands. The number of people who favor this form of company promotion is growing dynamically - not only because of the relatively lower costs than traditional advertising, but also because of the high efficiency and the ability to accurately measure the effects and return on investment.
It is the Internet in today's world that is widely used by enterprises in the means of communication, information transmission and the way of gaining customers. Appropriate and professional advertising on the Internet is almost guaranteed to increase the company's revenue and visibility, you only need to select those channels that will be the most effective in our industry.