What Is The Difference Between Social Media And Online Marketing?

What is difference between social media and online marketing

Social media, online marketing, digital marketing, internet marketing – the list could go on. These are all terms we hear when we are trying to develop a marketing plan. Let’s learn to distinguish them a bit and get your business on the right track with digital marketing in 2015 and beyond.

What is Online Marketing?

Internet marketing or online marketing is the big umbrella which includes website development, email marketing, blogging, digital marketing, search engine marketing, pay per click advertising and all the efforts associated within those efforts. Each of these individual components make up most of a companies’ online presence.

What is Social Media Marketing?

Social media marketing is simply marketing your business using social media platforms. This may include the most popular social media sites – Facebook, Twitter, YouTube, Instagram, Pinterest, LinkedIn and Google+. Social media is a way to keep your customers up to date on the latest trends and buzz around your industry. It is a place to build relationships and brand. Social media marketing can include setting up free accounts on the most popular platforms mentioned above and creating meaningful content on your pages on a regular basis. Most networks also have paid advertising options. These can be helpful to build followers and promote specific events or promotions your business may be running. We recently published a list of why your business needs to be using social media here.

What is Digital Marketing?

Digital marketing is also a component of online marketing but may also include offline tactics such as radio and TV ads. Digital marketing will drive your customers online to your website or social media accounts through online and offline measures. Businesses also use digital marketing when incorporating a pay per click campaign for their business. These may include banner ads on industry related websites or forums, Google AdWords or Bing Ads. A complete digital marketing campaign will usually include the following: search engine marketing, social media promotions and email marketing.

Social media marketing is only one small component of online marketing. Online/Digital marketing is the catch-all term used that incorporates all of the marketing efforts used to promote your business both online and offline. Online marketing is the way of the future and is an essential part of your companies’ marketing plan.

WebScout offers a free 15 minute consultation. Give us a call or email us here to get your digital marketing plan started.

 

How successful is video marketing and should my business use it?

With the continued popularity of YouTube and video blogging, companies are beginning to discover the power of video to promote their products. Through tutorials, webinars, walkthroughs and more, the possibilities for video marketing are innumerable.

So who’s using video marketing, and how successful is it? According to Cisco, video will make up 69% of consumer internet traffic by 2017. So now is the best time for businesses to start using video marketing, because it’s only going to become more popular. This video from American Greetings shows video marketing done right.

With the rise of other streaming content on platforms such as Netflix and Hulu, even more people are looking to video for their entertainment and news. Buzzfeed hit big with their viral videos, offering interesting and highly sharable content. At the same time, YouTube is the second most popular search engine behind Google, and receives over one billion unique visitors per month. The number of people subscribing to specific YouTube channels has tripled in the last year alone.

According to Nielsen, 64% of marketers expect video to be their dominant strategy in the near future. Many companies are already employing the use of video marketing to promote their products and services. It’s not hard to see why; the benefits of video marketing are highly valuable. Videos often present narratives, which can help build your brand. Brand building can then lead to greater brand awareness. If viewers link your company or product with an interesting video, they’re more likely to remember who you are. Video marketing is a great way to improve Search Engine Marketing(SEO), because videos often have higher click rates. Also, videos can help improve conversion rates and link building. Online retailer StacksandStacks.com reported that customers that viewed product videos were 144% more likely to purchase the product than those who did not watch a video.

Another benefit of video marketing is that it offers improved user engagement. Because people’s attention spans are lowering, video is becoming a much more effective method of communication than text-based content. A good video will keep the viewer watching. Also, people can’t skim a video like they can a text, so if they watch the entire video, your company has a greater chance of making an impression on the viewer.

For example, retailer Advance Auto Parts found that adding instructional videos to their website and Facebook page led customers who watched to stay twice as long on the site and visit twice as many pages compared to those who did not watch any videos. An important consideration, especially with YouTube, is to create videos with content, instead of just an ad. This makes people more willing to watch, and increases the potential for viewers to share your video with others.

For businesses looking to start their video marketing efforts, here are a few ideas for effective content. An introductory video, offering visuals and sound as to who your company is and what it does, is always a good starting point. Secondly, you could create a video responding to customer questions. This engages the customers directly and shows that you care about their input. Similarly, you can produce a video that stars fans and users of your service or product, which adds a personal and authentic element to your business. This can be beneficial because it can allow the viewer to connect with the video emotionally, something that is much harder to accomplish through text. Here’s a good example of a case study video, which features users of GoToMeeting.com, relaying how the product has benefited their business. The testimonials are engaging, not static, which makes for a more effective video.

When deciding whether or not video marketing will benefit your business, you should consider your demographic. For example, videos are great if you’re looking to reach a younger audience. Nielsen reports that YouTube reaches more people in the 18-34 age demographic than any cable network.

Take a look at this guide to help you jumpstart your video marketing strategy or contact WebScout for a free 15-20 minute consultation.

 

5 Reasons Your Business Needs to be on Social Media

From your local news station to the White House,                                                                              it seems like everyone has a social 5 reasons your business needs to be on social mediamedia presence today. But is it just a passing fancy, or something that can genuinely have an impact on the long term success of your business? Is it worth your time and energy? The answer is yes. Cultivating  a social media presence has become an integral part of marketing strategy. The trick is figuring out which platforms will work best for your business, and making sure they’re ones that your demographic is still using. For example, young adults have largely moved past Facebook and into Instagram and Tumblr. Yet older demographics are just now embracing Facebook.

No matter whom you’re looking to target, there are several reasons why having a social media presence is necessary for your business.

  1. Increases Consumer Trust: Social media is an inherently personal product. It’s fundamental purpose is to allow one person to share their personal information with many others. By creating social media posts for your business, your audience is allowed to interact with your business in a personal way—the same way they interact with friends. A good social media profile can help increase customer trust, because they can communicate with you as a person instead of just a business. And of course, increased trust leads to increased sales and brand loyalty. The key is to be authentic. According to Digital Buzz Blog, auto-posting to Facebook decreases likes and comments by 70%. So rather than canned comments, be creative, and take the time to write personal, relatable posts, and most importantly–reply to comments left by your customers.
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  3. Builds Brand Awareness: As recently noted in this post, brand awareness is key to the long-term growth of a company. Social media can be extremely effective in building brand awareness, simply because it allows your business to be showcased on more platforms. The way you use social media for your business can help make your brand’s message more cohesive and its image more identifiable. Brand awareness is especially important in the early days of your business, so creating a social media presence early can make for a more effective launch. Also, the cost is relatively low compared to other advertising methods, making it optimal for a startup. With regular updates, using social media for brand awareness helps legitimize your business by proving that is alive and well, compared to the often-static content of websites.
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  5. Improves Targeting of Audience: According to Media Bistro, 74% of consumers rely on social media to influence their purchasing decisions. Using social media helps you see who your customers are and what’s important to them. People who connect with your business on social media are potentially the best representations of your target audience. With social media tools, you can track who is looking at your profile, including age, gender, and occupation, allowing you to target potential customers more effectively. Also, you can gain insights about what people are gravitating towards on your social media, through likes and comments. If photos are getting 20 likes and videos are getting 10 likes, you may want to focus more on posting interesting photos.
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  7. Allows for Quick and Easy Updates: When launching a new product or service, there’s no faster way to inform your audience than social media. For example, when someone likes your page on Facebook, posts from your company will show up on their news feed, meaning your customers will be made aware of new content without even having to look for it. Updates can also be shared and spread easily from person to person. Facebook has recently changed their algorithms and businesses have to work harder to get their message to the fans. Less than 10% of fans will see your updates if they are not sponsored. We encourage our clients to spend a portion of their ad budget on Facebook each month to gain exposure.
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  9. Increases Traffic and Conversion: According to Media Bistro, 81% of consumers are influenced by their friends’ posts on social media when making purchasing decisions. This is just one of the ways a good social media presence can increase traffic for your business. Posts can be seen by your customers and their friends, allowing for greater dispersion and visibility of your business, which can lead to increased sales. Also, your social media profiles and posts can be linked to your website, resulting in increased traffic and improved SEO. Social media increases conversion in part by increasing credibility. Companies with a high number of followers are often seen as more legitimate by consumers (and search engines), which may prompt them to choose your company over a competitor.

 

WebScout offers a free 15-20 minute phone consultation for anyone starting a new marketing project. Contact Us today.