The massive benefits of online advertising is still not appreciated by many marketers. The reality is, online advertising rules. Every marketing strategy should include search engine marketing. Implement these 4 online advertising strategies to grow your business exponentially.
There is no question that many industry sector manufacturers have been hit hard in the past few years. Originally by rapid increases in commodity driven pricing and changes in consumer buying behaviour, then by the international economic crisis. These circumstances have scarred those businesses still in operation, resulting in them focusing heavily on their bottom line.
So how does one continue to advertise their business during these difficult times with a tight marketing budget? Fortunately, the answer lies in embracing the power of search engine marketing (SEM). Implementing online advertising into your current marketing mix will help you:
• Attract a new target audience
• Monitor the success of your advertising dollar
While customary advertising is capital intensive, tricky to assess in terms of return on investment and requires a substantial lead time; search engine marketing can be relatively affordable and can be measured and altered for effectiveness. Once you’ve learned the principles, online marketing is straightforward enough to be managed yourself or it can be outsourced to agencies or professionals.
Below are a couple of areas of online advertising that you can include in your marketing efforts:
* Paid search text advertising, also referred to as pay per click (PPC) or Adwords
* Paid display ads where you pay per click. Sometimes referred to as image ads or banners
* Social Media
* Search Engine Optimisation (SEO), involves driving web traffic from the generic search results on Google and other search engines
1. Paid Search
Paid search ads are exceptionally powerful in that they display your advert in front of your searchers when they are in the mindset of purchasing. The most awesome part is this. Every time your ad is seen you boost your mind share with that viewer and you only pay for your ad if it is clicked on. Paid search adverts are very targeted and are extremely optimize-able to match your business goals.
2. Online Display Ads
Also a type of Paid Search online advertising, display ads can be as reasonably priced or expensive as your resources allows. For example, Google permits you to upload some of your existing creatives and allocates your display ads across their network. You can aim your ads geographically and to publishers that are applicable to your target market or audience. Google AdWords applies an auction based payment arrangement and also offers affordable CPM’s (cost per 1000 impressions).
3. Social Media Marketing
One of the most recent additions to the online marketing world is Social Media advertising. Social Media advertising leverages the building of relationships with like-minded people on sites such as Facebook, MySpace, Twitter, blogs and other online circles of influence to develop your brand and communicate your products and services. Your potential customers are already using Social Media to converse with each other their experiences around your service, your business and your competitors. By using Social Media marketing you are able to take advantage of these conversations and build a feedback loop with your customers. The search engines are starting to pay a lot more consideration to the Social Media space. In the near future if not already, the content and context of social media traffic will influence the way Google and other search engines determine relevancy and thus their search results. This will intensify as social media continues to take off.
4. Search Engine Optimisation (SEO)
Absolutely, adding online advertising to your marketing plan has very low barriers to entry, will enable you to get the most value for your budget, while monitoring and growing your brand recognition within your customers. Now contemplate Search Engine Optimisation as a plan. As a entrepreneur you can certainly obtain and develop SEO skills by way of readily available resources. You may be able to single out a particular staff member who could be up trained to take on this responsibility, you could employ some or all of the skills, or you could decide to learn yourself.
Consider this SEO reality:
* SEO (if done correctly) can provide around 4 times the amount of traffic than paid search advertising!
* Once in place SEO incurs far less cash to sustain the results than paid advertising does.
* Traffic as a result of SEO is far more targeted and likely to convert.
Search engine marketing (SEM) or online advertising is a powerful and satisfying medium. As the search engines and social networks continue to evolve into even more critical parts of the whole internet, online marketing will become more important, and if you can master it, particularly with techniques such as search engine optimisation you will be well positioned to reap the rewards.
Get ahead of your competition now before it’s too late. Learn how to implement search engine marketing to grow your business today.
Richard Baldock specializes in providing highly effective resources for entrepreneurs to develop their skills in an ever-increasing competitive search engine marketing world.
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