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Are you looking for answers to the question of what channels to use to effectively advertise your business online? You should start with advertising in search results, optimizing your site for search engines (SEO), and then expand your efforts with social media advertising, display, or mailing. Which channels you ultimately use and in what proposal will always depend on your goals, target audience, and overall business strategy.
Advertising on social networks
One of the most popular promotional venues for companies online is social networks such as Facebook/Meta, Instagram, Twitter/X or LinkedIn. The big advantage of these platforms is their reach, which guarantees reaching a wide audience in a very short time. According to a report by Gemius, PBI and IAB Poland presented at the IAB Poland Forum in 2023, social media is used by more than 28 million Poles. It can be said that more than 90% of people with access to the web use social networks.
Another plus of social ads is the variety of formats, such as text ads, graphic ads, video ads, or promoted posts. You can also precisely target ads based on user demographics, interests, and behavior, or use your own databases. All of this will work, of course, if you provide valuable and engaging content, and your site is fast, mobile-friendly, and neat on the UX side.
Advertising on social networks can also be an effective tool for building brand awareness and increasing user engagement. You can create contests, promotions, and special offers to grab users’ attention and encourage them to interact.
How to use Google Ads to advertise your business?
You should focus on using Google Ads in such a way as to achieve your desired return on investment or profit level. The key is to select metrics that will really tell you whether Google Ads is effective for your business or not. An example of an indicator might be ROAS, which is the percentage return on ad spend, or net profit, which is revenue – costs (purchase and advertising).
Google is the most popular search engine in the world, making it the advertising platform of first choice. Advertising on Google Ads allows you to display text ads, image ads, video ads, and ads on Google’s partner ad network. With accurate targeting and the ability to display ads at the right times, you can reach specific people looking for the products or services you offer. This is all mainly thanks to machine learning. In addition, Google Ads campaigns offer the ability to monitor the effectiveness of your ads using analytics tools, allowing you to adjust your ad campaigns and optimize your campaigns. The main tool used for this purpose is Google Analytics 4.
Google Ads are also bidding strategies that will strive to achieve a given result within a given budget, depending on the chosen goal: conversion, traffic, or reach.
How to use LinkedIn for brand promotion?
With LinkedIn, you can reach people based on the industries they work in or specialize in, making it easier to target and offer B2B products for brand promotion. If your company has services or products targeting other businesses or professionals, consider advertising on LinkedIn. This platform offers targeting tools that allow you to reach specific industries, positions, or target groups.
LinkedIn in Poland has about 5,500,000 accounts, an increase of almost 900,000 over the past year. How many people are publishing content on their wallahs? It turns out that in Poland this number is a steady 2.70%. Popular industries are professional services, technology, IT, and media. If your target audience is people in these industries, you will have great opportunities to reach these people.
LinkedIn is a typical content marketing platform. You need to provide credible, interesting, and unique original content to build trust. Regular publishing will help build habits and repay with increased organic reach.
It’s also worth taking advantage of the social features of LinkedIn, such as newsgroups and comments on posts. You can engage in conversations with others to share knowledge, and insights and build business relationships.
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Is SEO important in brand promotion?
SEO (Search Engine Optimization) plays a key role in brand promotion due to its ability to deliver high levels of traffic and highly engaged users.
In the initial stage of positioning, you should focus on optimizing content, site structure and internal links. You should prepare an extensive keyword analysis and verify the frequency of these queries. This will help you plan the publication of new content more easily.
Another aspect worth noting is that SEO can help build brand trust and credibility. Websites with a high ranking in organic results are often perceived as more credible and professional. These results are not labeled as advertising, so users see them as a natural choice.
Linking is also an important part of search engine optimization. Internal and external links can help search robots better understand the context. Through the use of keywords, indexing robots know what phrases a subpage is pointing to. The more relevant links are directed to a specific URL, the better its visibility will be.
It is also worth remembering the importance of keywords. Properly chosen and placed in the right places on the page, keywords can help your site be better indexed by search engines. If you have done point one of SEO well, i.e. in-depth keyword analysis, it will be easier for you to prepare an apt publishing plan.
SEO is extremely important for online advertising when promoting a brand. Correct search engine optimization can help increase the visibility of your site, and the effectiveness of your ads, and build brand trust and credibility.
What is the importance of content marketing for companies?
Content marketing influences increased levels of trust, builds visibility in organic results, and attracts interested visitors. As a result, companies can use content marketing to promote their products or services. Content marketing can include articles, infographics, e-books, videos, or podcasts. Providing compelling and useful content can help build trust, increase brand awareness, and attract potential customers.
Remember that content should be tailored to the expectations and needs of your target audience. It’s also a good idea to update it regularly and share new content to keep your audience interested and engaged.
Written content, or articles, are popular because of their versatility and ability to present detailed information. Infographics will be visually appealing and can help convey complex data in a simple way. E-books are ideal for longer content that can be made available as free downloads. Videos and podcasts are increasingly popular because they allow content to be delivered in audio and video form, which is simply convenient for a certain audience.
How to use a blog to promote your business?
You can use your company blog to publish compelling content there, which will then attract new customers by generating interest and engagement… Creating valuable content on your company blog gives you the opportunity to share expertise, industry information, tips, or stories related to your company or brand. Blogging not only helps build an expert image but allows for more effective SEO results in the long run.
Blogging is a long-term process and requires regular publishing. The desire for an immediate return on investment will always be tempting, but content marketing is a channel of patience. Don’t expect results after weeks or months. The prospect of one or two years is already more realistic.
E-mail marketing as an apt marketing tool
E-mail marketing is a popular and effective way to promote your business online. You can send personalized emails to your mailing list with important information, promotional offers, or interesting content. The key to success in e-mail marketing is to provide valuable content and interact frequently with your recipients.
It’s also worth segmenting your mailing list based on the demographics, interests, and behaviors of your audience to deliver more relevant content. According to Hubspot’s 2023 study, 33% of marketers send emails weekly, and 26% send several times a month. Additionally, subscriber segmentation is the most effective strategy for email marketing campaigns.
Segmenting your mailing list will allow you to tailor your emails to a specific audience, which increases the chances that your campaigns will be effective. You can segment your list based on a variety of factors, such as geolocation, purchase preferences, or the recipient’s level of engagement. With segmentation, you can deliver more relevant content and personalized offers, which will naturally increase the chance of conversion. For example, if you run an online clothing store, you can segment your list based on shopping preferences, such as preferred brands, types of clothing, or sizes. This way, you will be able to send personalized offers and recommendations that will be more effective in attracting attention and generating sales.
Segmentation of your mailing list can also take into account the degree of engagement of your audience. You can segment your list into active recipients who regularly open and click on your messages, and inactive recipients who do not respond to your emails. This will allow you to focus your efforts on active recipients, providing them with even more valuable content and offers that will be more effective in spurring them to action. On the other hand, you can build a strategy on how to rescue or regain the engagement of customers who haven’t bought in a long time.
How to analyze advertising results on the Internet?
You should start your analysis with a marketing plan and the selection of equivalent metrics. Based on the analytical data collected, you will be able to identify the strengths and weaknesses of your campaigns and take appropriate measures to optimize them. On the other hand, you’ll be able to assess how effective a website, landing page, or mobile app is, where there are points in the sales funnel where users get lost. This is the starting point for planning A/B testing and conversion rate optimization
Summary of advertising a company online
Advertising on the Internet provides a number of opportunities to reach your target audience using a variety of formats. You will be able to choose from social media platforms, search engines, other websites, mobile applications, video platforms, etc. Above and beyond paid channels will be organic channels such as SEO and content marketing to help build trust and brand awareness.
There is no simple, and always accurate strategy for advertising your business online. You should start building a media plan with a marketing strategy, analyzing your target audience, and determining your goals, budget possibilities, and work schedule. You can also outsource the preparation of a marketing plan to a digital agency
CEO and managing partner at Up&More. He is responsible for the development of the agency and coordinates the work of the SEM/SEO and paid social departments. He oversees the introduction of new products and advertising tools in the company and the automation of processes.