“Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.”
Online Marketing; what a fascinating topic and what I learned from a workshop today, there are many areas to discuss within this one topic. I attended an Online Market Workshop today in Brisbane which was presented by Brenton Drennert . It was a great discussion about the world of Online Marketing. In future workshops we will dive into strategies for gaining new customers through Online Marketing.
Today we began by discussing how customers today want value from a brand; what will they get from it. We were advised to read Gary Vaynerchuk’s book, “The Thank you Economy”. The book talks of how the rise of the Internet and the empowerment of the common consumer has created a fundamental shift in how businesses are expected to behave.
This then led onto Blogging, which was a big topic today in the workshop. Seeing that consumers want more value from the brand / company a blog is a great tool to give the consumer more insight. This will help in creating a personality for the brand / company and create interactions and conversations with the consumer.
Next we talked a bit on SEO and SEM . SEO is a massive, interchanging area. We were advised to outsource SEO for our websites however, to take caution with who we choose as there are a lot of scams out there. They’ll take your money and not do the job correctly.
Webinars can be a helpful tool in giving that value to consumers. You can share your expertise for free. Hopefully from this interaction you can build rapport with consumers and they will become more loyal to the brand / company.
By giving consumers opt ins & freebies you are giving them that value. for example I could use this by asking consumers to opt in to my newsletter and in return they would receive a free tutorial on creating a button or graphic design template. It’s a two-way street between you and the consumer; Give a little, and get a little.
Email Marketing can be seen sometimes as spam if over used. The top advise we were given today in relation to this was not to abuse it. If a consumer is bombarded with to many emails, with too much info you can guarantee that they won’t read them and soon they will end up unsubscribing to your email newsletter.
At this point in the workshop we began to talk of another book written by Gary Vaynerchuk, Called “Jab, Jab, Jab, Right Hook” .If you are posting , emailing or what ever line of communication you have between you and the consumer, remember not to sink them with right hooks after right hooks. Vaynerchuk recommend to jab with something positive, jab again with value to the consumer. After a few jabs hit them with the right hook in the form of selling, Eg a coupon. It’s a simple idea but it’s message is very strong. I’ll defiantly give this book a read.
The 3 biggest social media to be involved with right now are off course Facebook, Twitter and LinkedIn. Through Facebook you can build personally for your brand / company . Twitter is great for interaction and getting conversations started. We were advised to find people asking questions on our expertise and answer them, by doing this we are engaging with customers and building loyalty. LinkedIn is your social proof of your area of expertise , this is your business page , your profile, listing your achievements. It’s important for consumers to see this to reiterated that you are professional.
Finally we finished with the top 5 Do’s and Don’ts for Online Marketing
- Know your audience
- Don’t take short cuts
- Do test, monitor and report
- Don’t steal images
- Do have a plan
It was a great eye opener, can’t wait for the next workshop