This is What we cover in our Online Marketing Training
What is Online Marketing?
What is Search Engine Marketing?
What is Pay Per Click (PPC)?
What is SEO?
How to Use Social Media As A Marketing Tool?
What is E-Mail Marketing?
What are Online Display Ads?
What is Reputation Marketing?
What is The “Business Toolbox”?
WHAT IS ONLINE MARKETING?
Reaching out to consumers and establishing a brand is an important part of succeeding in business. Without marketing solutions, a business has a very high chance of failure. Online marketing is a strategy that helps build up a company’s reputation and exposure online by using a variety of internet tools and solutions.
DEFINITION OF ONLINE MARKETING
Before it is possible to understand the different strategies and marketing tools that are available, it is important to identify what online marketing is and how it promotes a business.
Online marketing, which is also called internet marketing or online advertising, is any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements.
But, the way that it promotes a business is simple: it builds up the company reputation by increasing its ability to be found online. A large number of potential customers browse the internet, look for information or simply enjoy their favorite pastimes with an internet connection. By taking advantage of the online tools and resources, it is possible to get the company name out to the public and encourage potential customers to look further for information.
When it comes to online marketing strategies, website development plays a crucial role in your ability to reach your target audience. The reason is simple: potential customers look for information, products or services that you provide on your website.
A website provides an online presence that allows customers to find out more about your company, your services and the type of products that you sell. Putting a website together these days is fairly simple, cost effective and absolutely essential to having a business these days. Free websites services exist, but come with a number of limitations (Watch for our upcoming post: “Why that free website isn’t what you want”).
Template websites offer the luxury of getting a professional website up and running at a reduced cost and turn-around time. Business owners choose a template and then create content and color schemes that match their business.
For those with the budget, custom websites are a great option. Depending on the needs of the company, a complete custom solution, from the design to the functionality of the site, is created. This process requires more time but has almost no limitations to what can be provided. Custom websites can range from approximately $5k to more than $100k.
The LADA Group offers premium website solutions to fit almost any budget.
Search Engine Marketing
After a website is built for your company, you must promote it. Search engine marketing, or SEM for short, is one of the best ways that you can promote your company, services and website. SEM is the process and strategy of getting website exposure online with keywords related to your business. SEM includes pay per click ads (PPC) and search engine optimization (SEO).
Pay per click, or PPC, is an ad that displays on search engine result pages. The advertiser pays when the ad is clicked by the user and is directed to their website or landing page. PPC allows for nearly immediate exposure online and can provide a high-level cost transparency.
Search Engine Optimization, or SEO, is the process of optimizing website content online to increase exposure in the organic search results for desired keywords. This is a long-term strategy that has many factors contributing to its success. These include site architecture, on-site content, internal and external links, keyword research and competition analysis to name a few.
While being found online is probably the most important part of an online marketing strategy, there are other types of internet marketing that supplement those efforts.
Update: SEM in the past was widely accepted to be Search Engine Marketing which fully encompassed SEO and SEM. However over time many have adopted the SEM acronym to refer solely to paid search.
Making Use of Social Networks
Social networking websites are a powerful marketing tool. They provide the opportunity to develop a solid and professional reputation. You can also advertise your company, website and services through your social networking pages.
A major reason that advertisements and content on a social networking websites help develop your company is word-of-mouth. It allows you to employ reputation management strategies, engage with customers and answer questions. By engaging with your customers, you encourage them to share their experiences with those in their network.
Online marketing strategies may also include email marketing. Businesses use this tool to reach out to current customers by sending out newsletters, coupons or informational emails. You can also encourage new customers to sign up for your newsletter or mailing list to learn more information about the products or services that you provide.
While email marketing is not new, a fairly unknown concept is marketing to a rented list. This process allows you to target individuals who have opted-in to receive promotional emails and have typically provided some information about who they are and their interests.
ONLINE DISPLAY ADS
Take advantage of online display ads by putting up advertisements on search engines such as Yahoo, Bing and Google. Rich media ads, which are advertisements that allow potential customers to interact with the ad, create more engagement with consumers than your run-of-the-mill text ads.
Not only does a display network allow you to place advertisements, but you can learn about your customers, such as the amount of time that they spend interacting with your advertisement. This tool helps measure interest in your products and provides a visual that encourages potential customers to learn more about your products or services.
Consumers look up an average of ten reviews before making a decision. More importantly, according to this statistic, 70% of consumers trust a business with a minimum of 6-10 reviews. The bottom line is that to satisfy all of them, you need to have ten good reviews in online search. If you meet this benchmark, you can be assured that they will seriously consider using your services – but these reviews need to be five-star, and they should be the most prominent.
You are not credible without five-star reviews. This can make the difference between your phone ringing and not ringing — more to the point, the difference between your phone ringing or your competition’s phone ringing.
What is Reputation Marketing?
Wikipedia defines reputation marketing this way: “The reputation marketing field has evolved from the marriage of the fields of reputation management and brand marketing. In the socially connected world of the new millennium a brand’s reputation is vetted online nearly in real-time by consumers leaving online reviews and citing experiences on social media websites.”
Reputation marketing is the process of building a 5-star reputation online and marketing that reputation to get more customers. It is more than reputation management. Management implies maintenance. It’s passive. Marketing is active and it’s the point at which your business makes more money. Reputation marketing includes reputation management.
There are four basic types of reputationbased on reviews: bad reputation, no reputation, good reputation and a five-star reputation. Neither of the first two will get your phone ringing. Good reviews are likely to have a mix of good and not-so-good reviews. However, even this can hurt you, especially if the just ‘OK’ reviews are at the top. If your competitor has slightly better reviews, it is likely he will ‘eat your lunch’. We come back to the fact that you need to have ten five-star reviews online to ensure that customers call you.
Steps in Reputation Marketing
So how do you actually do reputation marketing? The following graphic depicts how we recommend you approach it.
Step four is to create a culture in your business that invites five-star reviews and reduces the chance of a negative review. Anyone in your business can have an off-day when it comes to serving a customer, but you want to keep these to a minimum and repair the damage as quickly as possible. The fact is that you are always only one review away from a bad reputation. If this sounds tiring and discouraging, it doesn’t have to be once your culture is established.
Of course, the first part of step one — if you haven’t already done so — is to discover more about your current reputation online. Get your free report click here. Don’t forget, that we’re not leaving you alone with this — we want to help you to build and market your reputation. We have the tools and expertise to do the heavy lifting for you.
Now we are going to cover The Four Corners Alliance Group your One Stop Solution
Four Corners Alliance Group is a subsidiary of Cornerstone Alliance Group LLC set up to provide a legal and ethical wealth creation platform for a variety of experience levels in everyday people – wherever they happen to live.
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If you’re like us, you’re tired of the inconsistencies of the online business world and have been looking for a much needed solution to the real challenges faced by hardworking people the world over on a daily basis. At 4Corners we’ve found that solution.
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We accomplish this goal by providing cutting edge financial products, the solid, user-friendly platform and the savvy real-world expertise of veterans in online business, finance and marketing, all in one place and all geared towards making your experience an empowering and productive one.
We look forward to working with you.