What you need to know to Market your Site Online 
Getting Started
Hundreds of thousands of Web sites are popping up on the Internet every day and it’s becoming much more competitive to attract an audience. What does this mean for your business? Opportunity!
The Internet is one of the most useful, cost effective tools for advertising and marketing purposes-on any scale.
The Internet is one of the most useful, cost effective tools for advertising and marketing purposes—on any scale. Unlike TV ads shown randomly to the masses, the Internet provides you with a unique opportunity to literally seek out the people you want to view your Web site. How can you reach these people, and more importantly drive them to your site? Use the popular online marketing strategies and promotional techniques in this article to get started.
Current Customer Checklist Search Engine Optimization
- Do your existing customers know you’ve launched a Web site?
- Have you included your Web site’s URL in all of your current marketing and company materials, such as printed brochures, letterhead, fax coversheets, sales receipts, invoices, business cards, catalogs and envelopes?
- Have you included “…please visit us at www.ourwebsite.com” on your corporate voicemail message?
- Once you’ve covered these basics, you can put your energy into actual online marketing strategies.
Since more than 85% of all active Web users use search engines to find the products and services they’re looking for, the first step in targeting your customers and attracting potential
The first step in targeting your customers and attracting potential visitors to your site is listed on all the popular search engines.
visitors to your site is getting listed on all the popular search engines.
Free Search Engines
Several search engines do not charge for keyword and URL submissions. However, some of these free programs will not show your site frequently enough to make a significant impact on your marketing efforts.
Free search engines can promote your site effectively, but there is no guarantee that your company’s listing will have a high ranking. Don’t depend on others; do your own research and see how, and where your company information will be presented on the search engine.
Once you are listed on the search engine, it’s important to check your submissions frequently to make sure your site still comes up!
Paid Search Engines
Most popular search engines have programs that charge on a Cost per Click (CPC) model to ensure that your site appears when a searcher enters one of your keywords.
With the CPC model, you choose the words most relevant to your site, business and services, and specify the amount you are willing to pay when a visitor types in these pre-selected keywords, and clicks on your listing.
With the CPC model, you choose the words most relevant to your site, business and services, and specify the amount you are willing to pay when a visitor types in these pre-selected keywords, and clicks on your listing. Naturally, the higher your bid per keyword, the higher your ranking in the search results. See how it works first hand by checking out Google’s Ad Select CPC-based search engine programs give you complete control over your campaign. You can establish a daily, weekly or monthly budget dependent on how much you want to spend. You also have access to your reporting statistics and can monitor your listings as often as you like.
If you find that certain keywords are not generating clicks, you can increase the CPC for that keyword and see how the higher bid affects your ranking. In the beginning, it’s trial and error, so consistently monitoring your keyword stats enables you to best optimize your listings and maximize your future Return on Investment (ROI ).
The Basics of Optimizing Your Site
While entire guides have been written on the subject, there are two basic components at the forefront of any search engine optimization strategy:
Meta Tags
- Meta tags are optional lines of HMTL code in your Web pages used to describe your page. These tags provide descriptive information about your site to search engines, but in a form that isn’t displayed to visitors by the browsers. Good meta tags are the keywords that potential customers will enter into the search engines.
Keywords
- These words or phrases are the most frequently utilized and effective forms of targeted advertising. Search engines such as Google, Yahoo! and AltaVista offer programs that enable you to sign up and start advertising your site with keywords instantly. Simply submit the URL you want customers to visit and submit the keywords you believe will attract visitors to your site. Some search engines also allow you to submit longer descriptions and customized titles in addition to your keywords. This is extremely beneficial, as the more descriptive your submissions are, the better chance you have of reaching your target audience.
Banner Advertising
There are three main components to consider when planning an effective banner ad campaign:
Click Thru Rate (CTR)
- The CTR represents the percentage of viewers who actually click on your ad, which leads them to your Web site.
Conversion Rate (CVR)
- The CVR represents the percentage of viewers who actually click your ad and then take some action such as purchasing your products or ordering your services.
Banner Ad Creative
- This is the ad content—graphics and wording. It’s important to remember that even if visitors don’t click your ads, you are still placing your Web site name, product and business–essentially your brand–in front of a large audience. And if your banner is seen enough times to generate familiarity to that same audience, chances are they will eventually visit your site.
How Do I Buy Banner Advertising Space?
Once you have determined where you want your banners placed, start the buying process by contacting the Web sites directly. Typically, Web sites have a “Contact Us” section
Similar to print media, the cost of placing your ad depends largely on how large the audience is for the site.
where you can request information about advertising availability and pricing.
Web sites generally charge anywhere from $5 to $10 Cost Per Impression (CPM). This means that for every 1,000 times your ad is shown, you would pay $5 or $10 respectively. Similar to print media, the cost of placing your ad depends largely on how large the audience is for the site. A site that attracts thousands of shoppers a day will most likely charge a higher CPM fee than a brochure-type informational site.
Negotiating On Your Terms
Some smaller, niche Web sites may be willing to strike a reasonable deal with you for ad space. After your initial inquiry, they will send you all of their available spots, with their pre-negotiated prices. To start the negotiation processes, try some of the following strategies:
- Get pricing for an aggregate amount of presence on the site that’s going to give you maximum results.
- If this is your first time advertising with this particular venue, use this to your advantage. Explain that you are “testing” their site for one month, and you want them to propose the best possible packages for the best results. If you’re running on a variety of spots, let them know that the next time around you will go with whichever ones produce the best results.
- Once you determine your budget, it’s good to ask, “What mix of ad units can you give me for X dollars for the month?” Request some varied proposals so you can compare options and ensure you’ll be getting the most exposure for your money.
What’s the Trick to Making Banner Advertising Most Effective?
Run Ads in the Right Places
You can throw your banner on a bunch of Web sites that have a high volume of visitors every day, but if these visitors have no interest in your business or services,
You can throw your banner on a bunch of Web sites that have a high volume of visitors every day, but if these visitors have no interest in your business or services, you’re wasting your money.
you’re wasting your money. The most successful campaigns target those sites related to your business. Do your research before you sacrifice your time and resources.
Placement
Ideally you should try to purchase a position that is centralized on the top or bottom of the home page of the site, or on the side along with other navigation links and buttons. These spots are typically cut away from much of the cluttered text on many sites, and are more noticeable.
Be Creative
When visitors go to a Web site you’re advertising on, their eyes should fall quickly on your banner ad. To draw potential visitors’ attention immediately, work to create an eye-catching design with a clear, direct message. Before running your ad on a site, check them out to determine how to best present yourself and try to mimic their colors, fonts, wording, animation and other design elements. And remember, ads with simple colors and concise, pointed messaging are considered more professional, and usually have a greater long-term impact on the viewer.
Call to Action
Give visitors a valid reason, and strong enough incentive, to click your banner ad. Your “call to action” should be short,
Give visitors a valid reason, and strong enough incentive, to click your banner ad.
simple and catchy. Depending upon your business, an incentive could by anything from a discounted product on your site to a free consultation for a first-time visitor. Direct Email Campaigns
Emailing current and prospective customers about special offers, promotions or company news can be an extremely affordable and valuable marketing tool. You can use emails to drive traffic to your site, generate more business and increase your customer base.
Opt-In Lists
An Opt-In List contains people who request to receive information from you via email. You can build a solid opt-in list in a number of different ways.
An Opt-In List contains people who request to receive information from you via email. You can build a solid opt-in list in a number of different ways.
Use your current customer base as a starting point. Communicate to them on your site that they can register to receive customized emails, promotions or company newsletters from you, by providing their name and email address and any other information you might find useful. Be sure to save these addresses and keep in contact with them through periodic emails with company updates. An opt-in list is a great way to build customer loyalty and generate additional business from positive referrals.
Purchasing opt-in lists that fit your target audience is another option, just be sure that the lists you are buying are “permission-based.” The last impression you want to send prospective customers is that you’re a pushy solicitor, that isn’t concerned about cluttering their in-boxes. Don’t be a SPAMMER! Wrapping Up Active marketing is key to growing your business and attracting visitors to your Web site. Take advantage of the many opportunities available online and always strive to create a balanced mix of marketing strategies. When you do, you’ll see your business truly become a success!
At last, someone comes up with the “right” answer!