Online marketing—also called digital marketing—is the umbrella term for all marketing efforts that use the internet to reach and engage potential customers. It includes everything from SEO and social media to email campaigns and online ads.
In a nutshell, if it happens online and helps promote your business, it’s online marketing.
For many business owners, online marketing can feel overwhelming. There are so many platforms, tools, and strategies. But when you break it down, the goal is simple: attract the right people and turn them into customers—using digital channels.
Core types of online marketing
Here’s a look at the most common areas:
- Search Engine Optimization (SEO)
The process of improving your website’s visibility in organic (non-paid) search results. This includes content creation, keyword research, technical SEO, and link building. - Content Marketing
Creating helpful, relevant content (like blog posts, guides, videos) to attract and nurture your ideal audience. - Email Marketing
Sending newsletters, updates, and offers to a list of subscribers who’ve opted in. Still one of the highest ROI channels. - Social Media Marketing
Building an audience and promoting your brand on platforms like Instagram, Facebook, LinkedIn, or X (formerly Twitter). - Paid Advertising (PPC)
Paying for visibility through ads on Google, Facebook, Instagram, or other networks. Great for fast results and targeting specific segments. - Affiliate or Influencer Marketing
Partnering with others to promote your product or service, often for a commission or flat fee. - Conversion Rate Optimization (CRO)
Tweaking your site and marketing funnels to improve how many visitors take action—whether that’s signing up, booking, or buying.
Why it’s important for small businesses
- Cost-effective
Compared to traditional media (like print or TV), online marketing is far more affordable and trackable. - Targeted
You can reach specific audiences based on demographics, behavior, interests, and more. - Scalable
Start small, test what works, and scale as your business grows. - Measurable
Unlike offline efforts, digital marketing gives you real-time data. You can see what’s working—and fix what isn’t. - Level playing field
You don’t need a massive budget to compete. A well-positioned local business with smart digital tactics can outrank big brands in niche searches.
Getting started: where to focus first?
If you’re just starting, don’t try to do everything. A strong online presence usually begins with:
- A well-built website
- Basic SEO and local visibility (Google Business Profile, directories)
- A clear offer or service structure
- A way to collect leads (like a newsletter signup or contact form)
- One or two active channels (e.g., email + one social platform)
From there, you can test, measure, and grow into other strategies.
Bottom line
Online marketing isn’t just “posting on social” or “running ads”—it’s a layered strategy that helps your business show up, stand out, and stay connected to the people you want to serve. Done right, it’s not about shouting louder—it’s about showing up smarter.
