The Ten Essential Types Of Online Marketing

How You Can Optimize Your Online Marketing Campaigns


Today, with almost half the world's population connected to the Internet, the ever-increasing connectivity has created global changes in strategic thinking and positioning, disrupting industry after industry, sector after sector. Obviously, with each passing day, a new technological resource appears that revolutionizes our lives, deepens and embeds our reliance on the world wide web.

And why not? Human beings have always enthralled themselves into one pursuit after another, all with a means to an end of improving our lives. Obviously, the ease of the Internet is practically earth-shattering, to say the least. Three decades ago, few could have imagined the current state of our on-demand society, with the ability to communicate instantly and conduct business in real-time, at a pace that often seems dizzying at the best of times.

However, with all of these so-called modern conveniences to life, where technology's ever-pervading presence has improved even the most basic tasks for us such as hailing a ride or ordering food or carrying out any kind of business instantly and efficiently, many are left in the dark. While all of us have become self-professed experts in consuming content and using a variety of freely accessible resources to search and gather information, we are actually drowning in a sea of digital overload.
  
Nowadays, rising above the noise and achieving any semblance of visibility has become a monumental undertaking. While we might prevail at searching, we fail at being found. How are we supposed to get notice while swimming in a sea of misinformation and disinformation? We've been engulfed in this guru gauntlet where one expert after the other is trying to teach us how to get the proverbial word out about our companies and get exposure to generate more leads and sales, but we all somehow seem to be lost.

It is clear that online marketing is not an easy task. And the reason why we have landed in this world of "expert" internet marketers who are constantly cheerleading their offers to help us reach visibility and penetrate the masses is because of the layer of obscurity that's been given to us in part thanks to one main player: Google. Google's shrouded algorithms that cloud over 200+ ranking factors in a simple and easy-to-use interface has confounded businesses for over a decade now.


Understanding Online Marketing


Google's fundamental algorithms and its ability to shroud the data into layers of obscurity is not something new. Nonetheless, it is vital to your understanding of internet marketing simply because this visibility is at the root of everything else you do. Forget about social media and other ways of marketing. Search engine optimization (SEO) provides the proverbial key to almost limitless traffic on the internet.

The more you know and understand SEO and the more steps you take to master this seemingly challenging and nuanced discipline, the more likely you would be to appear organically in the search results. And let's face it. Organic search is critical for online marketing. Given that most people don't have huge advertisement budgets and that they don't know the first thing about lead magnets, squeeze pages and sales funnels, appearing visible is crucial to long-term success.

When traffic is flowing to your website or blog, almost unfettered, you have the ability to try out a range of marketing campaigns. However, without that traffic, you are forced to spend money on expensive ads before actually evaluating the efficacy of your deals and uncovering your acquisition cost, two items that are at the root of scaling out any business online.


Gaining Google's Trust


The biggest problem that most people have when trying to learn anything to do with driving more traffic to their website or boosting their visibility across a variety of online mediums is that they try to do the least amount of work for the greatest return. They cut corners and they take shortcuts. Because of that, they fail. Today, if you're serious about marketing anything on the internet, you need to gain Google's trust.

Gaining the trust of Google doesn't happen overnight. It's going to take time. Just like developing a friendship with someone. The longer that person is known to you, the more likely that trust will grow stronger. So, the reason is, if Google just met you, it's going to have a hard time trusting you. If you want Google to trust you, you need to get other people whom Google already trusts to give you a voucher. This is also referred to as link-building.

But I'm not talking about any kind of link building. I'm talking about organic link building by getting out there and creating insatiable "anchor content" on your site and then linking to that content with equally-great content that's created on authority sites like Twitter, Quora, Facebook, and other publishing platforms. By any metric, it's not easy. Google is far more cautious of newcomers these days than it used to be.

However, if you're going to understand online marketing, you need to understand the importance of building Google's trust. Here, there are three main components involved. Such three main components are like the pillars of trust that make up all of Google's 200 + ranking factor guidelines. Each of these rules can be categorized and classified as one of the three pillars of trust. If you want to rank on the first page, you need to concentrate on all three, not just one or two out of three.

Component #1:  Age

The first component of Google's trust relates to age. Age is more than just a number. But it's not just the age at which you first registered your website. The indexed age has to do with two factors: the date that your website was initially found by Google, and ii) what happened between the time that your website was found by Google and the present time.

Just think about any human relationship for a moment. How long you've known a person is extremely important. It's not the be-all-end-all, but it is fundamental to trust. If you've known someone for years and years and other people that you know who you already trust can vouch for that person, then you're much more likely to trust them, right? But if you've just met someone, and haven't really vetted them so to speak, how can you trust them?

Component #2: Authority

What's the authority of your website or any other webpage where you're seeking to gain visibility? Authority is an important component of trust and relies heavily on quality links coming from websites that Google already trusts. Authority largely relates to the off-page optimization discipline of SEO that occurs away from the webpage as opposed to the on-page optimization that occurs directly on the webpage.

For example, what are the quality and quantity of the links that have been created over time? Are they natural and organic links that originate from relevant and high-quality content, or are they just spammy links, artificial links or do they originate from bad link neighborhoods? Are all the links coming from the same few sites over time or is there a fair and healthy amount of global IP diversification in the links?

Component #3: Content

Content is the king. It always has been and it always will be. Creating informative, engaging and unique content should be at the heart of any online marketing strategy. Too often, people just don't obey this rule. The problem? This takes an extraordinary amount of work. However, anyone that tells you that content isn't important, is not going to be totally honest with you. You cannot succeed in marketing anything on the internet without having quality content.

Quality content is more likely to be shared. By staying away from creating "thin" content and focusing more on source-quoted content, it's time-consuming and provides unique insights, you'll be able to gain Google's trust over time. Remember, this happens as a component of time. Google knows you can't just go out there and create massive amounts of content in a few days. If you try to spin content or duplicate it in any fashion, you'll suffer a Google penalty and your visibility will be stifled.


An Overarching View Of Marketing On The Internet


When we talk about internet marketing, we talk about driving traffic or boosting visibility in a variety of ways. Any type of advertisement made on the Internet to promote any product, person, service or company can be considered to be online marketing. However, to succeed in this field, whether it's SEO, social media, email marketing or beyond, you must ensure that you adhere to the three pillars of trust.

There are ten essential types of marketing that can be done online. Some of these can be broken down into organic marketing and others can be categorized as paid marketing. Organic, of course, is the allure of marketing professionals from all over the world. It's free and unencumbered traffic that simply keeps coming. Paid marketing, on the other hand, is still a very appealing proposition as long as the marketing pays for itself by having the right type of offer that converts.

Type 1 -- Search Engine Optimization (SEO)

SEO should be a crucial strategy for any marketing campaign. Although it may seem difficult to understand at first, as long as you find the right course, book or audiobook, and dedicate your time to learning, you'll be in good shape. Given that there are more than 200 + ranking factors in Google's current algorithms, researching, digesting and successfully applying effective SEO strategies is key to the success of your website or blog.

Type 2 -- Search Engine Marketing (SEM)

Organic SEO's flip-side provides a paid method for marketing on search engines like Google. SEM offers an avenue for showing advertisements across networks such as Google Adwords and other paid search channels that operate across the internet through social networking sites such as Facebook, Instagram and also video sites such as YouTube, which is undoubtedly the world's second-largest search engine.

By using SEM, it gives you a perfect way to get the word out easily and efficiently. If you have the budget, then marketing competitive keyword on search engines could be the best choice for you. But be prepared to pony up. Keywords can vary from a few cents to more than $50 or more. The quality score for any term is reflective of what you can expect to pay for bidding on that keyword.  The lower the level of competition, the lower the quality score and the lower the price.

However, SEM does not only cover paying for clicks but also paying for impressions. This implies, for example, for every 1000 times your ad is shown, you pay a pre-arranged fee, regardless of whether anyone clicked on it or not. Although this is a less common form of advertisement, it still exists on some platforms today.

Type 3 -- Social Media Marketing

One of the hottest ways of marketing on the Internet right now is through social media platforms such as Facebook and Instagram, among others. Social media offers a near-direct avenue for reaching the masses, but it is definitely not a quick or easy thing to achieve saturation, particularly when we're talking about millions of followers. It's quite clear from some recent articles that multi-million-dollar businesses can be built on the backs of wildly-popular social media networks and platforms. However, getting that saturation is a frustrating process. Obviously, it doesn't happen overnight. 

Type 4 -- Pay-Per-Click (PPC) Ads

PPC advertising is a method of advertising on search engines like Google and Bing. As mentioned earlier, with PPC ads, you pay each time that ad is clicked on. PPC ads also exist on social media platforms such as Instagram and Facebook. However, if you're going to participate in PPC advertising, it's important that you determine conversion rates by using tracking pixels.

By using the Facebook tracking pixel or the Adwords pixel, you can help identify your audience and work to entice them to come back to your site. Let's say they didn't finish their order or they just showed up and left after adding something to their shopping cart, or they filled out a lead form and disappeared, you can re-target those individuals.
Re-targeting is one of the most effective ways to market your business online because you're marketing to "warm" traffic, or people who've already visited your site.

Type 5 -- Affiliate Marketing

Affiliate marketing is the art of marketing products, services or information for others. It doesn't require that you ever house or warehouse a single thing. But it does require that you have an audience to market those things online. Without that audience, whether it's through search engines like Google or social media channels like Facebook, you'll find a difficult time with affiliate marketing. However, if you are a seasoned online marketer, and you've built a substantial following, then marketing as an affiliate might be the right fit.

Type 6 -- Email Marketing

For those who don't know, email marketing is a substantial money generator. In fact, email marketing can far outstrip standard website sales because, at least for unknown brands or websites that are not household names, clinching a sale on the first interaction often doesn't happen.

That's why experienced online marketers build squeeze pages with lead magnets, webinars and sales funnels to drip-deliver value and build a strong personal relationship with their email subscribers, effectively moving them up a value chain to sell them high-ticket products and services. Use an email marketing system like InfusionSoft, ConvertKit or MailChimp, amongst others, to drip-feed value to those subscribers while also working to move them up to your value chain. 

Type 7 -- Influencer Marketing

Using influencers to market your products or services is a perfect way to quickly saturate yourself into the marketplace, no matter what you're peddling. The hard part, however, is to find the right influencer at the right price. You don't necessarily have to go to the top-tier influencers; you can opt for micro-influencers (those who have 10,000 - 100,000 followers or fans).

Some influencers charge a significant amount for a simple post on sites like Twitter and Instagram. You should expect to pay upwards of a million dollars and more for some of the top-tier influencers. If you're looking for mid-level influencers, you'll likely get away with paying roughly a couple hundred -thousand dollars and up.

The most important part of influencer marketing is to locate influencers in your niche. Be sure that they represent your target demographic audience before deciding to part ways with your hard-earned cash. It can get incredibly costly, but it can bring you instant attention and business.

Type 8 -- Blogging

Blogging is one of the best forms of marketing online. It's free and it gives you a platform to build a massive audience as long as you don't give up. While starting a blog is fairly easy, actually following through and growing the blog is nothing short of downright frustrating and seemingly impossible.

However, some of the world's top-earning blogs gross millions of dollars per month on autopilot. It's a great source of passive income and if you know what you're doing, you might make a decent living from it. You don't need millions of visitors per month to rake in the cash, but you do need to communicate with your audience and make your voice clear.

Type 9 -- Video Marketing

Video marketing is a great avenue for online visibility, and using a platform like YouTube to deliver value in the form of tutorials and other valuable content, such as courses or entertainment, is a great way to grow the brand and build a presence.

Although there are many platforms to do this, YouTube is obviously the most common platform to do this. Nevertheless, video marketing is also a great way of marketing content and SEO on its own. It can help to provide visibility for several different ventures, and if the video is important enough with its message and content, it will be shared and enjoyed by others, pushing up the authority of the video through the roof.

Type 10 -- Content Marketing

Content marketing is one of my favorite approaches when it comes to online marketing. It's my favorite because it's one of the most powerful, free and organic methods available to online marketers, no matter where they come from. However, marketing content is difficult. So be prepared to put in the sweat equity.

My favorite approach here is article marketing. You create anchor content on your website or blog, then you build authority-content links to that content, effectively driving up the visibility. I used this single strategy to rank hundreds of keywords at #1 on Google, and I would strongly suggest that if you're going to learn any marketing strategy, that you get really good at this one.

The type of content you can market is wide open. Aside from articles, you can use infographics, tutorials, ebooks and many other forms of content marketing. So long as it's done the right way, and it isn't intentionally setup to trick or fool search engines, but rather to add value to human beings, you'll see big results.


Winnie Chan
Co-Founder
Nugget Global
https://www.nuggetglobal.com

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