The Online Advertising Road Map or Basic Steps for an Efficient Online Promotion Plan Starting from Ground Zero
The Online Advertising Road Map or Basic Steps for an Efficient Online Promotion Plan Starting from Ground Zero
- Where are you positioned onto your niche market and where are you aiming to reach? Which are your objectives and aspirations?
- Who are/will be your clients, how are you/your products/your services different from others and why will clients buy from you and not from the competition?
These are questions that only appear to be simple, but once answered, it will be a lot easier for you to identify the most appropriate follow-up (next step).
Therefore:
- Don't overestimate yourself, even if your budget may seem sufficient. In time, only the correct measures will help you meet that budget or exceed it. It's better to have a more timid start until you can consolidate your company than set yourself for a lot of ambitious things and miss most of them - the stake can be your business itself.
- Define your short, medium and long term objectives realistically, always taking into consideration the fact that you cannot take everything into consideration. A good business plan backed by the appropriate strategy is the key to success.
- Identify your target profile as accurately as possible and always address it first. You should always have a stable and solid (even loyal, if possible) start-up base before venturing to attract new categories of clients;
- If you are overwhelmed by these issues, you can ask for the advice of a specialist to guide you, but don't forget you are the only owner of your vision and the one who has the most to win or lose. In other words, a specialist can help you but you are the one making the decisions.
If these things are clear enough, you can proceed with the next step:
Create Your Brand To start with, you need to develop a company image. As every person has their unique identity, each company has to transmit a powerful and distinct image. Image means first of all the Corporate Identity which is based on a sign - a Corporate Logo, which should be found on all the materials that represent you. A standard Corporate Identity Package usually includes the Logo, Business Cards, Letterheads and Printed Organizational Collateral. A company must leave its stamp on every business interaction. In time, Your Brand will have to be found both in all the elements of communication used, as well as in the company philosophy and the values expressed/promoted/encouraged by it. More complex packages may include Advertising Materials and your Web Presence/site.
Create Your Website Usually the web presence is seen as an extension of the company image to the virtual environment. Sometimes companies set their electronic environment from the start, so that their website becomes their main or only sales & promotion tool, not just a means of presentation.
Here are the mandatory things to consider, regardless of the importance your web site will have in your business:
- A Good Domain Name - the address by which your business is found on the Internet and one of the important criteria for achieving online success;
- Professional Design the first impression your clients have is mostly based on the aspect, the look and feel thing;
- Usability and Accessibility Website Architecture visitor-friendly website, accessible links, pleasant and intuitive interface;
- Content Quality, Relevance and Size these days size matters when it comes to the site content, but the content quality and relevance should nevertheless come first;
- Search Engine Friendly Content (URLs, Titles, Meta tags, Texts).
As you may have noticed, I only listed the basic elements, without a detailed description of how each has to be done. Be it choosing a website domain name or your logo design, this is a science/art on its own and being successful requires talent and experience. This is why is preferable to resist the temptation of making false savings and resort to actual professionals who, although not the cheapest solution, will bring more long-term benefits than the savings brought in by working with amateurs. Also try to clearly define the role the website will play in your strategy and listen to expert advices and suggestions, as they are based on experience and an in-depth knowledge of the complex aspects regarding a web site's performances.
Now, having a well done Website based on a powerful Brand Identity, it's time to proceed with the Online Promotion phase.
The Internet is a huge place, with billions of websites and constantly increasing traffic. This is why reaching the target audience is vital for a business website that wants to stand out from the crowd. Online promotion is the mechanism through which a website can increase its number of visitors (and thus potential customers) by using specific techniques: SEO, online advertising, viral marketing, etc. Online promotion generates leads (making it easier for customers to find a website they may be interested in) and enhances the attractiveness of a business website.
Online Advertising is a form of advertising using the Internet in order to deliver marketing messages and attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing,
Online Advertising Campaigns Every successful online campaign correctly begins by identifying its target market, the best advertising channels and methods, followed by the implementation of the appropriate strategy.
I will now list the elements involved in such a campaign in their normal order:
Search Engine Optimization
Why does your website need a SEO campaign? Simply because correct/ethical SEO techniques encourage a higher website positioning in organic search engine listings. This means that your target visitors can find your website more easily on the Internet if it is optimized for certain keywords which define your business products or services.
Presuming that the On Page Optimization phase is already completed (Website Architecture & Accessibility, URLs, Titles & Meta Tags, SEO Friendly Copywriting), the following components should be taken into consideration, in the order of their listing:
Search Engines Submissions with this your site will be indexed in as many search engines as possible (although 90% of their traffic is managed by 4 of them: Google, Yahoo, Live Search, AOL).
Directories Submissions a part offer free submission services, others link exchange and others (usually the most important ones eg: business.com, yahoo.com) based on a monthly or annual fee.
Join Forums focused on your niche.
Business Blogging in the last 2 years this method of promoting the company image and message has become increasingly popular.
Constant Publishing of Articles, Press and News releases both on your own website as well as on other websites from your industry.
Viral Content Development - Apart from classical direct communication, there are other modern methods of attracting additional traffic to a website, including Social Tags, Forums, Specialized Articles and Press Releases. These would be original SEO-friendly texts, based on client directions and our documentation and research.
Paid Campaigns
I always recommend my clients to go to paid campaigns after starting with the above-mentioned measures. Here the order is aleatory:
Pay-Per-Click Campaigns - this implies Keyword research, creating text ads according to the keywords chosen and the landing pages targeted, managing the campaign budgets, monitoring the results and creating monthly reports. According to Forbes Magazine, by the year 2008, companies will spend $8 Billion a year on PPC advertising. This means PPC is not a waste of money, but a very efficient means of online promotion.
Banner Campaigns - this consists in using certain graphic means (banners) to attract leads (potential customers) to your business website. The development of a banner campaign has two parts:
- the first implies the creative part, consisting of a message that has to be transmitted to a targeted segment through a multimedia concept; the next steps are the banner design according to the concept and, if necessary, animated sequences;
- the second part consists in correctly identifying the most efficient channels to be used for transmitting this message.
Purchase Ads in Ezines and Newsletters addressing to your targeted segment
Measure and constantly analyze your results to see where things are going well and where they need changes.
All these measures can bring in remarkable results if implemented and done the right way. After starting such an online promotion campaign, the first notable results will be seen in approximately 2-3 months, followed by a complete absorption of the initial investment and significant results in the first 6 months. The online promotion should be, however, a constant effort, as the data and principles (by which the information available online is analyzed and indexed by Search Engines) continuously change. Periodically or occasionally, campaigns with a precise time frame and/or target (promoting certain sets of products/services or just the brand) will prove to be extremely efficient in boosting product sales or the online visibility of your brand.
These are the basic steps for having an efficient online promotion of your website. Simply take advantage of the Internet and follow some basic, yet very important rules that can make the difference for your business.
The Online Advertising Road Map or Basic Steps for an Efficient Online Promotion Plan Starting from Ground Zero - To learn more about this author, visit Alexandru Iosub's Website.
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If you are a start-up business, the first thing you should do is to find clear answers to a few important questions. Here are the questions:
- Where are you positioned onto your niche market and where are you aiming to reach? Which are your objectives and aspirations?
- Who are/will be your clients, how are you/your products/your services different from others and why will clients buy from you and not from the competition?
These are questions that only appear to be simple, but once answered, it will be a lot easier for you to identify the most appropriate follow-up (next step).
Therefore:
- Don't overestimate yourself, even if your budget may seem sufficient. In time, only the correct measures will help you meet that budget or exceed it. It's better to have a more timid start until you can consolidate your company than set yourself for a lot of ambitious things and miss most of them - the stake can be your business itself.
- Define your short, medium and long term objectives realistically, always taking into consideration the fact that you cannot take everything into consideration. A good business plan backed by the appropriate strategy is the key to success.
- Identify your target profile as accurately as possible and always address it first. You should always have a stable and solid (even loyal, if possible) start-up base before venturing to attract new categories of clients;
- If you are overwhelmed by these issues, you can ask for the advice of a specialist to guide you, but don't forget you are the only owner of your vision and the one who has the most to win or lose. In other words, a specialist can help you but you are the one making the decisions.
If these things are clear enough, you can proceed with the next step:
Create Your Brand To start with, you need to develop a company image. As every person has their unique identity, each company has to transmit a powerful and distinct image. Image means first of all the Corporate Identity which is based on a sign - a Corporate Logo, which should be found on all the materials that represent you. A standard Corporate Identity Package usually includes the Logo, Business Cards, Letterheads and Printed Organizational Collateral. A company must leave its stamp on every business interaction. In time, Your Brand will have to be found both in all the elements of communication used, as well as in the company philosophy and the values expressed/promoted/encouraged by it. More complex packages may include Advertising Materials and your Web Presence/site.
Create Your Website Usually the web presence is seen as an extension of the company image to the virtual environment. Sometimes companies set their electronic environment from the start, so that their website becomes their main or only sales & promotion tool, not just a means of presentation.
Here are the mandatory things to consider, regardless of the importance your web site will have in your business:
- A Good Domain Name - the address by which your business is found on the Internet and one of the important criteria for achieving online success;
- Professional Design the first impression your clients have is mostly based on the aspect, the look and feel thing;
- Usability and Accessibility Website Architecture visitor-friendly website, accessible links, pleasant and intuitive interface;
- Content Quality, Relevance and Size these days size matters when it comes to the site content, but the content quality and relevance should nevertheless come first;
- Search Engine Friendly Content (URLs, Titles, Meta tags, Texts).
As you may have noticed, I only listed the basic elements, without a detailed description of how each has to be done. Be it choosing a website domain name or your logo design, this is a science/art on its own and being successful requires talent and experience. This is why is preferable to resist the temptation of making false savings and resort to actual professionals who, although not the cheapest solution, will bring more long-term benefits than the savings brought in by working with amateurs. Also try to clearly define the role the website will play in your strategy and listen to expert advices and suggestions, as they are based on experience and an in-depth knowledge of the complex aspects regarding a web site's performances.
Now, having a well done Website based on a powerful Brand Identity, it's time to proceed with the Online Promotion phase.
The Internet is a huge place, with billions of websites and constantly increasing traffic. This is why reaching the target audience is vital for a business website that wants to stand out from the crowd. Online promotion is the mechanism through which a website can increase its number of visitors (and thus potential customers) by using specific techniques: SEO, online advertising, viral marketing, etc. Online promotion generates leads (making it easier for customers to find a website they may be interested in) and enhances the attractiveness of a business website.
Online Advertising is a form of advertising using the Internet in order to deliver marketing messages and attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing,
Online Advertising Campaigns Every successful online campaign correctly begins by identifying its target market, the best advertising channels and methods, followed by the implementation of the appropriate strategy.
I will now list the elements involved in such a campaign in their normal order:
Search Engine Optimization
Why does your website need a SEO campaign? Simply because correct/ethical SEO techniques encourage a higher website positioning in organic search engine listings. This means that your target visitors can find your website more easily on the Internet if it is optimized for certain keywords which define your business products or services.
Presuming that the On Page Optimization phase is already completed (Website Architecture & Accessibility, URLs, Titles & Meta Tags, SEO Friendly Copywriting), the following components should be taken into consideration, in the order of their listing:
Search Engines Submissions with this your site will be indexed in as many search engines as possible (although 90% of their traffic is managed by 4 of them: Google, Yahoo, Live Search, AOL).
Directories Submissions a part offer free submission services, others link exchange and others (usually the most important ones eg: business.com, yahoo.com) based on a monthly or annual fee.
Join Forums focused on your niche.
Business Blogging in the last 2 years this method of promoting the company image and message has become increasingly popular.
Constant Publishing of Articles, Press and News releases both on your own website as well as on other websites from your industry.
Viral Content Development - Apart from classical direct communication, there are other modern methods of attracting additional traffic to a website, including Social Tags, Forums, Specialized Articles and Press Releases. These would be original SEO-friendly texts, based on client directions and our documentation and research.
Paid Campaigns
I always recommend my clients to go to paid campaigns after starting with the above-mentioned measures. Here the order is aleatory:
Pay-Per-Click Campaigns - this implies Keyword research, creating text ads according to the keywords chosen and the landing pages targeted, managing the campaign budgets, monitoring the results and creating monthly reports. According to Forbes Magazine, by the year 2008, companies will spend $8 Billion a year on PPC advertising. This means PPC is not a waste of money, but a very efficient means of online promotion.
Banner Campaigns - this consists in using certain graphic means (banners) to attract leads (potential customers) to your business website. The development of a banner campaign has two parts:
- the first implies the creative part, consisting of a message that has to be transmitted to a targeted segment through a multimedia concept; the next steps are the banner design according to the concept and, if necessary, animated sequences;
- the second part consists in correctly identifying the most efficient channels to be used for transmitting this message.
Purchase Ads in Ezines and Newsletters addressing to your targeted segment
Measure and constantly analyze your results to see where things are going well and where they need changes.
All these measures can bring in remarkable results if implemented and done the right way. After starting such an online promotion campaign, the first notable results will be seen in approximately 2-3 months, followed by a complete absorption of the initial investment and significant results in the first 6 months. The online promotion should be, however, a constant effort, as the data and principles (by which the information available online is analyzed and indexed by Search Engines) continuously change. Periodically or occasionally, campaigns with a precise time frame and/or target (promoting certain sets of products/services or just the brand) will prove to be extremely efficient in boosting product sales or the online visibility of your brand.
These are the basic steps for having an efficient online promotion of your website. Simply take advantage of the Internet and follow some basic, yet very important rules that can make the difference for your business.
The Online Advertising Road Map or Basic Steps for an Efficient Online Promotion Plan Starting from Ground Zero - To learn more about this author, visit Alexandru Iosub's Website.
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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For an online Car Loan Calculator and finance for a cheap car loan. Get approved on car loans or car finance in Australia with cheap bank car loans and finding a car finance broker. Commercial car loans including business car finance and car lease. Car Loan Calculator has information on finance companies and getting the right cheap car loan from banks at best car loan rates and a online car loan calculator for all finance in Australia. Get the best car finance with our help at Car Loan Calculator and Finance Ezi. - Visit Richard Jefferies's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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