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By: Arlette Measures
A Quick Guide to Online Marketing Services

Chances are you already have been—or are considering—advertising your business online. The Internet can be a valuable tool that can help build your brand and gain recognition for your company. Getting your share of web traffic and leads through online marketing, however, can consume a great deal of time and resources. Many businesses turn to online marketing professionals for help in building their brand on the web. Could your business use such services, and if so, how can you choose the right provider for your company? This guide will explore the many aspects of marketing a business on the Internet, and will help you make an informed decision if you need to find an online marketing services provider.

What are Online Marketing Services?

Online marketing, also referred to as Internet marketing, digital marketing, and e-marketing, is the promotion of products or services over the Internet. There are many ways to market your business online, including search engine optimization (SEO), email marketing and social media marketing (SMM). Below is a brief overview of the various means of marketing a business online. To achieve optimal results, your online marketing specialist should use a combination of these methods.

Paid Search
Also known as Pay-per-Click (PPC) and search engine marketing (SEM), paid search produces the ads that appear on the right-hand side of each search results page. In Google, the top two or three results on a page are also paid search listings. Ads are created using tools such as Google's Adwords. When you create an Adwords account, you will have access to keyword research and other campaign creation tools to help you set a budget for your campaign and maximize your ad results.

Other paid methods of driving traffic to your web site include banner advertising and email ads. Paid advertising can produce more immediate results than other forms of online marketing, so it can be a good way to get started. You will want to keep a close eye on your campaign budget, however, and adjust your pre-set limits as you track your results.

Search Engine Optimization
SEO is the process of increasing the rank—and therefore the visibility—of a web site or web page in the search engines via unpaid, 'natural' or 'organic' search results. Maintaining a high ranking in the search engine results is a continual process involving meta tags and descriptions, keyword optimization, backlinking and social bookmarking. The process is more time-
consuming than using paid online advertising, but the results can last longer; your paid search results will only continue as long as you are funding your ad campaign.

Email Marketing
When you enter your email address into an opt-in form in order to download a white paper or receive a special discount, you will soon be the recipient of that company's email marketing campaign. Email can be a very effective tool for building trust with your existing and potential customers. Using an email auto-responder to collect addresses and send out emails according to a set schedule, you can establish a loyal following of subscribers who look to your organization as a trusted source of information. When these prospects are further along in the sales cycle, your email newsletter could be the deciding factor in their final purchase.

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