The Ultimate Guide to Internet Marketing

Ultimate Guide to Internet Marketing – Internet usage is growing worldwide every day. In fact, more than 4.95 billion people use the internet in 2022.

Marketing is about reaching customers wherever they are. Television commercials, billboards, and print advertisements all try to achieve this goal.

The internet has unique advantages that other marketing mediums don’t have: reach, personalization, and the ability to establish long-lasting relationships with customers.

The internet can seem overwhelming, full of videos and recipes, news articles, and e-commerce websites. How can you differentiate your business in the sea of information on the internet to reach the right audience?

Internet marketing is the answer.

Internet marketing uses digital channels such as email, social media and search engines to reach your target audience.

The internet allows for two-way communication between your company and your customer. This is a great way to increase customer loyalty over traditional media like print.

It’s obvious that internet marketing is crucial for your business’ success in 2022 and beyond.

It can be hard to tell the difference between short-term wins and long-term success with all the tricks and gimmicks out there. This is why we created this ultimate guide.

We’ll be covering everything marketing strategies and real-world examples to make sure your business reaches those four billion.

What is Internet/Online Marketing?

Online marketing is also known as web marketing or internet advertising. It uses the internet to send promotional messages to customers via digital channels like search engines, email and social media.

Online marketing strategies include SEO, email, social networks, PPC and web design.

What is the role of internet advertising?

Internet marketing simply means that your company can reach, attract and convert online audiences.

Let’s look at two distinct goals that internet marketing can help you achieve, and the methods that you need to accomplish them.

Use Internet Marketing to Attract Customers

Online marketing strategies can be used to attract new customers. This will require you to concentrate on paid social media ads and search engines as well as web design.

You might, for example, use Facebook’s Lookalike Audiences in order to reach a similar audience to your core audience. You could also pay a social media influencer for images of your products that she shares with her existing community.

Paid social media can be a great way to attract new customers for your brand or product. However, you will need to do market research and test different options before making any major investments in one channel.

You must also have a strong SEO presence to attract new customers. It’s crucial that your business appears first in search results for relevant keywords, as 81% of internet-savvy shoppers use the internet to research products before purchasing.

Strong SEO results can also translate to more in-store sales — 78% of mobile search results result in an offline sale

It is crucial that you invest time and res in your website design.

These customers will be less likely to trust your brand or purchase your products if your website is confusing or unhelpful. It’s crucial that you create a mobile-friendly and user-friendly website.

Internet Marketing to Develop Brand Loyalists

Marketing online is more than just for attracting new customers. It’s essential for maintaining loyal customer bases over the long-term.

Email, blogging and social media are all great ways to build brand awareness and loyalty.

To inspire or impress past customers, send personalized emails. You might send them discounts based on what they have previously bought, wish them happy birthday or remind them about upcoming events.

An email list is essential to properly use email campaigns. This is how you can create an email list.

You might also use social media to show your brand’s personality, and get feedback from customers. You might consider hosting a Twitter chat or posting Instagram surveys.

You don’t have the time or res to create social media content on your own. Instead, you might consider using UpContent, a third-party platform that sends you engaging, curated content you can share with your audience for greater engagement.

Internet Marketing vs. Internet Marketing vs. Content Marketing

Internet marketing and content marketing are very similar strategies that can be used to draw leads and prospects to your website and convert them into customers. There are some subtle differences between them.

Online/internet Marketing is where content marketing is found. This means that online/internet is the larger strategy and content marketing is just one part of it.

Only Content Marketing refers to the process of creating, distributing and reaching audiences with content.

Online marketing is, however, sharing content via email, search engines and social media. It also includes paid advertising and retargeting and any other strategies that you may use to reach online audiences.

Online marketing includes content creation. However, it also covers non-content marketing tasks such as PPC bidding or website design.

Internet Marketing Strategy

To find out what trends are most popular, which channels they use and what challenges they face as well as their expectations for the future, we surveyed 1,067 global marketers working in B2B or B2C companies.

According to our research, these are the 16 strategies that you should use to be successful in internet marketing.

1. TikTok is a great tool to keep your mind occupied.

TikTok’s popularity rose as many people were unable to get online and needed entertainment. This popularity won’t be waning anytime soon.

TikTok quickly became the most popular app for investors, surpassing Facebook, Instagram, and LinkedIn.

Our research revealed that only 40% of B2B social media marketing professionals use TikTok. However, 65% of those who do intend to increase their investment in 2022 are using TikTok. This is the highest percentage of social platforms.

2. To make connections, podcasts and audio chat rooms are a good option.

Podcasts are getting more attention from celebrities, influencers, and comedians. Investment in podcasts and other audio content, despite low ROI, is expected to increase in 2022.

Our research has shown that only 14% of social marketers use audio chat rooms such as Twitter Spaces and Clubhouse, while 68% of those who do claim they are the most efficient social media marketing platforms.

51% of people who use podcasts or audio content already plan to invest more in 2022. 43% also plan on continuing investing the same amount. A further 26% of content marketers intend to use podcasts or audio content in their first attempt at podcasting in 2022.

Podcasts and audio chats are a powerful tool in marketing strategies.

3. Lean into short-form video content.

TikTok’s enduring popularity has led to audiences gravitating towards short-form videos. Short-form videos are still the norm, as YouTube and Instagram offer similar short-form video features like Reels and Shorts.

Our survey revealed that 31% of marketers use short-form videos and 29% plan on using it for the first times in 2022. In our survey, we focused on short-form video like Instagram Reels and TikTok. TikTok is another reason to be on the lookout.

4. Repurpose content across various channels.

Repurposing content is the act of reusing content and presenting it to a new format that increases its longevity and appeals to a wider audience.

According to our survey, 32% of marketers who have repurposed content claim that this is one of their most successful marketing strategies. Here are some examples of content that can be repurposed:

• You can share old blog posts that you have updated with new information, fresh content, or video content.

• Use video clips from podcast recording sessions on Instagram to generate intrigue and excitement about an upcoming episode.

Here are 20 ways to repurpose content.

5. Invest in permanent social media content

Permanent social media content doesn’t disappear after a certain time period, unlike Instagram Stories and SnapChat videos.

Our survey revealed that 33% of marketers use permanent social media content. Our survey also revealed that 85% of marketers intend to invest the same amount, or increase their investment in permanent content on social media.

6. Create a user-friendly website.

You want to make your website mobile-friendly and user-friendly. Your website design will reflect your brand’s personality, and help you stand out from other online businesses. It’s not just about looking good. A well-designed site can have a significant impact on your rank in the SERPs.

You can find 8 Guidelines for Outstanding Web Design, Usability and User Experience to help you design your website.

7. Optimize your website for search engines

Next, keyword optimization is necessary to optimize your website for search engines. This basically means that you will choose keywords that are relevant to your business and include them in the URL, image text, and navigation bar.

Check out On-Page Optimization 101: Tips for Keyword Optimization the Most Important Parts of Your Site.

You might be interested in keyword optimization for your blog posts. Read Blog SEO: How to Search Engine Optimize Your Blog Content.

Check out this case study from Canva to see how you can successfully integrate SEO into your digital marketing strategy.

8. Use email marketing or opt-in email campaigns.

Email marketing and opt-in marketing campaigns are one of the most effective long-term strategies to connect with potential customers and cultivate brand loyalty.

For everything from getting started with email marketing, to email marketing best practices and lead magnets, check out The Ultimate Guide to Email Marketing.

9. Write online press releases.

Writing online press releases is an additional way to increase online coverage of your business from other s, which will also positively affect your ranking in the SERPs. Plus, if a local news outlet covers your business, you’ll receive their audience, which you otherwise might not have reached.

To get started writing a press release for your business, consider How to Write a Press Release [Free Press Release Template + Example].

10. Create a blog.

I might be biased, but blogging is one of the best ways to attract a large audience to your site, establish your business as a thought leader in your industry, and prove your brand to be both useful and current.

Writing blog posts is especially effective for providing different opportunities to land on page one of search engines — for instance, maybe your eyeglass store’s website is on page three of Google for “eyeglasses,” but your “Best Sunglasses of 2018” blog post is on page one, pulling in an impressive amount of traffic (over time, that blog post could also boost your overall website to page one).

To learn everything from choosing a domain name to writing your first blog post, check out How to Start a Blog: A Step-by-Step Guide [+ Free Blog Post Templates].

11. Develop social media contests and campaigns.

Social media contests and campaigns are exceptional opportunities to engage with your online audience, form relationships with customers, and learn about your buyer’s persona.

For an overarching compilation on everything you need to know about social media campaigns — from how to craft perfect posts on Facebook to the most shared phrases on LinkedIn — take a look at Everything You Need to Know about Social Media Campaigns.

12. Leverage pay-per-click advertising.

Pay-per-click advertising, or PPC, is an advertising model in which advertisers only pay when someone interacts with their ad through impressions or clicks.

PPC is most commonly used on search engines, and can help your business appear for searches related to your products or services. This is particularly important for more competitive keywords, when it’s difficult to rank on page one against websites with higher domain authority.

It’s important to note — PPC doesn’t replace your SEO strategy, it simply complements it. For instance, if you’re trying to rank for “website builder”, you’ll see the keyword difficulty is “super hard (95)”, according to Ahrefs. However, there are some long-form keywords you might have success ranking for, including “what is a website builder? (52)” or “best website builders for ecommerce (57)”.

If you do want to target “website builders”, you’ll want to bid for an ad and use PPC to stand out against competitors.

13. Optimize your site for conversions.

Okay, you got readers to your blog or homepage … now what?

Ultimately, you’ll want to invest in res for conversion rate optimization (CRO). If you don’t, you risk not being able to convert any of your traffic into qualified leads and, ultimately, customers.

There are four areas of your website that can benefit from CRO. These include the homepage, pricing page, blog, and landing pages.

Within a blog, a CRO strategy might include adding relevant calls-to-action throughout the text, or inviting readers to submit their emails in exchange for an ebook. On a pricing page, a CRO strategy might include a slide-out that invites viewers to book time with a sales rep or watch a demo.

Optimizing your site for conversions is a critical component of any strong internet marketing strategy.

14. Post videos on YouTube or other social networks.

Video marketing is an undeniably powerful opportunity to reach new audiences and convert leads into customers. In fact, 86% of video marketers say video has helped them generate leads, and 88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

Convinced yet? If not, simply consider the fact that YouTube is used by 88% of video marketers — which means, even if you’re not posting videos on the channel, your competitors most likely are.
You’ll want to diversify the type(s) of content you produce to attract audiences who prefer video over text, or YouTube over Twitter.

Consider how you might implement your own video strategy to reach and convert new audiences. If you’re not sure where to start, check out HubSpot’s Ultimate Guide to YouTube Marketing.

15. Find influencers to work with your brand.

I’m currently wearing a watch I found on Amazon. I’m sitting on a couch from Wayfair, with a candle from Anthropology on the table in front of me.

Where did I hear about all these products? Influencers.

Social media influencers have cultivated strong, meaningful relationships with their followers. Their followers typically trust them to provide true, reliable guidance on a range of topics related to the influencers’ expertise. Which is why influencer marketing can be an effective opportunity to spread brand awareness to new audiences.

If you think influencer marketing could be a good choice for your business, consider micro-influencers as a more effective (and oftentimes more cost-efficient) option. Micro-influencers often experience higher engagement rates than mega-influencers, and we predict micro-influencers will likely have more influence than celebrities in 2022.

Additionally, it can be expensive and time-consuming to find the right influencer(s) for your brand. If you’re going to invest in the strategy, consider working with the same few influencers for the long-term — which enables your company to build stronger relationships with their social followers.

16. Create a Facebook group.

A Facebook group — unlike a Facebook page — is an exclusive, private group that enables you to facilitate a sense of community surrounding your brand.

A Facebook group isn’t a necessity for every business, but when done properly, it can go a long way towards creating a stronger relationship between you and your customers. Best of all, it can help foster connections between your customers.

Since having a strong community can help you build brand loyalty, it’s important to seek out unique opportunities to engage directly with your customers. If a Facebook group doesn’t seem like a good fit for your business, however, there are other ways to create a sense of community — including via social media, or through a branded newsletter.

Finally, take a look at our Essential Step-by-Step Guide to Internet Marketing to dive deeper into the six essential steps of internet marketing.

There are many different methods to online marketing you can try to boost engagement for your brand, such as:

1. Repurpose your high-quality content across multiple channels.

Like we said earlier, repurposing your content simply means reusing content you already have but in a fresh format. That reaction video you created on TikTok could be repurposed as a Reel on Instagram. If you change the caption on Reels, you can use the video to react to something else.

2. Lean into permanent social media content that doesn’t have a time limit.

Examples of permanent social media content include tweets, YouTube videos, and TikTok videos. Content such as Snapchat videos or Instagram stories are note permanent and disappear after a period of time.

3. Choose the right keywords and optimize your site for search.

Using keywords helps search engines, especially Google, categorize your content and ensure it reaches the right audience. It also helps your target audience find your website and services. To optimize your site with the right keywords, use applications like Ahrefs that are designed to help you find the right keywords your audience is searching for.

4. Create a mobile-optimized site.

There are many ways to better optimize your website for mobile users, such as compressing images to reduce page load time, mapping your customers’ journey, or creating a mobile app.

5. Publish blog posts regularly.

Blogging consistently has many benefits. It keeps your website up to date with fresh content, maintaining the interest of your audience. It’s also an effective way to get your website to pop up on the first page of search engines. The more you post, the more content you’ll have for the search engine to rank.

6. Conduct email marketing campaigns.

In our recent survey to predict 2022 marketing trends, we found that email marketing is still a helpful approach to marketing your business online. According to our survey, the three most effective email marketing strategies are subscriber segmentation, message personalization, and email automation campaigns.

7. Encourage conversation on social media accounts.

Social media is the place where connections are made and conversations happen. Social media users don’t want to just interact with brands, they want to see the humanity behind the big name and logo.

A great way to create meaningful connections with the humans that make up your audience is to facilitate conversations. Ways to do this include conducting social media polls or hosting Spaces on Twitter.

8. Publish online press releases.

Like blogging, publishing online press releases will increase your presence on search engines and raise awareness of your brand. When writing press releases, remember to answer the “who,” “what,” “where,” and “why” of your brand. And make sure to use simple, understandable language as well as a quote.

9. Cultivate paid social media campaigns.

The idea of paying for advertising may seem a bit daunting, but paid social media advertising is one of the least expensive types of advertising. Paid social media ads can start as low as one dollar thanks to the bidding model and lottery system some platforms use to push ads to users’ news feeds and timelines.

Platforms that allow for paid advertisements are:

10. Leverage pay-per-click advertising for competitive keywords.

Pay-per-click advertising (PPC) and SEO go hand-in-hand like peanut butter and jelly. Optimizing your website for keywords can definitely help your brand appear at the top of search engine results pages. However, it requires patience, and you may not see results for weeks or months if you’re optimizing for highly competitive words.

But by leveraging PPC, you’ll be able to stand out among competitors by bidding for an ad.

11. Post videos on YouTube or other social channels.

YouTube is the second largest search engine on the internet, and 81% of Americans used YouTube in 2021. So, you can bet your audience frequently visits the site. When creating content for YouTube, be sure to diversify your content in order to attract audiences who prefer video over text. You’ll also want to research keywords you can optimize your content for and use in your video’s title, description, and tags.

12. Work with micro-influencers to reach new audiences.

On apps like TikTok, brands are still struggling to find their place. However, influencer marketing has proven to be a helpful tool in helping brands elevate their online presence and find their target audience.

In our survey, we found that 57% of influencer marketers cited influencer marketing as one of the most effective trends they leverage. We also found that 86% of marketers plan to continue investing the same amount or increase their investment in influencer marketing.

Online Marketing Examples

There are hundreds, if not thousands, of online marketing examples to inspire your next internet marketing campaign.

Here, I’ll dive into five real world examples of social media, email, SEO, and website marketing methods. I’ll also include links to additional blog res at the bottom, for even more exceptional ideas.

1. Social Media: HubSpot’s “Set Sail With HubSpot CRM” Campaign with Kathryn Hahn

In 2022 we kicked off our “Set Sail” campaign with award-winning actress and comedian Kathryn Hahn. In the campaign, Hahn plays a pirate using HubSpot’s CRM to expand her reach across the seven seas.

“As CEO of my own pirate enterprise, I chose HubSpot as our CRM platform,” Hahn says as she tours a busy office-like pirate ship. “Because it helps us treat customers like people, not conquests. Plus it enables my teams to work together seamlessly as we expand.”

Hahn’s comedic timing and stage presence helped highlight the many tools we provide to help businesses achieve their goals, but our approach to social media is what helped the campaign be a success.

Our first social post announcing the campaign was promoting Kathryn Hahn’s Fast company cover, we positioned her as our newest ambassador and let her be the hero of the story—not us to start,” said Hubspot’s Senior Social Strategy Manager Leslie Green. “The positioning of her success as our success leans into our humble voice and tone.”

When it came to Instagram, there was a particular feature on the app that played a key role in spreading our message on the platform.

“We utilized a collab post feature on Instagram which allowed this post to be delivered to both ours (and Fast Company’s) followers,” Green said. “The reach and engagement on this announcement was incredible for this reason. Across channels, we shared our 30 second spot to showcase how Kathryn was making waves as a disrupting Pirate CEO.”

In 2022 we kicked off our “Set Sail” campaign with award-winning actress and comedian Kathryn Hahn. In the campaign, Hahn plays a pirate using HubSpot’s CRM to expand her reach across the seven seas.

“As CEO of my own pirate enterprise, I chose HubSpot as our CRM platform,” Hahn says as she tours a busy office-like pirate ship. “Because it helps us treat customers like people, not conquests. Plus it enables my teams to work together seamlessly as we expand.”

Hahn’s comedic timing and stage presence helped highlight the many tools we provide to help businesses achieve their goals, but our approach to social media is what helped the campaign be a success.

Our first social post announcing the campaign was promoting Kathryn Hahn’s Fast company cover, we positioned her as our newest ambassador and let her be the hero of the story—not us to start,” said Hubspot’s Senior Social Strategy Manager Leslie Green. “The positioning of her success as our success leans into our humble voice and tone.”

When it came to Instagram, there was a particular feature on the app that played a key role in spreading our message on the platform.

“We utilized a collab post feature on Instagram which allowed this post to be delivered to both ours (and Fast Company’s) followers,” Green said. “The reach and engagement on this announcement was incredible for this reason. Across channels, we shared our 30 second spot to showcase how Kathryn was making waves as a disrupting Pirate CEO.”

When promoting the campaign on Twitter, Green said it was important to engage and interact to build intrigue.

“On Twitter, along with sharing campaign assets in clever & social-first ways, we made sure to highlight and retweet notable media mentions from publications like Entertainment Weekly to drum up excitement about this partnership and give our audience social proof,” Green said.&

She continued, “In order to encourage our audience to feel included in our fantastical founder’s journey and be inspired to share their own, we repurposed UGC to go with CTAs for the audience to share their own #HubSpotSuccessStory on Instagram and LinkedIn.”

2. Social Media: Under Armour’s “I Will What I Want” Campaign

Under Armour came up with the hashtag “I Will What I Want” to encourage powerful athletic women to achieve their dreams despite any opposition they might face. The hashtag, first used by American Ballet Theatre ballerina soloist Misty Copeland, blew up on Facebook after supermodel Gisele Bündchen used it in one of her Facebook posts. Many other female athletes have also used the hashtag.

The campaign spreads a positive message of female empowerment, while also highlighting Under Armour’s women apparel. The campaign reached five billion media impressions, increased Under Armour’s women’s sales by 28 percent, and pulled in an additional 42 percent of traffic to their website.

3. Email: JetBlue

Companies often use email marketing to re-engage past customers, but a “Where’d You Go? Want To Buy This?,” message can come across as aggressive, and you want to be careful with your wording to cultivate a long-term email subscriber.

This is why JetBlue’s one-year re-engagement email works so well — it uses humor to convey a sense of friendliness and fun, while simultaneously reminding an old email subscriber they might want to check out some of JetBlue’s new flight deals.

4. SEO: Moz’s case study for Pipedrive, a sales CRM

Using a content marketing strategy that included content creation, outreach, and guest posting, Pipedrive, a sales CRM, was able to rank #1 for a high-volume keyword — “sales management” (9,900 search volume). They were able to outrank many competitors and even US News and Wikipedia. They published their strategy on Moz.

5. SEO: Brian Dean’s YouTube strategy

Brian Dean, an SEO expert and the creator of BackLinko, uses SEO tactics to rank #1 on YouTube for keywords like “on page SEO” and “video SEO”. Initially, Dean admits his YouTube account struggled to get any views.

Employing SEO methods like keyword optimization has enabled Dean to rise to #1 on YouTube for search results related to his business. He published his full strategy on Backlinko.

6. Web Design: AccessAble

AccessAble, an information provider for people with disabilities in the UK and Ireland, hired Agency51 to implement an SEO migration strategy to move AccessAble from an old platform to a new one.

By applying 301 redirects to old URLS, transferring metadata, setting up Google webmaster tools, and creating a new sitemap, Agency 51 was able to successfully transfer AccessAble to a new platform while keeping their previous SEO power alive.

Additionally, they were able to boost visitor numbers by 21% year over year, and the site restructuring allowed AccessAble to rank higher than competitors. Their case study is available on SingleGrain.com.

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More Internet Marketing Examples:

Whether you’re a seasoned marketer, or just starting out, there are plenty of tools available to help build your brand’s audience, including:

1. HubSpot

Ultimately, your internet marketing strategies will work best if you incorporate inbound marketing methodology. First and foremost, you want all your online content to add value to your customers”s lives. This is the only way you’ll attract quality leads and build deep relationships with your online community for the long-term.

2. Buzzsumo

We love Buzzsumo because it can help you analyze what content performs best for any topic or competitor. Buzzsumo can report important metrics such as social shares, backlinks, and which influencers are sharing certain pieces of content.

You can also find influencer reports that give insight if you’re looking for a micro influencer to promote your brand.

3. Canva

Canva makes designing infographics and materials for print, blogs, and social media simple, even if you don’t have much experience with graphic design. Its user interface is easy to navigate and includes thousands of customizable templates you can redesign to fit your brand’s aesthetic.

4. GTMetrix

This application tests your website’s performance, particularly its speed. If your website takes too long to load, you run the risk of deterring potential customers or clients from your brand. With GTMetrix, you can measure how long your website takes to load and what areas of performance need to be improved.

5. Ahrefs

Ahrefs is my favorite tool for finding the right keywords for optimizing my content. They offer tools for tracking keyword performance, analyzing your competitor’s keywords, web traffic, and more. One of my favorite features has been the “content gap” tool, which shows the keywords our competitors rank for that we don’t.

6. Buffer

Posting multiple pieces of content across several different platforms can be overwhelming. Fortunately, applications like Buffer allow you to draft and schedule posts across multiple social media channels, such as Facebook, Instagram, Twitter, and Pinterest.

Furthermore, Buffer also offers social media reporting and functionality monitoring so you can track how your content is performing.

7. Facebook Insights

When I was a journalist, Facebook Insights played a key role in tracking how my articles performed. With a Facebook Insights dashboard, you’ll be able track user behavior and post performance on your Facebook Business Page.

This tool also reports important metrics like page views and post reach for paid and organic posts. It even recommends competitor pages to monitor.

8. SocialRank

SocialRank is an online tool that helps you manage your followers on Twitter and Instagram. SocialRank offers a range of filters to better analyze your follower count. It can also search for new followers, get leads, and more.

9. Trello

As your business grows, so will its output and the projects it takes on. Therefore you’re going to need a tool like Trello that will help you manage it all.

With Trello, a project management tool, you can put all your team’s projects in one customizable space that can grow as your company grows. You can use Trello to conduct growth experiments, sales pipelines, and product feature road maps.

10. Crazy Egg

Crazy Egg is a website optimization software that offers A/B testing, heat mapping, and usability testing tools. We love its A/B testing tool because it allows you to test variations of every page on your website. All you have to do is copy one snippet of code to the pages you want to test.

You don’t need coding experience to use Crazy Egg, as the software is user friendly to marketers at all levels.

11. Google Keywords Planner

If you struggle with finding the best keywords for your website, Google Keywords Planner is an excellent tool for you.

By putting in one keyword, multiple keywords, or even your website address into Keyword Planner, Google will show a list of related keywords along with simple metrics.

These metrics will gauge the competition around each keyword and how many searches it gets on both a global and local search level.

Ultimately, your internet marketing strategies will work best if you incorporate inbound marketing methodology. First and foremost, you want all your online content to add value to your customers’ lives. This is the only way you’ll attract quality leads and build deep relationships with your online community for the long-term.