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How Do I Market My Business Online?

The costs involved with traditional marketing have become too high for most business owners and startups which has led to many of them simply giving up on marketing efforts.

The good news, however, is that online marketing has become a very effective method of marketing for these businesses and in most cases, it can be done for free. When money does get spent, you always have control over how much is spent and you can be very specific with targeting your marketing to the people who are most likely to sign up, convert and become paying customers.

Whichever business you might have, online marketing is a great way of getting more return on your marketing investment.

Here Are Some Ways to Market Your Business Online


The great thing about Facebook is that everyone is using it – your reachable audience is massive and you can reach new clients, without having to pay.

Creating a Facebook page is free and you can share content to whoever ‘likes’ your page. The better the content, the more people will share it, the bigger your audience becomes.

Make sure you don’t post too much, but not too little either.

Facebook has a bunch of built-in analytics tools which tell you how much reach each posts gets – this is really helpful as you can track what type of content your viewers prefer. Eventually, you’ll be able to offer only content that gets a lot of interaction.

Facebook does have some paid-for marketing options as well. Particular posts can be ‘promoted’ which means they will show on people’s Newsfeeds who has not yet ‘liked’ your page – if the content is good enough, it should convince them to ‘like’ your page.

Another paid-for option on Facebook is to display adverts in their display network – this will show graphical adverts of your business to Facebook users and when clicked on, they will be directed to your website.

As far as payment for promoted content goes – you only pay when someone clicks or engages with your content which means very little money goes wasted. You also have complete control over how much money you spend. Spending can be capped to a certain amount per day or per month which means you’ll never go over budget. Once the budget runs out, your promoted posts simply won’t show on Newsfeeds anymore.


Twitter is another great online marketing tool that businesses can use for free.

Twitter, when used correctly, can be even more effective than Facebook, but you’ll need to take a lot of time to engage with your audience.

Consumers treat brands like people on Twitter – so make sure your tone on Twitter reflects that. Avoid being too formal when engaging. Don’t try and hard-sell too much on Twitter, just create a friendly presence that people can trust and when they need the services or products that you offer, they will likely come to you for it.

As with Facebook, Twitter also have paid-for options where tweets, and your account, can be promoted to show up in the timelines of Twitter users who don’t follow you. As with Facebook, you’ll get reports on all paid-for activity that you can use to determine your return on investment.

Google Adwords

Google Adwords is Google’s paid-for advertising platform that works in two ways: Search Marketing and Display Marketing.

As far as search marketing goes, Google allows you to pay for certain keywords to trigger your adverts which will show up in the search results of Google.

Example: You have a plumbing business in Cape Town and have an Adwords account with "Cape Town Plumbers" as one of your keywords. When a user enters the search term “Cape Town Plumbers” into Google, your text advert could pop up in the search results – when clicked on, users will be directed to your website where they can find more information about you.

The great thing is, you can add location filters to these adverts to only display your adverts to people in certain areas. If you do business in Cape Town only, for example, you won’t want to pay for adverts that gets displayed in Durban, as you won’t get any business from it. There are a whole lot of other filters that you can use to fine-tune your target audience: age, location and language, to name a few.

Google’s display marketing makes use of the Google Display Network to display graphical adverts on various websites within the network – these websites include some of the biggest websites on the internet, like YouTube.

You have complete control over your spend in Google Adwords and only pay when someone clicks on your ad. Again, in depth analytic reports help you to determine your return on investment.

Your Website

The common denominator with online marketing platforms is that they all point potential clients to your website – if your site does not live up to expectations, conversion will likely be low and your return on investment might not be as good as you had hoped.

Having a beautiful, functional and responsive website is crucial for online marketing efforts –, you can get a website for as little as R150 per month and that includes hosting of your domain and email accounts.

If you have more questions about marketing your business online, or getting a new website for your business, tweet us @VIGOcms


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