Internet marketing 101
Businesspeople often say that they feel that they are wasting money on advertising but that they are not sure which money is being wasted and which is translating into profits. In fact, John C. Penny (JC Penny Founder) once said that half of his marketing money was wasted, he just wish he knew which half.
Now that much of the budget for marketing pursuits is devoted to online marketing rather than tangible, traditional advertisements, it can be nothing short of overwhelming, especially for time strapped business owners and managers.
The shift to online from traditional media
The popularity of Google has changed the way potential customers find companies and select products. For most people, the process starts online with a search. This has resulted in a complete change in the way marketers approach sales techniques to reach potential clients.
Here are some terms that will help you understand online advertising as it exists currently, in the world of social media and Google:
- SEO stands for Search Engine Optimization. It refers to the way a website is built and positioned in order to be seen and ranked highly by popular search engines.
- PPC stands for pay per click and refers to a type of advertisement that can be placed on Google. Customers pay Google a set rate for each person that clicks on their ad.
- Social media and social networking refer to websites dedicated to connecting people for various purposes, whether it is for fun, business, or potential collaborations. Websites such as Facebook, Twitter, and LinkedIn provide unique opportunities to connect with other businesses as well as your customers.
Where to start?
If the shift towards digital marketing has you stumped, you are not alone. The most effective online marketing approaches incorporate each of these three components into a comprehensive plan that reaches consumers where they are, in any and all of these places. This is something that is hard, if not impossible, to get “out of the box” so to speak and requires careful planning and work to get the results you want.