Key takeaways
- Online marketing puts your business in front of people already looking for what you offer.
- SEO, content, social media, paid search and email work best when they support each other.
- Measure enquiries, bookings and sales rather than clicks and followers alone.
Online marketing helps a business grow by putting it in front of people who are already looking for what it offers, then giving them reasons to enquire and come back. The main channels are search engine optimisation (SEO), content, social media, paid search and email. The right mix depends on your audience, budget and goals.
Start with your goals and audience
Before choosing channels, decide what you want online marketing to achieve and who you need to reach. More enquiries from local businesses calls for a different plan than more online sales nationally. Clear goals also make it possible to tell what's working.
Make your online marketing channels work together
Channels work better when they support each other. A useful article can rank in search, be shared on social media and feed an email newsletter, all pointing people to a website that makes the next step easy. Treat your website as the centre, because it's the channel you control.
Search engine optimisation (SEO)
SEO helps people find you when they search for what you offer. It involves technical health, clear page structure and useful content that answers real questions. It's ongoing work, and results build over time. As Google's own guidance on hiring an SEO says, no one can guarantee a #1 ranking.
Content marketing
Content marketing means publishing material that's genuinely useful to your customers, such as guides, checklists and answers to common questions. It builds trust over time and gives your other channels something worth sharing.
Social media
Social media keeps your business visible to people who already know you and can reach new audiences through sharing and targeted campaigns. Choose the platforms your customers actually use rather than trying to be everywhere.
Paid search advertising
Paid search, such as Google Ads, can put you in front of people searching right now, which makes it useful while SEO builds. You set the budget and pay when people click, so it needs regular review to make sure the spend is producing enquiries.
Email marketing
Email keeps you in touch with people who have already shown interest. In Australia, commercial email needs consent, must identify the sender and must offer an easy way to unsubscribe. The ACMA's guidance explains the rules.
Measure what matters
Track the actions that matter to your business, such as enquiries, bookings and sales, rather than clicks and followers alone. Review results regularly and move your effort towards what's working.
Getting help
Our digital marketing and brand strategy services cover branding, websites, SEO, advertising, social media, content and email. If you aren't sure where to start, book a consultation.
Common questions
What are the main types of online marketing?
The main channels are search engine optimisation (SEO), content marketing, social media, paid search advertising and email marketing.
Which online marketing channel should a small business start with?
Start with a website that explains what you do clearly, then choose channels based on where your customers look. Paid search can bring enquiries sooner, while SEO and content build over time.
Can anyone guarantee a #1 ranking on Google?
No. Google's own guidance says no one can guarantee a #1 ranking, and it warns against SEO providers who claim otherwise.
Further reading
About the author
Madhab Dhakal started out as a sole trader in Sydney in 2019 while studying for a Master of Information Technology. After moving to Perth, he founded Code Venture as a company in 2023, and leads it as CEO.