Entering the world of Digital Marketing isn’t easy. It’s full of technical terms, niche phrases and what probably seems like hieroglyphics, which means that starting out can feel like an uphill struggle. Fortunately for you the good ship Nucleus is here to help, by equipping you with all the lingo you’ll need to break master the basics of online marketing. Read and learn, baby.
Let’s begin by covering the acronyms - the big three. Some of the most common abbreviations you’ll hear us using are:
- SEO (Search Engine Optimization)
- SMM (Social media Marketing)
- PPC (Pay-per-click)
From the top then? Yeah. From the top.
We’ll start with Search Engine Optimization. SEO is best defined as the things you do to the pages of your website so that they are found on Google or other search engines. You want your website to be as close to the top of the rankings as possible, so that when people hit up that search button it’s your site that they see.
Example time - let’s say you’ve started your business and are ready to take it to the web. It’s a cake baking business. Everybody loves cake. If you want people to visit a snazzy new website (and in turn, buy your cake) then you don’t know it, but you’re already thinking in terms of SEO. You want to improve how easy it is for people to find you. By improving the content on your site – ensuring that it’s relevant, using key words and labelling pictures – you will boost your way up the search engine rankings and increase leads and traffic. More traffic equals more cake sales. Voila!
In a nutshell: Search Engine Optimisation is the process of making your website easy to find for potential clients or customers on Google.
Next up – SMM. The sheer power of Social Media Marketing is AWESOME.
Why? Because that’s where your customers are. As of the time of writing, over 1.94 billion people are on Facebook alone. If you’re serious about providing goods or services in the 21st century then take it from us – you need social media.
Let’s break it down a bit. Social Media Marketing utilizes pictures, videos, text and more which you provide. It enables other people to interact with your business on platforms such as (but not limited to) Facebook, Twitter, Instagram and LinkedIn. SMM is another way of reaching out to and interacting with potential customers and clients that you otherwise wouldn’t have had. Importantly, Social Media is a place where people express themselves – their interests, their needs and their opinions. This means that word about your reputation can quickly spread, and you can reach more people.
Social Media Marketing has almost never-ending advantages. You can interact with your clients on a personal level using public or private messenger services. This in turn allows you to understand and adapt to your client-base. It is a platform where you can tell people more about your business, keep them updated and keep them interested. It’s somewhere that you will always – ALWAYS – be able to find more people who want what you provide.
In a nutshell: Social Media Marketing refers to using different forms of social media to attract customers, build reputation, advertise your services and update people who are interested in your business.
Because so many people use social media, it provides us with the perfect place to put advertisements. The most popular form of these (particularly for Facebook) are Pay-per-click ads.
The clue is in the name. Instead of paying upfront for an advertising campaign, you only pay when someone clicks on your ad, essentially meaning that you only pay for customers who are already serious about what you have to offer. After this, it’s up to your website or social media page to do the rest.
The idea is that you will convert enough leads into customers or clients that you will be making profit from your advertising campaign, and this involves research. The beauty of Facebook is that as a social media platform it has information about its users, so you can ensure that your ads are being put in from of people who are already interested in similar things to what you offer. Let’s bring it back to that cake baking business of ours. Facebook already has information about peoples interests – it can, for example, ensure that your ad is only put in front of people who have showed a recent interest in buying cake, people that have visited cake-related pages or people who comment on videos or pictures of cake that you’ve posted. This means that you are paying for the clicks of people who you already know want cake. And guess what people who want cake do? They buy cake.
PPC is not just for social media either. Take Google for example – they offer PPC through a service called ‘Google Adwords.’ This means that your adverts will appear to people whose search includes key terms that you choose, such as ‘cake-decorating’ or ‘where can I buy birthday cake.’ The idea is that you bid on these key words and phrases, but only pay when someone clicks on your advert – again, ensuring that the people who are visiting your site through the ad are people who are already serious about what you want to offer.
Adwords opens up a whole world of technical terms: impressions, CPR (cost per result), CTR (click through rate), result rate and more, all of which can be used for your benefit. These give you the opportunity to create ad campaigns that are incredibly relevant, precise and tailored towards your audience, but they’re also going to have to wait for another blog post. Too many acronyms – your brain will explode.
In a nutshell: Pay-per-click is a type of advert which targets people who are already interested in what you have to offer (using Adwords or Facebook for example) and means you only have to pay for those serious enough to click the link.
So there we have it. The big three in all their glory – each with an important role for your online presence. With these under your belt, you are well on your way to understanding just how much digital marketing can be beneficial to your business.