Want to invest into marketing online but wondering what the options are and what online advertising strategies will best fit your business and your advertising budget? This advertising online primer presents a summary of strategies for you to choose from. I suggest picking and implementing at least three; successful advertising online is dependent upon diversity and persistence for most small businesses.
The first step to successful marketing online is to get a home base online.
It doesn’t really matter when you have an official site or a blog or a combo of both. Either will provide you a web address where people can find you and a handy way of referring to you, two items which will facilitate your promotion online efforts. So even if you don’t market anything on the web directly, you want a site.
I invite business people to have a site on their website or serving as a website because if you blog frequently and have something relevant to say, you will develop a next – and a few of those people will help your marketing online efforts by spreading the word about you and your goods and/or solutions.
Getting Started on the Web
How to Register a Domain Name
How to Find the Best Web Hosting
2) Online Advertising
Many small companies, in particular, bother with this marketing online strategy, I suspect because they don’t wish to shell out for it.
They only want to do free advertising and marketing online. I say, there is absolutely nothing wrong with free advertising online strategies – as long as you realize they’re not. All the ‘free’ online marketing strategies I’m aware of take a considerable time investment, meaning they’re only free if your time is worth nothing.
Traditional online marketing, on the other hand, takes relatively little time and can be a very effective marketing and advertising online strategy. The very first thing you need to learn about it is that there are just two cost models, CPM and CPC. With this type of advertising online, you basically buy space on a web page and pay for a certain number of impressions or a number of times your ad is going to be displayed. Lots of the banner ads you see on various websites are being compensated for on a CPM model. Within this model, you pay just for a number of times viewer clicks on your ad, not on the number of times it’s exhibited.
Google AdWords is possibly the best known Pay-per-click marketing online application. When you’re marketing online with this system, you choose particular keywords that you want your ads to be related to. If folks search on Google using one of your keywords, your ad may appear near the search results. The concept is that these folks are a lot more inclined to be interested in your services or products.
Another online marketing strategy you may wish to test is creating and submitting an online video (either to your own website or to a popular video sharing website such as YouTube).
An online video may be advertising online gold when it will become popular.
3) Adding your business to appropriate directory listings (local directory listings, business directories, etc.) is just another method of marketing on the internet that takes very little time and is relatively inexpensive. Whatever local business groups you belong to, such as your regional Chamber of Commerce, likely have sites where they allow members to record their businesses online and perhaps even put ads on the site at special prices. Search out other local sites, especially those associated with tourism, and make sure that you’re listed there, too.
Then you will find the professional websites. Are you currently a Virtual Assistant? A CGA? A Canadian retailer? No matter your professional affiliations, odds are good that organization has a website with a directory of members.
4) Participating in Social Media
Joining the conversation about Twitter, Facebook, and forums, posting on Flicker and YouTube, commenting on other people’s blogs, are all opportunities for marketing online.
Marketing online through social websites requires a much more subtle technique than advertising online through advertisements or directory listings. With all social media, the secret is to engage intelligently and actually attempt to converse rather than simply marketing your products or services. Remarks like “Good point. See my site www.worldsbesttamales.com for the world’s best tamales” are just spam, not conversation. To learn more on how to perform successful marketing on the internet on social media See:
The 5 Best Ways You Can Leverage LinkedIn to Increase Your Business
- 7 Tips On How Best to Use Pinterest to Your Business
- How to Create a Business Page on Facebook
- How to Promote Your Business on Twitter
The disadvantage of social media marketing is the fact that it’s time-consuming. If you want to do it well and see any real benefit from it, you need to work at it. The upside is that it is free and can really generate a great deal of buzz about your own products/services if something that you’ve done online ( a post, a movie, a post) becomes very popular.
5) Online Networking
LinkedIn deserves special mention in any discussion of online networking. Its stated purpose is to assist the planet’s professionals connect with one another to hasten their achievement. As of the writing, LinkedIn has over 40 million members in over 200 countries and territories across the globe. It is a powerful tool for online marketing, providing you the opportunity to get in touch with potential clients, colleagues and partners.
And remember the “older” online classes such as Yahoo Groups. Canadian Entrepreneurial Women is just one such group that I’m a member of. Doing a Yahoo groups search on “small business” brings up nearly 40,000 different groups now.
Besides being a wonderful source of support and information, groups such as these also provide some marketing opportunities. Other members may be potential customers or referral sources as they get to know you and everything you do.
Like social websites, online media necessitates taking a subtle strategy. The same basic rule applies to internet media that applies to media face-to-face. Give, give, give and don’t be worried about getting; you may, probably in larger, stronger ways than you ever imagined.
6) Email Marketing
Email marketing is one of the best and most powerful methods of online marketing in my opinion. For one thing, once you’ve developed an email list, (see the word developed, not bought), you’re, in effect, preaching to the converted, sending your advertising message directly to individuals who have already indicated some interest in your products or services.
For another, email is an excellent instrument for building a relationship with your customers, permitting you to construct both repeat business and good word-of-mouth.
Newsletters may be sent to the email list you have built from the people who provided the essential info on your website, for example, supplying these potential customers with information updates about your organization, upcoming events and/or exclusive offers — and, needless to say, informs them that your business exists and that maybe it is time for a different visit.
Email apps like VerticalResponse and Constant Contact permit you to customize your email to your prospective customer so you may send selected customers messages unique to their interests and actions.
Marketing Online and Offline Are The Same at One Way…
Just like any offline advertising, your online marketing campaigns will need to be planned. So don’t simply post something here and put something there and believe that you’re marketing. Make an internet advertising campaign and plan and measure your results just as you would with any other marketing.
And remember too, that targeting still matters. The more closely you’ve targeted your potential clients and the more closely you have selected and put your marketing advertisements or your conversations, the more successful your advertising campaign is.
The thing that’s different about advertising online, however, is its unbelievable reach. The Internet gives your company the chance to reach thousands and possibly even millions of folks who would never hear of your merchandise and/or services otherwise – making online marketing a marketing opportunity you do not want to overlook.