Browse By

How to pick the best internet marketing strategy for your customer base

The world of digital marketing transformed with the advent of the world wide web. Previously, it encompassed only phone, television, and radio advertising, but now internet marketing plays an important role in your business’s overall marketing efforts. Learn about the seven main types of strategies below to know which one, or several, will work for your customer base.

Seven Main Kinds of Pathwwway Internet Marketing Strategies  

  1. Content Marketing

Content and internet marketing go hand in hand. How do you spread your brand across the web without something for people to read, listen to, or watch? Content marketing is a strategic approach to the creation and distribution of relevant, consistent, and valuable content with the purpose of attracting and retaining a specified, target audience. This ultimately increases customer acquisition and retention rates, as well as the business’s revenues.

Content marketing is an on-going process with no end. It’s just you communicating with your clients without trying to sell them something. Instead of selling, use the content to educate consumers about your products and services while providing valuable, consistent information. Quality content establishes authority within your industry or niche and, if it gets spread around, it introduces your business to potential customers. Even the ones who only use your website for the content at first usually end up rewarding you with their business and their loyalty eventually. Content forms the basis for the rest of the internet marketing strategies recommended by Pathwwway.

  1. Search Engine Marketing

Search Engine Marketing (SEM) focuses on the boosting web traffic by buying advertisements that display on search engines. You’ve seen these before, “sponsored” advertising at the top of your Google search results page. Google AdWords is the most popular platform for reasonably priced, paid search results as part of your internet marketing strategy. The second most popular is Bing Ads, closely followed by Yahoo: Search Ads.

SEM formally included search engine optimization as well, but it typically refers to paid search only now and not organic. Google, Bing, and Yahoo all share similar input requirements prior to launching your ad. To start a SEM campaign, you must write an ad to appear within the search results that details who you are and what you offer. Then you choose the keywords a potential customer might input into a search engine to locate your business’s site. Finally, you choose your daily budget and the ad can immediately go live on desktops, tablets, and smartphones. 

  1. Pay-Per-Click Advertising

Most of the SEM internet marketing strategies use either pay-per-click (PPC) or cost-per-click (CPC) advertising. In PPC, you pay every time someone clicks on the sponsored advertisement displayed in search engine results. Sometimes the payment is a fixed amount per click, but usually, PPC involves an established daily budget with the value of each click changing depending on factors like search volume and competition.

Business owners bid on keywords that relate to their business and that they think potential clients would search to find a business like them. Winning the bid means your advertisement appears within or next to the search results on your chosen search engine like Yahoo, Bing, or Google. Another form of PPC uses banner ads that display on another website in exchange for a portion of the money earned by the search engine who put it there. 

  1. Search Engine Optimization

Search engine optimization, also known as SEO, is a type of internet marketing that organically increases your business’s visibility in non-paid search engine results. It uses creative and technical elements to improve your rankings, drive more traffic to your web page, and increase search engines’ awareness of your site. A properly optimized site does not only make it more friendly for search engines to find, but for visitors and customers to use as well.

Tons of minutia come with learning SEO. Hiring an expert may be a better option for businesses without the resources to do it themselves. Building an SEO-friendly website begins with you choosing an appropriate domain name and understanding how meta titles, tags, and descriptions work. Optimizing anchor texts, researching pertinent keywords, and generating quality back links all form the backbone of your SEO internet marketing strategy.  

  1. Email Marketing

Email marketing appeared soon after the invention of email. Businesses marketed to individuals through the post office for hundreds of years before the internet and it only makes sense that similar strategies could also apply to messages sent electronically. Email marketing gives you a direct line to your customers and helps your push prospective clients to your website to start buying.

Emails also let you stay connected to your client base by sending periodic newsletters or other correspondence with updates, news, important reminders, special sales events, etc. You can contact hundreds or thousands of people with one click. The newsletters you send through the mail can be posted on your website, or formatted, printed, and distributed as flyers or direct mail pieces. Tons of online newsletter generators are available for free. 

  1. Social Media Marketing

Similar to email marketing, social media marketing (SMM) gives you a continuous connection to both your established customer base and a realm of interested, prospective clients. Frequent updates to your Facebook, Twitter, Pinterest, Instagram, or other social media sites reminds people of your products and makes them feel more engaged. A funny post that goes viral can send thousands of clicks to your website in a matter of days.

SMM is a great way to fill all of your internet marketing objectives like building your brand’s trustworthiness and equity, bettering customer service, collecting analytics and customer feedback, and heightening brand awareness. Valuable social media content gets shared over and over again, giving you the best opportunity to connect with consumers in more profitable ways. 

  1. Affiliate Marketing

Another useful internet marketing strategy championed by Pathwwway is affiliate marketing. This method draws attention and visitors to your website by putting information on another well-known website. An affiliate markets their products and then displays advertisements to your site when the products share a common interest. The affiliate receives a reward every time someone goes from their website to yours. You can also find outside products that relate to your business’s, promote the outside product to others and then earn a profit on the affiliate’s sales as well.