Yesterday’s Skill VS Today’s Expertise
Marketing is no longer a big word that can only be used by large companies. Even the lowliest, start-up, home-based business can get worldwide exposure, due mainly to the existence of the Internet. The world becomes anyone’s oyster as long the inherent marketing potential of the Internet is harnessed to the fullest extent. Online marketing is basically a television commercial (the website) in a channel that has yet to be programmed into the remote.
For businesses which are online, the primary mission is to get the site noticed and hopefully accessed. Currently, the most popular strategy for site promotion is search engine optimization, otherwise known as SEO. It involves the site, search engine registration (preferably the top ranked ones) and 500-word articles containing keywords that would successfully place the website among the top 20 during specific keyword searches. At the very least, it is worth a click for every 100 searches that features the site, and payment for search engine registration is typically on a per-click basis. Considering more than 6.4 billion people made an online search in one year that could translate to quite a few clicks and hopefully some purchases.
E-mail marketing is one way to promote business which may or may not have an online presence. E-mail recipients may be accessed through an Internet Service Provider’s targeted list or from a purchased list by a third party service provider. The people on the list had agreed to let companies send them e-mail about promos and offerings, so such e-mail is not considered spam. These lists require a monthly subscription of approximately $20 and gives access to about 20,000 new prospects monthly.
E-Newsletters are also a good way to provide potential customers with a glimpse of the company, its products and services as well as its promos and offerings. It is also an excellent customer service tool because it enables customers to be updated about the company and perhaps encourage them to visit the website to check it out. Because there are no printing or postage costs, it is virtually unlimited in terms of content and design.
Websites themselves are marketing tools for what are termed click-and-mortar businesses. These are companies that have a presence on and off the Internet. It provides all the information the company cares to make public and allows visitors to get in touch through e-mail, snail mail, fax or landline. Most retailers have made it possible for visitors to purchase products online 24 hours a day. It may also be a chance for active promotion of the products by offering free samples for visitors who sign in. Costs associated with websites are numerous but none of them are overwhelming. These include web development, web hosting, domain name registration and possible online transaction fees for e-commerce sites. Most of these are free but there would be some sacrifice in terms of quality of service. If the budget is thicker than a shoestring, invest in good quality web products.
Online marketing is a boon for all businesses, whether they are online or not, because it is cost-effective, worldwide and dynamic. It would be foolish not to take advantage of the benefits of online marketing.