There are several internet marketing tools. Every day new ones appear and some old ones die.
However, there are tools that have become classic. Today, we will talk about them.
At first glance, Internet marketing may seem rather complicated and incomprehensible.
Until now, some entrepreneurs are afraid to step on its seemingly fragile ground and refuse to implement those tools that have already proven their effectiveness.
Content is the foundation of the entire Internet. Almost everything you see online is content in one form or another: for example, videos or photos with cats, smart (and not so) blog posts, infographics, etc.
Google gives an excellent definition of what content marketing is:
“This is a type of marketing that includes the creation and sharing of online materials (videos, blogs, and social media posts) that do not promote the brand openly, but attract attention and stimulate interest in its products or services.”
Content marketing is one of the most important strategies of internet marketing because, without it, many other strategies would not exist at all (or would not be so effective).
There are two main reasons why the content and the marketing of this content are useful to almost everyone:
The content raises the awareness of potential customers about your product or service.
Why would anyone pay you if he does not even know what he actually buys and why?
Filling this knowledge gap is the task of content marketing.
Content enables you or your business to become an ideological leader in your industry.
To obtain such status means expanding the distribution area of the brand, attracting more traffic and opening many new prospects for its development.
Equation with three known
In order for a market to appear, two components are enough: supply and demand. For the Internet market, one more component is needed: the Internet itself.
All components are known in this equation, however, only those who are well aware of the specifics of Internet marketing can achieve commercial success.
How is it different from the “offline business”?
The ability to respond quickly to ever-changing consumer demand.
Not just fast, but almost in real time: track changes in requests; find out what users are looking for on the Internet at this particular moment.
And to receive information “first-hand” – from the users themselves.
How to manage this information, what changes to make to an existing business strategy – this will help knowledge of Internet marketing tools.
To say that owning marketing tools can in itself ensure the commercial success of a company would be wrong.
The trust of customers is formed based on the high quality of the offered product, and only then – because of a successful marketing campaign.
However, there is also an inverse relationship: the Internet market is oversaturated with offers, and in order to simply attract the attention of a potential client, marketing tools are needed. What kind?
Contextual advertising: in the right place at the right time
The use of contextual advertising, strictly speaking, does not require knowledge of the target audience.
On the contrary, with its help, you can study the audience, with high accuracy identifying potential customers.
The fact is that the user navigates through the link contained in contextual advertising, only when he is precisely and definitely interested in the product.
Whether it is search (in the results on request to a search service) or thematic (on the page of the partner site), contextual advertising is effective precisely by the relevance of its appearance in the user’s field of view.
Sometimes such advertising is called the number one marketing tool.
The task of contextual advertising is to bring to the site as many visitors as possible, and from among the potential customers.
A person who purposefully searches for information about the product (or service) needs to take advantage of additional information in the search results.
Contextual advertising is the very “valuable addition” that a potential client may be interested in.
Another plus is always the thought of independence of choice that is attractive to the user, which means a high percentage of confidence in the search results.
Email Marketing: Loyalty Costs
The very case when “mass and cheap” does not mean “efficient and high-quality”.
The cost of mass mailing is small – the percentage of conversion is just as small.
Acquired “on the side” address database of potential customers is anonymous and not personalized; the recipients will almost certainly ignore the information contained in the advertising letter.
Another thing – mailing on its own database of addresses.
It will require time, effort, and investment to create, but it will bring about the establishment of trusting relationships in return, consolidate and strengthen customer loyalty to the company.
In addition, email messages will become a powerful tool for informing the client about new offers in which the client is exactly interested.
Blogging: Unobtrusive and Voluntary
Blogging is a specific internet-marketing tool. The possibility of public discussion of the product on one site can be both a negative and a positive factor.
On a blog (both corporate and on the “friendly” blogger page), the product may be heavily criticized by the blogosphere members.
However, the approval of multiple users may become a peculiar form of “viral” marketing, when participants themselves, voluntarily and with pleasure, begin to spread information about the product they like.
In addition, a blog is a great opportunity to inform potential customers about promotions, discounts, events, etc.
A bright, “lively”, a confidential form of supply will contribute to both the promotion of the product and the formation of a positive image of the company.
Social media: dead on target
With all the vastness and “diversity” of the participants of online communities to find the target audience is easy.
Social networks are quite clearly divided into “circles of interest”, each of which is a ready-made object for “recruiting” potential clients.
“Inhabitants” of such Internet circles “live” in them for years, communicating and exchanging information that interests them.
Competent and thoughtful promotion in social networks will be able to provide the company (and its product) with loyal customers.
In addition, the dynamics and relevance of the presentation of information – raising interest in stocks, presentations and new products of the company.
In this context, the button “register”, “subscribe to the newsletter” or “support” will be more appropriate than “buy” or “order”.
Increased sales are only an indirect consequence of social marketing.
Marketing in multimedia: on all “fronts”
If SEO-optimization tools are aimed at ensuring that a user finds a specific product of a particular company, then media tools work to make the product (brand) of the client memorable.
Do not underestimate the advantage of bright and interesting visual images, artistic presentation, and memorable promotional melodies.
The possibility of free video placement (not necessarily advertising: for example, video lessons) makes multimedia a profitable and effective marketing tool.
The attractiveness is also in the fact that there are no definite boundaries of the genre: you can conduct an “offensive on all fronts”.
For example, online games or interactive contests.
In addition, you can post them not on the company’s own resource only, but also in blogs, social networks and forums.
The game form contains an advertisement, but outwardly, there are no signs of a commercial orientation, enticing the participant with the opportunity to distract, relax, and laugh.
However, it is not necessary to say that multimedia advertising should contain an original (or even better – talented) presentation.
Otherwise, it will simply be “lost” in the mass of similar standard videos and animated banners.
Instructions for use
The purpose of using marketing tools is clear: increasing the company’s profits, but they solve different tasks.
Newcomers to the market need search tools; “Promoted” brands – image.
In this case, you should not neglect the formation of the image for beginners, and for experienced companies – to attract new customers.
Determining the correct proportion of such tools is a challenge for internet marketers.
The use of contextual advertising will allow you to attract the attention of potential customers to the goods or services on your site.
Use the tools comprehensively.
Think over the channels of audience capture to the website, ways to increase the conversion of the website, ways to “weatherize” customers and, of course, work on repeat sales.
The above list of internet marketing tools is by no means exhaustive, but it covers the most basic ones that are in demand today and will not lose relevance in the near future.
If you do everything right, these techniques will surely give their result.
Just do not forget that Internet marketing is in constant improvement and development.
No one knows with 100% certainty what strategies will work in ten years.
Melisa Marzett is a freelancer who works for pro proofreading services and enjoys sports. She is into marketing and modern devices; this is why she is good at writing articles on marketing in