Your Guide to Online Marketing Success
In today’s business world, online marketing is not only effective; is essential
At one time, business essentials were limited to business cards, yellow page ads, and brochures. Newspapers, radio and television were used by cutting-edge companies of yesteryear and still reap huge benefits for large companies today. Mass media is generally not profitable for most local businesses. In the 21st century, it is clear that the impact of these tools is diminished by the world wide web. We search for products and services online from our desktop computers, laptops, and cell phones. However, most local business owners don’t take advantage of the affordability and profits available through online marketing.
Like a business plan and budget, an Internet marketing strategy is essential to the success of today’s small business. While a website provides a good starting point, online marketing requires more than a couple of static web pages. Instead, a successful internet approach requires a comprehensive, dynamic web presence that builds relationships as well as sales, fans as well as customers.
A comprehensive Internet marketing strategy replaces newspaper ads with banner ads, the yellow pages with search engines, snail mail with email, public squares with social media, and sales letters with personalized content. Technology is as evolutionary as it is revolutionary, and savvy companies are taking advantage of today’s environment to beat their competition.
Tools and technology aside, there are dozens of reasons to actively and frequently participate in internet marketing. Here are some of the most persuasive:
1. When they need information, modern consumers go online; Your successful internet marketing program will make sure you are found when they are buying your product or service.
2. Online marketing has tremendous research potential; At the very least, companies should engage in online marketing research to collect data on their customers, prospects, and competitors.
3. Through Internet marketing, companies can reach a very specific audience; What’s more, they can reach it quickly, intimately, and more profitably online than traditional marketing approaches.
4. Online marketing lends itself to instant conversions. Customers can quickly and easily find what they want and immediately click to buy it.
5. Compared to many traditional marketing vehicles, Internet marketing services are more affordable and more effective.
6. Internet marketing brings marketing power to local business owners; Through online marketing, your business can enjoy big business marketing exposure on a local marketing budget.
action steps. Some contacts and resources to help you get started with your online marketing:
Search engine marketing strengthens your online marketing strategy.
Once you have a website, internet marketing through search engines will help your customers find it. Consider search engine optimization, which will improve your search engine rankings, and pay-per-click (PPC) advertising, which markets your business through targeted and relevant search engine queries.
ACTION: Before creating a website, use Wordtracker’s free keyword suggestion tool to choose keywords; use those keywords in your descriptions and meta tags, PPC advertising through Google AdWords and Yahoo! Sponsored search to generate search engine traffic.
Select the right display advertising and take advantage of online marketing tools
Display advertising, including banner ads, is a basic form of online marketing. Since you’ll be paying for impressions (banner ads are typically priced at CPM, or cost per thousand impressions), make sure to only place ads on websites that your target markets visit.
ACTION: Yahoo! Advertising provides internet marketing services to design, purchase and place your advertisements on the internet.
Public relations promote your online marketing image
Internet marketing includes more than advertising; it’s also about public relations. Generate online publicity and continuously monitor, build and maintain your online reputation.
ACTION: Include Google Alerts in your online marketing strategy. Use them to control mentions of your name, your company and your products online; Look at Technorati for mentions on blogs and social media. And when you write press releases, distribute them through a news service like PRWeb, which allows you to tag your release for exposure on social bookmarking sites like Digg and Del.iciou.us.
Use email marketing to reach your online market
Promotional emails, including targeted messages and periodic email newsletters, are effective optional tools for one-to-one marketing. Send news or send coupons, but whatever you do, don’t spam.
ACTION: VerticalResponse is a popular email marketing provider that can help you develop and execute a personalized marketing strategy; Browse their resource page for email marketing research, tips, and advice.
Pursue affiliate marketing to leverage online marketing relationships
A collaborative approach to internet marketing, affiliate marketing involves advertisements on other people’s websites. When a customer clicks on the ads and visits your website, your affiliate receives a small commission. You can also reverse the process and make a profit by promoting other vendors’ products.
ACTION: LinkShare and ClickBank are examples of companies that provide affiliate-focused internet marketing services, AffiliateScout.com and AffiliatePrograms.com are directories where you can search for affiliate networks based on location, industry, etc.
Make blogging an integral part of your internet marketing strategy
Blogs offer business owners an affordable and enjoyable way to connect with customers online. Blogging about your business, your industry, and your life positions you as an expert, an advocate, and most importantly, a real person.
ACTION: For a low monthly fee, you can publish your own blog through sites like TypePad and Movable Type; Blogger and WordPress, meanwhile, are free. Don’t forget to market your blog through RSS feeds; While most blogging software will create RSS feeds for you, online marketing companies like SimpleFeed can help you too.
Get involved in social media to expand your reach online
Social media is the networking component of your online marketing strategy today; Giving your business a presence on popular social media especially engages younger consumers and turns them into brand evangelists.
ACTION: While MySpace, Friendster, and Facebook tend to be the most attractive social networks for Internet marketing companies, other sites, such as Second Life and Twitter, are becoming major players. Other sites, such as LinkedIn, are proving to be important playgrounds for B2B marketers.
Photos and video bring impact to your online marketing
Use images of your business, staff, and customers everywhere you can. Images touch us emotionally and convey messages quickly. Remember that surfers have short attention spans.
ACTION: Start taking pictures of your business world right now, post them on your website and social sites like your Facebook page.
Launch viral marketing to spread your marketing message online
Whether you’re sending a viral email, producing a viral video, or building a viral website, internet marketing of the viral variety spreads fast, allowing you to start small and finish big.
ACTION: Consider uploading branded media to sites like YouTube, Revver, or Flickr. A video or photo that goes viral can attract loads of new business.
Build word of mouth online with consumer-driven internet marketing efforts
Internet marketing is all about interactivity. Give your customers a platform to express and share their opinions online to build excitement and goodwill.
ACTION: Customer reviews provide credibility to companies that give consumers the power to do Internet marketing for them; While many shopping cart solutions, like Zoovy, now include built-in customer review features, companies like PowerReviews specialize in them.
Tips and Tactics
Helpful tips to get the most out of this Online Marketing Guide
o More than advertising for your website, Internet marketing should provide you with a complete online brand. Your internet marketing strategy should go beyond just selling and build an attractive web presence online.
o Don’t put all your eggs in one basket. When you’re marketing online, set aside a portion of your budget for offline advertising, such as direct mail, which you can use to drive traffic to your website.
o Keep in mind that not all online advertising can be bought; a big part of internet marketing is building relationships and gaining reputation.
o Whether offline or online, marketing requires a clear and comprehensive understanding of your target customers. Find out who your best customers are and where you can find them online, then go after them.
o Internet marketing is all about utility. It’s not enough to build a beautiful website; you should also create one that is attractive and easy to use. If you focus your internet marketing strategy on creating a positive user experience, it will eventually pay off for you.