The internet has opened the doors to new marketing opportunities for business owners, allowing them to attract customers and increase their brand visibility. While traditional marketing channels like TV commercials, billboards and direct can also be effective, online marketing is particularly great for the following reasons.
Nearly Nine in 10 Adults Use the Internet
All types of businesses can reach their target audience online. According to the Pew Research Center, 89 percent of U.S. adults now use the internet. To put that number into perspective, only 52 percent were connected in 2000. Regardless of what a business does or sells, its customers are probably online.
Online marketing allows businesses to target specific users with their messages. Using pay-per-click (PPC) ads, for example, a business owner can target Google users who search for their product. With Facebook Ads, a business owner can target social media users based on their interests or demographics. These vast targeting options aren’t available with traditional offline marketing channels.
One of the most popular online marketing strategies, search engine optimization (SEO), offers significant long-term value for businesses. It encourages higher search rankings for the business’s website, attracting a steady flow of organic traffic in the process. While a professional SEO service requires a monetary investment, business owners must consider the long-term value that it offers. If their website continues to rank at the top of the search results, it could attract hundreds or even thousands of new customers.
Connect With Customers
Keeping in touch with customers is essential for a business’s success. If a customer has a complaint or concern, the business must address it promptly. Otherwise, the customer may stop buying its products or services. Thankfully, online marketing can help business owners connect with their customers. Business owners can set up an online chat or email in their marketing messages, thus resolving customer complaints before they turn into bigger problems.
Online marketing is also great for businesses because it provides them with measurable metrics. It’s often difficult to measure the effectiveness of traditional marketing methods. With TV or radio commercials, for instance, business owners may struggle to track which commercials generate sales and which ones don’t. Online channels like SEO, PPC, and social media provide access to key performance indicators (KPIs) like click-through rate (CTR), impressions, conversion rate and keyword searches. By tracking these metrics, business owners can optimize their online marketing strategy for improved performance.
With internet usage increasing, online marketing is something that business owners can no longer ignore. To keep ahead of their competitors, business owners must adopt the latest online marketing trends.