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The best of all worlds
Marketing on the Internet is not only essential, but also particularly promising
See and be seen: What has been the case in society for many decades is also leading to success on the Internet. The way to visibility here is through online marketing. It is not only important for companies in the B2B area – i.e. business transactions with other companies – but also to reach private customers. The goal of online marketing: direct visitors to a defined website and conclude or initiate business with them there. A company website is a mandatory requirement for online marketing.
The structure of a website consists of various elements, such as design, content or content, search engine optimization (SEO), search engine marketing, search engine advertising and social media marketing, i.e. communication in social networks.
Apart from the website, the selection of the right tools is essential for the successful start of online marketing, the success of which is measured by regular web analysis. Because the main advantage of online marketing is that target groups can be determined very precisely and their motivation and behavior can be optimally understood. For example, a website can be constantly optimized from the data obtained according to usage habits and so-called usability, i.e. its suitability for use.
Search engine marketing improves visibility
In order for a website to be found at all in the almost infinite diversity of the Internet, it must above all offer users interesting content.
Exciting content makes visitors want to come back and interact by commenting, linking or sharing content to make other users aware of it. This so-called viral marketing creates a high degree of trust and opens up new target groups both in the private customer and in the B2B area.
In addition to the content, a prerequisite for this is a presence outside of your own company website. Search engine marketing ensures that a company and its products are clearly visible in all major search engines, especially Google, both for private customers and in B2B business. It is the task of search engine optimization – the so-called SEO – to improve the placement in the hit list of a search engine, while search engine advertising (advertising) advertises a company, its product or its service directly, for example with AdWords from Google. It is important to know that different search engines open up different target groups. Google targets the entire Internet, local search engines – such as the Yellow Pages – focus on specific regions, business search engines offer business offers, particularly in the B2B sector, and industry portals provide an overview of specific industries. However, target groups can be addressed not only by selecting the right environment, but also with a clever ad design, meaningful keywords and a well thought-out linking of the ad with forwarding of interested parties to a landing page with high usability.
From B2B to private customer business: A wide range of options for companies
The goal of both search engine marketing with search engine optimization and search engine advertising (advertising) is, in addition to direct business deals with private customers and in the B2B area, above all the generation of new contacts, for example in a mailing list. The so-called lead contacts are particularly valuable.
Lead means nothing other than a data record, so a lead contact is an interested party who, for example, leaves his address on a landing page for the purpose of dialogue. The probability that such a lead contact will become a customer is above average. Incidentally, when generating data, companies should always use so-called Capchta to ensure that they are actually collecting human entries.
There are more and more robots on the Internet that carry out programmed actions automatically, regardless of the intentions behind them. A capchta is a graphical tool that allows users to recognize numbers or words that are not recognizable to a robot and enter them as confirmation.
Other forms of online marketing are display marketing, in which the advertiser increases its awareness via banners and other graphic elements, and affiliate marketing, which are partner programs in which other websites give space for advertising and in return receive a percentage of the revenue revenue received. A special form of online marketing is press and public relations work on the Internet, also known as Internet Public Relations (IPR). The aim here is to disseminate information in a non-advertising form, for example via press releases on relevant portals, studies, online surveys, background information and specialist articles. Specialist articles in particular give a company expert status and increase its credibility, because they are not at all about advertising, but specialist articles deal in depth with a topic that is interesting for readers. Overall, IPR is a good way to supplement advertising, also in the form of sponsored reports (sponsored stories) for a company or a product, with well-founded and, above all, credible information.
Mit den Zielgruppen im direkten Dialog
Einen besonderen Stellenwert beim Online-Marketing nimmt der Dialog mit den Zielgruppen in den sozialen Netzwerken ein. Dieses sogenannte Social Media Marketing (SMM) lässt eine große Bandbreite an Interaktionen zu.
Companies can spread information themselves, but they can also react to posts by others or, for example, to videos and articles. Ideas and customer contacts can result from online conversations and opinions of many users of social networks. In addition, many companies are already recruiting new employees through dialogue in social networks, increasing customer loyalty and offering support. In this way, distances become shorter and contact becomes more direct. Of course, SMM is of great importance primarily in the private customer area and less in the B2B area. But there are also contacts between companies if both are active in social networks and run interesting specialist blogs.
The online and offline worlds are growing together
The range of online marketing is enormous and the possibilities of communication almost endless. A web analysis can be used to find out which measures suit a company and lead to success. Search engine marketing with search engine advertising and especially with search engine optimization and social media marketing (SMM) then convert the results of the web analysis into concrete action.
Incidentally, many contacts and content-related results that result from online communication can also be used in the offline world. For example, a speaker at a company presentation can access quotes from comments or numbers from a survey on the web. Or even interested customers or proven experts can be recruited as speakers for a conference or speakers for a meeting via social networks. After all, who says the online and offline worlds don’t belong together? But before there is a meaningful symbiosis, marketing in both worlds must work on it. Online marketing is now at least as important as communication outside of the Internet.