Internet marketing is just marketing nowadays. With the omnipresence of smartphones, social media and voice assistants, online channels are the most cost-effective ways to reach your target audience.
This seems like a simple concept, but in reality, there are many moving parts that businesses new to online marketing should know. For one thing, a wide range of online channels is suitable for different companies and goals.
Internet marketing refers to digital marketing tactics and strategies implemented online to attract customers and promote brands. As internet usage and e-commerce continue to rise, internet marketing has become vital for business success. This comprehensive guide will examine the core internet marketing channels, tools, and best practices brands must adopt.
Why Internet Marketing Drives Business Success
The digital transformation of consumer behaviour has fundamentally changed how businesses connect with their audiences. With over 90% of consumers researching products online before making purchasing decisions, companies that fail to establish a substantial internet marketing presence risk becoming invisible to potential customers.
Modern internet marketing encompasses far more than basic website presence. It requires strategic integration of professional web design, compelling video content, targeted SEO strategies, and increasingly, artificial intelligence to create personalised customer experiences that drive conversions. At ProfileTree, we’ve developed a comprehensive approach that combines all these elements to deliver measurable business growth for our clients.
Here are some of the basic Types of Online Marketing
Successful internet marketing requires expertise across multiple disciplines, each serving specific purposes in your overall growth strategy. Here are the essential services that form the foundation of effective digital marketing campaigns:
1. Websites for Online Marketing
Your website is at the heart of your digital presence.
A business’s website is the most critical aspect of an online marketing strategy. Known as inbound marketing, a strong, creative and easy-to-navigate website will earn the attention of prospects and generate visits to your website.
Content marketing is managed through blogs, podcasts, white papers, newsletters, videos and social media posts. Websites have become so crucial to every-sized business that companies and consultants are devoted to creating exclusive websites.
2. Search Engine Optimisation
SEO is about helping users discover your site organically through search engines. This involves:
Facebook, LinkedIn, and Twitter, among others, should be researched and understood before being added to a strategic list. Companies that are social and doing it well realise that social media is much more than taking and tweeting photos.
It uses quality visuals, links valuable information, captures analytics, knows what customers and potential customers are interested in, and reaches them in various interactive ways.
4. Search Engine Marketing
SEM or search engine marketing is another critical term for successful internet marketing strategies.
Search engine marketing’s greatest strength is that it offers advertisers multiple opportunities to get their ads seen by customers who are ready to buy at that moment. The difference between SEO and SEM is that SEM is paid, and SEO is organic.
For example, SEM is usually considered for Pay-per-Click, Google Adwords, and display ads placed on other websites to attract new customers.
SEM is a type of online marketing that promotes website traffic by increasing its visibility in SERPs or search engine results pages. Strategies that apply to SERPs are paid advertising on and off business websites, content advertising and other paid strategies. Specialised digital marketing services tailor integrated campaigns combining SEM with SEO, social promotion and more for an impactful web presence.
5. Affiliate Marketing
Affiliate Marketing earns a commission by promoting other companies’ products and services.
Affiliate marketing is an excellent opportunity for those who manufacture their products and want to promote them to their target audience through other advertising websites. The advertisers get a cut when they make a sale.
It’s also a way for professionals with an internet voice to promote and share their opinions on multiple products through blogs and social media exposure.
This is a win-win situation for some who may or may not have an e-commerce site: products are sold, commissions are earned, and the company is increasing its internet marketing potential.
Affiliate marketing has created many success stories and can generate income if promoted and executed correctly.
6. Google AdWords
Google AdWords is Google’s advertising service for marketers who want to display ads on Google’s highly used search engine and its advertising network.
Google AdWords allows businesses to control and keep track of their advertising budget because they only pay when someone clicks on the placed ads.
Google AdWords can help promote, sell and raise awareness of a company with the primary goal of increasing clicks or visits to a website.
Keywords, or the words and phrases used in advertising content, are an essential part of Google AdWords strategy and are one of the key components marketers should become familiar with for success.
7. Keywords
Keywords are the bread and butter of internet marketing.
Keywords are the foundation of a website’s content and promotional verbiage. When used effectively, they help visitors and potential customers understand you, your web content and your company’s products and services.
On the other hand, keywords help search engines, like Google, understand the content of your webpage. Knowing your products, others in your industry and the relevant keywords are “key” in forming your online marketing campaigns.
Social marketing professionals focus on determining which keywords and phrases will offer them higher rankings and more visibility on users’ news feeds.
8. Pay Per Click
Pay-per-click or PPC is an internet marketing strategy where advertisers pay a fee only when one of their online ads is clicked. It allows online advertisers to bid for particular ad placement in a search engine’s sponsored links when a visitor types in a keyword related to their business.
PPC is an effective way to increase website visits. Search engine advertising is an example of pay-per-click advertising. Every time someone clicks on an ad, the advertiser pays a small fee regardless of whether someone buys a product.
Since keywords and ad placement are so important to a successful PPC campaign, sites are devoted to helping businesses select the right keywords, a huge service, especially for newcomers to online marketing.
9. Inbound Marketing
In today’s online marketing landscape, earning the attention of potential customers is imperative. Your website should be easy to find and generate leads and customers. As legendary Microsoft founder Bill Gates said in 1996, “Content is King.”
This can be accomplished through blog posts, videos, podcasts, whitepapers, email content, social media, etc. Sharing information pertinent to an industry, such as tips, interviews, infographics, trends and other valuable, interesting information, is all part of inbound marketing.
A successful inbound marketing strategy will encourage others to like and share with their networks.
10. Web Analytics
Web Analytics helps online marketing professionals understand and optimise their Internet marketing campaigns.
This is one of the most important aspects of a campaign. A professional can review, analyse, and understand what campaigns worked and what didn’t.
It is a tool for measuring web traffic, gaining valuable insight into how visitors respond to marketing, advertising and content, and helping a business steer its future campaigns successfully.
Most social media platforms, search engines, email management services and marketing consulting services offer detailed analytics to help customers evaluate their time and online marketing investment.
Comparison Between Internet Marketing Strategies
Strategy
Objective
Metrics
Pros
Cons
Automation, personalisation
Increased organic traffic and rankings
Keyword ranks, site traffic
Long-term results, brand building
Slow and competitive
Pay-Per-Click Advertising
Targeted traffic and conversions
CTR, conversions, ROI
Measurable, flexible budget
Ongoing cost, bid management
Social Media Marketing
Brand awareness and engagement
Followers, shares, mentions
Viral reach, social proof
Lower conversions, algorithm changes
Content Marketing
Build authority and capture traffic
Backlinks, lead generation
Trust, thought leadership
Requires substantial resources
Email Marketing
Lead nurturing and sales
Open rate, CTR, conversions
Automation, personalization
Potential spam complaints
Affiliate Marketing
Leverage influencer reach
Sales, commission rate
Only pay for conversions
Loss of brand control
This table compares major Internet marketing strategies across key objectives, metrics, pros and cons.
Key Internet Marketing Tools and Platforms
Google Ads, Bing Ads – PPC platforms
WordStream, SEMRush – PPC bid management
Hootsuite, Sprout – Social media management
BuzzSumo, Ahrefs – Content research
Mailchimp, Constant Contact – Email marketing
Google Analytics – Performance tracking
How ProfileTree Delivers Integrated Marketing Success
ProfileTree’s comprehensive approach combines all our core services to deliver measurable business growth. Rather than offering isolated services, we create integrated strategies that maximise the impact of each marketing element.
Our Integrated Service Approach
Strategic Planning: Every engagement begins with comprehensive business analysis and strategic planning that aligns all marketing activities with your objectives.
Seamless Integration: Our websites include SEO foundations, content and video work together for comprehensive campaigns, and AI tools enhance execution across all services.
Measurable Results: Our integrated approach typically increases qualified leads by 150-300%, organic search traffic by 200-400%, and marketing efficiency by 25-45% through AI implementation.
Getting Started with ProfileTree
Discovery Session: Comprehensive analysis of your current situation and growth opportunities. Custom Strategy: Tailored service recommendations that address your specific needs and budget. Phased Implementation: Strategic rollout that builds momentum and demonstrates value quickly. Ongoing Optimisation: Continuous improvement based on performance data and business needs.
“The businesses that succeed with internet marketing are those that view it as a strategic investment rather than an expense,” notes Ciaran Connolly, Director of ProfileTree. “When you combine the right strategy, proper execution, and continuous optimisation, the results speak for themselves in terms of business growth and profitability.”
Getting Started with Internet Marketing
For businesses beginning their internet marketing journey, following a structured approach ensures better results and efficient resource use.
Phase 1: Foundation Building
Website Optimisation: Start with a fast, mobile-friendly website optimised for conversions
Basic SEO Implementation: Ensure proper technical SEO and local search optimisation
Analytics Setup: Implement comprehensive tracking to measure performance from the beginning
Phase 2: Channel Expansion
Content Marketing: Develop regular, valuable content that attracts and engages your target audience
Social Media Presence: Establish active profiles on platforms where your customers spend time
Email Marketing: Build and nurture an email list for ongoing customer communication
Phase 3: Advanced Strategies
Paid Advertising: Implement targeted PPC campaigns for immediate visibility and lead generation
Marketing Automation: Develop sophisticated lead-nurturing and customer journey automation
AI Integration: Explore AI-powered tools for personalisation, analytics, and optimisation
By implementing a strategic mix of essential Internet marketing strategies, businesses can achieve critical growth objectives like lead generation, brand building, customer retention, and sales. Tracking key metrics and optimising based on performance data is crucial to Internet marketing success.
Conclusion
Internet marketing success requires strategic planning, consistent execution, and continuous optimisation based on performance data. Businesses that embrace comprehensive digital marketing strategies, including AI-powered solutions, position themselves for sustainable growth in competitive markets.
The key to long-term success lies in understanding your audience, providing genuine value, and focusing on metrics that directly impact business growth. Whether you’re beginning your internet marketing journey or optimising existing efforts, the integrated strategies outlined in this guide provide a roadmap for achieving measurable results.
“The businesses that succeed with internet marketing are those that view it as a strategic investment rather than an expense,” notes Ciaran Connolly, Director of ProfileTree. “When you combine the right strategy, proper execution, and continuous optimisation, the results speak for themselves in terms of business growth and profitability.”
FAQs
What is the most crucial internet marketing strategy for small businesses?
Local SEO combined with Google My Business optimisation typically provides the best initial ROI for small businesses, as it helps customers find you when they’re ready to buy. A professional website and basic social media presence should complement this.
How much should businesses budget for internet marketing?
Most successful businesses allocate 7-12% of revenue to marketing, with digital channels typically receiving 60-80% of the marketing budget. New companies may need to invest a higher percentage initially to build market presence.
How long does it take to see results from internet marketing?
PPC advertising can generate immediate results, while SEO and content marketing typically show significant improvement after 3-6 months of consistent effort. Social media and email marketing results vary based on audience size and engagement levels.
Ready to Transform Your Business with Strategic Internet Marketing?
You now know the strategies that drive online success, but implementing them effectively requires expertise and experience. At ProfileTree, we’ve helped hundreds of businesses across Northern Ireland, Ireland, and the UK transform internet marketing knowledge into measurable growth.
Why Choose ProfileTree as Your Growth Partner?
✓ Proven Results: 150-300% increases in qualified leads for clients ✓ Complete Integration: Web design, video, content, AI, SEO, and training working together ✓ Local Expertise: Deep understanding of UK and Irish markets ✓ Future-Ready: AI implementation that keeps you ahead of competitors
Get Your Free Digital Marketing Strategy Session
We’ll analyse your online presence, identify immediate opportunities, and show you exactly how ProfileTree’s integrated approach can transform your results. This complimentary session includes a comprehensive audit, competitive analysis, and custom recommendations with no obligation.
In an ever-changing global economy, understanding and exploiting market trends is critical for businesses seeking to remain competitive and innovative. Market trends reflect shifts in consumer...
Every day we are exposed to advertisements through the television we watch, the billboards we walk past or the commercials we hear on the radio. Some...
In the constantly changing realm of digital marketing, content stands out as the most important element. Yet, without a solid grasp of how well your content...
