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By Segun Sanusi

An online presence which may refer to Internet advertising, online publicity, web advertising, or online awareness is a form of digital marketing that involves the use of strategic means to make information about product, service or personnel more visible to the public or a specific audience on the online space. Different digital marketing strategies and tools can be deployed to achieve it and the primary benefit attached to an online presence is converting audiences to subscribe to a particular product or services. Therefore, the digital marketing tool remains inefficient if a business fails to get new customers after a period of time.

Creating an online presence for a business is more of a long-term result-driven than the short term as it is a major factor that determines the success and survival of a business. Do you ever wonder why big brands like Coca-cola still sponsor the World Cup till date and Pepsi, The Champions League? The answer is simple, they are not ready to run the business without making the noise about the brand and feeding the eyes of the public with their products.

Digital marketing is diverse and involves loads of strategies and tools which depends on each other to give the required result. The search engine optimization strategy will always depend on a website and the social media management strategy will always depend on social media platforms. These strategies are enormous and are very effective and they include: Search Engine Optimization, Social Media Management, Email Marketing, Search Engine Marketing, Social Media Publicity/Trend, Content Marketing, affiliate marketing amongst others.

These strategies mentioned above are very important in creating a very good and strong online presence for businesses and these strategies can complement each other including the offline publicity, which includes Bulk SMS, radio and television adverts etc.

The Search Engine Optimization (SEO) tool is very efficient because it drives potential audience or client straight to you while making use of search engines as the main tool. The significant value of this particular strategy is that anytime a potential customer searches for keywords that relate with whatever you do, it ranks websites of such business to the top of the search results. Search engines such as Google use an algorithm which may be unique to them and different from other search engines to crawl and rank webpages in search results. The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behaviour.

The social media management strategy may look easy and simple but it is not. It requires more of creativity, resilience and consistency to fully exploit the goodwill that is attached with the strategy, from the point of creating the business page to building and making it popular and then responding to customers, reviews and recommendations, it is a big task but very efficient for businesses especially SMEs.

Neil Partel defined Email Marketing as a digital marketing strategy based on sending emails and developing relationships with prospects and customers. An effective email marketing strategy convert prospects into customers, and turn first time buyers into recurring customers. One advantage of email marketing is that you can automate the entire process. Email marketing is effective in retaining customers over years and also letting them know about new products or deals about the business.

Search Engine Marketing (SEM) is similar to the search engine optimization but with a more efficient ranking feature which is paid. Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility or ranking on search engine results pages primarily through paid advertising. Different search engines adopt this strategy to give websites the top spot in search result, higher than the search engine optimization strategy.

When you think real-time interaction, think the social media publicity strategy, this particular strategy lets a business owner engage customers and potential customers through social media tools such as Facebook, Twitter, Instagram, LinkedIn etc. Businesses get to explore millions of audiences to fetch people who really need the service they render and also to receive and analyze customer reviews and complaints.

Content Marketing is one tool that complements all other digital marketing tools, it entails creating creative information about a particular brand or product in text, video or graphic for a target audience usually through other digital marketing tools

Affiliate marketing occurs when advertisers organize third parties to generate potential customers for them. Third-party affiliates receive payment based on sales generated through their promotion. Affiliate marketers generate traffic to offers from affiliate networks, and when the desired action is taken by the visitor, the affiliate earns a commission.

Digital marketing strategies are very important for the growth of any business in today’s world, the internet harbors more than 60% of the world’s population so it’s safe to say that you can get much more clients from the internet if all these digital marketing tools are well utilized.

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