Best Practices - Online Advertising and Marketing

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Best Practices - Online Advertising and Marketing

May 23, 2022

If you’re a small business owner or a self-employed person trying to sell your products and services, then you’d agree with me that doing that so isn't exactly a walk in the park.

However, having some basic knowledge about online marketing and advertising can help you sell your product easily and help your business achieve its goals. But, this can only be achieved if you know the best ways to leverage the digital space to market your products or services.

If you're not conversant with what online advertising and marketing are, there is no cause for alarm. In this article, we will look at what these mean, and I will also expose you to some best practices for your online advertising and marketing.

What is Online Marketing?

Online marketing, or digital marketing, is an umbrella term that includes online advertising. It is the act of promoting a business, product, service, idea, etc., using the internet and other digital communication to engage with existing and potential clients and drive sales.

As a marketing channel, this does not comprise web-based, social media, and email advertising alone, but text and multimedia messaging as well.

To get the most out of this form of marketing for your business, there are several practices you need to put in place.

That said, here is a compilation of the six best practices for online advertising and marketing that you must know about:

Have a Good Website 

Among the most critical aspects of your company is your website. It is where many potential clients go to learn more about your products or services. Your website is the first impression that your target market gets of your business in many cases.

Because many of your other online marketing activities will be aimed at driving people to your website, the design of your website may make or break your business performance. This implies that your website must be capable of capturing and holding visitors' interest while also persuading them to purchase your product or service.

Determine Your Target Market

Before creating successful online marketing campaigns for your product or service, you must first determine who your target audience is. Specify your campaign's aim and determine if the goal is to get new consumers, win back old ones, or keep present clients.

Your online ad's message and business offer must greatly depend on who your target audience is. Therefore, your message will be more valuable and specific if you accurately categorize the audience.

Personalize Your Ad Content

If your online ad content has nothing to do with your target audience, the chances are that over 70% of them will become disappointed. However, over half of them will pay more if their experience is personalized.

 As a result, you must create ad messages that your customers or potential customers see themselves through to feel valued. This can ensure that they make purchases and always come back for more.

Use Creative Elements

Every business has distinct aesthetic aspects that set it apart from its competitors. Please make the most of it in your advertising strategies. For example, including a logo, mascot, typeface, or color scheme might make your brand more distinctive and identifiable. Attracting customers' attention is good, but you also need to keep it and have them associate with your brand.

It is critical to include distinctive and original graphic elements in your ads if you want them to succeed.

Utilize Chatbots & Conversational Marketing

Chatbots can assist you in gathering additional information about your current and future consumers. This makes it easy to construct targeted marketing campaigns using personalization approaches beyond simply including your lead's name.

Use Strong SEO

It's a fact that a more significant number of people are using search engines to discover new products and services and to get answers to their questions.

Today, search engine optimization (SEO) has become one of the most profitable areas of online marketing as more people rely on services like Google, Yahoo, and Bing to get answers to their queries.

By enhancing your site’s search engine results, you can optimize the visibility of your product or service and drive more engagement and sales.


Online advertising and marketing offer several benefits and promises that no small business owner or self-employed individual should overlook if they want to see their businesses grow.

Whether you run a business-to-business or business-to-consumer type of business, properly integrating online ads and marketing will help you build your online presence and, as a result, stimulate more engagement and sales.

These digital marketing best practices will significantly improve your online advertising and marketing. While you may utilize all of them to sell your product and service, you do not have to feel obligated to follow them all at the same time.

The opinions expressed in our published works are those of the author(s) and do not necessarily reflect the opinions of the National Association for the Self-Employed or its members.

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