If your brand does not exist online, does it really exist at all?

Ok, the question may sound a little dramatic, but let’s agree that with today’s consumers spending the majority of their time behind a screen, any business can and should integrate online advertising in their marketing plan.

Now you could always ask your marketing director or your SEO expert to build the plan for you, but if you own a small independent business, chances are you are that person. So let us try to simplify the online advertising ecosystem for you.

In this article, we are cutting back to the basics and explaining how each piece of the puzzle fit together. Hopefully, at the end of this, it’ll no longer feel like a puzzle, but like a perfect recipe for your business success!

What’s your type?

You might be thinking, alright, which type of online advertising is made for me? Not to sound cheesy, but… all of them! Again, this is a recipe that you want to get just right so you can create the perfect balanced diet, where you need all the pieces together to create something great. So what are they?

  • SEO
  • Google Adwords
  • Display advertising
  • Social Media
  • Retargeting
  • Email remarketing

What do they all do?

Each option serves a specific purpose. Even if your end goal is to grow your number of customers, there is a journey to follow to succeed, and each option will lead you to a different phase of that journey.

Ultimately you want to do two things: Find new audiences, which is called acquisition, and build a strong relationship with your existing customers, called retention. Yes, most marketing goals are sales-focused, but you should also be thinking about building loyalty and trust with your present customers. So, given the list of tools above and the two goals, how do we merge them? Here is our breakdown:

Acquisition
  • SEO
  • Google Adwords
  • Display advertising
  • Social Media
Retention
  • Retargeting
  • Email remarketing
  • Social Media (yes, this one made both lists!)

Note that like all things, this is not just black and white. Plans can and should be adapted to the reality of your business, but for now, let’s just go with the most popular scenario.

Let’s dive in right away: What are the different tools for customer acquisition and how do they work together? Find out in our next article!