Online Marketing & Management

What is online marketing?

Online marketing uses web-based channels to convey a message to potential customers about a company’s brand, products or services. Methods and techniques for online marketing include e-mail, social media, display advertising, search engine optimization, and more. Marketing aims to reach potential customers through the channels in which they read, search, shop or socialize online.

The massive adoption of the Internet for business and personal use has created many new channels for advertising and marketing engagement, including those mentioned above. There are also many advantages and challenges present in online marketing, which mainly uses digital media to bind, attract, and convert virtual visitors to customers.

Online marketing is different from traditional marketing, which in the past included media such as print, poster, television and radio advertising.

Before online marketing channels emerged, the cost of marketing products or services was often prohibitive and traditionally difficult to measure. Think of national TV advertising campaigns measured against consumer focus groups to determine brand awareness. These methods are also not well suited for controlled experimentation. Today, anyone who runs an online business (as well as most offline businesses) can participate in online marketing by creating a website and creating cost-effective customer acquisition campaigns. These marketing products and services can also experiment with optimizations to improve the efficiency and ROI of their campaigns.

Advantages of Online Marketing

A key benefit of using online channels to market a business or product is the ability to measure the impact of a particular channel and how visitors interact with a website or landing page through different channels. Visitors who become paid customers can conduct further analysis to determine which channels are most useful to attract valuable clients.

Analytics for web or mobile app experiences can recognize:

  • Which online marketing channels are most cost-effective in acquiring customers, based on the conversion rate from visitors to customers and the cost of those visitors.
  • Which channels are useful in sourcing and increasing lifetime value for customers – such as e-mail marketing, which drives recurring purchases for former customers.
  • Which customer cohorts have strong engagement and high potential for upselling – for example, software or mobile apps that are firmly committed to selling more products to customers.

Online Marketing Tools

There are some tools that you can use to build and maintain a robust online marketing program:

  • Email Marketing
  • Social Media Marketing
  • Search Engine Optimization (SEO)
  • Show Ads
  • Search Engine Marketing (SEM)
  • Events and webinars
  • A / B testing & website optimization
  • content marketing
  • Video Marketing
  • Marketing Analytics
  • Marketing Automation
  • Customer Relationship Management (CRM)
  • Content Management System (CMS)
  • Examples of Online Marketing

Some examples of online marketing campaigns are:

  • Canon promotes search keywords related to “photography” on Google, Yahoo and Bing search engines to market their cameras to a relevant audience.
  • Whole Foods collects e-mail addresses on its website to promote new products, sales, and events in its stores.
  • Dove creates video ads and shares them with their audience on Facebook, Twitter, and other social networks to encourage positive conversations about their brand and products.

Although online marketing creates many opportunities for companies to increase their presence over the Internet and increase their audience, there are also inherent challenges in using these marketing methods. First, because of the virtual nature of delivering messages and content to the desired audience, marketing can become impersonal. Marketers need to communicate their online marketing strategy with a strong understanding of their customers’ needs and preferences. Techniques such as surveys, user tests, and personal conversations can be used for this purpose.

Online marketing can also be overcrowded and competitive. Although opportunities to provide goods and services in both local and far-flung markets are strengthened, competition can be significant. Companies investing in online marketing may find that visitor attention is difficult to capture due to the number of companies that market their products and services online. Marketers need to strike a balance between building a unique value proposition and the brand voice as they test and build on multi-channel marketing campaigns.

How to start

The first step in getting started with online marketing is to assess your goals and make sure they are measurable. Do you hope to win 100 new customers? Do you generate 1000 leads to speed up your B2B sales process? Create an E-mail subscriber base of 10,000 people?

After that, you need to decide how to build an online presence that will help you achieve that goal. Perhaps you need to set up an e-commerce website. If you want to publish content to attract attention and subscribers, look at setting up an excellent blog. A sleek website or landing page with a lead capture form can help you develop your brand and generate traffic. A primary analytics platform (like Google Analytics, which is free) can help you measure how you’re pursuing your original goal.


Online marketing is also known as internet marketing, web marketing, digital marketing and search engine marketing (SEM). Online advertising and Internet advertising are a technique that is associated with online marketing but are not synonymous with online marketing.

Digital Marketing Management

How dynamic are your digital marketing skills? Did you think about outsourcing your digital marketing?

Digital Marketing Management If your organization is unable to manage an effective digital marketing program, we can help you.

Intersection develops and manages workflows for a variety of daily, weekly, monthly and quarterly digital marketing responsibilities, including:

  • Social media monitoring
  • Content Curation and Publication
  • Digital channel management
  • Marketing Automation
  • Development of digital marketing campaigns
  • Analytics, reporting and more.

Benefits of outsourcing your digital marketing management


outsourcing your digital marketing management can be much more cost-effective than hiring an internal digital team.
Accessibility – We may not work in the same physical space, but we are an extension of your team and are always available. We believe in transparency, so you still have control over and have access to all of your company’s digital assets


You do not have to spend time learning everything you need to know about digital marketing to manage day-to-day programs or keep track of current strategic and technological trends and developments


Your organization gains access to our knowledge and experience in digital marketing and paves the way for a more efficient digital strategy that can help you achieve your business goals and return on investment.

Contact us today to learn more about the knowledge and resources of Intersects Digital Marketing for your organization.

What is Digital Marketing?

Digital marketing is the marketing of products or services that use digital technologies, mainly on the Internet, but also mobile phones, display advertising, and any other digital medium.

The evolution of digital marketing since the 1990s and 2000s has changed the way that brands and companies use technology for marketing. As digital platforms are increasingly being integrated into marketing plans and everyday life and people are using digital devices instead of physical stores, digital marketing campaigns are becoming more frequent and efficient.

“Digital marketing methods like Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Influencer Marketing, Content Automation, Campaign Marketing, Data-Driven Marketing, E-commerce Marketing, Social Media Marketing, Social Media Optimization E-mail direct marketing, display advertising, e-books and optical discs and games are increasingly used in our advancing technology.”

Indeed, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), ringback and holding ringtones.

  • The new non-linear marketing approach
  • Use in the digital age
  • Brand awareness
  • Facilitation of access
  • Competitive Advantage
  • Efficacy
  • Latest developments and strategies
  • Ways to further increase the effectiveness of digital marketing
  • Ineffective forms of digital marketing
  • Prioritize clicks
  • Search and display balancing
  • Channels
  • Multi-channel communication
  • Self-regulation
  • Advantages and limitations
  • Digital Marketing Strategy
  • Planning
  • Phases of planning
  • Opportunity
  • Strategy
  • Action

The development of digital marketing is inextricably linked to technology development. One of the key points at the beginning was in 1971 when Ray Tomlinson sent the very first e-mail and his technology created the platform that allowed people to send and receive files through various machines. The more recognizable period, however, is the beginning of Digital Marketing, since in 1990 the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computers was already large enough to store large amounts of customer information. Businesses began choosing online techniques, such as B. Database Marketing, instead of Limited List Broker. These types of databases allowed companies to more effectively track customer information, changing the relationship between buyer and seller. The manual process was not that efficient.

In the 1990s, the term digital marketing was first coined. With the advent of server/client architecture and the popularity of personal computers, the significant growth of Customer Relationship Management (CRM) software has become a milestone in marketing technology. Fierce competition forced providers to integrate more service into their software, for example for marketing, sales and service applications. Marketers have also been able to own substantial online customer data via eCRM software after the advent of the Internet. Companies could update customer needs data and prioritize their experience. As a result, the first clickable ad banner campaign went live in 1994. This was AT & T’s “You Will” campaign, and in the first four months it went live, 44% of users said they clicked on the ad. ,

In the 2000s, with more and more internet users and the birth of the iPhone, customers began by searching for products and deciding on their needs, rather than consulting a salesperson, which created a new problem for a company’s marketing department. A survey in the United Kingdom in 2000 showed that most retailers did not register their domain address. These issues led marketers to find the digital pathways for market development. In 2007, the concept of marketing automation was developed to solve the above problem. Marketing automation has allowed companies to segment their customers, launch multichannel marketing campaigns, and provide personalized information to their customers. However, the speed of its adaptability to consumer devices was not fast enough.

Digital marketing became more and more sophisticated in the 2000’s, and 2010’s when the proliferation of devices that accessed digital media led to a sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still increasing. With the development of social media in the 2000s, such as LinkedIn, Facebook, Youtube, and Twitter, consumers in everyday life became heavily dependent on digital electronics. Therefore, they expected a seamless user experience to search for product information in different channels. The change in customer behavior has improved the diversification of marketing technology.

Digital marketing is also referred to as “online marketing,” “internet marketing” or “web marketing.” The term digital marketing has gained in popularity over time. In the US, online marketing is still a favorite term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing became the most common term, especially after 2013.

Digital media growth was estimated at 4.5 trillion online ads serving digital media spend each year at 48% growth in 2010. A growing body of advertising comes from companies that use online behavioral advertising (OBA) to tailor advertisements for Internet users, but OBA raises concerns about consumer privacy and privacy.

The new nonlinear marketing approach

To retain customers, retailers need to move from a linear marketing approach to one-way communication to a value-sharing model of mutual dialogue and sharing of benefits between supplier and consumer. The exchange is non-linear, free-flowing and one-to-many as well as one-to-one. The dissemination of information and awareness can take place on numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to quickly create content and publicly publicize their opinions, experiences, thoughts, and feelings about many topics and products, thereby speeding up the dissemination of information.

The Nielsen Global Connected Commerce survey conducted interviews in 26 countries to monitor how consumers use the Internet to make shopping and online purchasing decisions. Online shoppers are increasingly trying to buy internationally, with over 50% in the study who have bought online over the last six months and claim that they have purchased from an overseas retailer.

Using an omnichannel strategy is becoming increasingly important for companies that need to adapt to the changing expectations of consumers who are looking for more sophisticated offerings throughout the buying journey. Retailers are increasingly focusing on their online presence, including online stores that operate in parallel with existing stores. The “endless walk” within the showroom can lead consumers to buy online products that meet their needs, while retailers do not have to carry the inventory to the physical location of the store. Only Internet-based merchants also enter the market; Some set up shops to provide personal services, professional help and tangible experiences with their products.

An omnichannel approach benefits not only consumers but business success as well: research suggests that when buying through an omnichannel retailer, customers spend more than twice as much as a single-channel retailer and are often more loyal. This could be due to the ease of purchase and the higher availability of products.

Customers often research online and then shop and browse stores, and then search online for other options. Online customer research on products is particularly popular with higher-priced items and consumer goods such as food and make-up. Consumers are increasingly using the Internet to search for product information, compare prices and search for offers and promotions.

Use in the digital age

There are some ways that brands can leverage digital marketing for their marketing efforts. Leveraging digital marketing in the digital age not only enables brands to market their products and services but also allows online customer support through 24/7 services to help customers feel and be valued. By using social media interaction, brands can get both positive and negative feedback from their customers and determine which media platforms work well for them. In this respect, digital marketing has become an added advantage for brands and companies. It has become commonplace for consumers to publish online their experiences of a product or brand through social media, blogs, and websites. It is becoming increasingly popular for businesses to leverage and promote these conversations through their social media channels, to have direct contact with customers and to appropriately manage the feedback they receive.

Word-of-mouth communication and peer-to-peer dialogue often have a more significant impact on customers, as they are not sent directly by the company and are therefore not planned. Customers trust the experiences of other customers. Examples may be that social media users share food products and food experiences by highlighting specific brands and franchises. This was noted in an Instagram study in which researchers observed that teenage Instagram users posted pictures of nutritional experiences in their social networks that provide free advertising for the products.

For businesses, it’s always better to use social media platforms to connect with their customers and create those dialogues and discussions. The potential reach of social media is shown by the fact that the Facebook app had more than 126 million average single users in 2015 and over 97 million average unique users on YouTube.

Brand awareness

Ease of access

A primary goal is to engage digital marketing customers and enable them to interact with the brand through the service and delivery of digital media. Access to information is quickly made possible through the use of digital communication. Users with access to the Internet can use many digital media such as Facebook, YouTube, forums, and e-mail, etc. Digital communication creates a multi-channel communication channel where information can be exchanged quickly and without concern for who in the world. Social segregation is irrelevant through social media because of the lack of face-to-face communication and the disclosure of information to a selective audience. This interactive nature allows consumers to create conversations in which the targeted audience can ask and familiarize themselves with questions about the brand that traditional forms of marketing may not offer.

Competitive advantage

By using Internet platforms, companies can gain a competitive advantage in a variety of ways. To capitalize on the maximum potential of digital marketing, companies use social media as the primary tool to create an information channel. This allows a company to create a system in which it is possible to identify customer behavior patterns and feedback on their needs. This type of content has been shown to have a more significant impact on those with a long-standing relationship with the company and with consumers who are relatively active users of social media. By contrast, the creation of a social media site will further enhance the relationship quality between new consumers and existing consumers as well as consistent brand enhancement, thereby increasing brand awareness, leading to a potential increase in the Brand Awareness Pyramid for Consumers. While product images may be mixed, maintaining a successful presence in social media requires a company to remain consistent in interactions by creating a two-way flow of information; Companies view their content based on the feedback received over that channel. This is a consequence of the dynamics of the environment due to the global nature of the Internet. The effective use of digital marketing can result in relatively lower costs compared to traditional marketing tools; Lower external service costs, advertising costs, advertising costs, processing costs, interface design costs and control costs.


It has been shown that brand awareness is more effective in countries with high levels of uncertainty avoidance, including in countries with uncertainty avoidance. Social media marketing works effectively. But brands need to be careful not to over-exploit and rely solely on this type of marketing as it may have implications that could negatively impact their image. Brands that are anthropomorphic are more likely to succeed in situations where a brand appeals to this audience. “Since social media can increase brand awareness and thus reduce uncertainty, it is possible for people with high levels of uncertainty, such as the French, to appreciate the high level of social media interaction with an anthropomorphized brand.” Also, the digital platform gives the brand and its customers the ability to interact directly and share their designs virtually.

Latest developments and strategies

One of the most significant changes that have occurred in traditional marketing has been the “emergence of digital marketing” (Patrutiu Baltes, Loredana, 2015). This led to the redefinition of marketing strategies to adapt to this significant shift in traditional marketing (Patrutiu Baltes, Loredana, 2015).

Because digital marketing depends on technologies that are continually evolving and changing rapidly, the same features of digital marketing development and strategies should be expected. This part is an attempt to qualify or separate the notable highlights that exist and is used at the time of going to print.

Segmentation: The segmentation within digital marketing has been increasingly focused on addressing specific markets in both business-to-business and business-to-consumer.
Influencer Marketing: Important nodes are identified in related communities called influencers. This becomes an important concept for digital targeting. It is possible to reach influencers through paid advertising such as Facebook Advertising or Google Adwords campaigns or sophisticated social customer relationships management (CRM) software such as SAP C4C, Microsoft Dynamics, Sage CRM, and Salesforce CRM. Many universities are now focusing on interaction strategies for influencers at the Masters level.
In summary, pull digital marketing is characterized by consumers actively seeking marketing content, while push digital marketing occurs when marketers send messages without the content being actively sought by the recipients.

Online Behavioral Advertising is collecting information about a user’s online activity over time “on a given device and through various, unrelated websites to deliver advertising that is tailored to the interests and preferences of the user
Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider and the digital agencies to optimize effort, resource sharing, reusability, and communication. Also, organizations invite their customers to help them better understand how they are served. This data source is called User Generated Content. Much of this is acquired through corporate websites where the organization invites people to share ideas, which are then evaluated by other users of the site. The most popular designs are valued and implemented in some form. This method of data collection and new product development can foster the organization’s relationship with its customers and generate plans that would otherwise be overlooked. UGC is low-cost advertising because it comes directly from consumers and can save on advertising costs for the organization.
Data Driven Advertising: Users generate a lot of data every step of the way to the customer journey, and brands can now leverage that data to engage their popular audience with data-driven programmatic asset purchases. Without disclosing the privacy of customers, users’ data may be collected on digital channels (eg, when the customer visits a website, reads an email, or launches and interacts with the brand’s mobile app), brands may extract data collect real customer interactions, such as: B. Stores stationary visits and off CRM and Sales Engines records. Also known as person-based marketing or addressable media, data-driven advertising enables brands to find their loyal customers in their audience and deliver in real time a much more personal communication that is highly relevant to each customer moment and action.
A vital consideration today in deciding on a strategy is that the digital tools have democratized the funding landscape.

5. Remarketing: Remarketing plays a vital role in digital marketing. Using this tactic, advertisers can post targeted ads to a category of interest or a defined audience, commonly referred to as searchers on the Web, who either search for specific products or services or visit a website for particular purposes.

6. Game Advertising: Game Advertising is advertising that exists in a computer or video games. One of the most common examples of in-game advertising is billboards that appear in sports games. In-game ads may also appear as branded products such as weapons, cars, or clothing that exist as symbols of gambling status.

The new digital age has enabled brands to target specific customers who may be interested in their brand or based on past browsing interests. Companies can now use social media to select the age group, location, gender, and interests they would like to see their targeted contribution to. Based on a client’s most recent search history, they can be “tracked” on the Internet to see advertisements of similar brands, products, and services. This allows companies to target specific customers they know and benefit most from their product or service, something that had limited capabilities until the digital age.

Opportunities to further increase the effectiveness of digital marketing
One strategy that is involved in the effectiveness of digital marketing is content marketing. Content marketing can be briefly described as “providing the content your audience is looking for in the places they are looking for it.” It is noted that content marketing is very present in digital marketing and becomes very successful when content marketing is involved. This is because of content marketing, which makes your brand more relevant to the target customer and more visible to the target customer.

Marketers also find e-mails to be an effective strategy regarding digital marketing as they represent a long-term relationship with the consumer. Below are some aspects that need to be considered to create an effective digital media campaign and elements that contribute to the creation of an efficient e-mail system.

Exciting mail titles distinguish one advertisement from the other. This separates advertising from the mess. Differentiation is a factor that can make advertising successful in digital marketing because consumers tend to see the advertising.

Determining Customer Exclusivity: A list of customers and customer data should be stored in a database for tracking, and selected customers may receive selected offers and promotions from stores related to the customer’s past buyer behavior. This is effective in digital marketing because it enables organizations to build loyalty through emai [ls.

Low technical requirements: To take full advantage of digital marketing, it makes sense to provide your advertising campaigns with low technical requirements. This prevents some consumers from being able to understand or see the ad campaign.

Rewards: The lucrative offers would always help to make your digital campaign a success. At the end of the campaign, give an award. This would invite more engagement and word of mouth.

Ineffective forms of digital marketing

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Digital marketing activity is growing worldwide according to the Global Marketing Index. Digital media continue to grow fast. As marketing budgets grow, traditional media are declining. Digital media help brands reach consumers to engage with their product or service in a personalized way. Five areas that are described as standard industry practices, which are often ineffective, prioritize clicks, distribute search and display, understand mobile, targeting, visibility, brand safety, and invalid traffic and cross-platform measurement. Why these practices are ineffective, and some ways to make these aspects efficient are discussed at the following points.

Prioritize clicks

Prioritizing clicks refers to click ads for display ads, although in 2016 they are “only,” “fast,” and “cheap” for display ads and only 0.10 percent in the US. This means that one in a thousand click ads is relevant and therefore has little effect. This shows that marketing companies should not just use click ads to evaluate the effectiveness of display advertising.

Balancing search and display

Balancing search and display for digital display ads are essential; Marketing professionals tend to look at the last search and assign all of that to effectiveness. This then ignores other marketing efforts that establish brand value in the mind of the consumer. ComScore was identified through online data mining produced by more than a hundred multichannel retailers. Digital display marketing has strengths compared to or alongside paid search. For this reason, it is recommended that when you click on a display ad, the company opens a landing page, not the homepage. A landing page usually contains something that the customer can search beyond this page. Things like free offers that consumers can get by giving the company contact information to use retargeting communication strategies. Marketers see higher revenues from users exposed to a search ad. However, it should be considered how many people you can reach with a display campaign compared to a search campaign. Multichannel retailers have greater reach when viewing the ad in synergy with search campaigns. Overall, both the search and the display aspects are rated as display campaigns increase brand awareness, so that more users are likely to click on these digital ads in a search campaign.

Understanding Mobile Devices: Understanding mobile devices is an important aspect of digital marketing as smartphones and tablets are now responsible for 64% of the time that US consumers are online. Apps offer a great opportunity and challenge for marketers because on the one hand the app has to be downloaded and on the other hand the person has to use it. This can be difficult, as “half of the time spent on smartphone apps is among the top users’ apps and nearly 85% of their time in the top 4 apps”. Mobile advertising can help to achieve a variety of commercial goals, and it is effective because it takes over the entire screen and language or status is likely to be considered high; although the message should not be seen or thought of as intrusive. The drawbacks of digital media used on mobile devices include limited creative possibilities and reach. Although there are many positive aspects, including the right of the user to select product information, digital media create a flexible news platform, and there is potential for direct selling.

Cross-platform measurement: The number of marketing channels continues to grow as the complexity of measurement practices increases. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the omnichannel channel affects consumer behavior, even though advertising on a consumer’s device is not measured. Critical aspects of cross-platform measurement are deduplication and the understanding that you have reached a higher level with another platform instead of gaining more impressions of people who have been contacted before. One example is “ESPN and comScore, partners of Project Blueprint, who find that the sports editor has seen an increase in daily reach of 21% thanks to digital advertising.” Television and radio industries are the electronic media that compete with digital and other technological advertising. However, television advertising does not compete directly with digital online advertising because it can work across platforms with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to convince and influence audiences on multiple platforms.



A graduate certificate in online marketing program teaches students to promote goods and services to potential customers, a skill that is relevant to any business. As media consumption habits change, companies operate in increasingly complex international contexts. Understanding current trends in marketing theory, habit, and practice opens up opportunities in many marketing positions, many of which proliferate. For example, the Bureau of Labor Statistics predicts a 19% increase in market analysts. Marketing professionals play a crucial role as companies adapt to changes in consumer behavior.

What do I learn in an online graduate certificate in the marketing program?

Course selections of a graduate certificate in online marketing programs vary. Many offer specialized classes that lead to specific careers, but all online graduate certificate in marketing programs impart fundamental theories and core competencies for marketing professions. The following example curriculum records joint courses from marketing graduate certificate programs.

Advertising and Promotion: This course teaches students techniques for promoting goods and services. It examines the types of communication channels used in advertising and the advertising potential of new media, such as web-based applications, to prepare students for a career as an advertising intermediary.

International Marketing: In the globalized economy, companies routinely sell goods and services to customers in other countries. This course gives an overview of the topics and challenges related to marketing for people with different cultural, political and economic perspectives. This class is useful for prospective wholesale and production representatives.

Quantitative Market Research Methods: This course covers the mathematical principles used by market research professionals, including the basics of statistical analysis and regression and modeling techniques. Students learn how statistical analysis can help researchers understand market conditions, consumer behavior, and the impact of pricing on sales.

Strategic Marketing Management: In this course, participants learn to divide comprehensive marketing goals into actionable plans and advertising campaigns. Coursework presents examples of marketing plans from various business areas and prepares students for advertising, promotions, and marketing managers.


Marketing ideas for commercial mortgage brokers

For commercial mortgage brokers, it is important to market themselves and their businesses appropriately. To stay in business, you need to make lasting connections and connect potential customers and referral sources. Marketing your brand may seem difficult at first, but with a few simple marketing ideas, it’s easy to get started.

Do not bite more than you can chew. If you’re just starting out, immersing yourself in a variety of different media can be overwhelming. It’s a good idea to start with one or two channels and add more as you get more experienced.

Do not be “always selling.” When marketing to do business, it is important for commercial mortgage brokers not to appear self-interested. To get your audience’s attention, it’s important to provide them with content. Using your marketing efforts to educate your customers and sources is a great way to engage and inform them.

Choose your channels wisely. There are many different media that commercial mortgage brokers can use for marketing. It is essential that you know your target audience and what media they use. Are the people you want to reach on LinkedIn, Facebook or Twitter? Do you prefer e-mail updates and newsletters? You’ll need to do some research and then select the channels that will help you reach your potential customers and sources.

Set up your audience to a specific location. It’s important to use your marketing tools to direct your potential customers to a specific location. This can be a corporate website, your LinkedIn page or other social networks you use.

Use your voice. Whether you’re sending a corporate newsletter or updating your LinkedIn profile, it’s important to use your own voice. If you do not, you run the risk of being considered inauthentic.

Connect to your existing network. If you’re just starting social media or email marketing, it’s a good idea to connect with the people you already do business with. These people know you and are likely to leverage and interact with your marketing efforts.

When you market yourself as a commercial mortgage broker like Sandhill Finance, it is important to know the basics and have a plan. Start by considering step-by-step, providing useful content to viewers, and using the right media to market your product. Make sure you direct your customers and sources to one place. Remember to speak and write in your own voice and connect with current customers and references. If you follow these simple marketing ideas, you can receive your message and do new business.

6 Online Marketing Strategies Every Entrepreneur Has To Have

The Internet has radically changed the way we build and grow businesses: we have access to far more resources and more opportunities than ever before. So why are so many entrepreneurs neglecting these fruitful opportunities by giving up marketing or postponing them as unnecessary spending?

There are a handful of online marketing strategies that you need – like in, your startup will not thrive without it.

Loving the space in which one works is crucial to happiness.

Criteria for “necessity.”

What do I mean, do you “need” these strategies? After all, is marketing not optional? Is not it possible to build a business without an online presence? Technically, yes, but you will miss tremendous potential.

All the strategies that I qualify as “necessary” have the following characteristics:

Expected. People expect you to have these things in place, and if you do not have them, they may think less about your company.

Accessible. None of these strategies is particularly difficult or complicated; There may be a bit of a learning curve, but at some level, these are available strategies.
Affordable. You do not have to spend a lot of money on one of these strategies, making them easy to learn even for tight budget startups.

Precious. These strategies all offer a high return potential, so the cost to you, if you neglect them, is significant.

Time-sensitive. The more time you invest in these strategies, the more powerful they become. The sooner you are involved, the higher the payout that you may receive.
It is the combination of these factors that makes your work in these areas necessary. These are the strategies that I consider “necessary”:

1. Personal branding

Successful companies can generate a lot of momentum from successful entrepreneurs who lead them. Establishing yourself in front of your business gives you the opportunity to develop a more trustworthy, personal image to promote your brand.

It also gives you more power to meet and network with others, build more partnerships, and provide a face to your otherwise faceless organization. And it’s free to do so from a monetary perspective, even though you need to invest a significant amount of time.

2. Content Marketing.

Content marketing can be done in different ways. Depending on how you shape your strategy, you can achieve different goals. For example, you can use whitepapers, e-books, and other long-form content to attract downloads, sign-ups, and conversions, or you can use a blog on-site to drive more inbound traffic to your site.

You could even use content as a help and troubleshooting tool or a combination of these applications. Content marketing is very versatile and useful, and if it’s valuable, your customers will expect you to have at least some of it for them.

3. Search Engine Optimization (SEO).

SEO is the process of making your site more visible on search engines, so you get more traffic from users looking for the products or services you offer. Much of your organic search position ranking results from the technical structure of your website and your ongoing content development strategy.

So SEO is not an investment much more if you are already creating new content on a regular basis – and it’s worth the extra investment if you just want to make sure your site is indexed correctly.

4. Conversion optimization

Most of these strategies are aimed at getting more people to your site, but what do these people do when they get there? Conversion optimization helps ensure that you value every visitor by maximizing your conversion rate.

Sometimes this means using more conversion opportunities and other times to improve your existing ones.

5. Social media marketing.

Social media marketing is not the scheme you might have, but there is considerable potential in building and maintaining a social media audience. Again, the content will come heavily into play as this will likely be the factor that attracts your audience. Here you can use your syndicated links to achieve more significant brand visibility, more exceptional reputation, and much more inbound traffic.

6. E-mail marketing.

E-mail marketing has a tremendous ROI potential because it costs almost nothing to run. Start harvesting subscribers from your existing customer base, followers from social networks, and other new opportunities. From there, even a simple content newsletter can help you promote recurring traffic to your site, make it easier to interact with your brand, and get your brand up to scratch with your target audience.

As you may have noticed from these descriptions, there is another critical advantage these strategies offer: they all work together. While they can be persecuted individually, they somehow connect with each other. If you follow everyone and complement your efforts in these different areas, you will see even more significant revenue potential.