Having a gorgeously designed and brilliantly constructed website is great, but if you don’t have a marketing plan, you will not fully maximise your investment.
Web marketing, or digital marketing, is an umbrella term for various methods of bringing your website (and therefore your business) to the attention of your prospective clients. The main strategies for web marketing are as follows:
Search Engine Optimisation (SEO)
This is the process of boosting your website ranking in the 'organic' (ie non-paid) search engine results and is a fundamental part of digital marketing.
Search Engine Marketing (SEM)
This is paid placement of adverts on search engine results pages (the ads that appear top or right of the main 'organic' search results) for various business relevant keywords.
Pay Per Click Advertising
(PPC)
This is similar to Search Engine Marketing (SEM) but extends beyond search engine results pages to other websites or directly on social media websites.
Display Advertising
This is related to PPC in that it involves paid adverts on other websites and/or social media websites but is priced on a pay-per-view model.
Affiliate Marketing
This is a very specialised form of PPC/display advertising where owners of other websites market your product/service directly on their website.
Email Marketing
The sending of regular newsletters is one of the most established and proven methods of reaching out directly to your audience.
Social Media Marketing
This is another great way to connect directly with your audience via audience appropriate channels (eg) Facebook, Twitter, LinkedIn etc.
Content Marketing
This is the process of creating original, relevant content, typically in the form of web content, blogging and vlogging, videos and ebooks.
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