The Ultimate Guide to Internet Marketing

Internet use is increasing worldwide every day — in fact,超过46亿人around the world use the internet, as of 2021.

Marketing is, and always has been, about reaching customers where they are. TV commercials, print advertisements, and billboards all attempt to do just that.

互联网提供了其他营销媒介无法提供的独特好处 - 覆盖范围的范围，个性化内容的选择以及与客户建立深远关系的机会，只有少数。

But the internet can be an overwhelming and all-encompassing entity, filled with videos and recipes and news articles and e-commerce sites. In the crowded space of the internet, how are you supposed to differentiate your business to reach the right audience?

The answer is internet marketing.

Internet marketing leverages digital channels, including email, social media, websites, and search engines, to reach your ideal audience. Unlike more traditional advertising mediums, such as print, the internet encourages two-way conversations between your business and your customer, ideally creating better long-term customer retention.

无法避免这种情况：互联网营销对于2021年及以后的业务成功至关重要。

但是，有了所有的头和技巧，很难将短期胜利与有效的长期策略区分开来，这就是为什么我们创建了最终指南的原因。在这里，我们将介绍从营销策略到现实世界的示例，以确保您的业务能够到达这40亿个中的合适人士。

What is Internet/Online Marketing?

Online marketing, also known as internet marketing or web advertising, is a form of marketing that uses the internet to deliver promotional messages to customers through digital channels such as search engines, email, websites, and social media.

Online marketing strategies include web design, SEO, email, social media, PPC, and other internet-related methods.

What's the role of internet marketing?

Simply put, the role of internet marketing is to help your business reach, attract, and convert online audiences.

Let's dive into two separate goals you'll have with internet marketing, as well as the necessary methods you'll want to take to achieve those goals.

Internet Marketing to Attract New Customers

You can use online marketing strategies to attract new customers. To do this, you'll want to focus primarily on paid social media ads, search engines, and web design.

For instance, you might useFacebook的观众to get your message in front of an audience similar to your core demographic. Or, you could pay asocial media influencer分享你的产品的图片我们已经ll-established community. Paid social media can attract new customers to your brand or product, but you'll want to conduct market research and A/B testing before investing too much in one social media channel.

To attract new customers, you also need to maintain a powerful SEO presence. With89% of B2B buyersand81％的购物者在做出购买决策之前，请使用互联网进行研究，您的业务必须处于搜索相关关键字的最前沿。

Having a strong SEO presence also translates to more in-store purchases, as well — in fact,78% of local mobile searchesresult in an offline purchase, andlocal searches lead half of all mobile users在一天之内访问商店。

Finally, it's critical you spend time and resources on your business's website design. When these aforementioned customers find your website, they'll likely feel deterred from trusting your brand and purchasing your product if they find your site confusing or unhelpful. For this reason, it's important you take the time tocreate a user-friendly（和移动友好的）网站。

Internet Marketing to Cultivate Brand Loyalists

互联网营销不仅是吸引新客户，而且对于维持忠实的长期客户群也至关重要。而且，因为它的费用five times more to attract a new customerthan it does to keep an existing one, this is an equally important goal.

您将需要使用电子邮件，博客和社交媒体策略来提高品牌知名度，培养强大的在线社区并保持客户忠诚度。考虑向过去的客户发送个性化的电子邮件，以打动或激发他们的灵感 - 例如，您可以根据他们先前购买的商品，祝他们生日快乐，或者提醒他们即将举行的活动。

要正确采用电子邮件活动，您需要一个电子邮件列表。这是how to build an email list from scratch。

一种dditionally, you might use social media to showcase your brand's personality and hear directly from your customers. Consider hosting a Twitter chat, posting surveys on Instagram, or creating fun contests on Facebook.

If you don't feel like you have the bandwidth to create all social media content internally, consider using a third-party service likeupcontent, which sends you compelling, curated content that you can share with your audiences for increased engagement.

Internet Marketing vs. Content Marketing

内容营销和互联网营销是一种非常相似的策略，用于吸引您的网站的潜在客户和潜在客户，并最终将网络流量转换为客户。但是，两者之间存在一些微小的差异。

Content marketing lives under the roof of online/internet marketing — which means online/internet marketing is the more broad, overarching strategy, and content marketing is one process within that strategy.

内容营销适用onlyto the process of creating and distributing content to reach audiences. Online marketing, on the other hand, encompasses sharing that content through email, search engines, and social media — it also includes paid advertising, retargeting, and a wide range of strategies you might use to reach audiences online.

While most of the strategies that fall under online marketing have to do with content creation, online marketing also pertains to the non-content creation tasks of internet marketing: such as PPC bidding, or website design.

There are 11 strategies you'll want to employ to ensure you're successful at internet marketing.

1. Design a User-friendly Website

First, you want to create a user-friendly, and mobile-friendly, website. The design of your site will showcase your brand's personality and differentiate your business from every other online business. But it's more than just looking good — a cleaner, more well-organized site structure can affect how you rank in the SERPS.

For help designing your website or ensuring it's up-to-par, check out8 Guidelines for Exceptional Web Design, Usability, and User Experience。

2. Optimize Your Site for Search Engines

Next, you'll need to keyword optimize your site for search engines. Essentially, this means you'll choose keyword(s) that relate to your business, and incorporate those keywords into the URL, body text, image text, headers, and navigation bar.

For tips on keyword optimizing your entire site, check outOn-Page SEO 101: Tips for Keyword Optimizing the Most Critical Parts of Your Website。

If you're interested in focusing on keyword optimizing your blog posts, consider readingBlog SEO: How to Search Engine Optimize Your Blog Content。

For a real-life example on how to successfully implement SEO into your digital marketing strategy, check out our case study on Canva here:

3. Use Email Marketing or Opt-in Email Campaigns

Email marketing and opt-in marketing campaigns are one of the most effective long-term strategies to connect with potential customers and cultivate brand loyalty.

For everything from getting started with email marketing, to email marketing best practices and lead magnets, check outThe Ultimate Guide to Email Marketing。

4. Write Online Press Releases

编写在线新闻稿是从其他来源增加在线业务的另一种方法，这也会对您在SERP中的排名产生积极影响。另外，如果当地新闻媒体涵盖您的业务bob官网官方网站，您将收到他们的受众，否则您可能没有达到。

To get started writing a press release for your business, considerHow to Write a Press Release [Free 2017 Press Release Template + Example]。

5.创建博客

I might be biased, but blogging is one of the best ways to attract a large audience to your site, establish your business as a thought leader in your industry, and prove your brand to be both useful and current.

Writing blog posts is especially effective for providing different opportunities to land on page one of search engines — for instance, maybe your eyeglass store's website is on page three of Google for “eyeglasses,” but your “Best Sunglasses of 2018” blog post is on page one, pulling in an impressive amount of traffic (over time, that blog post could also boost your overall website to page one).

要学习从选择域名到编写第一篇博客文章的所有内容，请查看How to Start a Blog: A Step-by-Step Guide [+ Free Blog Post Templates]。

6.开发社交媒体竞赛和运动

Social media contests and campaigns are exceptional opportunities to engage with your online audience, form relationships with customers, and learn about your buyer's persona.

For an overarching compilation on everything you need to know about social media campaigns — from how to craft perfect posts on Facebook to the most shared phrases on LinkedIn — take a look atEverything You Need to Know about Social Media Campaigns.

7. Leverage Pay-per-click Advertising

有45％的小型企业使用付费广告，这不是您应该忽略的策略。按点击广告或PPC是一种广告模型，只有在某人通过印象或点击与广告互动时，广告商才能付款。

ppc最常用于搜索引擎上，可以帮助您的业务出现与您的产品或服务相关的搜索。对于更具竞争力的关键字，当难以在第一页上对具有较高域名的网站排名时，这一点尤其重要。

It's important to note — PPC doesn't replace your SEO strategy, it simply complements it. For instance, if you're trying to rank for "website builder", you'll see the keyword difficulty is "super hard (95)", according to Ahrefs. However, there are some long-form keywords you might have success ranking for, including "what is a website builder? (52)" or "best website builders for ecommerce (57)".

If you do want to target "website builder", you'll want to bid for an ad and use PPC to stand out against competitors.

8. Optimize Your Site for Conversions

Okay, you got readers to your blog or homepage … now what?

Ultimately, you'll want to invest in resources forconversion rate optimization (CRO)。If you don't, you risk not being able to convert any of your traffic into qualified leads and, ultimately, customers.

There are four areas of your website that can benefit from CRO. These include the homepage, pricing page, blog, and landing pages.

Within a blog, a CRO strategy might include adding relevant calls-to-action throughout the text, or inviting readers to submit their emails in exchange for an ebook. On a pricing page, a CRO strategy might include a slide-out that invites viewers to book time with a sales rep or watch a demo.

Optimizing your site for conversions is a critical component of any strong internet marketing strategy.

9. Post Videos on YouTube or Other Social Networks

Video marketing is an undeniably powerful opportunity to reach new audiences and convert leads into customers. In fact,83% of video marketers say videohas helped them generate leads, and84％的人说他们已经说服了购买产品or service by watching a brand's video.

说服了吗？如果没有，只需考虑以下事实89％的视频营销人员plan to use YouTube in 2021 — which means, even if you're not posting videos on the channel, your competitors most likely are.

You'll want to diversify the type(s) of content you produce to attract audiences who prefer video over text, or YouTube over Twitter. Consider how you might implement your own video strategy to reach and convert new audiences. If you're not sure where to start, check out HubSpot'sUltimate Guide to YouTube Marketing。

10. Find Influencers to Work With Your Brand

我目前穿着在亚马逊上发现的手表。我坐在Wayfair的沙发上，我面前桌子上的人类学蜡烛。

Where did I hear about all these products?Influencers。

Social media influencers have cultivated strong, meaningful relationships with their followers. Their followers typically trust them to provide true, reliable guidance on a range of topics related to the influencers' expertise. Which is why influencer marketing can be an effective opportunity to spread brand awareness to new audiences.

如果您认为有影响力的营销可能是您业务的理想选择，请将微型影响者视为一种更有效的（通常更具成本效益）的选择。在最近的一项研究中82% of respondentssaid they were "highly likely to follow a micro-influencers' recommendation".

一种dditionally, it can be expensive and time-consuming to find the right influencer(s) for your brand. If you're going to invest in the strategy, consider working with the same few influencers for the long-term — which enables your company to build stronger relationships with their social followers.

11. Create a Facebook Group

一种Facebook group — unlike a Facebook page — is an exclusive, private group that enables you to facilitate a sense of community surrounding your brand.

一种Facebook groupisn't a necessity for every business, but when done properly, it can go a long way towards creating a stronger relationship between you and your customers. Best of all, it can help foster connectionsbetweenyour customers.

自从有一个strong community can help you build brand loyalty，重要的是要寻找独特的机会直接与客户互动。但是，如果Facebook团队似乎不适合您的业务，那么还有其他方法可以创建一种社区感，包括通过社交媒体或通过品牌新闻通讯。bob官网官方网站

最后，看看我们互联网营销的基本逐步指南to dive deeper into the six essential steps of internet marketing.

在线营销示例

There are hundreds, if not thousands, of online marketing examples to inspire your next internet marketing campaign.

Here, I'll dive into five real world examples of social media, email, SEO, and website marketing methods. I'll also include links to additional blog resources at the bottom, for even more exceptional ideas.

1. Social Media: Under Armour's "I Will What I Want" Campaign

Under Armour came up with the hashtag "I Will What I Want" to encourage powerful athletic women to achieve their dreams despite any opposition they might face. The hashtag, first used by American Ballet Theatre ballerina soloist Misty Copeland, blew up on Facebook after supermodel Gisele Bündchen used it in one of her Facebook posts. Many other female athletes have also used the hashtag.

The campaign spreads a positive message of female empowerment, while also highlighting Under Armour's women apparel. The campaign reachedfive billion media impressions, increased Under Armour's women's sales by28 percent, and pulled in an additional42 percent of trafficto their website.

2. Email: JetBlue

Companies often use email marketing to re-engage past customers, but a "Where'd You Go? Want To Buy This?" message can come across as aggressive, and you want to be careful with your wording to cultivate a long-term email subscriber.

这就是为什么捷蓝航空一年再参与电子邮件works so well — it uses humor to convey a sense of friendliness and fun, while simultaneously reminding an old email subscriber they might want to check out some of JetBlue's new flight deals.

3. SEO: Moz's case study for Pipedrive, a sales CRM

Using a content marketing strategy that included content creation, outreach, and guest posting, Pipedrive, a sales CRM, was able to rank #1 for a high-volume keyword — “sales management” (9,900 search volume). They were able to outrank SalesManagement.org, InsightSquared, and even US News and Wikipedia. Theypublished their strategy on Moz。

4. SEO：Brian Dean的YouTube策略

Brian Dean, an SEO expert and the creator of BackLinko, uses SEO tactics to rank #1 on YouTube for keywords like “on page SEO” and “video SEO”. Initially, Dean admits his YouTube account struggled to get any views.

Employing SEO methods like keyword optimization has enabled Dean to rise to #1 on YouTube for search results related to his business. Hepublished his full strategy on Backlinko。

5.网页设计：残疾人

DisabledGO,人们智慧的信息提供者h disabilities in the UK and Ireland, hired Agency51 to implement an SEO migration strategy to move DisabledGO from an old platform to a new one.

By applying 301 redirects to old URLS, transferring metadata, setting up Google webmaster tools, and creating a new sitemap, Agency 51 was able to successfully transfer DisabledGO to a new platform while keeping their previous SEO power alive.

一种dditionally, they were able to boost visitor numbers by 21% year over year, and the site restructuring allowed DisabledGO to rank higher than competitors. Theircase study is available on SingleGrain.com。

更多互联网营销示例：

• 19 of the Best Email Marketing Campaign Examples We've Ever Seen [+ Template]
• 5 Real Examples of Engaging Social Media Campaign Ideas
• The Best of B2B Marketing Content: 10 Examples

Ultimately, your internet marketing strategies will work best if you incorporate inbound marketing methodology. First and foremost, you want all your online content to add value to your customers''s lives. This is the only way you'll attract quality leads and build deep relationships with your online community for the long-term.