3 Marketing Basics Every Entrepreneur Needs to Know

It doesn’t matter what you do or what you sell, without the right marketing and promotion your business won’t be a success due to the sheer amount of competition out there. Even if you’re employing a marketing professional or outsourcing to a marketing agency, it’s worth being clued up on at least the basics.


Search engine optimisation, shortened to SEO is essentially the process of acquiring customers or visitors to your website through organic search results. It’s achieved using a linking strategy and knowledge of the right keywords- that means that when a customer searches for businesses or products like yours, it’s your site that will be one of the first to show. We all know by now that most web traffic goes to the first few results listed search engines, so if your business is towards the bottom of page one or not showing on the first page at all, then you’re going to be missing on on the majority of customers. You can improve your SEO by using tools such and Google’s Keyword planner and writing a blog which is connected to your website. There are a number of ‘black hat’ SEO tactics which are forbidden with search engines and can get your website removed from listings completely if you’re caught out (which you will be). Therefore, a good understanding of how it works and white hat tactics is key.

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SEM is the process of getting customers and web traffic by purchasing ads on search engines. Unlike SEO which isn’t a paid technique (but is likely to still involve a budget to pay people who can utilise it for you), SEM involves spending money on. To be successful in this method you need to create great ads, and ensure you’re sending people to high quality pages. Your landing pages should be appealing to users, not just search engines- it’s worth working with a web designer to get this right.

Affiliate Marketing

Affiliate marketing is defined as an arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals. You can work with third party websites which are similar (but not the same!) as you, you could work with bloggers or other influencers. It’s a great way to promote your business as you’re being exposed to a whole new audience. The arrangement works whereby every sale that an affiliate generates, they get a percentage cut out of it. This means you only need to pay when sales are made, so it’s a low risk option for you. And is mutually beneficial for you and the affiliate.

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