The coronavirus pandemic has led to so many changes in all of our lives across almost everything we do every single day. One of the most noticeable things that has changed as the global Covid-19 pandemic progresses and rolls on is the move of more businesses and brands than ever to the online space. Although many businesses had already been making their moves to the online business world, the pandemic has accelerated this move many-fold.
Interestingly, this has meant that businesses that would otherwise not necessarily be considered ‘online businesses’ have also had to join the other, potentially more adaptable businesses. In practice, businesses from commodities recruiters to cleaning businesses have had to adapt to this ever-increasing online transition and move like they could never have expected.
Part of what all businesses moving online have found is that not only have they needed to speed up all they are doing to get online on the first place (for those that previously were not or who barely were) but that competition is stiffer and more difficult than ever.
With more businesses competing online and fighting for customers, sales, transactions, engagement and business, online marketing in the UK and globally has exploded in popularity.
The primary methods of online marketing being used by both businesses like those that were traditionally offline like letting agents as well as the likes of already online businesses are:
- Search Engine Optimisation (SEO) – The gold standard of online marketing, but also the method which takes the longest to show tangible results, SEO is the method which unlocks the true potential of search engines like Google, Bing and others. Getting higher up on search engines is what SEO does and with higher positions under a business’ belt, the conversions and sales stream in
- Paid Marketing – This includes the likes of Googles pay-per-click where businesses bid for selected keywords and phrases, paying for each time a user clicks on their ad. Although potentially fast and effective, this can be very costly, with some keywords costing more than £150 per click in very competitive industries. Paid marketing also includes paid for social media ads which can be run for fairly low cost, targeting specific niches of people and potential customers across the globe
- Influencer Marketing – This method of marketing is more suitable for products and ‘physical’ items and services. Thus, it is not suitable for some businesses like publishers and accountants. However, with the right influencer, with the right audience and demographic and with the right campaign, influencer marketing can instantly get you in front of potentially millions of people
There is no ‘best’ method of online marketing. Some businesses will take one of the above methods whereas others will take all and will invest considerable sums of money into very sizable campaigns. What is most important is to think about the goals and ambitions of the business in question. It is also key to be aware of any budgetary constraints and to be realistic.
If you can only spend a few hundred pounds per month, in an industry where others are spending many thousands or even tens of thousands, you can still succeed, but it will likely take longer and will require a laser like focus on the key goals and aims you are seeking to achieve.
It is also crucial that businesses are aware that what works for one business may not necessarily work well for another and with that in mind, take the time required to consider, think about and assess and potential paid or earned online media campaign for any business.