Internet Marketing and Your Business

What is Digital or Internet Marketing?

Internet marketing is just what it sounds like: using the Internet to leverage your marketing strategy so that your company flourishes. Marketing strictly by the Internet is not the goal, so you will see that we refer to an Internet marketing strategy as an element of your overall marketing strategy.

Internet marketing is the promotion of products or brands via one or more forms of electronic media, it is an integrated marketing services used to attract, engage and convert customers online. We say it is integrated because we combine several online marketing tools (website, email, paid adverts, social media, blog etc.) to achieve our marketing goals.

According to Olumide, CEO Law & Visas Nigeria, he explained “Internet Marketing is the combined result of all our marketing activities using internet based tools”. He furthered explained “since inception of our firm, we have never employed sales reps or print brochures. We attract our clients by publishing professional articles on the firm’s blog and share it on social media. With an average of ₦150,000 monthly advertising budget we generate average of ₦3,000,000 monthly”

Benefits of Internet Marketing to your organization?

  • Level playing field: Any business can compete with any competitor regardless of size with a solid digital marketing strategy.

  • Reduced cost: Your business can develop its online marketing strategy for very little cost and can potentially replace costly advertising channels such as Yellow Pages, television, radio and magazine.

  • Simple to measure: You can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results.

  • Real time results: You don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned. You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.

  • Refinement of your strategy: Marketing online enables you to refine your strategy at any point in time and see any improvements or opportunities for further refinement almost instantaneously.

  • Brand Development: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities.

  • Far greater exposure: Your business can be seen anywhere in the world from one marketing campaign, plus once you have optimized the key word search content in your website you should see a long-term return on your investment and will be fairly low cost to maintain your ranking.

  • Viral: How often do your sales flyers get passed around instantly by your customers and prospects? Online, using social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly, however a word of caution, bad news can travel much quicker so make sure you have a risk management strategy to tackle negative press as soon as it is circulated.

  • Greater engagement: With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them buy them and provide feedback which is visible to your market. So it doesn’t take long for good publicity to enhance the prospects of your business.

Popular Strategies used for Internet Marketing

There are some preferred and effective strategies that companies use when it comes to Internet marketing. You may find that only some of them fit with your overall marketing strategy, but we recommend that you consider each of them. Your goal is to use the strategies which best connect you to your customers and prospects, and also fit into your overall marketing strategy.

  • Organic Social Media

  • Pay Per Click

  • Paid Social Media

  • Email Marketing

  • Display Retargeting

  • Programmatic Advertising

  • Website Testing

  • Video Hosting

  • Content Creation

  • Content Curation

  • Website Analytics

  • Customer Service

  • Search Engine Optimization

  • Affiliate Marketing

In an interview with Arinola Coker, Marketing manager Piston and Fusion Nigeria, a professional training organization. She discussed how her organization integrate different online marketing tools “we started by developing a website for the organization, once the website was ready we rolled out advert campaigns via Google Adwords that direct prospects to our website. When the prospects arrive on the website, they can either chat with a live chat agent or fill out a contact us form, with the contact details provided we engage them with valuable information via emails, when the time is right they enroll for their course of choice.”

Our advise, to effectively use digital marketing tools, you will need to develop an Internet or digital marketing plan.

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