Growing Your Business with Online Marketing
As a business owner, you know that one of the keys to a
successful year is promoting your business. No matter what size
your business is, marketing and promotion need to be addressed.
Marketing has become a daunting task with the increasing number
of online start-up businesses.
And now, along with the traditional offline marketing methods,
there are many online marketing tools and methods available.
Online Marketing is also known as Internet Advertising, web
marketing, web advertising or e-marketing.
There are many benefits to marketing your business online. Here
are a few.
Lowering Your Costs
A recent eMarketer article
(www.emarketer.com/Article/aspx?R=1007064) sites that "in
the wake of the global economic downturn, marketers worldwide are
shifting more of their budgets into cheaper, more-measurable
categories. In most cases, that means online."
Your marketing budget is only so big and online marketing can
stretch it even farther for you. TV and radio spots are
expensive, printing costs for corporate and product brochures are
expensive and traditional mailings cost not only in materials and
postage, but deplete the environment as well. Why not direct
potential customers to your website for information on products
and services? Your website is your brochure, a marketing tool
available 24 hours a day to prospective customers. Your revenue
potential will increase while your costs diminish.
Offline marketing ads for newspapers, TV and radio are for a
limited time and you pay for the time slot and space. In online
marketing, your ads potentially can stay up longer and over time
you end up paying less. Using article marketing, you could either
write an article yourself or pay someone else to write it. When
that article is distributed online, it stays on the Internet for
many years. For a small cost, you've placed a marketing
proposition that stays around indefinitely, pointing potential
customers to your website and your products and services.
Compared to traditional marketing or telemarketing, email
marketing costs very little. These targeted messages go directly
into the homes and offices of your potential or existing
Reaching a Larger Market and a Targeted Market
The Internet allows people from all over the world to do business
with each other.
From another recent eMarketer article,
(www.emarketer.com/Article.aspx?R=1006988) in 2009, more
than 65% of Americans are Internet users. They're not only
checking e-mail and Twittering, they are shopping for products
With traditional media, your ads are restricted to a specific
location for a limited time. When you promote your business
online, you reach a larger audience than you would ever be able
to reach otherwise since your marketing activity is not
restricted by location. More potential customers always equal
more sales opportunities.
Online marketing allows you to target specific demographics such
as age, location, gender and income levels and in many cases
allows you to track the behaviors of these groups as they
interact with your online marketing.
It can also bring a branding campaign to life in a new way. This
unique consumer interaction with your brand can leverage
emotional links to your brand. Instead of a brand talking to a
customer, your customer can interact with and experience your
brand. This is intelligent brand marketing. You can influence
people at the perfect time - their time, right when they are
looking for information, comparison shopping and possibly buying.
Flexibility and Tangible Tracking
Online marketing can include email, newsletters, blogs,
microblogs, podcasts, video and social media sites. All of these
outlets have the ability to be flexible. An ad placed in a
magazine or newspaper can't be changed until the next
submission. With online marketing you'll know very quickly if a
campaign is working and you can change wording or graphics and
adapt product information to match changing market conditions.
The Internet also removes any guesswork from measuring campaign
results. Using web analytics, you can measure the number of
visitors that a campaign brings to your website, how long they
stay and the average number of pages they visit. This important
information along with the flexibility, allows you to improve the
conversion of your campaign and to increase your return on
Instant Conversion Ability
Online marketing allows you to convert a shopper to a customer
instantly. A potential customer reading a traditional newspaper
ad does not have the ability to click a mouse and buy your
product or service immediately. Offline marketing involves more
time and money to convert a shopper into a sale.
Online ads allow direct response. Consumers can click to learn
more about a product, sign up for a newsletter or RSS feed, or
buy right then and there. This will in turn create a database for
you, which, with email marketing, will allow you to reach people
who have already expressed an interest in your product or
service. And online marketing allows you to sell to anyone,
anywhere and at any time. You're not restricted by time,
geography and location considerations.
Internet marketing includes strategies such as search engine
optimization (SEO), pay per click marketing (PPC), article
marketing, blog marketing, online brandcasting, social media
marketing and many more interactive marketing services.
While these strategies may seem daunting at first, with a little
research, you can use some of these tools to help you optimize
your website and increase web traffic. Or, if you have it in your
budget, there are companies that specialize in many SEO services.
There are many benefits to both online and offline marketing. A
mix of the two might be just what your business needs to grow.
Enzo F. Cesario is a Copywriter and co-founder of Brandsplat
(www.Brandsplat.com/), the only online marketing and
advertising company employing Brandcasting, the most effective
way to brand your company on the web.