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Online Marketing, 7 General Layers: From SEO to Email Marketing

Online marketing, in a simple definition, is communicating with customers through online tools. In general, online marketing pursues the same goals as more traditional forms of marketing: increasing brand awareness, generating leads, and finding new customers. Contrary to popular belief, digital marketing is a different and broader concept than online marketing; And digital marketing campaigns do not necessarily fall into this category. Digital marketing can be done online or offline. In fact, only those digital marketing activities that take place on the Internet are in the realm of Internet or online marketing. Online marketing or internet marketing or online advertising all represent a concept. Cost reduction, flexibility, the ability to measure and analyze data accurately, more control, the ability to communicate more effectively, and… are the benefits of this form of marketing. What is online marketing? - a general review. Online marketing is actually a set of tools and methods to promote a product (Promote) on the Internet. Tools like Keyword-Planner earlier than planned when it will need to research tools like Google Analytics ( Google Analytics ) to evaluate the effectiveness and efficiency of campaigns you need it. . - What is online marketing? - Online marketing and seven main sub-categories Online marketing includes the following 7 basic sub-categories: 1) SEO or search engine optimization 2) Search Engine Marketing or SEM 3) Content marketing 4) Targeted Social media Traffic and marketing 5) Click advertising or PPC 6) Affiliate Marketing or Affiliate Marketing 7) Email marketing or email marketing In order to know what online marketing is, we must first know its sub-branches; Of these, SEO is probably the most well-known name among all internet marketing channels. SEO means optimizing content to improve its ranking in search results (Google) for a particular keyword.

Search engine optimization ( SEO ) or search engine optimization

SEO is the most powerful online marketing channel. Think about how convincing and rewarding it can be to be on the first page of Google search results, and beyond, to rank first for our business-related keywords. Is there really an online business that does not follow such a situation? Recent Forrester research shows that 71% of online experiences start with search engines . As you can guess, Google is the most widely used search engine, accounting for 74% of the market share. The majority of people, about 85%, believe the search results are correct. Just add these to the fact that "the top 5 results in Google account for 67% of clicks" to fully understand the importance of SEO in online marketing.

Search engines use very sophisticated algorithms to rank web pages in search results. Although there are at least 200 important factors to improve Google rankings, backlinks, keyword repetition density and frequency, internal structure and links, optimization of titles and meta descriptions, and appropriate loading speed, along with generating valuable content, compared to others. Items have priority and are more effective. In general, SEO is divided into two parts: On-Page Optimization and Off-Page Optimization . Related article: How to be a good SEO copywriter?

Let's not forget that the main purpose of search engines is to show the most accurate content to users who search for answers to their questions on the Internet or are researching to buy specific products. So when producing and optimizing content, always prioritize your audience, do not sacrifice its value and readability to SEO techniques.

Search engine marketing or SEM Search engine marketing or SEM is the paid version of SEO ; In which marketers try to increase inbound traffic and speed up lead generation processes by purchasing the top positions of search results for a particular keyword and advertising in it . When researching search engine marketing, you will come across the name Google AdWords . AdWords is Google's advertising service (and the most widely used SEM tool) known to most of us as "Google organic search traffic and Advertising". In this form of advertising, Google allows you to pay per click to display your website in search results for a particular keyword.

Of course, using this tool is not so fast and simple and has its own mechanisms; Your ad may even have a lower budget, more visibility, and a much higher return on your competitor for the same keyword. Proper campaign definition, proper budget allocation, landing page design are suitable for this type of advertising and. Factors that affect its efficiency and effectiveness.

However, Google ads are ads that appear in search results and, like organic search results, their title and content should be related to the keywords and search terms. The first and second ranks of Google search results account for about 50% of all clicks. Therefore, if you are in these positions with the right management, the incoming traffic to your website will definitely increase. Of course, you have to pay for each click and entry. The cost you pay per click ( CPC ) may change over time depending on competitors' activities. Different keywords also have different costs. In some cases, the price per click can even reach $ 500. So use this strategy in cases where the revenue covers advertising costs. If most of your internet marketing activities are still related to the early stages of the sales funnel and content production to build Awareness , it's better (especially in a competitive environment) not to worry about AdWords! Because your budget will run out quickly. Google Case ( Case Study ) of many published that show the rate of return on investment or ROI in the form of online marketing can be significantly high. However, if you use AdWords , you can spend your budget better and more efficiently by setting specific goals ( Goal Setting ) in Google Analytics or other measurement tools, and monitoring KPIs . Content Marketing and Content Marketing Content marketing is an activity in which marketers focus on producing valuable content and disseminating it to potential customers. Note that content marketing is something different from copywriting . In content marketing, by producing and publishing content, we try to generate leads and convince the customer to buy. While copywriting is more like Packaging and has a motivating role. According to the Content Marketing Institute , content marketing is "a strategic marketing approach that focuses on producing and disseminating valuable, relevant, and integrated content to reach and retain specific audiences." Unlike cross-sectional advertising, content marketing is a long-term strategy to show your audience that you really care about them. Get to know the customers, the goals and the different aspects of your business. In content marketing, we provide our audience with their own content and by continuing it, we create a strong relationship between them and ourselves. Of course, producing content does not simply mean writing on your blog. Video files, podcasts, e-books, photos and infographics are all in the content marketing "toolbox". Social Network Marketing - Social Media Marketing You are definitely familiar with social media marketing. Social networking is a powerful tool to communicate with customers, engage them with the brand name ( Engagement ) and pushing them to the service or product is. But what exactly is social media marketing? As always, Wikipedia is one of the first results we come across when searching for the "definition of social media marketing"; A definition that, of course, does not go down well: "Social media marketing is one of the online marketing activities and the process of increasing traffic or website traffic or gaining attention to a topic through social media." Sharing the content of your website or blog is undoubtedly one of the things you will do on social media. In addition to helping your product become known, it will also have a positive effect on your SEO and Google ranking. But social media activity goes beyond that. "Social media marketing is the process of producing content, tailored to the space and function of different social media, in order to create organic interest and engagement ( Engagement & Sharing ) and direct traffic to the product / service." There are two important things to keep in mind when planning for social media; One is Content and the other is Context . Content or Content is anything that you share with others on social media. From a simple status on Facebook to photos and videos on Instagram, news about your industry on LinkedIn and so on. But the point is, your content needs to be in line with the context of social media; Otherwise, your activities on social networks will not have much effect. For example, satire on Twitter may be completely natural and user-friendly, but on LinkedIn, it is more acceptable to provide evidence and scientific tone. Of course, the way you operate on these platforms stems from your branding priorities and the position you envision for your brand ( Brand Positioning ). Do not look at social media as just a place to website content. Tell stories and share topics relevant to the same media on each social media. Click Ads or PPC PPC (or Paid Per Click) advertising has a similar function to search engine marketing. You may have come across this type of advertising and internet marketing on social media many times. In most social networks, you can define your intended ad and select the target statistical community, display it to users and pay a certain fee for each click on the ad. Facebook, Twitter, LinkedIn and Instagram give you that opportunity. But due to special political and economic conditions or in simpler terms because of sanctions! The possibility of using these tools in Iran is very limited.

What we know as PPC advertising in the USA is practically limited to text or banner advertising on other websites. There are two ways to use this marketing channel. One is direct negotiation with websites and the other is the use of advertising agency services such as Network, click finder or number and for mobile advertising. In the first method, although you will spend more time and energy launching your advertising campaign, you will have more control over the processes. In the second method, although your ad is displayed on a wider network of websites and applications, it is almost out of your control to control exactly when and on what website your ad is displayed to users.

Regardless of the method you use, do not forget to measure. Monitor the clickthrough rate or CTR of different banners, define UTM for your landing pages , measure the metrics and performance of each campaign by defining the goals or Goal Setting in Google Analytics so that you can make an accurate estimate by specifying ROI or rate of return Click on how ads work and continually improve your processes. Associate or Affiliate Marketing ( Affiliate Marketing ) Imagine a situation that is very simple and not too far from expectation: you suggest to a friend the restaurant you like, or the shop you go to to buy mountaineering equipment yourself. Your friend buys from a restaurant or store; And well, according to experience, you can get nothing but thanks from the mentioned friend (which of course is also very valuable)! Now be a little imaginative: the next time you see a restaurant or store manager, he will give you 10% of the purchase amount to introduce your friend. Affiliate marketing, Affiliate or Affiliate Marketing nothing less.

AMAZON is the best example of affiliate marketing. By subscribing to the Amazon Affiliate Marketing program , you can create your own unique link to each of Amazon's products and place it on your website or blog. Amazon will pay a percentage of the sales to your account as a commission for each purchase made through your links.

Email marketing or email marketing

Email is one of the best tools for communication ( Communicate ) with customers and leads ( Leads ) or sales leads; And as far as I've experienced, in most cases, of all online marketing activities, incoming traffic through email marketing has the highest conversion rate and ROI ; And it is a very powerful tool for Lead Nurturing . But make no mistake! Email marketing does not mean sending promotional emails and waiting for your sales to grow. A successful email marketing campaign requires its own preconditions. Make a list of your contacts and recipients before sending an email. Specify several customer profiles or personas. Categorize receivers based on previous information and measurements. For each person, follow the principles of copyright and based on the content strategy, prepare your own email and monitor the effectiveness of each by predicting the necessary parameters for measurement. Do not forget the A / B test or separate tests and constantly seek to correct your processes.

But what is a customer persona? Audience or customer personality is a hypothetical image of the customer that is determined based on research and real data you have from your customers. Demographic characteristics, behavioral patterns, motivations and goals are some of the things to consider when determining a customer personality. Conclusion: Online marketing pursues the same goals as traditional marketing. Generate leads and increase Awareness . Online marketing like https://www.targetedwebtraffic.com or internet advertising is very tool-driven and needs to be measured. From more general tools like Google Analytics to Business Intelligence tools for more complex analysis. Although online marketing consists of several parts, these parts are practically inseparable, and they have something in common. Content is a current feature in all branches of internet marketing and copywriting is a skill that you will undoubtedly need when launching various campaigns.

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