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Of course, this would need some investment on your part. It would be to your best advantage to stay away from these types of website resources and focus on establishing for yourself a real, professional designed and built website — and start attracting targeted customers to your business. The Internet is a network of interconnected devices and computers, each of which is identified with a numerically assigned label called the Internet Protocol IP address. People of course will not be able to remember the IP addresses of websites, so at a higher level these IP addresses are assigned with a human-readable Uniform Resource Locator URL or what people know as the web address of that particular site.

Choose domain names that can easily identify your brand, your business and what your business do. It would take a whole new article just to teach you the rudiments of properly choosing a domain name for your business so watch out for that in the next installments from Digital Marketing Philippines. Your domain name acts like the address of your website online. The files of your website however, which consist of your content and website architecture, need to reside in an actual server managed and maintained by a hosting company.

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The amount you pay for hosting depends on the type and features your hosting package includes such as memory size, bandwidth allocation, number of domains you can host, and other features and options. You can buy hosting for a monthly or yearly basis. Your website architecture will depend on the platform you will use to build your site with.

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The type of website platform will depend on the type of content and purpose you intend your website to be. You can also go for sites specifically designed for e-Commerce like Prestashop and Shopify. There are also platforms for microblogging, forums, photo-centric, video-centric, training modules, and other platforms intended for specific industries and niches.

Each platform has a default template or even free templates that you can use. For professional-looking websites, it would be best to avail of premium templates or custom-designed theme. These templates are highly customizable and includes additional features that are not available with free templates.

Plugins are add-ons that are added to your basic website architecture to activate certain features that enhance the capabilities and functionalities of your website. Write down all the features that you would like to see on your site like sliders, contact form, seo and social media plug-ins and search for appropriate plug-ins.

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Most of them are free but there are also some premium plug-ins that offer much more flexibility and features. You should also not just focus on standard articles and other text-based content, but you can also make use of other content like graphics, images, slideshows, infographics, and video that are all effective tools to get your message across to targeted audiences.

Once you have your website architecture established and your online content kicking in, it would be high time to start making use of the following digital marketing tools that can help you promote your business online. SEO and SEM are effective digital marketing tools that you can use to attract organic search traffic to your website using specific keywords and keyword phrases found in your content.

You start by performing an SEO audit to assess your site and then start optimizing to improve your content, your website architecture, page descriptions, link systems and other elements in your website. The widespread popularity of social media networks make it a very powerful tool for marketing to targeted audiences through a very interactive and personal way. The key here is to establish rapport and connection with targeted audiences from these networks. This will generate social signals that will increase your chances for conversion.

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These types of traffic click on PPC ads because they are interested or are already looking for the kind of brand, product or service you are marketing and have the most likelihood for conversion as leads or even sales. Chris Winstanley of website builder BaseKit says: "You can pay anything from a few hundred pounds, to tens of thousands of pounds, to have a website designed, depending on the number of pages, complexity, functionality and whether the designer is also coding the website.

At the lower end of the scale, you'll generally be looking at a freelancer or boutique agency. When choosing a web company, ask for recommendations from friends, or search websites you like the look of, for the name of the design company it's normally on the homepage.

Check out the company website, have a look at its portfolio and see whether you like its work. Some website builders use Flash, although this is not supported on Apple products such as iPads and iPhones, and makes the website difficult to find in search engines. A website needs to be hosted on a dedicated web server in order to make it available on the internet.

Hosting involves housing, serving and maintaining files so visitors are able to view the site contents. Some web companies will have their own hosting facilities but most will act as resellers for a bigger hosting company, such as Heart Internet or www. This will be on a web server shared with maybe 50 other websites. Domain name registration and hosting can usually be set up through the same company.

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Once your website is up and running you need to get people to visit it. There are various ways to attract viewers to your site — typing in the URL, entering specific terms into an internet search engine, pay-per-click or via links from other sites. Firstly, make sure you use your URL in all your marketing materials; on letterheads, business cards, company vehicles and promotional goods such as mugs, pens and mouse mats.

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Include it on your email signature, too. SEO stands for search engine optimisation. SEO covers a basic set of techniques designed to improve your site's visibility in search engine rankings. This will include optimising your site to perform well for specific keywords. To do this you need the right meta data behind the scenes — the page descriptions and keywords that tag each page. Other SEO techniques include writing relevant content, building links from other sites and submitting articles to directories.

Pay-per-click is an online advertising format that enables you to buy your way to the top of search results pages for search phrases relevant to your business.

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To do this, you bid against other companies using the same search terms. Companies are then charged a fee each time a person clicks through to their website. The best known pay-per-click suppliers are Google Adwords and Overture which works on Yahoo! Search results on Google in a coloured box or labelled sponsored links are pay-per-click.

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Finally, make use of social networking. Chris Wilson, managing director at advertising agency Earnest , created a WordPress blog, LinkedIn company page, Twitter account, YouTube channel and Facebook page — all free of charge. He says: "Our strategy is about positioning our business as an authority on all matters relating to business-to business-marketing.

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As part of this, we constantly look for interesting research, articles and videos online and share them with our clients, where appropriate contributing our own comments, insights and experiences. This article contains affiliate links, which means we may earn a small commission if a reader clicks through and makes a purchase. All our journalism is independent and is in no way influenced by any advertiser or commercial initiative.