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Getting found on the internet is getting complicated.  There are so many distractions and you really need to act like an octopus, to use all the possible channels, to reach the audience you need.

 

  • SEO, Search Engine Optimization.  It is a study by its own, you can google it and find many ways to start.
  • Display ads, aka those things on the side of the page your ad blocker erases
  • Paid search like Google AdWords or Bing Ads
  • Social media ads, the sponsored content that appears in your Twitter, Instagram, and Facebook feeds or before the YouTube video you clicked on
  • Paid discovery, or the content promoted by networks like Quora.
  • Sponsored content — a type of content marketing that looks like an article on a website or even in a print mag but is actually a piece of content marketing for a brand
  • Influencer marketing, where a social media influencer promotes your product or brand for their audience

Depending on the kind of marketing you’re buying, you could pay per click (PPC), pay per view (PPV), pay per acquisition/action (PPA), or just pay a flat rate for each instance, for example with an influencer you generally purchase a certain number of posts.