Everything you want and need to know about e marketing
The roots of e marketing
These “roots” are the most important thing to be careful about when considering e marketing, as any attempt that does not include these basics is usually doomed to failure or does not achieve its full goals.
Research represents the basic step for the start of any profit project, whether traditional or on the web, and this step begins with identifying the purpose of the site or product, what is the problem that the site or product solves for customers or users? What is the purpose of the site?
... The answers to these questions will lay the groundwork for the start of a successful web journey.
Next comes the role of delving into the market research process and answering many questions ... such as the situation of the competition in general and the specifications of the customer audience ... Where will the site stand towards the competing sites?
Who are the consumers or users?
What are their behaviors on the web? What sites do they visit? What are their ages, interests, places, nationalities
A clear strategy ensures achieving the goals of your business by dividing the market into small pieces based on the results of the market research we mentioned, and then focusing on targeting the most promising or more likely market segments to use or buy your product.
It is very important to define your strategy from the beginning with clear goals and known ways to reach these goals, as walking without a predetermined path often ends with a lot of wasted effort without real progress, and of course you should pay attention to the fact that your strategy in e marketing that includes some Flexibility when applied, as the market changes rapidly and you may need to adjust your path later, albeit slightly.
Start by identifying the unique aspects that distinguish your product from the rest of the products on the electronic market, and that ultimately push the website visitors to achieve the goals pursued by USPs Unique Selling Point.
Think of new features that competitors do not have that can be added to your product at the lowest costs (free delivery services, distinctive packaging, new flavors, greater coverage of services as groups, etc.).
Think about ways in e marketing that could increase customer engagement with your product (example: the x% discount on every friend they refer).
A successful strategy in e marketing is based on finding solutions that aim to increase the number of conversions, or convert a visitor into a customer, by showing the unique selling points of your site USPs that you have identified.
What is meant by the content is the message that you want or deliver to customers, which must be in harmony with the strategy that you have come up with.
Try to highlight the unique selling points of your product, but at the same time do not become a salesman.
Maintain the popular "20: 80" ratio, which means that 80% of the content focuses on the information and solutions provided by the product, and the remaining 20% on the promotional message.
In fact, whatever type of business you intend to do and market it on the Internet, it is important to provide the appropriate content, as the distinctive and well-customized content for the search engine may bring many bewildered customers who did not know that they need your services, until they found it in front of them after they entered Your site is the result of part of your non-promotional content.
When creating the required content, always remember that quality surpasses quantity after a certain limit, and the identity of the product is very important and the published content may not violate it. An article on weight loss may benefit you if you sell herbal mixtures or perhaps sports equipment, but its effect is negative if not There is no connection between it and the nature of your work.
It is a continuous and continuous process that does not happen overnight, and it is the result of successful marketing efforts that may last for years, but ultimately leads to the entrenchment of the meaning of the brand and the shape of its logo in the minds of consumers.
The truth is, we cannot suffice with a few words to explain the meaning of the brand! So, let us suffice with indicating the basics such as choosing an attractive name and slogan that is easy to remember by the customer, also the branding process must include a focus on linking the need that your product or site meets with your brand name.
In the event that you have not achieved success yet or you are struggling badly in the beginnings, the wrong choice of branding can be the problem, as the name of your business, its logo, and the way it presents itself is very important because it is usually the first thing that a potential customer sees. What determines whether he will be attracted to what it has to offer or will deviate from it.
Trunk e marketing
In principle, everything that falls into this category is hugely important within e marketing, but here with a tolerance range just a little bit wider than the radical things. As ignoring or not performing the tasks arranged here properly will not necessarily destroy your project, but it will harm you greatly and negatively affect your marketing endeavors.
Development and Design
The site is the stem of the e marketing tree and where customers learn about your product. As with every website that carries a commercial purpose, it is just like any commercial store on the ground, and just as designing the store properly and making it easier to use and accessing products within it easier is essential to achieving direct sales, so designing the site appropriately with clear paths for the user, and easy access to products and content It is essential for you when marketing on the Internet.
In fact, it can be said that the user's path within the website is much more important than his path within the real store, while making the user's path in the store intentionally complex can sometimes be useful in motivating him to buy more, the opposite is true on the Internet where the user is not physically constrained and forced To go to the exit, simply neglecting the design of the site to make it easy may lead to the escape of many users from it, and turn them from potential customers to useless visits.
In addition to the design, we must look at the site’s loading speed and being free of errors in terms of the codes used with an easy content management system capable of controlling most parts of the site in addition to the attractive design and ease of navigation. All of them are important factors that help to achieve the profit goal, without achieving any of these factors, there is no need to spend money on the advertising channels of the sites that we will talk about.
Twigs of e marketing
They are the marketing channels for the site, whose role is evident in bringing customers to the shop. These channels often carry the meaning of the brand and the distinctive aspects of the site or product for the target audience, and the importance of using these channels varies according to the type of product or site.
What makes the branches different from the previous parts is that they are, in fact, opportunities that are preferred to be exploited and therefore not mandatory, as one or a group of methods can be adopted only for digital marketing while neglecting other methods that may not achieve the desired returns, or their importance is less due to limited budget. Simply choose what works for you here and be aware that the methods you choose are complementary with each other.
It is very similar to traditional ads in newspapers and magazines or on road signs, in which the advertiser buys an ad space or Impressions from another site, and the site advertised on it is usually related to some extent to the product to be marketed, and the purpose of these ads is to attract visitors and convert These visitors become customers as the final result.
Internet advertising methods are usually divided into several sections, and each of these sections adopts a slightly different method and produces different results:
Views based advertising
If your primary requirement is awareness of your brand or product, or that what you sell is seldom purchased online, then your best friend is SEA. As many ad services allow you to display your ads for a specified amount for each number of views and impressions for users.
This type of ads is the closest to traditional ads in that you increase the customer’s knowledge of your product without being able to measure the customer’s reaction to the advertisement, but the good thing here is that you can know the number of times the advertisement is seen, and the audience for the advertisement is predetermined by you to be the category The most important thing that you intend to target.
In the event that your product is accessible and can be bought online, then this method is undoubtedly the best for you, as what you pay for it earns active users and semi-confirmed customers, as money pays for every click someone makes on your ad regardless of the number of views that appear .
The good about this type of ads is that it provides you with comprehensive information about your ad campaign, as you can know the number of people who saw your ad and the percentage of those who clicked on the ad, as well as the percentage of those who completed a purchase after clicking on the ad, and this information is the most important without any doubt as it tells you to The strengths and weaknesses of your ads also clearly tell you where the defect is, if any.
The only negative aspect here is the relatively higher price for this type of ads, as the click rates follow the amount of customization you make, and setting a low price for clicks means that your ad will not appear to the best potential customers with the highest conversion rate.
Search engine advertising
In principle, this type of ads does not differ much from other types, except in the place where it is displayed simply, so instead of your ad appearing in an article or blog or elsewhere in a variety of sites, your ad will appear in the search engine when users search for a specific word.
Usually, the ad on the search engine has a predetermined price that you cannot fully control, and it usually follows the price of the keyword you want, and within any country or geographic region you want your ad to appear, and most importantly: Do you want your ad at the top or bottom of the search page?
Of course, there is a clear advantage to this type of ads as it usually attracts customers with higher conversion rates, and it also helps outperform competitors by appearing before them in the search engine, but in return this method suffers severely from being more expensive than others on the one hand, and it also requires a lot of work and research. Key phrases suitable and cheap, and there are those who are looking for it in the first place, and the biggest negative perhaps is that this type of ads appears to users who originally intend to buy your service or product (or a service or similar product), while it does not attract you many users who do not know that they want your product Until they see your ad.
There are many types of digital ads, such as affiliate programs, ad text links, guest bloggers, or it can be part of a creative marketing campaign ... etc.
E marketing aims through this channel to reach the target audience through social networking sites such as Facebook, Twitter, Google Plus, YouTube, etc., and social media marketing depends on building social groups interested in the brand, by addressing the target audience by sharing interesting content Such as infographics, blog posts, videos, e-books.
E marketing via Search Engine Marketing:
There are two types of e marketing channels through search engines, the free type, SEO, which aims to increase the visibility of the site to be marketed on the SERPs. This type of e marketing relies on understanding search engine algorithms, always producing high-quality content, and attracting Links from other websites, adherence to search engine guidelines in this field and a lot of other factors ... Because of the complexities of this type of marketing, most companies resort to employing an expert or using companies specializing in this field.
The second type of e-marketing through search engines is the paid type, which is a text ad that appears at the top of the search results page and on the right side (if you use Google Arabic), and the advertiser usually pays for every click on the ad on the search results page. In other words, the advertiser asks the search engine to show his ad when users search for certain keywords chosen by the advertiser.
This marketing channel relies on sending flyers or advertising content to the emails of the target audience. It is ethically and professionally preferred when using this type of e marketing to obtain prior approval from the audience receiving these emails, and to provide an easy way to unsubscribe from this service.
Usually large companies and leaders in a particular field rely on this type of marketing channel, publish press releases on news sites, in addition to relying on electronic PR agencies to publish their news.
Finally, I would like to talk about Analytics and tracking tools such as Google Analytics, Site Catalyst, and others which, in my opinion, are the most important aspect of the website advertising or e-marketing currency ... and through which the marketer can determine the fruits of the money spent on the advertising campaign ROI very accurately, unlike Traditional marketing, which often relies on comparing business revenue before and after the ad campaign, which often lacks precision.
With the tracking tools provided by many companies (Google Analytics, Site Catalyst, etc.), the e-marketer can analyze the consumer reaction to the advertisement, track the movement of the consumer on the site and track the advertising campaign expenses, and compare it with revenues day by day.