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Marketing Online increases access to your target audience while maximizing your advertising budget. While there are many opportunities available, there are also many opportunists. So how does the online businessman know how to sort the opportunities from the expensive lessons?
Develop an online marketing strategy that targets your audience and fits your budget with these goals:
- Reaching Targeted Customers:
Reach the highest number of potential "customers" with targeted messages that "connect"
- Focus Ads - get the right information to the right people
- Sticky Ads - Use advertising that will invite customers to "click"
- Search Engine Presence:
Strengthen your presence and rankings with search engines
- Return On Investment: (ROI)
Suggestions for getting the highest return possible on advertising dollar spent
- Measure Results:
- Increase traffic on your web site
- Compare monthly statistics to review your strategy
- Create an Action List:
Make a plan of action to complete your strategy
:: Reaching Targeted Customers ::
The diversity of the web can make it hard to "target" specific customers. For an ad to be effective, customers need to connect, to feel there is something of personal interest making them want to delve further. Focused ads will help you accomplish this goal.
Focused Ads allow you to reach out and look for new markets, increasing your market share. By targeting areas of interest for your targeted audience, you can reach potential customers before they are looking specifically for your website or business. By creating focal points for a highlighted service or product, you can bridge the gap between potential customers and your solution or product.
| Examples of Focused Advertising would be: |
- Pay-per-click advertising on search engines
- Advertising in trade electronic newsletters,
- Ads on websites for your customers associations
- Ads on the sites of associated businesses that are not direct competitors
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Of relevance when planning an online marketing approach is the method of delivery. Indiscriminate pop-ups and banners are seen largely as annoyances and barriers to getting to the desired web page. They can do as much to garner ill will for a company as they can to create name recognition. These are not considered "sticky ads" as the user tends to ignore them, delete them or use a product to prevent them. The result is a waste of your advertising dollars.
Sticky Ads invite investigation. The user finds something of interest rather than being annoyed and clicks on the ad to find out more, hopefully leading them to directly becoming a customer or referring someone else to you. Sticky Ads are well placed, "polite" and directly informative, creating a receptive audience. The most successful Sticky Ads are high-impact graphics. The web is very visual. Relevant photographs, flash animation and short phrases will draw the most interest.
:: Search Engine Presence ::
Search engines are used worldwide and provide you with the largest audience.
There are a large number of companies trying to get your advertising dollars by providing the service of submitting you to search engines monthly. The major search engines consider this "spamming" and it does nothing to enhance your standing, while potentially getting you de-listed. Smaller search engines allow it, though re-submission on a less frequent schedule will work just as well to keep you listed.
There are several things that help gain a strong search engine presence.
- Time on the web:
It takes several months for search engine spiders to crawl all the sites submitted to them and then to add them to their database.
- Submitting appropriately to the right search engines:
Knowing the leading databases to get added to is a big help. AOL, Yahoo, DMOZ and Google all draw from the same resources. MSN, Inktomi, and HOTBOT draw from another. Getting listed in these different "groups" has broad impact.
- Ranking of pages:
Page rank was invented by Google and is determined by both importance of content and how many other sites are linking to you. Your site rank then effects how highly you are listed in a specific search of your keywords.
:: Return On Investment ::
Understanding the nature of online marketing and visibility allows for the formation of a marketing plan that maximizes your impact while spending fewer dollars.
Paid Inclusion
Some of the top directories require paying to be included. Yahoo.com is still the most used search engine and will increase your online visibility and search engine saturation. Cost is $299/year.
Inktomi.com partners with another group of search engines. Pick the top urls you wish to include and subscribe. The urls you pay for might include dynamic urls that are harder for some search engines to follow. Cost is $39 for the first URL and $25 per URL after that.
Pay Per Click Ads (you only pay for results!)
Pay Per Click ads are both Focus Ads and Sticky Ads. They reach an audience looking for your targeted keywords and you pay for results, not views. Google.com provides the least expensive service in the pay-per-click option. Place individual ads for highlighted products or services, with specific keywords to reach the most relevant audience. Link these ads to portal pages that market the particular items. Cost is $5/ad plus the cost per click as determined by the cost per keyword(s) associated with the ad. You can cap the monthly cost of each ad to stay within your budget.
Email Campaigns
Consider using one of the online email tools to promote your site and/or email your customers newsletters. Always include information that is useful to your audience like "How to" articles, or community highlights, trends in the industry you are in, etc. Your ads have to have some glue to hold them together and hold the audience's interest.
:: Measure Results ::
To continue to revise your marketing plan, it is important to know what are the most effect marketing methods that resulted in paying customers. To assist in measuring the success of each of these techniques you will need to create a baseline of current "hits" to the website and if possible with your log files, gather information about the referring urls.
Once this baseline has been established, you can gather monthly statistics from your website that will tell you which ads they "clicked through" to reach you, as well as, if there has been an increase in overall visitors and sales.
:: Create An Action List ::
Sort through these strategies to target your immediate plan and create an action list. Make sure you include all areas of impact.
- Create baseline statistics with logs on the servers that are recording hits as well as referring urls.
- Define your target audience and determine both where you want to market to them as well as what keywords they might use for a search of your area.
- Submit your site to both free and paid inclusion search engines to reach the widest audience.
- Market your site on pay-per-click sites with Sticky Ads (banners, skyscrapers, etc.) or on search engines with pay-per-click targeted by keywords
- Cross-market: Leverage your website in print and radio ads, give them a url and a message that makes them want to come to your site
- Arrange for ads and/or partnerships with other sites that are not direct competitors
- Regularly measure your results and refine your strategy.
Use our Marketing Package Estimator to begin to create your action plan!
Remember, the web is a dynamic entity and strategies need to continue to evolve to keep up.
Good luck!
6/14/03
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