SEO - online marketing
SEM - online marketing
PPC - online marketing
Social Media - online marketing
Social Media
Affiliate - online marketing
Influencer - online marketing
Email - online marketing
Blogging - online marketing
Video - online marketing
Content - online marketing


Online Marketing

Nearly half the world’s population is connected to the internet, and with this has been a worldwide shift to the way people think and conduct their business. In this ever changing world, people have had to review how they attract new custom.

Three decades ago, few would have imagined the on-demand society we currently inhabit, with instantly communication and business conducted in real-time. Often at a pace that seems dizzying. Whilst many of us have become proficient at consuming content and utilizing a variety of tools to search and seek out information, we’re effectively drowning in a sea of digital overload from all the data we find.

Rising above the noise and achieving any semblance of visibility has become a monumental task. While we might succeed at searching for information, many of us fail to be found ourselves.

It’s clear that online marketing is no simple task.

Here I would like to break down the general term ‘online marketing’ into ten essential areas, which in turn can be categorized into two groups, organic and paid marketing.

Organic marketing is free online marketing that once setup passes unencumbered traffic to your site. This traffic keeps arriving as long as the search engine criteria does not change. Paid marketing, on the other hand, is where you pay for other agencies to provide links to your website, whether through adverts, portals, or sponsored search links. This can be an extremely attractive proposition as long as it pays for itself.

Lets take a look at the different types of online marketing on offer, firstly:

1 – Search Engine Optimisation (SEO)

Search Engine Optimisation or SEO is a core element of any organic online marketing strategy. In essence the information you ascribe to the images and web pages of your site needs to be optimised so that matches what people are searching for, along with a set of ever changing rules that the search engine companies employs. But married to this you will also need to look at things such as page load speeds, mobile friendliness, site structure, links, content and much more. It is not simply good enough to put information in, you must try to insure that the keywords and phrases you use are popular and relevant to the text on the page, plus adhere to the current algorithms of the search giants such as Google or Bing.

40% of customers will leave a page that takes longer than three seconds to load

Next we have

2 – Search Engine Marketing (SEM)/strong>

Search Engine Marketing is the blanket term used for any kind of activity intended to improve the ease in which a particular website is found via search engines and other platforms like Facebook, Instagram and YouTube. SEM uses many ways to improve online visibility, including SEO, but also includes such things as adverts and Pay-per-click. By utilizing SEM, it provides you with a great way to get the word out quickly and effectively. If you have the budget, then marketing on search engines for competitive keywords might be the right fit for you.

Keywords can range anywhere from a few pence to upwards of £40 and more. The quality score for any term is a reflection of what you can expect to pay when bidding on that keyword or phrase. The lower the competition, the lower the quality score and the lower the price.

Google now processes over 7 billion searches every day

3 – Pay-per-click advertising (PPC)

A specific tool in your SEM kit is Pay-per-click advertising. This places search results that mimic the look of real organic results at the top of a browsers page. Here you pay each time your ad is clicked. PPC ads also exist on social media platforms like Instagram and Facebook. You set up a variety of written ads which are triggered by keywords being searched for online, a bidding system selects who will be shown at the top of the browser search results list. This can be a great method for bringing your site up quickly in the ranking but does need to be backed up with a solid SEO campaign. It can also be a good method to promote sales for new products, events and services which need an initial boost.

Conversions using PPC are over 50% higher than organic traffic

A more recent form of online promotion is

4 – Social Media Marketing

With 100s of platforms and over 3.6 million users worldwide, social media marketing provides a large potential audience for your business. By ensuring you have a presence on one of the top seven platforms: Facebook, Twitter, LinkedIn, Instagram, Snapchat, Pinterest and Reddit, you can start to make inroads into this potential sales reservoir. However you need to ensure that you select the correct platform for your business. Once selected you will then need to prepare relevant and regular content, and engage with your followers. The posts themselves should be created using a set voice, be a real reflection of yourself and business, be engaging and informative to your target audience, with real value. There is no quick fix, you have to be committed to build a following.

After following a brand on social media, 89% will buy from the brand and 85% will recommend the brand to a family friend.

Next we have

5 – Affiliate Marketing

Affiliate Marketing is where an affiliate earns a commission for marketing another person’s or company’s products or service. The affiliate simply searches for a product they enjoy, then promotes that product and earns a piece of the profit from each sale they make. Because affiliate marketing works by spreading the responsibilities of promotion and creation across parties, it utilises the abilities of a wide variety of individuals and can be a more effective piece of your marketing strategy, whilst providing contributors with a share of the profit. This “pay for performance” model means that the you do not incur a marketing expense unless results are accrued (excluding any initial setup cost). 81% of brands and 84% of publishers leverage the power of affiliate marketing.

81% of brands reply on affiliate programs

An extension to this is

6 – Influencer Marketing

At a fundamental level, Influencer Marketing uses endorsements and product mentions from influential individuals who have a dedicated following and are viewed as experts within their niche. The high amount of trust that social influencers built up with their followers increases the effectiveness of the recommendations they make, helping to bolster and build upon a brand’s Qdos, as well as instilling a keeping up with the Jones mentality. If you are considering using this form of promotion, first think of the target audience you need to appeal too, rather than just the product or service you are selling. It can get incredibly costly, but it can also bring you instant attention and business.

60% of teens follow advice from influencers over celebrities

A more hands on method of organic promotion is

7 – Email Marketing

Email Marketing can help build your brand, cement current relationships, find new customers and be a substantial money generator. In fact, email marketing can far outstrip standard website sales because, at least for unknown brands or websites which are not household names, clinching a sale on the first interaction often doesn’t happen. Using this method you can effectively target people who have an interest in your businesses, products or services and ensure they are kept up to date with the latest products, deals, info and legislation. A substantial email list is essential to ensure your message has the widest audience possible. Lists can be generated organically through obtaining present client emails, offering useful content and prizes in return for people’s email, or by buying in lists. Often to elevate your emails up from the norm, you can use services such as mail chimp to brand and create mini link based sites which can be viewed through your email browser and link back to your website.

There are over 3.9 billion email users globally

Often used hand in hand with email marketing,

8 – Blogging

Blogging should form one of the main tools in your marketing tool box. It can often provide you with the best form of free online marketing. It can enable you to build a marketing platform with a massive audience, if you stick at it. Setting up a simple news section upon your website which is filled with useful and relevant articles is a great way to keep people revisiting your site, plus acts as a great landing area for social media posts and other links. There are many advantages to having a blog on your site , such as better SEO and maintaining a rapport and dialog with your current customers, plus giving you a quick and easy way to add offers and products. However to make this work you will need to spend time renewing the content.

More than 5,760,000 blogs posted on the internet every day.

Our penultimate, promotional opportunity is

9 – Video Marketing

Video Marketing is a great way to provide exposure for your business on the internet. Utilizing platforms like YouTube to deliver value to your clients in the form of tutorials and other useful information such as courses or entertainment. It’s a great way to grow your brand and build a presence. While there are several platforms for doing this, YouTube is the most popular, being the second most popular search engine on the planet after Google. Video is a great form of content marketing and can increase the SEO for your site too. Provided the video has enough value in its message and content, it will be shared and liked in droves, pushing up the authority of that video through the roof. Ensure that the videos you post yourself are well branded to ensure all this popularity gets back to you.

8 out of 10 people have purchased a piece of software or app after watching a brand video.

Finally we come to

10 – Content Marketing

Content Marketing is one of the most powerful free and organic methods of publising your site online. By creating anchor content on your website or blog which is relevant and useful to the browsing public, you build links to that content from many different sources, whether that be social media, adverts, etc., effectively driving up its visibility. The type of content you can market is vast. Aside from articles, you can use infographics, tutorials, ebooks and many other forms of content. As long as it’s done the right way and is informational, entertaining and shareable. The content should not always be what we think of as traditional promotion. Where marketing aims to sell an item by promoting it directly – with in-depth discussions of just how fantastic the product/service really is plus how it will change your life – content marketing should aim to educate or entertain a potential customer into brand loyalty, establishing a trust and confidence in your business and its expertise. Again time is the key to using this form of marketing.

Content marketing costs 62% less than traditional marketing and generates about 3x as many leads.

As you can see the world of online marketing is a varied and complex place. Here at Aawen we can help guide you through the various opportunities, helping you form a holistic marketing plan. Then, if you wish, implement the plan on your behalf.

Why not call or email me and organise an obligation free meeting to discuss how we might help.

To see more on our general marketing services please click here