Internet advertising as a form of digital marketing can mean so many different things so let’s break this powerful concept down as there are literally hundreds of ways to get your message out to your market.
Don’t let the jargon and the endless myriad of possibilities daunt you. Whilst Internet advertising is indeed quite technical and complex in some respects, the overview is actually simple once you become familiar with how people search and play online.
Understand these concepts and you open up an extraordinary new world to take advantage of right now. Those of you who can truly grasp the raw power of the Internet are embarking on an adventure. You are pumping oxygen into your business so that it can now flourish as never before.
The Internet has changed the way that we interact with one another. In fact you could say that Facebook has redefined the word “friendship”. Whether this is a good thing or not (and there are plenty of people who would say “not”) the fact is that this is the reality of our world today. So too has interacting with our customers online changed beyond all recognition too.
This new world holds the keys to the most effective and cutting edge ways for your customers to enjoy more interaction with your brand and for you to acquire more customers.
Paid advertising is probably the first thing that comes to mind when we consider Internet Advertising.
As a business owners there are many ways you can take advantage of paid advertising. Some will work for you, some won’t. Some will be more cost effective than others depending on what you do.
Pay Per Click
The first thing that springs to mind for most people will be pay per click platforms where you buy paid search engine ads. As you will have noticed when you search on Google and get shown a SERPs there will be paid entries at the top, and whenever you click through on one of those ads the advertising site will pay Google a cost based on how competitive that particular keyword phrase is.
Those advertisers are paying to have their sites as visible as those that appear by organic search results.
You can pay website owners to place a banner ad on their site, or you can pay the social media websites for banner advertisements and other types of ads. There is quite a lot of evidence that we are collectively becoming “blind” to banner ads and they do not work as well as before, though in certain instances they can still be very effective indeed.
Ultimately, paid advertising is incredibly effective if you are willing to put in the time and effort needed to properly tweak your campaigns and make them effective. It is however incredibly easy to burn through a big advertising budget on a Google Adwords campaign if you do not know how to effectively optimise the campaign.
If we could optimise a Google Ads campaign for you so that for every £100 you put in, your generated £300 in sales, how much money would you put into your advertising budget? How much effort would you put into your follow up email sequences to continue on-going marketing to those customers?
There cannot be a person who uses Facebook who hasn’t yet become familiar with this. Any study of Facebook in the financial press will immediately demonstrate just how integral advertising is to Facebook’s future.
Of course, most people who read this are probably Facebook users themselves, as it seems that just about everybody is. We’d almost call it a Facebook addiction that has swept the world. But be that as it may, you have probably observed the Sponsored Ads on your Facebook page. Well somebody, somewhere paid for that to show up there.
If you knew just one per cent of what we know about Facebook’s advertising platform, you might not be quite so willing to share the intimate details of your life on Facebook.
For Facebook is an advertising marketer’s dream. The level to which you can drill down into a specific demographic in unparalleled in human history. If you know how to take advantage of this, in a cost effective way, then new horizons really do open up for you using both images and videos.
You Tube Advertising
You’ve all seen little videos which serve as trailers for the videos you want to watch.
You’ve all seen little text ads popping up on You Tube.
Personally we find that a lot of advertisements which pop up before the main video are remarkably annoying. But that is because they are usually too broadly targeted. If they are laser targeted then it is an altogether different story. This is an exceptionally powerful way to hit your intended market.
You Tube is a gold mine waiting to be tapped by you.
One of the things that holds businesses back from video advertising, is the sheer hassle of preparing a video. Don’t worry, we are here to do the heavy lifting for you. Give us some great images, and let us together drill down into your core message and the core benefits of your product or service, and we can set up, monitor, split test, and optimise your campaign for you.
We have access to some very underground Ninja methods to help build brands. But this is only for brands that are very visual, and appeal to a younger and rather affluent demographic. This could be very exciting if, say, you are in fashion, fitness, style and other similar sectors. For the right business, we have a strategy that could be phenomenally powerful for you.
The power of the press in the context of digital marketing is seriously not to be underestimated.
For business owners who operate local businesses, then obviously the local press is a rich source of information, and a wonderful way of disseminating your products or services. As an added benefit you will get some juicy backlinks from a highly authoritative website – thus making press coverage the perfect double whammy.
Then of course if your business is national or international, what we have just written above about the power of the press, is even more pronounced.
As with everything concerning internet advertising, there are basic ways of obtaining press coverage, and there are effective and powerful ways of obtaining press coverage. Just think of the power of your message when you have been reported on in the press. Think of the credibility you automatically gain.
We have proven strategies to broadcast your message across a spectrum of press outlets.
General Social Media Marketing
Finally there is, of course, social media marketing which is alluded to elsewhere on this site.
Facebook, Twitter and the rest of the gang form some of the biggest sites on the internet. Their power and reach is astronomical. Indeed Google and Facebook are pretty much going head to head in the battle to be the internet’s “go to” place.
Social media is incredibly popular and you ignore it at your cost.
When looking at the top 25 most highly visited websites on Alexa, four of the 25 websites are social media sites. That may not seem like a lot to some of you, but when you get right down to it this means billions of hits per month and massive amounts of traffic each and every day.
So, if you’re looking to master Internet advertising then you will want to master social media too. Facebook is currently the biggest social media site on the web with over 1.1 billion registered users. The average YouTube visitor spends 15 minutes on the website each day, and there are millions of people watching YouTube videos online at any given time. And this is just a small sampling of the popular social media sites on the web.
As you can probably tell, using social media to help grow your business is an incredibly intelligent way to tap into free or low-cost Internet advertising. Your market is already there waiting for you on social media. You just have to do what it takes to get out in front of them and find a way to connect with these individuals so that they get to know, like and trust your company.
Search Engine Optimisation
Of course search engine optimisation probably constitutes part of internet advertising even though you may not have considered it as advertising as such because the fruits of SEO is to be found as an organic search when somebody is specifically looking for your product or service. So we tend to think of it as “free”.
But in reality there is no such thing as free advertising. If a potential customer finds you it is because your website and your message has been well optimised for the search engines. You may have spent money on achieving this result (by using SEO experts such as ourselves, or somebody else). If not, if you did not engage the services of an outside consultant, then you will have achieved this optimisation by yourself, but this will have cost you a significant amount of time.
For the truth is that whatever traffic we get we pay for with time or money.
This search engine optimisation would primarily take the form of consciously focusing on your web content in a way that the search engines find relevant.
The job of your SEO expert in undertaking this search engine optimisation is to ensure that the architecture of your site is optimal and to craft the individual pages of the site in such a way that Google, Yahoo and Bing find pleasing. Only then can you realistically expect your website to obtain the high search engine rankings for your selected keyword phrases that you would like.
Remember the goal is to be on page one. If you are on page seven then in many ways your website may as well not exist other than as a great brochure that you yourself hand out.
The main thrust of this website and of Everyday Champion’s core skill is to obtain high search engine rankings for its clients. Social Media marketing is ancillary to doing this more powerfully. The paid traffic methods referred to above are powerful but we would submit that they are best considered as complementary strategies.
In essence SEO is the core component when you have decided to attain high search engine rankings. If you want to stack the odds overwhelmingly in your favour, then you need a sustained and systematic effort to both rank and then stay highly ranked in the search engines. Internet advertising can really help to cement your rankings as Google will note with approval the added traffic coming to your site.
You want more than the odd piece of luck when a search engine picks a piece of your content up from your website or blog and displays it prominently for a while. You want much, much more than that.
This is just a very basic summary of Internet advertising and how it can be part of a very effective digital marketing plan. How you use this information is up to you, but it’s clear that if your business is looking for dynamic growth, then a dynamic internet advertising strategy is one of the best ways forward.