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Marketing your online presence - YouTube
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Okay, so you've established
your online home,
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and now you're looking to bring in more
customers to your virtual front door.
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Let's discuss some ways
of doing that using search engines,
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other websites,
social media, and email.
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But first, Rachel, the owner
of Rachel's Kitchen,
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takes us through some of hers.
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We use a number of marketing channels,
as part of our online marketing,
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including paid search, social
and also email marketing.
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We use paid search
for our core products
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as well as to highlight
calendar-based events,
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for example, Valentine's Day
and Mother's Day.
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We use social together
with email campaigns,
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particularly to engage
with existing customers
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getting them to interact
with social media,
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leave all sorts of feedback,
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post pictures of how their cupcakes
arrive and people's reaction.
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Which is fantastic because it's
great for feedback for us
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that we're doing a good job.
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And equally, those customers then act
as ambassadors for our products.
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How are you going to get
your customers to find you online?
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There are a few ways
you could do this using digital.
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Let me start with search engines.
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When people type something
in a search engine,
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they're letting it know exactly
what they're looking for.
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If you offer relevant
services and products,
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search engines will show
your business in the search results.
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There are two main ways
you can use search engines.
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We've got lots of info to share on both.
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The first is search engine
optimization, or SEO,
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which helps you promote your business
in the unpaid search results.
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The second is search
engine marketing, or SEM,
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which lets you buy ad space
in the search results.
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SEO is all about getting your site
in front of the right people
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who are searching
for your products and services.
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There are lots of ways to do this
and we'll explain them in detail later on.
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But the key is knowing what words
people actually type in-- the keywords.
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These are the most relevant words
to your business.
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Understanding these
will help you improve
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the way you show up
when these words are actually searched.
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SEM, on the other hand, is when
businesses pay to advertise to people
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searching for specific keywords online.
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Most major search engines use an auction
system, where lots of different businesses
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compete to show their ads by bidding
on the keywords they'd like to target.
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Search is a great way to reach people,
but we do lots more on the internet.
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We read news, check sports scores,
browse recipes, watch videos,
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and generally browse all lots and lots
of interesting content across the web.
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Alongside this content you might see
ads; this is called display advertising.
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Display ads appear everywhere online
and come in many different formats,
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like text, images, video, and ads you can
click on and actually interact with.
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They can be a great way
to get your message out there.
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And you're also able to choose
the people you want to see your ads
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and the web pages and websites
that you'd actually like to appear on.
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Social media sites like Facebook,
Twitter, or Google+
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give another option for boosting
awareness of your business.
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And they're especially useful
for building relationships with customers.
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On most networks you'll create pages
or profiles for your business.
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You can connect with lots of people
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by starting meaningful conversations
and sharing content you've created,
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whilst growing your business's
online social presence.
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Before we wrap this up, let's not forget
one pretty important way
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businesses can use digital:
email marketing.
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We're not talking about junk email
or spam that clutters up your inbox,
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but sending relevant information
and offers to people
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who've already said
they'd like to hear from you.
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You can get people to sign up or opt in
to receive emails from you.
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Then the rest is up to you.
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You can send coupons to people
who have made an appointment on your site,
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maybe advertise a special event,
or promote sale items.
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Knowing all the ways
you can find people online
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and knowing how they can find you,
can help launch your business big time.
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The more types
of digital marketing you try,
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the more opportunities you'll have
to reach your most valuable customers
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wherever they happen
to be in the digital world.
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