How to Make Online Marketing Work for Your Business

What is Online Marketing?

The term “online marketing” gets used a lot to describe various marketing tactics within the digital marketing realm. But what exactly is online marketing, and what is its full scope and purpose? Online marketing, also referred to as internet or web marketing, is a customer-centered approach to messaging that uses all available digital channels to create a unified brand experience. At WordwrightWeb, we’re experts at all forms of online marketing and serve as a website marketing agency in Wilmington.

When most people think of online marketing, they think of a business’s website. And while it’s true that websites are an important part of the customer’s online experience, there are many core components to online marketing. 

Search Engine Optimization (SEO)

Let’s start with the obvious and most discussed online marketing tactic, SEO. Search engine optimization (SEO) is the process of improving a website’s visibility through organic (non-paid) search results. SEO is one of the best ways to get your website in front of potential customers looking for your products and services. As a search engine optimization agency in Wilmington, we help businesses improve their visibility in relevant searches.

Recent studies show that in 2026, one of the best things you can do to improve your website’s visibility is to invest in SEO. In fact, SEO was recently recognized by Forbes as one of the digital marketing channels with the greatest potential for long-term return on investment. Businesses looking for an SEO company in Wilmington, NC can take a look at how we do it below:

• Competitor & Keyword Research
• Google Business Profile Optimization
• Analytics & Performance Tracking
• On-Page & Technical SEO
• Local SEO & Citation Building
• Backlink Audits & Acquisition
• SEO Content Creation

When performed and maintained properly, SEO can work for you for years to come. Working with an SEO expert in Wilmington, NC helps you maintain and improve your online presence.

For a more in-depth look, check out our SEO Checklist.

Pay-Per-Click (PPC) Advertising

Pay-per-click marketing works by placing paid ads on search engines, like Google and Microsoft Bing, or on social media platforms, like Facebook and Instagram. Users click ads for your products and services, and you get charged a fee for that click. Our pay-per-click advertising services help businesses reach potential customers through these paid advertising platforms.

With these types of ads, there is a set daily or monthly budget, and a bidding strategy is implemented for specific keywords, target audiences, or desired demographics that are relevant to your business. Unlike traditional ads where you pay for visibility regardless of the results, with PPC ads you are only charged when your ad is clicked. This allows your business to appear in front of highly targeted audiences. Our pay-per-click marketing services can be tailored to your business, audience, and advertising budget.

Explore the most common types of PPC marketing below:

• Google Ads: These show up as “Sponsored” results on Google and can place your business instantly at the top of search results. 
• Microsoft Advertising (Bing Ads): Reach additional audiences through Microsoft’s search network. This platform often has less competition and a lower cost-per-click.
• Social Media Ads: Target specific demographics, interests, and behaviors on platforms like Facebook and Instagram. This is a great way to reach highly relevant audiences with high buyer intent. 

PPC marketing provides immediate visibility in search results while allowing your business to reach highly targeted audiences. PPC marketing also provides measurable performance data and detailed analytics that make it easy to track your results and optimize campaigns over time. 

Compared to organic marketing methods, PPC ads can generate website traffic and leads much faster. However, when the ad budget stops, so do the leads. 

Social Media Marketing

This type of marketing promotes your business and builds your brand by fostering online relationships through social networks like Facebook, Instagram, LinkedIn, YouTube, and X. But what most don’t realize is that social media marketing is more than the occasional post. Organic social media is an invaluable opportunity to build your brand voice, connect with your audience, expand your reach by connecting with new audiences, and foster real-time connections with your community. Our social media management services help businesses maintain a consistent presence across these platforms.

Our social media strategy includes:

• Consistent Posting & Brand Voice Development
• Audience Engagement & Community Management
• Performance Tracking & Strategy Optimization

Paid advertising on social media works by paying platforms like Meta or LinkedIn to show targeted ads to specific user groups. Unlike Google and Microsoft ads, where keywords are targeted, social media ads target specific demographics, interests, and behaviors, making this type of online marketing a great way to reach highly relevant audiences with strong purchasing intent. Businesses can outsource Facebook ads to our team to manage their paid social media campaigns.

An effective Instagram marketing strategy can also help your business reach and engage audiences on Instagram. Businesses that want help managing their organic presence can outsource Facebook marketing to maintain consistent content and audience engagement.

Content Marketing

Content marketing involves sharing valuable, educational materials, such as blogs, eBooks, and infographics, to build trust and gain industry authority rather than just pushing direct sales. This is a long-term strategic approach that focuses on creating valuable, relevant, and consistent material to attract and retain audiences who are interested in your products and services. Effective content marketing strategies focus on providing information that is useful and relevant to these audiences. Instead of pushing your products, you provide useful information to your customers that helps them while positioning your business as an industry leader. 

The most common types of content marketing are:

• Blogs
• eBooks
• Infographics

Content marketing veers away from the direct sale and leans into a “pull” strategy that draws relevant audiences in naturally when they search for answers. 

Email Marketing

Email marketing has been overlooked in recent years, falling in the shadow of SEO and PPC marketing. However, this remains one of the most efficient, effective, and most profitable online marketing channels available. 

Email marketing sends targeted content, like newsletters, promotional offers, and business updates to contacts on your business’s email list. Email marketing is permission-based, meaning your audience (subscribers) must explicitly opt in to join your email list. Email marketing has a high return on investment for every dollar spent compared to other channels, and campaigns can be tailored to past customer behavior and user intent. 

Key benefits of email marketing include:

• High Return on Investment (ROI)
• Direct Access to Your Audiences
• Full Ownership of Your Email Content
• Easy Automation

Email marketing allows you to take control of your audience segmentation. Unlike social media marketing that is controlled by platform algorithms, email marketing gives you control over who sees your content. It also builds long-term trust and consumer loyalty. 

Contact WordwrightWeb Today!

If you’d like to discuss online marketing for your business in more detail, give us a call at (910) 452-6345 or click HERE to send us a message. Let us help you grow your business with strategic online marketing! 

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